Ferrero names insider to head WK Kellogg after $3.1B purchase

Dive Brief:

• Ferrero appointed Jean-Baptiste Santoul as the chief operating officer for WK Kellogg, tasked with overseeing the recently acquired Rice Krispies and Froot Loops business for $3.1 billion.

• Gary Pilnick, the former CEO of WK Kellogg, left at the end of 2025 after Kellogg split its snacks and cereal businesses in 2023.

• Santoul, a former Unilever executive, expressed optimism about the future of cereal in North America and pledged to accelerate growth and strengthen market leadership.

Dive Insight:

Ferrero has appointed a familiar face to lead its newly acquired WK Kellogg business, aiming to expand its presence in North America with a focus on cereal and other food categories.

The acquisition of WK Kellogg last summer was viewed as a strategic move to diversify Ferrero’s product portfolio, although concerns about declining cereal sales linger as consumer preferences shift towards healthier options.

In his new role, Santoul will lead WK Kellogg in maintaining its legacy cereal business while exploring opportunities in the protein and fiber categories. He will also navigate challenges such as increasing demand for healthier options and regulatory pressures on artificial ingredients.

“Our iconic brands and rich heritage position us to lead the cereal category with renewed energy,” Santoul remarked on the company’s potential for growth and innovation.