Kellanova (K) Earnings Call Transcript & Summary
September 7, 2023
Earnings Call Speaker Segments
Andrew Lazar
analystWelcome back, everybody. Day 3. Hopefully, the conference is going well and everybody is finding it really, really productive. And we're really excited, really excited for our session this morning. So I want to welcome our fireside chat with Kellanova. With me today is Chairman, President and CEO of Kellanova and current CEO of Kellogg, as you all know, Steve Cahillane. Steve, great to see you.
Steven Cahillane
executiveGreat to be with you here, Andrew. Thanks.
Andrew Lazar
analystAppreciate it. So maybe just a quick one to start. Understanding there's still some customary approvals that you've got to get through. Maybe can you give us any updates on when in the fourth quarter you expect the spin-off transaction could take place?
Steven Cahillane
executiveYes. So you've heard us mention for a while now, our confidence in the fourth quarter. We remain very confident in the fourth quarter. July 31, we started running what we call company and company, which is essentially running the water through the pipes before putting up the drywall, so to speak, to see exactly what works, what doesn't work, what needs to be improved. That has gone, I would say, remarkably well. And the team has done an exceptional job, continues to do an exceptional job. And the way to think about that is WKKC is, in effect, has been since July 31, operating under the umbrella of Kellogg, but as a separate company. Everything from order to cash, collections, sale -- the selling organization and so forth, with a great deal of effectiveness. So we're confident that it's working, and we're actually -- we'll be making more announcements in the coming days, but we'll be closing and spinning in October.
Andrew Lazar
analystGot it. Great. Excellent. You recently hosted an Investor Day, which you effectively unveiled the 2 post-separation company strategies and financial outlooks. I guess for those that either couldn't attend or didn't listen in, what were really the most important messages that you wanted to convey that day?
Steven Cahillane
executiveYes. So we obviously made the announcement June 21 of last year that we would do the spin. And there was a lot of questions around the industrial logic around it. And I think there was a pretty clear understanding of that industrial logic. But some of the biggest questions were, yes, but what about dissynergies? What about stranded costs? Is this going to be -- is this juice worth the squeeze? And there was some estimates out there around those dissynergies and stranded costs. And I think what we showed during the Investor Day, it was much less than feared. So if you look at the EBITDAs of the 2 companies, there's -- you'd see that we've done, I think, a pretty exceptional job at minimizing dissynergies and stranded costs. That was one. I think the other from the WKKC side was the compelling logic around focus, attention, its own sales organization, the prioritization that happens that will create the opportunity to turn that into a more effective business. And then finally, we've been talking about this for a number of years now, how our portfolio has really pivoted to more of a snacking emerging markets business. But I think there was a number of light bulbs that went off when you actually show the Kellanova pro forma and say, this business is now 80% snacking in emerging markets. I mean, 30% emerging markets. And even though people kind of knew that, I mean, people follow our company, smart people, I think to see it in that stark way and understand that that's going to be the business going forward. This really is a snacking powerhouse, was kind of a discovery for some people. The other thing when you think about our top 5 power brands, really differentiated brands, Pringles, Rice Krispies Treats, Pop-Tarts, and on making up 50% of our sales going forward. And again, a very, very differentiated brand. There's only one Pop-Tarts There's only one Pringles. And obviously, I'm a little biased, but they are very, very differentiated brands that have been performing very well for 4 years now. And then the final thing I'll say is when you look at our performance on a pro forma Kellanova basis and you stack it up against some very successful snacking peers, I mean we're right there, they are better. And so I think those were some of the messages we wanted to get across, and I think those were some of the messages that landed.
Andrew Lazar
analystMaybe the follow-on, Kellanova is essentially 80% to 85% of Kellogg's company's net sales today. So the question we get a lot is, what will make it different as a stand-alone company? And why should that produce better and more consistent financial results over time?
Steven Cahillane
executiveWell, as I said, I think it will shine a brighter light on the portfolio, as I already mentioned. It will shine a brighter light on some underappreciated assets, Africa, for example. We get a lot of questions about our African business. And I don't think we've been effective enough at explaining the true competitive advantage that we have in West Africa, in particular, that we're spreading now to the Gulf states as well as South Africa, and how that has really inoculated us from some of the real challenges that consistently come in emerging markets. I mean, for 5 years now, we've been growing nearly double digits in that market, and there's a reason for that. Because I think all those things will come to be better appreciated by the markets. And then the final point, just as WKKC can be more effective running that cereal business because it's their main focus, it's the absence of a challenge for the Kellanova business going forward and it's a real focus around growth and how you really focus your capital and your attention on the future and future growth opportunities. And you'll see even in our capital plans, we're going to be about 3.5%, 4%, 4.5% on an ongoing basis in terms of ratio of CapEx spend, really about 4%, but that may go up to 4.5% or so in the next year or 2 because we need greenfield sites for Pringles. We put a site in Malaysia a number of years back, and it's completely full. We put a site in Kutno, Poland. We just put a sixth line there, completely full from the moment it went in. And we have unmet demand in Asia and Latin America that we know. Every capital investment we've made in Pringles has had an incredible ROIC because the brand has got demand that we know we can create and that's unmet. And so you'll see that a lot more, I think, clearly as we spin off into Kellanova.
Andrew Lazar
analystGot it. You spent a lot of time at the recent Investor Day talking about the important role that you expect sort of each region to play as you strive to hit the top line growth target of 3% to 5%. And I think it might be helpful if you could walk us through maybe what sort of growth you're expecting from the more well-established snacking businesses in the U.S. and North America, maybe versus the contribution you're expecting from emerging markets and some of the other overseas markets that you currently operate in, just how the build up to that sort of 4% to 5%?
