What’s “Froot Loops” in Italian?

The European confectionary company Ferrero has agreed to buy WK Kellogg Co., the manufacturer of iconic American cereals, for $3.1 billion.

The acquisition is set to bring the publicly traded maker of Froot Loops, Frosted Flakes and Rice Krispies under the privately owned Italian manufacturer of Nutella, Tic Tac and Kinder chocolates.

WK Kellogg, based in Battle Creek, Michigan, was spun off from Kellogg’s in 2023, splitting the company’s North American cereal business from its other snack products like Pringles and Pop-Tarts, a unit that is now owned by the publicly traded conglomerate Kellanova. WK Kellogg, one of North America’s largest cereal makers, saw its shares surge more than 30% Thursday on the news of the deal.

The agreement comes after years of slowing demand for sugary breakfast cereals as many consumers look for healthier options. WK Kellogg came under fire last year when CEO Gary Pilnick said on CNBC that households squeezed by food companies’ price hikes should consider eating “cereal for dinner” to save money, part of a marketing pitch the company was making as an answer to inflation.

Yet snack demand, too, has flagged recently, with The Campbell’s Co. and General Mills each warning this year of slower sales as customers prioritize square meals.

Ferrero, perhaps best known for its namesake Ferrero Rocher chocolates in gold foil, originated in Alba, Italy, after World War II and is now a multinational food maker headquartered in Luxembourg. The company reported revenue of 18.4 billion euros last fiscal year, up nearly 9% from the one before.

Ferrero executive chairman Giovanni Ferrero described the acquisition Thursday as “a key milestone” in an effort to grow its footprint in North America, where the closely held company sells an array of popular candies.

The deal is among a series of high-profile Ferrero acquisitions in recent years. The firm bought Butterfinger, Baby Ruth and other U.S. candy brands from Nestlé in 2018, then acquired Kellogg’s bakery business, including Famous Amos and Keebler, in 2019 along with the manufacturer of Halo Top ice cream in 2022.

After the transaction closes, WK Kellogg will be delisted from the New York Stock Exchange and become a wholly owned subsidiary of Ferrero. The deal is expected to close later this year.

President Donald Trump’s proposed 50% tariff on Brazilian imports is bad news for coffee drinkers.

Brazil, the largest U.S. supplier of green coffee beans, accounts for about a third of the country’s total supply, according to data from the U.S. Department of Agriculture.

Coffee beans need to grow in a warm, tropical climate, making Hawaii and Puerto Rico the only suitable places in the United States to farm the crop. But, as the world’s top consumer of coffee, the U.S. requires a massive supply to stay caffeinated. Mintel estimates that the U.S. coffee market reached $19.75 billion last year.

The increase in trade duties could leave consumers with even higher costs after several years of soaring coffee prices. Inflation-weary consumers have seen prices for lattes and cold brew climb as droughts and frost hit the global coffee supply, particularly in Brazil. Earlier this year, coffee bean futures hit all-time highs. They rose 1% on Thursday, although still well below the record set in February.

To be sure, there’s still time for Brazil to strike a deal with the White House before the tariffs go into effect on Aug. 1. Plus, food and beverage makers are hoping that the Trump administration will grant exemptions for key commodities. U.S. Department of Agriculture Secretary Brooke Rollins said in an interview in late June that the White House is considering exemptions for produce that can’t be grown in the U.S. — including coffee.

But if that doesn’t happen, coffee companies like Folgers owner J.M. Smucker, Keurig Dr Pepper, Starbucks and Dutch Bros will face much higher costs for the commodity. Giuseppe Lavazza, chair of Italian roaster Lavazza, said on Bloomberg TV on Thursday morning that the latest tariff could mean “a lot of inflation” for the coffee industry.

Roasters will try to mitigate the impact of the higher tariff, but it won’t be easy.

“Every company is always trying to eke out the next efficiency, to dial into their operations or find the way to minimize inflationary pressures, but a 50% tariff on a commodity that fundamentally is not available in the U.S. — you can’t really do much with that,” Tom Madrecki, vice president of supply chain and logistics for the Consumer Brands Association, a trade group that represents the consumer packaged goods industry.

One mitigation tactic could be to import beans from countries other than Brazil, but companies will likely still be paying more for the commodity.

“A characteristic of tariffs, especially when you have tariffs on multiple countries at once, is that not just the inbound cost rises. It allows the pricing floor to also rise,” Madrecki said. “If you have cheaper coffee in a country different than Brazil, you’re not inclined to sell it at a 30% lower cost. You’re going to try to bump your coffee up a bit more, too.”

