Kellogg May Be Losing Keebler Elves

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.)