Steven Cahillane
executiveSo you saw we took our long-term algorithm up based on the confidence we have on the historical performance of the Kellanova portfolio. So if I start in North America, which will be obviously a snacking-led -- more snacking-led business now. Again, the biggest the brands being cheese, and in this case, in Pringles. We see low to mid-single-digit growth going forward, driven by that portfolio and bolstered by really solid performance in Eggo as well, but led by the snacking businesses. Europe -- for 6 years now, we've been growing in Europe, which makes us a little bit unique because it is a challenging developed market in many cases. But our Pringles business continues to be the driver of growth there. We kept cereal very purposefully in the Kellanova portfolio because it provides important scale for us, and it's a good business. It's a stable business. It's bolstered by great brands like Crunchy Nut, just a terrific brand. Tresor, biggest Continental European brands. So a good business there, but a stable business. And so you look for low single-digit growth in Europe and that growth being driven by the continued exceptional performance of Pringles. Latin America, you look to mid-single-digit growth. And again, we have a very important cereal business in Mexico. Roughly, a 65% share business there. Again, purposely kept that business because of the scale advantage it gives us and has really allowed us for a number of years now to grow Pringles in an exceptional way. And then you look at our EMEA region, which, as I just mentioned, has been growing exceptionally well for a number of years, and we look for a high single-digit growth which would be a call down from what it's been doing, but again an exceptional performance. And that's led by, again, a snacking business that's performing very well. Our noodles business, which I mentioned is probably underappreciated. And we do get some questions, "So why did you keep the noodles business if you're a snacking business." And what we said is we're a snacking led business, but one of the reasons we like noodles is it actually grows faster than snacks. I think it's an exceptionally good business. And in Nigeria, is one example, we have a joint venture that we don't consolidate. It's the manufacturer and marketer of Indomie noodles as well as other household staples and it's about the best penetrated brand in West Africa. And so there's a lot of reasons to really like our EMEA business, and we're counting on that for high single-digit growth and have a lot of confidence in that.
Andrew Lazar
analystBrands like Pringles, Cheez-It, Pop-Tarts, Rice Krispies Treats, undeniably differentiated brands that have been greatly successful here in the U.S. I guess, what gives you the confidence you can sustain their growth domestically and expand them internationally where some of them don't necessarily exist today, in case of Cheez-It and what have you?
Steven Cahillane
executiveSo we have a great history of growing those brands. And then we launched Deploy for Growth over 5 years ago now and we exited DSD, many of you will remember that. And there's a lot of skepticism going all the way back to when we exited DSD and there was a notion that without DSD, these snacking brands are going to suffer, you don't get displays, you won't be able to control your shelf positions. And I think we've proved that demonstrably false, and those brands since then have performed very, very well because we've invested in them. And we've invested in really good consumer messaging, really good promotional programs with customer, and for a number of years now, they've grown and they've grown reliably. And we'll continue that performance and we'll continue to invest in these. See our algorithm. We also see us continuing to invest A&P in those brands in North America and around the world. Then the second part of your question is why do we believe they can travel? A couple of reasons. Cheez-It, we get asked many times, why is it still mostly domiciled in the U.S. It's a very strong brand. We launched in Canada a couple of years ago, it's been successful. We now launched in Brazil and Mexico and early days are showing real promise and real success and we are looking at Europe and other markets. And so we've demonstrated to ourselves that we know how to do this. We get the food right. Obviously, cheese is a very local profile, you have to get the flavor, right? So we have Parmesan, for example, in Brazil. We don't have that in the United States. Sometimes Snap'd as a platform is a better expansion opportunity than the core cracker. And so we get the food right, but it's still real cheese, Cheez-It with real attitude and real cheese, that's the kind of the center of the positioning and it's worked well. I mean some of our other brands, Rice Krispies Treats is already very successful in Europe and Australia. And so we're -- maybe we should have gotten started 10 years ago, but there's no time like the present. And so we're not going to try and tackle 30 countries all at once. But we've got a plan over the coming years to take one country at a time, continue to refine the playbook. We learned it from Canada. We absorbed those learnings to Brazil. We learn more in Brazil, we're applying those to Mexico. And so we'll continue to do that, and we see a number of years of really good, steady incremental growth coming from some of these power brands and how they'll travel outside the United States.
Andrew Lazar
analystYou touched on Africa a bit before. It's a market. Many of us don't have as much visibility to. Maybe you can provide a little more detail and color on that business. What's the strategy in the region is and your outlook for future growth, how that looks?
Steven Cahillane
executiveYes. So I mentioned a couple of things about Africa, but it really is a fantastic business for us. And under Amit Banati's leadership, he's our CFO, here with us today, we really altered our strategy in Africa and adopted the affordability pyramid. And so historically, if you go way back to when we first went into Africa, we went into South Africa with cereal. All the way back to Mr. Kellogg's days and had to really develop the habit for breakfast cereal, and it is a very premium product. And so it's a natural limit on what you can achieve. And so what we've done in Africa is, since then in Nigeria and the rest is in this affordability pyramid, we start with something that maybe 2x the cost of a local kind of untraditional food and go up the pyramid from there with Pringles being at the top. And then we really focus on route-to-market. And so in Africa, we get asked, why do you own the distributor, Multipro. Well, Multipro is the moat that we have around Africa. We are 51%, but it's basically a route to market for everything that we sell through our [indiscernible] joint venture. I mentioned Indomie noodles, cooking oils and so forth. And we get to every single traditional point of sale that you wouldn't be able to get to without the scale that Multipro gives you. And so we are now the largest food company in Nigeria. We're a staple item to African consumers. It's the last thing they would cut from their shopping list. And so you have to think about that as an integrated business with Multipro being what we consolidate, but it is a very, very powerful and necessary route-to-market advantage that we have. We're applying that into Egypt, Saudi Arabia, South Africa as well. We've launched Kellogg's new rolls now in the Gulf Coast states as well as South Africa, and that's off to a very good start, #2, Moody's brand now in Africa.
Andrew Lazar
analystCloser in. Just looking at sort of recent scanner data for maybe the 12 weeks through August 26, perhaps not as strong as maybe expected, not just for Kellogg, but the broader industry as we've seen. Your medium-term sales growth algorithm for calls for about 3% to 5% of sales growth. And we've seen [indiscernible] waffles, crackers, kind of up more low single digit. I mean snack and nutrition bars are down a bit. I guess would you expect there to be a period of time where sales growth might be a bit below the medium-term algorithm that you set out for Kellanova? Or are we just overthinking some of the near-term data for really the industry as a whole and we will get into that more also a little bit?