At-home coffee brands, like JM Smucker’s Dunkin’ and Kraft Heinz’s Maxwell House, have already been hiking their prices this year in response to spiking commodity costs. More price increases could be on the way for consumers, although retailers may push back.

Keurig Dr Pepper would consider additional price hikes in the latter half of the year to mitigate the impact of tariffs, CEO Tim Cofer said in late April, after Trump introduced his initial round of so-called reciprocal duties.

And Smuckers warned investors on its quarterly conference call in early June that tariffs on coffee were weighing on its profits. Coffee accounts for roughly a third of the company’s revenue.

“Green coffee is an unavailable natural resource that cannot be grown in the continental United States due to its reliance on a tropical climate,” Smuckers CEO Mark Smucker said. “We currently purchase approximately 500 million pounds of green coffee annually, with the majority coming from Brazil and Vietnam, the two largest coffee-producing countries.”

Vietnam, which announced a tentative trade deal with the White House earlier this month, supplies about 8% of the U.S.’s green coffee beans. Under the agreement, the U.S. will impose a 20% duty on Vietnamese imports.

Consumers who prefer a caramel macchiato from Starbucks for their caffeine hit will likely see a more muted impact on their wallets.

After several quarters of sluggish U.S. sales, Starbucks CEO Brian Niccol said in late 2024 that the company wouldn’t raise prices in 2025, in the hopes of winning back customers who had complained about how expensive its drinks had gotten. While it waits for its turnaround to take hold, Starbucks might choose to swallow the higher coffee costs.

The coffee giant also benefits from its diversity — both in suppliers and the breadth of its menu, which now includes the popular Refreshers line. Starbucks imports its coffee from 30 different countries, and roughly 10% of its cost of goods sold in North America comes from coffee.

The new trade duty could mean a 0.5% increase in Starbucks’ North American cost of goods sold, assuming about 22% of its beans come from Brazil, TD Cowen analyst Andrew Charles wrote in a note to clients on Thursday. Starbucks’ packaged drinks, which are distributed by Nestle, could see their cost of goods sold increase 3.5%. Altogether, that represents a 5-cent drag on annual earnings per share, according to Charles.

For rival Dutch Bros, higher coffee costs also wouldn’t hurt its bottom line much. Coffee accounts for less than a tenth of the drive-thru coffee chain’s cost of goods sold. Assuming that Dutch Bros sources more than half of its coffee from Brazil, its cost of goods sold would rise just 1.3%, according to Charles’ estimates.

President Donald Trump’s budget chief on Thursday said that Federal Reserve Chairman Jerome Powell “has grossly mismanaged the Fed” and suggested he had misled Congress about a pricey and “ostentatious” renovation of the central bank’s headquarters.

The broadside by Office of Management and Budget Director Russell Vought opened up a new front in Trump’s war of words against Powell.

Trump has repeatedly called on the Fed chairman to cut interest rates, without success. He reportedly has considered firing Powell and, more recently, publicly naming the chairman’s replacement months earlier than the end of Powell’s term next spring.

Vought’s letter raises the question of whether Trump will seek to remove Powell for cause, at least ostensibly.

But the Supreme Court in a recent decision strongly suggested that Federal Reserve board members have special protection from being fired by a president.

“While continuing to run a deficit since FY23 (the first time in the Fed’s history), the Fed is way over budget on the renovation of its headquarters,” Vought wrote in a post on the social media site X.

“Now up to $2.5 billion, roughly $700 million over its initial cost,” Vought wrote. “The cost per square foot is $1,923–double the cost for renovating an ordinary historic federal building. The Palace of Versailles would have cost $3 billion in today’s dollars!”

Vought’s tweet linked to a letter he sent Powell that referenced the Fed boss’s June 25 testimony before the Senate Banking Committee.

“Your testimony raises serious questions about the project’s compliance with the National Capital Planning Act, which requires that projects like the Fed headquarters renovation be approved by the National Capital Planning Commission,” Vought wrote.

“The plans for this project called for rooftop terrace gardens, VIP private dining rooms and elevators, water features, premium marble, and much more,” he wrote.

But Powell, in his testimony, said, “There’s no VIP dining room. There’s no new marble. There are no special elevators. There are no new water features. There’s no beehives and there’s no roof terrace gardens,” Vought wrote.

“Although minor deviations from approved plans may be inevitable, your testimony appears to reveal that the project is out of compliance with the approved plan with regard to major design elements,” Vought wrote.