With eye on healthy eating, Kellogg’s makes CEO hire

September 29th, 2017 3:33 pm - updated: 3:41 pm.

NEW YORK (AP) — Kellogg’s CEO is retiring and will be succeeded by an executive from a vitamin and protein bar company, as packaged food makers try to keep customers who are looking for healthier products.

The maker of Frosted Flakes, Pop-Tarts and Eggo waffles said Chief Executive John Bryant will be replaced by Steven Cahillane, an executive from The Nature’s Bounty Co. That company makes Balance bars, Solgar supplements and Ester-C vitamins.

Cahillane will start as CEO next week and will join the company’s board. Bryant, 51, will remain executive chairman of the board until March, when Cahillane will take over that role. Cahillane, 52, has also worked at Coca-Cola Co. and beer maker AB InBev.

Kellogg has struggled to make its cereals and snacks more appealing to those seeking to avoid processed food. Its revenue has fallen every year since 2013.

Bryant said Cahillane’s experience at Nature’s Bounty would help Kellogg adjust to consumers’ demand for healthier food, but that it wouldn’t apply to all of Kellogg’s products.

“I think in our cereal business, health and wellness is important,” Bryant said. “The snacks business is more about indulgence and taste.”