BRUCE LEARNERKellogg’s & Swimming

Kellogg’s in the UK •Sales of nearly $13bn in 2009

•Products marketed in 180 Countries

•Made in 18 countries

•31,000 employees

•Distribution started in UK in 1924

•Manufacturing started in 1938

•Two sites in Wrexham one in Manchester

•1700 employees

•42% of cereals market

•7 of the top 10 cereal bars

•80% of UK households

•300m packs

•If it doesn’t say Kellogg’s on the box it’s not Kellogg’s!

Where does your breakfast come from?• Trafford ParkTrafford Park

– Cornflakes, Frosties, CNCFCornflakes, Frosties, CNCF– Rice Krispies, Coco pops, RiciclesRice Krispies, Coco pops, Ricicles– Raisin Wheats, Frosted mini WheatsRaisin Wheats, Frosted mini Wheats

• WrexhamWrexham– Bran Flakes, All Bran, Sultana BranBran Flakes, All Bran, Sultana Bran– Special KSpecial K– OptivitaOptivita

• The Kellogg Company was founded in 1906.• 180 countries, leading producer of cereal and convenience

foods including cookies, crackers, cereal bars, waffles and veggie foods.

• 32,000 staff. • 2008 results:

• Net earnings $1,148m +4%• Revenue $12.8bn +9%• Operating profit $1,953 +5%

• 2009 guidance 3-4% sales and mid single digit OP.

UK• Distribution started in the UK in 1924.• Production began in Manchester 1938.• Kellogg’s employs around 1,700 UK.• 80% of UK households, almost 300 million packs and over

40% of cereal aisle• c.40 cereals and c.30 snacks (including cereal bars, cakes

and cookies).

K ellogg

Balanced Living

Energy in…..

Energy out……..

Kellogg’s Swim Active • Over £200k each year for 6 years funnelled through the National

Swimming Governing Bodies to increase grass roots participation in aquatic exercise…….

– Kellogg’s– Governing Body– Local provider

• 60 projects • 45 local authorities and other partners• 60,000 participants• Funding / GIK leveraged from Sports match and from local sources

Kellogg’s Swim Active

Kellogg’s Swim Active

Kellogg’s Swim Active

Kellogg’s Swim Champion

Recruit and train 1000 Kellogg Swim Champions over the next 2 years & motivate 20,000 swimmers.

What next?

BRUCE LEARNER