Steven Cahillane
executiveYes. I think latter, Andrew, and let me tell you why. When we really launched the algorithm, we've seen these numbers and we've seen these fortress, we saw this coming. And so I know there's a lot of focus and talk around volume and what's happened to our volume and where is the volume going. But if you take a step back and say, okay, 2, 2.5 years ago to where we are today and the industry would have taken something like 30% pricing and in mid-single-digit volume degradation, you'd say, well, sign me up for that. And if you go back just 12 months ago, there was really nobody dancing in the street saying, look at this, double-digit pricing and no effect on volume. Well, it's bound to catch up. And so I think what we were seeing is kind of the cliff and the consumer saying, "Wow, this is quite significant." And we've been saying that every one of our quarterly calls and every public opportunity that we are expecting elasticities to come back, and then they're coming back. They're still not all the way back, but it was always going to be lumpy and hard to predict exactly how it would happen, and so -- I think that's what we're seeing. And so as we look into 2024 and going forward, the consumer is going to start to get used to these prices. Because it's not just across food, it's across everything as we know. And the prices are going to be mostly sticky, and wages are starting to catch up. And so in 2024, I don't think volume has been permanently destroyed. And so -- and the other thing is us, like many others, we had a supply chain that was not nearly as reliable as historically, it would have been. Those things are starting to normalize -- are in fact, have normalized. And so we may have been a little bit slower than others to come back to promotional activity. We're still nowhere close to prepandemic levels. But we have a confidence in our supply chain that allows us to road retailers and really sell some quality merchandising, get some promotional activity, which drives displays under the floor. And so it will continue for the rest of the year. I don't think there's any doubt. There's not going to be a magic, the next 4 weeks, scanners are going to show something different. This is where the consumer is at. But in 2024, the wages will continue to catch up a little bit. We're going to lap all these things and prices will not continue to increase and people used to that new price point. But right now, it's still a little bit of a sticker shock.
Andrew Lazar
analystIt almost feels like an industry, if we can just fast forward 6 months, just start '24. And where will you see this journey or this transition maybe from the anomalous actions over the last couple of years to maybe a more stable environment, right, to your point, wasn't it going to be a linear? And we're seeing that across the industry as a whole. So I appreciate your perspective on that? Your guidance for Kellanova in '24 implies margin expansion in the first year. I guess how are you expecting to be able to overcome any of the dissynergies, stranded costs associated with the spin-off and still be able to achieve margin expansion in sort of the first year post spin?
Steven Cahillane
executiveI think a couple of things. First, from the moment we spend, we're a higher-margin company, right? And I mentioned our top 5 power brands and they're really good margin brands for us. And so we have, based on the velocities and the momentum of our brands, we have a natural mix -- positive mix that started to happen from day 1. I already mentioned that the work that we've done against stranded margins. And so you've seen that in our forecast that we've already tackled much of that. The fact that we're running company and company right now and have embedded that in our guidance should give further confidence to that. I mentioned supply chain and supply chain reliability. Like many others during the course of the pandemic, all our productivity programs were essentially put on hold and you have -- you can't have people working on significant productivity programs when you're really worried about keeping shelves full. And so we'll get back to targets around 4% productivity at the same time. And so you put all those things together and a higher-margin business, right out of the gate with the target to get to 15% in the near term and why stop there? And so we've seen the opportunity for margin expansion as being deal. We also see it as being very important. And we've got targets against that. We've got the organization really aligned against the need for it. And again, we've got some positive natural momentum that comes from the way the brands are moving currently.
Andrew Lazar
analystYou talked about the medium-term operating margin target of 15%, up from about 13% today. Can you maybe shed a bit more light into what you expect to be some of the more significant drivers of that, call it, 200 basis points worth of margin expansion that you're looking for the next few years?
Steven Cahillane
executiveYes, it was something what I just said. It flows from the gross margin natural mix -- positive mix that comes from those faster moving brands. It comes from our emerging markets getting to scale. So if you look at -- here's a good example. Look at our Mexico business, that's margin accretive to the company, and now a lot of people would not appreciate that. India is not margin accretive, but it's coming up and will soon be margin accretive. And then you have Brazil, which is on the other end of the spectrum where, for a number of years, it was very margin dilutive. It's making very good progress. The [ Parity ] acquisition has been a very good one. And so you have the natural scale that's happening in our emerging markets that starts to become margin accretive -- margin neutral and that type of negative margin mix never bother us because it's positive dollars coming in. It's not incremental as growth, you know. And so that starts to happen. I go back to the supply chain really putting back to productivity programs that we've had historically and been successful at. And so lots of building blocks that get us to that -- the confidence level that get us to the 15%.
Andrew Lazar
analystAnd there are others, and we've talked about this in the snacking space with operating margins already exceeding that 15% level, would likely still further room to go. The 15% target is maybe more of a medium-term target. But how should investors think about the margin potential of this business sort of longer term? Is 15% what you view as sustainable margin level kind of a ceiling? Or are there potentially more opportunity over time beyond that?
Steven Cahillane
executiveIt is not a ceiling. It's a signpost along the way to continuous improvement. And I'm not going to give a target and say that ultimately, you have to get to 20% or whatever your number is. But the things that I just mentioned don't stop at a certain time. So scale in emerging markets continues. And we look at -- we look at margin improvements market by market. And so that Africa business that I mentioned is a bit of a margin percent headwind because you've got that distributor business, which we love, because it's a competitive advantage. But the more velocity and the more we put through there, the more that becomes margin accretive or less dilutive. And so we don't see anything structural that stands in the way of performing at the top of peer set over time.
Andrew Lazar
analystWe talked a little bit about this. As we head into the back half of the year, lot of concern of how investors should think about the path towards sort of volume recovery? How much benefit to the top line? Do you think sort of the increased market in promotional activity will be ultimately yield? As you said, a lot of this were things that you just couldn't -- or the industry couldn't have done given supply chain constraints, maybe the last year or 2. So what are you seeing with respect to sort of your interaction with your key retail partners on some of the merchandising events you've got planned for the coming sort of fall, back-to-school, holiday season, what have you? I guess how much visibility that give you to at least, to your point, volume kind of is moving in the right direction, if not necessarily flipping immediately to a positive, if everyone wants to see it?
