Kellogg, Aldi sign own-brand deal

Kellogg, the beleaguered US breakfast cereal company, has broken with tradition by agreeing to supply cereals that will carry a supermarket's brand.

Under a deal with Aldi, the German discount supermarket chain, Kellogg will supply five breakfast cereals for Aldi's in-store Gletscher Krone brand.

Kellogg has stood aloof from the store-brand business.