Keebler is owned by Ferrero (Italy), which acquired the brand on 29 July 2019 from Kellanova, as part of a $1.3 billion deal that also included Famous Amos.[1][2] Before Ferrero, Keebler was owned by Kellanova from 2001 to 2019.[2]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Ferrero Group — our brands. Last checked .
Keebler is an American biscuit brand founded in 1853 and known for the elves who bake in a hollow tree, a campaign that has run since 1968. Ferrero bought it from Kellogg in 2019 for $1.3 billion, along with the rest of the cookies and fruit snacks business.
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Ferrero ownership tree →
See the full Ferrero brand portfolio (23) →
Ferrero controls 23 brands on Brandtree, 23 of them in food.
The 137 brands in cookies & crackers on Brandtree belong to 55 owners. The largest is Valeo Foods, with 13; Ferrero has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Andante | Valeo Foods | 🇮🇪 Ireland |
| belVita | Mondelēz | 🇺🇸 United States |
| Choco Mucho | Rebisco | 🇵🇭 Philippines |
| Eti Burçak | Eti | 🇹🇷 Turkey |
| emNAU | Paradise Foods | 🇵🇬 Papua New Guinea |
| Fortaleza | M. Dias Branco | 🇧🇷 Brazil |
| Biskrem | Ülker Bisküvi | 🇹🇷 Turkey |
| Bourbon | Britannia | 🇮🇳 India |
Ferrero is a family-owned company headquartered in Alba, Italy, founded in 1946. Brandtree records 23 brands under its control.
Ferrero was founded by pastry maker Pietro Ferrero in Alba, Piedmont in 1946, where wartime cocoa shortages led him to stretch chocolate with local hazelnuts. It remains family-owned through a Luxembourg holding company and has expanded into American biscuits and ice cream by acquisition.
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country, Keebler among them.
Kellogg sold Keebler, Famous Amos and the rest of its cookies and fruit snacks business to Ferrero as it concentrated on snacks and cereal. The seller entity later became Kellanova in the 2023 split.
The parent company of Keebler is Ferrero, a family-owned company headquartered in Italy.
Keebler originated in the United States in 1853, but it is owned today by Ferrero, which is headquartered in Italy. So Keebler is an American-origin brand under Italian ownership.
Ferrero completed its acquisition of Keebler on 29 July 2019, after announcing the deal on 1 April 2019. The deal, which also included Famous Amos, was valued at $1.3 billion (enterprise value).
Before Ferrero, Keebler was owned by Kellanova from 2001 until 2019.
Yes. As of 16 September 2026, Keebler is still owned by Ferrero. The ownership record was last checked against primary sources on that date.
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
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