Steven Cahillane
executiveYes. I think the rest of the year, we're going to see a lot of what we've seen this year because it's -- as you just said, you can't flip a switch and say, "Okay, everybody is used to these new price comes." But we have had a -- just look at the percent sold on promotion for us and for others, it's very low. It's not close to prepandemic levels. And so there's been a lack of true quality merchandising activity, and you're starting to see that change, but it won't ignite a consumer change overnight, but it will -- it will provide the runway in the path to 2024 that I think becomes more pandemic normalize. And so quality merchandising done correctly, getting the types of lifts that historically we've seen, I think it's very much in the future. And the other positive that comes out of it is remember when the pandemic hit, like we and every -- there's no promotions, everything stopped. And so when you start to layer back in promotions, the tools that we have and the understanding we have around ROIs against promotional mechanics is as good as it's ever been. And so we're going to start by layering in the best, most effective highest ROI commercial activity that we know, and that will start to really, I think, ignite more consumer interest, more consumer demand. But all those variables working together and particularly the consumer, getting to a better place is really important, but I think it points to 2024 really being, which you have to wait for in terms of the volume performance. And then you go back to what I said, that is not -- I don't think that should be taken as any kind of dire businesses in terrible shape. We've never lived through a time where we've taken 30% pricing in a very short period of time and the consumers had a fairly modest reaction. And again, like I said a couple of times now, it's not going to be linear. But the demand -- there's no evidence that we've seen that there's been permanent demand destruction and therefore the brands that we talked about, we know consumers based on all the work that we do still maintain a strong loyalty or strong love for them, and so gives us good confidence as we look towards next year.
Andrew Lazar
analystHow is the retailer feedback and your sort of top to top spin with respect to this plan to spin off W.K. Kellogg. I assume there are supporters which gives you the ability to focus more on items that generate a lot of velocity for them and everything else, but I'm curious just how that interplay goes?
Steven Cahillane
executiveIt's been very positive, which we don't take for granted. I think, by and large, the message we got back from retailers from the very beginning was we really understand the logic around why you would do this. From our perspective, however, we don't want any friction. We don't want to have your portfolio be more difficult to deal with. Naturally going in, they know, okay, you have, just to be simple about, you have one person calling on me, now you're going to have 2. That's already adding complexity and you say show me how this is going to add value. But they really appreciate the idea that there's going to be somebody similarly focused on cereal that carries more than anything about cereal because it's an important aisle. And we all know that's a highly penetrated category for them. It goes basket size, basket value, all those things is very important. So they like that. They equally like that we're going to be at Kellanova singularly focused on growth. Like how do we grow these brands even faster? How do we provide the tailwind and grow faster than the rest of your store? And so those have been exciting things for them from the beginning. And I think we've proven as we've gone through this, we've limited friction as best we possibly could. And we got feedback when we went to company and company that I shared with our company internally during a town hall. A number of retailers, one in particular said this is the best spin we've ever seen. I mean it has really worked out. We wouldn't even know that it's happening and I love the way that you're doing it. Thanks for -- thanks for keeping us at kid of the centerpiece of it. Because if we discipline our customers and we discipline our consumers because we're doing something structurally with their business will have failed. And there's still a long way to go. I mean, this is not a victory lap. But as I said, we're going to spin in October. And we're ready, and we're excited about it, and it's a new day for us.
Andrew Lazar
analystMaybe couple last things. One question I get a lot around this concept of elasticity is, elasticity was more modest for a lot of the time as prices were rising pretty significantly. The question I get is, well then as pricing is lapped, why would elasticity be any more favorable on the way up if you will? I don't have a great answer for that, and the consumers. I'm just trying to get a sense of so many food companies are saying, "Hey, if pricing is lapped, it's purely mechanical, right? Volume will back. But if volume wasn't really as much as we might have expected with 30% cumulative pricing, why would it work favorably the other way? I guess, is the question here.
Steven Cahillane
executiveIf I understand the question I think, as I said a couple of times now. It's amazing that we've had this amount of inelasticity and I think there's a -- the way to think maybe, there's a new set, right? We are where we are right now, and as we go into the rest of this year in 2024. Even if we went back to traditional elasticities, I don't think that's a bad thing. I mean, for decades, we've been living with this, and it's been reset at a level where the dollars are much higher. And so I think as we get back into quality merchandising, we all have better tools at our disposal. We all have much better intelligence and much better data, around what drives quality promotions. And so I think actual promotional effectiveness continues to get better. And that's probably the single biggest reason to believe that elasticities may actually be better because you have sharper, better analytics around what's going to drive quality merchandising. And we all need to get better -- get back to real quality merchandising and delighting consumers because at the end of the day, we got to delight consumers. The other thing we didn't talk about this, but I mean innovation was kind of on hold for a lot of companies during the course of the pandemic. You're going to start to see more and more and better and better innovations coming forward, which is always a nice thing to fight elasticities, right?
Andrew Lazar
analystMaybe last is just touch a bit on how you're thinking about capital allocation priorities as a separate entity at Kellanova as we go forward.
Steven Cahillane
executiveYes. So capital allocation for Kellanova, not much change from where we are today, right? And so think about an investment-grade company with access to commercial paper being very important. Think about the dividend that we pay, collectively between WKKC and Kellanova, that dividend in absolute terms remains the same. That will take out our payout ratio for Kellanova up to, call it 59%, 61%, that range percent. We want to bring that down over time, not by reducing the dividend, but by growing it slower than earnings growth to get it more to like a 50% payout ratio. You've seen a leverage on our balance sheet come down to a ratio like 2.8x, depending on whose metrics you use. So the balance sheet is strong. It gives us dry powder. So if we want to pursue bolt-on acquisitions, emerging markets, snacks, things like that, wherever we're capable of doing it. So we like that capital allocation. I already mentioned from a CapEx standpoint, I think about 4% in terms of the ratio around CapEx, maybe slightly higher than that, in the first year or two as we had Pringles capacity. But I think -- and obviously, a very, very cash accretive business.
