Kellogg's was founded in 1906 and sells well-known cereal brands worldwide like Corn Flakes and Frosted Flakes. While cereal is its core business, Kellogg's also sells snacks and convenience foods. Its vision is to enrich lives through foods and brands that matter, and its mission is to provide nutritious, superior value food products globally to build long-term growth. In 2012-2013, Kellogg's strategy focused on strengthening its megabrands, pursuing global opportunities, innovating new products, and acquiring companies to expand its business and maximize profits.