Kellogg acquires Pringles, but PR strategy is yet undecided

Kellogg said today that it will buy Procter & Gamble's Pringles brand for $2.7 billion, vastly expanding its global snack business. However, the company has yet to figure out the PR details for the newly acquired brand.

Kellogg said today that it will buy Procter & Gamble's Pringles brand for $2.7 billion, vastly expanding its global snack business. However, the company has yet to figure out the PR details for the newly acquired brand.

"It is premature to make these types of decisions,” said Kris Charles, Kellogg spokesperson, via email.

Last month, Kellogg selected Edelman to run PR efforts for its US brands, and the agency set up a conflict shop for the business. Edelman renamed the new agency Krispr after earlier calling it The K Group Public Relations Company.

Krispr, based in Chicago and led by Edelman EVP Kathy Krenger, will have its hands full after this acquisition, which is expected to triple Kellogg's global snack sales. Other Kellogg snack brands include Keebler, Cheez-It, and Special K Cracker Chips.

From the Associated Press:

"Pringles has an extensive global footprint that catapults Kellogg to the No. 2 position in the worldwide savory snacks category, helping us achieve our objective of becoming a truly global cereal and snacks company," said Kellogg president and CEO John Bryant in a statement.

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