Shares of cereal behemoth WK Kellogg (KLG -1.81%) were down 14% this week as of 10:30 a.m. ET on Friday, according to data provided by S&P Global Market Intelligence.
While there doesn't appear to be any direct news linked to Kellogg this week, a couple of news items from its peers could be sending its stock lower.
Volatility in the cereal industry
The first thing that may have helped send Kellogg's stock lower was weak guidance from its cereal peer, General Mills, which reported quarterly earnings on Wednesday. Though General Mills delivered a beat over analysts' estimates, it guided for flat sales growth for the rest of 2025, sending its stock (and subsequently Kellogg's stock) into a tailspin.
Despite this weak guidance, General Mills explained that its cereal unit led the way, delivering 2% sales growth in the second quarter. This growth compares to Kellogg's flat sales last quarter, in which it lost 30 basis points of market share in the U.S. cereal industry. General Mills' better cereal performance along with its weaker guidance for cereal in the upcoming year combined for a double dose of bad news for Kellogg.
Meanwhile, Kellogg's other primary cereal peer, Post, acquired Potato Products of Idaho, continuing its diversification away from cereal. This diversification is nothing new for Post and General Mills, which are home to pet food brands and non-cereal breakfast food as well, whereas Kellogg's future is tied 100% to the cereal industry.
However, I prefer Kellogg's pure-play cereal focus, which should help streamline the company's operations following its recent spinoff from Kellanova. At just 0.6 times sales versus Post and General Mill's 1 and 1.8, Kellogg is an intriguing value stock, especially with its high-yield 3.6% dividend.