Andrew Lazar
analystYes. Great. Oh, good. I think that's a really great place to cut it off. Let's take it over to the breakout question, and please join me in thanking Steve for being with me here today.
Andrew Lazar
analystFireside chat with WK Kellogg. With me today are CEO, Gary Pilnick; and CFO, Dave McKinstray, great to be with you, all. Thanks so much for spending some time with us today. We now know October. It's a couple of weeks from now is sort of the date set for the spin. So I think we're all looking forward to that. And hopefully, we've got a group here that can get a little bit more perspective on the plan and the strategic outlook going forward for the company. Maybe a good place to start. You recently hosted your Investor Day, and you discussed extensively why you feel WK Kellogg should benefit from becoming a stand-alone company. Maybe a good place to start would be to remind everyone, what's going to be different, right, about how the cereal business is run as a separate company and why you think that a split away from Kellanova will be a positive for WK?
Unknown Executive
executiveIt's the perfect place to start. And when we're going to give you our opinion about why we think this is different. We're going to zoom out, go a little bit higher level because we'll get into some of the details during the course of this conversation. But it's our opinion, it's also the Kellogg Company's opinion. And you might remember a year ago, you sat here with Steve, it was shortly after we announced that the spin was going to occur. And Steve queried, if you're a cereal company, who would you want to compete against? A big company that has a de-prioritized cereal business or a smaller, we'd say a scale company that only focuses on cereal. Well, that's the underlying logic of the spend. Everything we're going to do is in service of cereal. So I'll just give you a couple of examples of things that are going to be very different because we're a 117-year-old start-up. We'd like to say that. So we're coming with significant capability, Andrew. But at the same time, the startup piece, different types of operating performance going forward. Some of the examples would be, number one, we're going to run an integrated business. Right now, there are 5 separate businesses that we're going to consolidate into one. Let's be clear. That's exactly the right way to organize these businesses in the context of a $9.5 billion North American Kellogg business. But for us, Caribbean, Canada, U.S. retail, Away From Home, Kashi, Bear Naked all come together under one leadership team driving the business. Second thing, which I think is the most tangible difference is we're going to have a direct sales force like the Kellogg Company has now. But it's only going to be focused on cereal. Today, they go into store and they're selling Pringles and Cheez-It and rice Krispies treats and Eggo and cereal our sales force with the same coverage we'll be selling just cereal. And intuitively, you get a sense of how different the outcomes could be. And the other piece would be the investment we want to make. We want to make in our supply chain to modernize our supply chain. We'll talk more about that, I'm sure, later. But we do think coming out of that, we end up with a reliable, resilient, efficient supply chain that drives considerable margin expansion. None of those things would have happened but for the spin because the Kellogg Company would have even better opportunities and priorities to drive their business forward. But that's the reason why we think this business will be better situated to move forward into the future as an independent company than as part of the Kellogg Company.
Andrew Lazar
analystGreat. Thank you for that. A major piece of the strategy you laid out at Investor Day revolve around supply chain modernization. In fact, over the next couple of years, I think the company intends to invest somewhere between the range of $450 million, $500 million in modernizing the supply chain. I guess what does the modernized supply chain look like for WK? How are these investments ultimately enable you to capture the sort of circa 500 basis points of margin expansion that your guidance is calling for?
Unknown Executive
executiveThis is the centerpiece of our strategy in terms of expanding our margin. We talked Investor Day, we'll come out of 2023, 9% EBITDA margin. We want to get to in this first horizon. That's an important point. mid-teens, 14%, 15%, that's the 500 basis points. And we'll do it by pulling a bunch of different levers, RGM. We have a different overhead structure, a marketing model as well, but the centerpiece will be our supply chain modernization. Think about it in 2 different ways, Andrew. First, new. Right now at the Kellogg Company, our infrastructure is being maintained. We're going from maintaining to modernizing. And we can all think about things in our lives where if you're maintaining versus investing, maintaining versus modernizing, you end up with a very different outcome. So we'll be modernizing. So what comes out of that is investment in new packaging, new lines, new infrastructure, new digital capabilities. So a lot of that's going to happen by spending the $450 million and $500 million. The second thing is when we're spending that money, where is it going to be spent? It's going to be spent. We talked about this during Investor Day, but it's going to be spent at our most efficient plants, our most efficient platforms. We talked during Investor Day that there is a considerable gap between our lowest cost and our highest-cost plants and our lowest cost and highest cost platforms. Platforms we mean by, if you're making Rice Krispies, that's a platform you're making Flakes, that's another platform. So we're going to be focusing this investment on new on the lower cost, the higher, more efficient platforms and facilities. By doing that, we'll end up with a more reliable, promises made promises kept resilient when bad things happen, you can actually then you can keep performing an efficient supply chain. A tangible example of that is something we announced a couple of years ago because the process has already started. We announced a move to expand a plant in Canada Belleville, Canada where we're going to be putting in a brand-new line. It's a DX line. They know how to run DX. It's a lower cost facility. That process is in place, but that gives you a sense of the type of work we're talking about as we're modernizing our supply chain.
Andrew Lazar
analystVery helpful. And maybe you could talk about the cadence of the expected 500 basis points of margin expansion. Do you anticipate it's a sort of a steady improvement over the course of the next 3 years? Or is there sort of more of a step change at some point and if so, when should investors expect to see that inflection?
Unknown Executive
executiveYes, I'm going to turn it over to you in a second. But the way we would think about this is, we're going to be spending the money earlier and good -- a certain amount of it will be notably stepped up toward the tail end of our 3-year period, but our investors or stakeholders should be expecting sequential improvement as we move forward from the 9% EBITDA margin we have right now on our journey to 14%, 15%. But Dave, why don't you take us through the cadence?
