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Whiteboard: Kellogg’s splits up its empire of brands to grow an even bigger empire (access required)

The maker of Frosted Flakes, Pringles, and Pop Tarts has hit upon a new strategy to grow its brands: Get smaller first and bigger second. In June, Kellogg’s announced it will split its operations into three new companies, but not in a way you might expect. The new companies are being grouped not only by product type but also by geographics and ingredients.

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