Ferrero, Hostess, and B&G Foods Bid for Kellogg’s Keebler and Famous Amos Brands

It looks like Kellogg’s Keebler, Famous Amos and fruit snack businesses are in saught after because Ferrero, Hostess Brands, and B&G Foods are among the companies thinking about buying it.

According to sources familiar with the situation who spoke to CNBC, the deal would value the brands at over $1.5 billion.

Ferrero, the owner of Nutella, is also bidding on Campbell’s cookie business, Australia-based Arnott’s. The sources have also said that private equity firms are competing for the brands as well.

Kellogg announced that it was selling its cookie brands last year. A spokesperson for the company said that Kellogg is “exploring the potential divestiture of our cookies, fruit snacks, ice-cream cones, and pie shells businesses. A formal process is underway.”

Kelloggs has recently released an Easter cereal called Easter treat Peeps.

The boxes have been spotted at Target already and will be sold for a limited time and sold at other retailers as well.

Disclaimer: We have no position in any of the companies mentioned in this article and have not been compensated for this article.