David McKinstray
executiveYes. I think Gary said it, we expect sequential improvement in '24, '25. So what we said back at Investor Day will be approximately 9% exiting 2023 on a stand-alone adjusted trying to get to apples-to-apples. So we would expect some improvement into '24 than another sequential improvement '25 but we would expect a more outsized improvement in 2026 is all those investments that are really being made in '24, '25, we start seeing the returns on those investments come through the P&L.
Andrew Lazar
analystGot it. Perfect. Taking a step into the future for a minute. 3 years from now, you've invested a large sum of money to modernize supply chain. In your view, is all this work what is necessary to get WK Kellogg supply chain back to sort of industry standard? Or is it actually will bring it above where sort of maybe key competitors are today? Maybe you can speak a bit to what some of the key differentiators will be versus others of this modernization work.
Unknown Executive
executiveWhen we think about the supply chain work, it's important to recognize, we see this as a transformation of our supply chain. So during the next 3 years, spending $450 million to $500 million. I can come back later to explain why we're so confident in this program. But we're going to spend that money on new and in the right locations. What comes out of that is the resilient supply chain that we're looking for and that we're very confident about. Now we talked about what the outcome would be. 500 basis points of margin improvement, particularly on top of a company that's generating 9%, that's a significant amount of growth and significant value but it's also what the peer average is as we see it. So our view is this is a mile marker, not a destination because we come out of what we call Horizon 1, Andrew, about a 3-year period. You never know when the Horizons begin and end, it's a little bit , but let's assume it to 3 years. When we come out of that, we do believe our margin is going to be in the mid-teens. But at that point, the transformation is done, modernized. But we're still starting to begin to use that supply chain. So we do think there's more margin expansion to come in the next horizon. So we feel very good about where we are. In terms of how we compare to other supply chains, where I would rather go to is the differentiators in our business because we do think when we think of when we consider our business. One of the key differentiator to be we're only going to be focusing on cereal. A good example is this investment we're making. The sales force we talked about, but also the brands. The brands that we have, their iconic brands. Everybody knows Tony the Tiger. We actually were delayed at the New York Stock Exchange during Investor Day because analysts needed to take their pictures with Tony. That was getting in our way. But we do think those 2 things are key differentiators for us to drive the business during the first horizon, but also as we think about the future of the business.
Andrew Lazar
analystAt the Investor Day, you noted the expectation that the serial category as a whole is at least in your planning horizon, we'll revert back to its sort of historical flat to, call it, minus low single-digit sales declines, I was just thinking about the long-term trends for the cereal category? And are there any subsegments that you think are better positioned for growth that WK Kellogg is looking to take advantage of?
Unknown Executive
executiveWhen we were at Investor Day, we talked about -- for planning purposes, and that's actually a very important nuance for us, for planning purpose. We thought it would be pragmatic to assume that the category would [indiscernible] to pre-COVID performance. That's low single-digit decline. At the same time, we said for -- to make our model work, all we would need as a flat top line. So that's what we were guiding to for planning purposes. Now this is a very meaningful category. It's a $10 billion category. It's big. It's been around as long as we've been around. It's durable. We know how important it is to retailers. It's one of the top center of store categories. So it's important to retailers, it's still the #1 choice for in-house consumption for breakfast. So this is an important category, and we're a leader in that category. We actually believe there's a lot of tailwinds in this category as well. But again, what we need for our model to work is a flat top line. When we talk about where we think there's some green shoots and real opportunities, we think there's a lot going on here. But when we think about specifics, let's talk about a couple of things. We talk about a food form Granola. Granola is growing. We used to have the #1 brand in Granola's that's Bear Naked. It's now going to be under [indiscernible] under the growth team. We think there's something there that could be special across our entire region. And it makes sense. It seems so on trend because it's a lower process natural and Bear Naked is a tremendous brand. The second place we would go is a consumer segment. Now Andrew, if we talk about you and me, it turns out that the older you get, the more cereal you eat. We've looked at this over the years, it's always, I appreciate that. I appreciate that. But that tends to happen whenever we look at the data. There's an aging population. And if you think about the lineup we have, all brand, raising brand Kashi, Bear Naked, Special K, we have a lineup to really go after that. The other things that I'll mention if you don't mind, just a cadence. So 2 different occasions. 25% of cereal is consumed outside of the breakfast occasion. During Investor Day, we showed a campaign about cereal for dinner. You think there's a real opportunity there. And a related point is snacking. We created something called Jumbo Snax cereal for snacking. We did in 2019 came out of rig gates very, very well, but then 2020 happened and 2021 happened. Despite that, it's been quite resilient. We're going to put a lot of energy behind that because the world is snacking, and this is a great choice for families to make in those moments, we think there's quite an opportunity for cereal snacking.
Andrew Lazar
analystYes. Great. Your medium-term growth value as you mentioned, is going for sort of flat top line. And that's in the context of a category as just discussed that could be declining, call it, low single digit. So it implies WK Kellogg will need to gain some share in the category to achieve this flat top line growth target. So guidance assumes the company gained roughly 200 basis points in share and cereal over the next sort of 3 years. I guess what gives you the confidence that you can gain this share and what's always been a relatively active and sort of competitive category. It's always been a competitive.
Unknown Executive
executiveYou're exactly right. There's great competitors out there. If you look at the branded competitors, there are some of the best companies or food companies in the food space. And we have confidence that we can grow share. There's 2 primary reasons I'll talk about today. First is the recovery. If you go back in time, we were all together in April -- March and April of 2020, it feels like 1 million years ago, but it wasn't that long ago with the world shut down. Everybody was responding to increased demand. We're running plants flat out, at the same time, we're trying to figure out how you actually run a plant with people with this virus and bottlenecks and shortages. So everybody was dealing with that. And then shortly after that, it was in July of 2021, we had a catastrophic fire and that was down went shut down. It was shut down, the entire plant was shut down. And then we had a work stoppage shortly after that. Now one of those things would have heard of our business, but a combination of them, running it flat out, you can't meet demand. Now our -- we had the catastrophic fire in Memphis and the work stoppage. It had a very meaningful impact on our business. The recovery began as we started turning our commercial muscle back on, but the recovery is not over. There's still 200 basis points of share that we have not yet recovered, and we think we're going to get after that. We know we're going to get after that. The second thing we'll talk about here is just the flywheel that we were going to -- we talk about internally at once it starts spinning a lot of good things happen to our business, including driving our top line. And I talked about a little bit of this earlier. It's the combination of the way we're going to run our commercial agenda in an integrated way, together with the sales force, together with our supply chain modernization. If you think about the Kellogg Company right now, again, exactly the right way to run a $9.5 billion business. There's a lot of integration. Sales is integrated. The supply chain is integrated. It's a little easier or a lot easier for us to go from idea to in-store activation when the only thing the commercial team is thinking about is cereal. And the only thing our sales force is thinking about is selling cereal and the only thing that supply chain is doing is making cereal. That type of visibility and flexibility. We see it already going end to end and having the impact in-store, we think that will make a meaningful difference.
