ALERT: Kellogg to Spin-Off North American Cereal, and Plant Based Businesses
On June 21, 2022, before the market open, Kellogg Co. (NYSE: K) announced that the company’ Board of Directors has approved a plan to separate the company into three standalone, publicly traded companies. The separation, which is posited to be completed via tax-free spin-offs, will result in shareholders of record owning interest in: “Global Snacking Co.”, “North America Cereal Co.”, and “Pant Co.”.
In terms of timing, management is currently targeting both spin-offs to be completed by year-end 2023, with the North America Cereal Co. separation to precede the spin-off of Plant Co. The company has stated that it expects Global Snacking Co. to maintain an investment grade credit rating.
Kellogg is a global manufacturer and marketer of snacks and convenience foods, with well known snacks marketed under the Kellogg’s, Cheez-It, Pringles, and RXBAR, amongst others. Cereal and cereal bars are generally branded under the Kellogg’s name, as well as Kashi and Bear Naked brands. Additionally, the company has frozen food brands Eggo and Morningstar Farms. In its current corporate structure, in 2021 K generated $14.2 billion in revenue and $2.5 billion in adjusted EBITDA. The company has struggled with overall growth as stagnant or declining sales at the Cereal category has obfuscated growth opportunities available to the Snacks and Other categories, primarily plant based products.
Following the separation:
Global Snacking Co. generated pro forma 2021 sales and EBITDA of $11.4 billion and $2.0 billion, respectively. The company will control well-known brands including Pringles, Cheez-It, Pop-Tarts, Kellogg’s Rice Krispies Treats, Nutri-Grain, and RXBAR, amongst others, which represent approximately 60% of the company’s sales. Global Snacking will also retain the international cereal business, which will represent less than 25% of sales and provides scale and growth opportunities moving forward. North America will represent just under 50% of the new company’s revenue. Management expects the Snaking business to generate high single digit revenue growth with margin expansion opportunities.
North America Cereal Co. will be a leader in cereal in the U.S., Canada, and Caribbean markets, with 2021 sales of $2.4 billion and EBITDA of approximately $250 million. Key brands include Kellogg’s, Frosted Flakes, Froot Loops, Special K, Rice Krispies, and Kashi, amongst others. Looking forward, the company will initially be focused on recovering from current struggles with supply chain issues by restoring its inventory, margins, and share position following 2021. Management expects the company to largely generate “stable net sales over time”, with opportunities to widen profit margins and generate higher cash flow.
Plant Co., the smallest of the post-separation companies by revenue, is anchored by the Morningstar Farms brand of plant based burgers, “Chik’n”, sausage, and other products. On a pro-forma basis the company generated 2021 sales and EBITDA of $340 million and $50 million, respectively. The company will initially be focused on growth opportunities within the U.S., Canada, and Caribbean markets, with further international expansion opportunities in the future.
PRELIMINARY VALUATION
In terms of rationale, the separation accomplishes two main objectives. First, as standalone companies each will have greater access to growth capital investment opportunities given the reduction in competition for dollar spend from the other categories. Secondly, the growth attributes of the Snacks and Plant companies will be more apparent ex the more stable growth of Cereal. Additionally, it could be suggested that as standalone companies each of the post-spin entities may be more attractive acquisition targets given their smaller relative size (as compared to current K) and more focused product offerings.
Following the separation, each company should be re-rated to more accurately reflect the pure-play nature of their respective businesses. For its part, the parent Snacks company will likely be placed into the same category as snack and beverage manufacturers such as Mondelez International Inc. (NASDAQ: MDLZ), J&J Snack Foods Corp. (NASDAQ: JJSF), and Hostess Brands Inc. (NASDAQ: TWNK), amongst others, which currently trade on average at 14.3x 2023 consensus EBITDA estimates. Notably MDLZ, which itself was a spin-off from Kraft, currently trades at the high end of the peer group at 15.7x. Cereal will be comped to General Mills Inc. (NYSE: GIS) and Post Holdings Inc. (NYSE: POST), which trade at 13.6x and 10.0x their respective 2023 EBITDA estimates. Lastly, Plant Co. is likely to be compared to the likes of other plant based and vegan focused public companies, which includes Beyond Meat Inc. (NASDAQ: BYND), Oatly Group AB (NASDAQ: OTLY), and Tattooed Chef Inc. (NASDAQ: TTCF). Notably Plant Co.’s peers are unprofitable on both EPS and EBITDA basis, and mostly trade in a range of 1.0x to 2.0x EV to 2023E sales. (BYND currently trades at 3.0x sales, which we attribute to the name brand recognition.)
Based on pro-forma, post-spin 2021 company results, we forecast Snacks, Cereal, and Plant will generate 2023 revenue of $12.8 billion, $2.4 billion, and $419 million, respectively, as Snacks generates mid-to-high single digit growth, Cereal maintains its current sales level, and Plant grows at low double digit. Assuming stable margins, Snacks would generate 2023 EBITDA of almost $2.3 billion, while Cereal would generate $250 million in EBITDA. Applying a slight discounted peer multiple of 14.0x to Snacks implies an enterprise value of $31.5 billion. Cereal likely will trade at the lower end of the peer group given a lack of material growth, as such we apply a 10.0x multiple, inline with POST, resulting in an enterprise value of $2.5 billion. Given the lack of profitability at Plant Co.’s peers, we value shares at 1.5x our 2023 revenue estimate, implying a $628 million enterprise value. Notably our Plant Co. valuation equates to a 10.2x EV/EBITDA multiple assuming stable 14.7% EBITDA margins for the company, which we view as reasonable if not conservative for the growth and profitability profile combined with the view that the MorningStar Farms brand may be an attractive acquisition target.
On a preliminary sum-of-the-parts basis, we estimate that shares of Kellogg Co. are fairly valued at $78 per share based on the above post-spin company valuations and including current net debt of $8.1 billion and 337.9 million shares outstanding.