The move comes three years after M&F snatched the account, believed to be worth almost £1m, from Hill & Knowlton (PRWeek, 5 November 2004).
Now, in an attempt to more closely align the comms activity with Kellogg's marketing teams, the PR function is being taken in-house at the brand's Manchester HQ.
The cereal manufacturer is currently recruiting for four senior communicators to add to its existing team of five. It is looking to employ a UK comms manager and three UK comms assistant managers, with one to have a specialism in CSR.
Kellogg's comms director for UK and Northern Europe Chris Wermann said: ‘The debate on food and health has intensified. Kellogg's has a good story to tell and we want to be able to tell it more. We feel an in-house comms team will do this.'
He added: ‘The healthy food debate is a great opportunity, which we are already capitalising on as a category. Consumers are turning to brands they know and trust, and we want to be able to communicate with them. We aim to increase the focus on our healthier snack range.'
The new recruits will report to corporate comms director Rachel Fellows, who joined Kellogg's in November from Asda, where she was head of PR.
Wermann confirmed the brand would still use specialist agency support for future digital and radio activity projects. M&F will also still work on some of the brand's consumer activity.
M&F MD Julie Flexen said: ‘We understand the strategic decision by Kellogg's to take its press office in-house. We will continue to work on the healthcare professional and CSR programmes. Kellogg's continues to be an important client.
‘We have a busy new business pipeline and will be making announcements about new business wins in the next few weeks.'