Kellogg May Be Losing Keebler Elves

And Famous Amos cookies, too

By Arden Dier, Newser Staff

Posted Nov 13, 2018 7:27 AM CST

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Kellogg May Be Losing Keebler Elves — Kellogg's brand food products are photographed in North Andover, Mass. (AP Photo/Elise Amendola, File)

Snack brands Keebler and Famous Amos are up for grabs: Cereal maker Kellogg is exploring the sale of its cookie and fruit snack businesses, including Keebler, Famous Amos, Mother's Cookies, Murray Cookies, Little Brownie Bakers, and Kellogg's Fruity Snacks. Despite $900 million in annual sales, the brands "have had difficulty competing for resources and investments," CEO Steve Cahillane said Monday, per CNN. It's part of a larger trend of food makers unloading products thought to be "out of step with current consumer tastes," per the Wall Street Journal. What Kellogg calls its "power brands"—Cheez-Its, Club Crackers, Rice Krispies Treats, and Pringles—are considered safe. (Kellogg has also had trouble with its cereal.)