Mars, Incorporated has completed its acquisition of Kellanova, uniting two long-standing consumer goods companies and creating a broader global snacking powerhouse. The deal brings together Kellanova’s portfolio of billion-dollar snack brands, including Pringles, Cheez-It, Pop-Tarts, Rice Krispies Treats, RXBAR, and Kellogg’s international cereal brands, with Mars’ existing lineup of major confectionery and snack products such as Snickers, M&M’s, Twix, Dove, Skittles, Extra, Kind, and Nature’s Bakery.
The transaction closed after Mars announced the agreement in August 2024. Kellanova shareholders approved the deal in November 2024, and regulatory agencies worldwide granted all required approvals by December 8, 2025. The combined portfolio will operate within Mars Snacking, enhancing its position across categories where demand remains consistently strong and global consumer affinity for familiar brands continues to grow.
The acquisition significantly expands Mars’ reach in both scale and breadth of categories. Kellanova’s brands deepen Mars’ presence in salty snacks, toaster pastries, international cereals, and nutrition bars while also bolstering the Mars Snacking Accelerator division with complementary brands such as RXBAR, Nutri-Grain bars, and Special K bars. Leadership at Mars has framed the integration of Kellanova as a transformational step that strengthens Mars’ long-term strategy of sustained investment, innovation, and sustainability commitments.
Mars, a family-owned company with more than $65 billion in annual revenue, emphasized that the acquisition adds new global capabilities and enhances its relevance among consumers seeking variety across snacking occasions. The company reiterated its commitment to operating in accordance with the Mars Five Principles.
KEY QUOTES
“Today marks a transformative moment and I’m excited to welcome Kellanova to Mars. United by more than a century of pioneering new categories and building iconic brands, Mars and Kellanova are joining forces to shape the future of snacking. With more than 50,000 Mars Snacking Associates and partners around the world, we’re now positioned to bring consumers more of the brands they love and new innovations — while continuing to advance our sustainability commitments and invest for the long term.”
Andrew Clarke, Global President of Mars Snacking
