Kellogg has indicated that it has no plans to roll out the newly-acquired Mother’s Cake & Cookie Co. brands across the US.
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Kellogg won the Mother’s Cake & Cookie trademarks and recipes in an auction process overseen by a US bankruptcy court, seeing off rivals including US snack maker Lance, Kellogg spokesperson Kris Charles told just-food today (4 December).
Lance was successful in its bid for sister company Archway Cookies. Both businesses had filed for Chapter 11 protection in October, citing rising materials and fuel costs as a factor in the bankruptcy filing.
Kellogg paid a total of US$12.1m for the Mother’s Cookie unit, Charles revealed.
With net sales totalling approximately $60m in fiscal 2007, Mother’s Cookies has a strong presence in the western part of the US and Kellogg said it currently has no plans to take the brand national.
“At this time we have no intentions of a national launch, as Mother’s Cookies are a regional brand with a loyal consumer following in the Western US, but have little brand recognition east of the Rocky Mountains,” Charles said.
However, Kellogg does see potential to grow the brand and will be reintroducing a number of Mother’s Cookies lines.
“We plan to reintroduce some of Mother’s Cookies most popular varieties, but have not yet finalised any decisions about exactly which products and what the timeline will be,” Charles said. “We’ll be sure to let consumers know when we have more information.”
