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Kashi
Company typeSubsidiary
GenreBreakfast cereals, snacks, entrées, waffles
Founded1984; 40 years ago (1984)
FoundersPhilip Tauber
Gayle Tauber
Headquarters
Solana Beach, California
,
United States
Number of employees
70[1]
ParentKellogg's (2000–2023)
WK Kellogg Co (2023–present)
Websitekashi.com

Kashi is a maker of whole grain cereals and other plant-based foods sourced from regular farming practices. Founded in La Jolla in 1984,[citation needed] the company became a subsidiary of Kellogg's in 2000, and produces about 100 products sold in the U.S. and Canada. Its original cereal, discontinued in 2021,[2] was identified by the tagline "Seven Whole Grains on a Mission". The name "Kashi" is a blended term derived from "kashruth", meaning kosher or pure food, and "Kushi", the last name of the founder of American macrobiotics, Michio Kushi.

History

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Kashi's acquisition by Kellogg's in 2000 allowed the parent company to enter the market for natural and organic foods.[3]

In 2005 Kashi acquired Stretch Island Fruit Co, a producer of fruit strips and fruit chews. In 2008 Kashi acquired Bear Naked Granola, a producer of granola and bars. Both brands currently operate out of Kashi's headquarters in Solana Beach, California.[3][4][5][6][7]

In 2007, Kashi acquired Bear Naked food company.[8]

In April 2012, Kashi announced it would remove GMOs from all its existing GOLEAN cereals and Kashi Chewy Granola Bars by the end of 2014. It later announced all its products would be Non-GMO Project Verified by the summer of 2016.[9]

When the Kellogg Company was split into two companies in October 2023, Kashi became a unit of WK Kellogg Co.[10]

Location

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Kellogg's moved Kashi's operations to Battle Creek, Michigan, in 2013, to consolidate with its other cereal brands. But after sales declines in 2014, the parent company moved the business back to southern California in Solana Beach to help it realign with the health food community. At that time, Kashi was established as a stand-alone natural food business and would continue to encompass the Bear Naked and Stretch Island Fruit Co. brands. A team, headed by CEO David Denholm, who led Kashi in the 2000s, is now running the company as a standalone business. Kashi remains one of the largest natural foods businesses in the United States and the world.[11][12][13]

Controversies

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A Kashi Chocolate Almond Sea Salt granola bar

In April 2012, a grocer in Rhode Island found out Kashi used genetically engineered, non-organic ingredients, and pulled Kashi products from his store's shelves and later posted pictures and notification through social networking tools. Some customers began to call into question Kellogg's use of the term "natural" on Kashi product labels.[14] Kashi's general manager responded by stating, "The FDA has chosen not to regulate the term 'natural'."[14]

In 2012, the parent company of Kashi, the Kellogg Company, donated $790,000 to the NO on Prop. 37 campaign, which asked voters if they wanted foods containing genetically modified organisms to be labeled in California.[15][16]

In 2013 it was reported that Kashi was being sued for claiming their products as "all natural" or "nothing artificial".[17] The Court certified the following two Classes:

1) California "Nothing Artificial" Class: All California residents who purchased Kashi Company's food products on or after August 24, 2007 in the State of California that were labeled "Nothing Artificial" but which contained one or more of the following ingredients: Pyridoxine Hydrochloride, Alpha-Tocopherol Acetate and/or Hexane-Processed Soy ingredients. The Court excludes from the class anyone with a conflict of interest in this matter.

2) California "All Natural" Class: All California residents who purchased Kashi Company's food products on or after August 24, 2007 in the State of California that were labeled "All Natural" but which contained one or more of the following ingredients: Pyridoxine Hydrochloride, Calcium Pantothenate and/or Hexane-Processed Soy ingredients.[citation needed]

References

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  1. ^ "Kashi: Meet Us" Archived 2009-12-30 at the Wayback Machine. Kashi Company. Retrieved December 26, 2009.
  2. ^ @KashiFoods (13 March 2021). "@KickinItReal We're so sorry but the 7 Whole Grain Puffs cereal has been discontinued😢If it's a great low sugar opt…" (Tweet) – via Twitter.
  3. ^ a b Gasparro, David Kesmodel And Annie (2015-09-01). "Inside Kellogg's Effort to Cash In on the Health-Food Craze". Wall Street Journal. ISSN 0099-9660. Retrieved 2021-03-23.
  4. ^ Adamson, Allen. "Suggestions For Bezos: The Right Way To Acquire Smaller Brands". Forbes. Retrieved 2021-03-23.
  5. ^ "Natural Products INSIDER". www.naturalproductsinsider.com. Retrieved 2021-03-23.
  6. ^ "Global Food Industry News | Market Research and Reports - just-food". www.just-food.com. Retrieved 2021-03-23.
  7. ^ Spiegel, Jan Ellen (2008-01-27). "Faith in Granola Earned Its Makers Millions". The New York Times. ISSN 0362-4331. Retrieved 2021-03-23.
  8. ^ Harris, Jessica (February 5, 2008). "CNN-Bear Naked". Retrieved April 26, 2010.
  9. ^ Nassauer, Sarah (March 17, 2015). "Does Organic Food Taste as Virtuous If It Goes Mass Market?". Wall Street Journal – via www.wsj.com.
  10. ^ https://www.wkkellogg.com/en-us/our-foods/our-brands/kashi.html [bare URL]
  11. ^ "Kashi returning to La Jolla". San Diego Union-Tribune. August 8, 2014.
  12. ^ "Kellogg installs new leadership for cereal, Kashi businesses". www.foodbusinessnews.net.
  13. ^ "Kellogg returns Kashi to stand-alone business". Supermarket News. September 15, 2014.
  14. ^ a b Weise, Elizabeth (April 29, 2012). "Kashi cereal's 'natural' claims stir anger". USA Today. Retrieved April 30, 2012.
  15. ^ "Could Prop. 37 Kill Monsanto's GM Seeds?". Mother Jones.
  16. ^ "California Proposition 37, Mandatory Labeling of Genetically Engineered Food Initiative (2012)". Ballotpedia.
  17. ^ LLC, Feinstein Doyle Payne & Kravec. "Purchasers of Kashi or Bear Naked Food Products--in California--may be affected by class actions lawsuits, announces Feinstein Doyle Payne & Kravec LLC". Prnewswire.com (Press release). Retrieved 2016-08-15.
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