Origins:
Feeding Happiness is WK Kellogg Co’s sustainable business strategy, focused on bringing healthier, happier futures within reach. Launched in 2024, Feeding Happiness builds upon the legacy of our founder, W.K. Kellogg, who believed in the importance of making the lives of children and families happier, healthier and more promising. Feeding Happiness not only builds upon Mr. Kellogg’s passion for wellbeing, but also directly aligns with our company’s purpose to create joy and connection to inspire Gr-r-reat days. It is centered around three focus areas ― Make Eating Well Easy, Help Kids Be Their Best and Better Our Communities ― through which we’re committed to positively impacting people and planet. Addressing food insecurity is among the principal ambitions that correspond to each of our focus areas. In fact, we have long collaborated with our customers and prominent nonprofit organizations to help fight hunger in a variety of unique and impactful ways. For example, we are a founding partner and longstanding supporter of the Walmart and Sam’s Club “Fight Hunger. Spark Change.” campaign. This in-store retail initiative raises much-needed funds for Feeding America, Food Banks Canada and local food banks across the U.S. and Canada, helping to strengthen and support communities and families in need. We also participate in the Albertsons Companies Foundation’s “Nourishing Neighbors” program, through which we’ve made significant contributions to the national No Kid Hungry campaign. Our donations support No Kid Hungry’s work helping kids who depend on school meals and often miss out when school is not in session.
Contribution:
WK Kellogg Co contributes food and funds through a variety of Feeding Happiness programs and partnerships. Since the program’s launch, we have donated more than 12 million pounds of cereal - equivalent to over 128 million servings - by partnering with hunger relief organizations such as Feeding America and Food Banks Canada. Along with direct food contributions, we help raise funds for families struggling with hunger and other basic needs through our annual Feeding Happiness/ United Way campaign. In 2024 and 2025, our employees’ pledges enabled us to contribute more than $875,000 to support United Way programs. We are currently gearing up for our 2026 campaign. We enlist the community’s help in raising funds to invest back in our hometown of Battle Creek, Michigan, through a cereal sale each year on National Cereal Day. All proceeds benefit United Way of South Central Michigan and member agencies. We also strive to further our impact through hands-on efforts. On World Hunger Day 2025, WK Kellogg Co employees put together snack packs for neighbors in southern Michigan. These snack packs help more people access food through local mobile pantries and distribution events. Employees at our Mississauga, Ontario, office also stepped up on World Hunger Day, volunteering with Food Banks Canada to support the “After the Bell” program. This initiative helps provide food to children during the summer months when school meal programs are not in session.
Objectives:
Feeding Happiness aims to help people be healthier and happier, together, a goal we strive for through our three focus areas. Make Eating Well Easy is all about increasing access to foods providing key nutrients and ingredients. We seek to do this by increasing the number of people reached through feeding programs and retailer initiatives, while growing our offerings with positive nourishment (health, taste, value). We strive to Help Kids Be Their Best by sparking happiness and confidence for millions of kids through sports, play and learning. Better Our Communities means investing in the communities we serve, benefiting both people and planet. This includes creating volunteer engagement opportunities for employees. Understanding our business’s impact on people and planet is essential to being a sustainable business that withstands the test of time. Moreover, it helps us identify growth opportunities and proactively navigate the landscape to connect doing good with good business.
Impact:
Since Feeding Happiness launched, our partnerships and community investments continue to expand access to nourishment for families in need and help close nutrition gaps. For example, through initiatives such as the USDA’s Special Supplemental Nutrition Program for Women, Infants and Children (WIC), more than 1.5 million families enjoyed fiber- and nutrient-rich Kellogg's cereals in 2024. We step up when disaster strikes, working with partners like United Way and Convoy of Hope to deliver nutritious food and funds where needed most. When Hurricane Helene devasted the southeastern U.S., we contributed ~2 million servings of cereal, helping provide important shortfall nutrients (iron, whole grains, fiber) to those impacted by the storm. However, we recognize our Feeding Happiness journey is only beginning. Everyone deserves access to delicious, affordable nutrition, yet families with children are 1.5 times more likely to face hunger, with child hunger rates reaching 50% in some rural areas. Many children still fall short on fiber, too. That’s why we continue looking for opportunities to expand our reach — helping families access foods that not only ease hunger but also help close critical nutrient gaps. We recently announced a partnership with the Mayors Alliance to End Childhood Hunger, a nonpartisan coalition working with Share Our Strength’s No Kid Hungry campaign. We also forged an alliance called the Good Food Coalition with Partnership for a Healthier America, Bel North America and retailers Amazon and The GIANT Company. This first-of-its-kind initiative links consumer purchases of dietitian-validated products directly to hunger relief for families nationwide.
Quote:
“Feeding Happiness represents far more than a strategy or a platform ― it’s a way of doing business that builds directly on the legacy of the man who founded our company over 120 years ago. Mr. Kellogg was both a wellbeing pioneer and a noted philanthropist renowned for his generosity, compassion and commitment to improving lives for children and families. His belief that doing good is good business continues to inspire us today, driving our efforts to ensure families have enough to eat, kids have an opportunity to realize their full potential and communities are healthy and resilient. Going forward, Feeding Happiness will allow us to keep expanding and enhancing the ways that we advance food accessibility, nutrition security and bring people together and leave the world a better place.” - Sarah Ludmer
Chief Wellbeing and Sustainable Business Officer
WK Kellogg Co
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