Kellogg to cut 7 percent of workforce by 2017, lowers forecast

Kellogg Co (NYS:K), the world's largest maker of breakfast cereals, said it would cut about 7 percent of its workforce by 2017 and also trim production capacity, after reporting another quarterly decline in sales in its cereals business. Shares of the maker of corn flakes, Keebler cookies, Froot Loops cereals and Eggo waffles rose as much as 4 percent.

The company's cereals business, which includes Special K corn flakes and Rice Krispies, has been battling stiff competition from General Mills Inc (NYS:GIS) and private-label cereal brands. Increasing popularity of yoghurt, frozen egg sandwiches and other breakfast items has also hit the business.

Sales at Kellogg's U.S. morning foods business, which includes cereals, fell 2.2 percent in the third quarter ended September 28. The job cuts are a part of a four-year cost-cutting program, called Project K, that the company launched on Monday. The company said it would create regional hubs that will put resources closer to its plants. Read more.