Andrew Lazar
analystAs you mentioned, it's been a strenuous couple of years for the cereal franchise with the fire and the work stoppage towards the end of '21, followed by a period of sort of limited availability as you're racing to ramp production back up. I guess where does your relationship with key customers stand today? And how have they responded to sort of the thought process around this spin thus far?
Unknown Executive
executiveTremendous relationships. One of the things we bring with us to the WK Kellogg Company, the 117-year-old startup, we have terrific relationships with our retailers. That comes along with us. Now we have to continue to earn that every day. But the reason why you have those relationships, there's the connectivity you have with them, they see you as a category catalyst. You need to do good by the retailer, and that is helping to grow their business. The retailers would see the spin and one of the benefits of this spend is that we actually put the leadership team in place over a year ago, Bruce Brown, our Chief Customer Officer, has been connecting with retailers for over a year now. And the conversations have been quite positive. It makes perfect sense to be positive. As we said earlier how important this category is to retailers. Well, now they have one of the major manufacturers only thinking about cereal. So how can we be a catalyst for them to drive the overall category. So that's why they'd be positive about it, and that's the feedback we're getting. The second thing I'll mention is we went to something called company and company on July 31. So we're doing the spin. We're getting ready for the spinoff. We heard today, it's going to be in October. But we want to make sure that we turn the switch on before the actual spin date. You want to make sure you choose your metaphor, Andrew, running water through the pipes. Let's make sure we know where the leaks are. So it works really well perfectly on this spin date so we did it on July 1. And that included shipping, billing, ordering with our retailers with our customers. WK was doing it and Kellanova is doing it. We didn't get one call from a retailer complaining or being concerned about that cutover. In fact, what we heard was one of our major retailers celebrating what we've done because we've gone through a lot of these transitions and they were celebrating how well it was being executed. So they like the idea, they like the way we're executing, and we see ourselves as maintaining and growing those relationships going forward.
Andrew Lazar
analystYou also unveiled a new integrated commercial plan at the Investor Day. Maybe you could shed a bit more light on how this is different from when we have the cereal brands were managed previously, how the plan is set to sort of help you capture the TDP and merchandising opportunity that you've talked about that's still ahead of you. And maybe taking a step backwards, can you help investors quantify sort of what that opportunity looks like?
Unknown Executive
executiveI hinted at this earlier. So if you think -- when we talk about integrating our commercial plan to win in cereal, that's all about bringing those 5 different distinct businesses, Caribbean, Canada, U.S. Retail, Away From Home and Bear Naked and Kashi bringing it together under one organization and working seamlessly with the sales force. That's really what's going to be different. A lot the click down from there is when you have 5 different businesses, again, that's the right way to run the business at the Kellogg Company. You have consumer insights within each one of them. They have shopper insight maybe at the regional level and then data analytics and different pockets of the organization. We're concentrating all of that under one organization. You can see the power of the customer insights, the shopper insights, the analytics that we're going to have to help inform the best decisions we're going to make before you make the best decisions in Canada, the best decisions in Caribbean now we'll make the business decisions across our $2.7 billion business. One of those examples is when we're thinking about the way we're going to be using our dedicated sales force, you talked about TDPs and merchandising. We talked about that at Investor Day. And what we mentioned was, if you go back to 2019, the category hasn't lost TDPs, total distribution points or merchandising. We have -- we're at 90% of where we were. If we simply capture back what we think is rightfully ours that alone would generate 200 basis points of market share when we do our math. And the way you see that happening is with our sales force in store, they're only working on one category. And their job is how do you disrupt? How do you turn a shopper into a buyer, how do you convert in the moment of truth. And when you're only working on one category and the science in each category is different, we can see that effect is really driving our top line.
Andrew Lazar
analystSwitching gears a little bit at the Investor Day, the company laid out a financial model, which showed a leverage ratio at the time of the spin at about 2x. However, it sounds as though the intention to take on some additional debt to some of the investments we've talked about in sort of modernizing the supply chain. So when and what multiple should we expect leverage to peak?
Unknown Executive
executiveYes. So good question. Maybe let me unpack that. So at Investor Day, we went through our 2 primary financing facilities, the [indiscernible] and the RCF and the 2x will be at date of spend. As we move forward, we expect it to peak and drawn debt to peak somewhere around 3x and probably in 2025, okay? And that's really is we're going to start maximizing the dollars of $450 million to $500 million into the supply chain and then shortly thereafter realizing on the investment. The other thing that I want to mention because I think there was a little bit of confusion around it is the Kellogg Company has a receivables monetization program in place today. We're going to bring that with us. And you can think about it as a pretty straight ratio of net sales to the rest of the North American business will be coming over with us. So it's in the $250 million to $300 million range. So as we're thinking about that leverage ratio think about it both on a gross drawn debt level that will peak, as I said, about that 3x level. And then we also think about it [ utilization ] program as well. And so maybe one quick point of clarification because I talked about our total financing cost that we would have, that would be included both monetization and the drawn debt level.
Andrew Lazar
analystYes. That's great. And then understanding in the first couple of years, it will be a little more volatile in terms of leverage. I guess, what do you view as the right sort of sustainable longer-term leverage ratio for the company?
