Who owns Extra?
Extra, a food brand from the United Kingdom, is owned by Mars (the United States) through its subsidiary Kellanova.[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Kellanova Annual Report 2025, 1 February 2026. Last checked .
Key facts
- Current owner
- Mars, Incorporated via Kellanova reported
- Owner HQ
- 🇺🇸 United States, McLean, Virginia
- Origin
- 🇬🇧 United Kingdom
- Founded
- 1993
- Category
- Food › Breakfast cereal › Ready-to-eat cereal
- Last verified
- · 1 sources
About Extra
Extra is a clustered granola cereal sold across Europe, positioned above the standard flake ranges on price and ingredients. It sits alongside Crunchy Nut and Special K in Kellanova's international cereal portfolio. Kellanova holds the Kellogg's cereal brands outside North America, where the separate company WK Kellogg Co sells them instead.
Ownership timeline of Extra
Where Extra sits in Mars
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
- Kellanova · 10 brands
Open the full Mars ownership tree →
See the full Mars brand portfolio (42) →
Other brands owned by Mars
Mars controls 42 brands on Brandtree, 31 of them in food.
Also in food
- Altoids (1780)
- Ben's Original (1943)
- Bounty (1951)
- Celebrations (1997)
- Cheez-It (1921)
- Combos (1976)
- Crunchy Nut (1980)
- Dolmio (1985)
- Eggo (1953)
- Extra (1984)
- Galaxy (1960)
- Juicy Fruit (1893)
- KIND (2004)
- Life Savers (1912)
- M&M's (1941)
- Maltesers (1937)
- Mars (1932)
- Milky Way (1923)
Founded in the 1990s
- Greenies (1996)
Other brands in ready-to-eat cereal, and who owns them
The 32 brands in ready-to-eat cereal on Brandtree belong to 12 owners. The largest is General Mills, with 7; Mars has 4.
| Brand | Owner | Owner based in |
|---|---|---|
| Cheerios | General Mills | 🇺🇸 United States |
| Froot Loops | Ferrero | 🇮🇹 Italy |
| Grape-Nuts | Post Holdings | 🇺🇸 United States |
| EnviroKidz | Nature's Path | 🇨🇦 Canada |
| Chocapic | Nestlé | 🇨🇭 Switzerland |
| Jordans | Associated British Foods | 🇬🇧 United Kingdom |
| Frugra | Calbee | 🇯🇵 Japan |
| AXA | Lantmännen | 🇸🇪 Sweden |
About the owner: Mars
Mars is a family-owned company headquartered in McLean, Virginia, United States, founded in 1911. Brandtree records 42 brands under its control.
Mars is one of the largest privately held companies in the world, owned by the Mars family since Frank Mars began making sweets in Tacoma in 1911. It publishes no financial statements. Its four segments are snacking, pet nutrition, food and Mars Wrigley, and it agreed to acquire Kellanova in 2024.
🇬🇧 Extra and other British brands
Brandtree records a controlling owner for 552 brands that began in the United Kingdom. 291 of them (53%) are now controlled by a company headquartered in another country, Extra among them.
Frequently asked questions
Who is the parent company of Extra?
The parent company of Extra is Mars, a family-owned company headquartered in the United States. Extra sits under Mars' subsidiary Kellanova.
Is Extra British or American?
Extra originated in the United Kingdom in 1993, but it is owned today by Mars, which is headquartered in the United States. So Extra is a British-origin brand under American ownership.
Is Extra still owned by Mars?
Yes. As of 16 September 2026, Extra is still owned by Mars. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Kellanova Annual Report 2025 — Kellanova, Annual report, published 1 February 2026; retrieved 23 October 2026.
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