Unknown Executive
executiveYes. Our number one goal is to make sure that we have strategic flexibility, right? We want to make sure that as we move forward, we can advance on any strategic initiative that we have, obviously, in the initial phase that will be that investment and to modernize our supply chain but as we move forward, we'll need to look at bringing down our leverage and being able to be strategically flexible. And we think that's probably around that 2x range on a drawn debt. Again, I want to make sure that we're clear on that at a drawn debt level.
Andrew Lazar
analystGreat. In terms of free cash flow, I think on the face of it, a lot of investors would expect WK Kellogg to sort of be a cash flow generating asset. And while this may be the case, it sounds like it may take a bit of time to get there given the large investments being put in place over the next couple of years to get the business back in shape. How are you thinking about free cash flow profile of the business, call it, over the next 3 years or so?
Unknown Executive
executiveYes. So a couple of things. We think about our free cash flows kind of bifurcating that. And what I mean by that is the cash flows from operating our business, right, the baseline cash flows. And you can think about those of generating or converting at about 100% of net income, right? And then as we said and we've spoken about up here, we're going to be investing in the business. And that will have a negative impact on our cash flow in '24, '25. And draw up those debt levels as we just spoke about. But as we move forward and we start to stabilize and we start to realize those returns, we expect to continue to convert the cash from those operations and around that same 100% level but we won't have that same level of investment into the business. So I think that's the way you think about cash flows. Is that the bifurcation of what are you getting from the operating business? And then what are you getting or what additional investments are going essentially nothing structural.
Andrew Lazar
analystTo be thinking about with respect to cash flow generation, it's the other pieces that you mentioned.
Unknown Executive
executiveExactly.
Andrew Lazar
analystYou set out on this new journey as a stand-alone company. I guess, what are the capital allocation priorities of the business as we think forward?
Unknown Executive
executiveWe laid those down at Investor Day. And again, it's going to move a little bit as we go through time. But day 1, it's going to be investment in those high-ROI projects that we've laid out to modernize our supply chain, really generate that 500 basis points that we talked about increase those cash flows for the long term. The second piece, of course, will be returning cash to share owners. We spoke about the dividend that we'll pay. And then as we move in the back half of the first horizon, as we called it, we would expect to pay down the debt levels and then make sure that we have that strategic flexibility as we move forward. But that's really how I think about it then.
Andrew Lazar
analystAnd then, Gary, a lot of time at Investor Day was spent discussing what you call through the first horizon of the strategy where WK Kellogg will be focused on building upon its foundation, optimizing the scaled cereal business. But maybe you can touch a bit on what the plan is once the company exits that first horizon.
Unknown Executive
executiveSo now we're at the point in time where we're exiting Horizon #1. We would have completed our transformation of our supply chain. We've grown our EBITDA margin from 9% to mid-teens. So we're generating that much more margin, that much more profitability increasing our cash that gives us the ability to invest back in our business as well as return share to cash -- to return cash to our stakeholders. It also provides significant financial flexibility. So we then move into Horizon 2. Now the modernization program isn't over in terms of the impact on the business. We will have completed the transformation the way it's going to impact the company will continue moving forward. Because now we're utilizing that network of the future that we wanted to be foundational for our cereal business. We are expecting additional profit margin enhancement as we move into Horizon 2. At the same time, you talked about beyond cereal. So we have our scaled cereal business, generating significant cash, giving us flexibility and beyond cereal. We think as during Horizon 1, we're building a company that we believe could be scalable. It should be scalable. If you think about our sales force, you think about distribution, think about IT. Going forward, we also have brands that we know can travel to other categories. So our view would be using our financial flexibility, joint ventures, licensing, M&A. I've been doing M&A for the company for the last 20 years. My very first assignment was when we acquired the Keebler company. We became a U.S. snacking company as well as global cereal, then Pringles, Africa and so on, you could see the power in transforming a portfolio. We would evolve our portfolio on the right targets that we would be the natural parent for because we have certain capabilities like a center of store sales force. How do we leverage that in the M&A context? But also recognizing we have unique brands that we know can travel and could drive the top line. So that's how we're thinking about Horizon footprint.
Andrew Lazar
analystAnd then maybe please to wrap it up would be overall, the WK financial model looks for flattish top line, $450 million investment, delivering 500 basis points of margin expansion. I guess why is this the right model for you and do you have the day 1 sort of capital structure in place to be successful from the start?
Unknown Executive
executiveWhy don't you start with the day 1 capital structure and I'll come back and answer the second the first.
David McKinstray
executiveYes. So we laid out the day 1 capital structure at the 2x and then we said we'll cap it kind of 3x. So we feel good about those debt levels and being able to manage them and we think it's the right debt structure to really drive -- we need to drive and capture that EBITDA margin. So we feel good about that day 1 and as we move on into the future.
Unknown Executive
executiveAnd Dave and team have been preparing for us. We will be ready day 1 with that capital structure with the debt structure. We feel very good about that. In terms of the model and why we think it's the right model for us, we actually think it's the right model for us, but it's the right model for us stakeholders as well because we can generate and will generate significant value with this model. We are looking for a flat top line that's all we need to make on outer work. I know I've repeated that. That feels like a prudent planning assumption given what we think, what we believe would happen for planning purposes to the actual category and then how we could perform within it. And we want to focus on setting the company up for the near term as well as the future by investing in our supply chain, driving the 500 basis points of margin that will create meaningful value when you think about 9% to 15% and we keep a flat top line, you can do the math, that is meaningful value for us. It's a meaningful value for our stakeholders. But it's also the right work to be done as you move into that second horizon because then you have the supply chain, you want -- we talked about additional operating profit margin, and that is the right combination to move in the future. We call ourselves a 172-year old start-up, Andrew. It's a unique phrase. We do think this is a unique opportunity for our stakeholders as well.
David McKinstray
executiveRight. Well, Gary, your optimism certainly comes through loud and clear. It's exciting, exciting time for you and Dave and the team. And obviously, we'll get to see this start to really take shape in just a couple of weeks' time. So we appreciate you all being here. Why don't we take it over to the breakout session, and please join me in thanking Gary and Dave.
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