The next decade was the company’s first without its founder: W.K. died in 1951 at age 91. As baby boomers entered elementary school, the company developed cereals appealing to their younger tastes, such as Corn Pops® (1950), Kellogg's® Frosted Flakes (1952) and Honey Smacks® (1953). In 1955 Kellogg introduced the first high protein cereal fortified with seven vitamins and iron: Special K®.

Consumers in the 1960's began voicing stronger concerns about health and nutrition. Kellogg Company responded with expanded information programs for schools, health organisations and consumers. Throughout the 1970's Kellogg Company’s commitment to nutrition evolved into more active support of scientific studies. The company continued to broaden nutrition fortification practices and to provide more detailed package labels. Kellogg was among the first food processors to list sugar on its labels in 1976. Responding to consumer interest, cereal package labels included amounts of sodium and dietary fibre by 1979. By the mid-1980's, cereal package labelling included cholesterol and potassium and nutrient values were based on adding skim milk to the cereal.

Interest in health and nutrition is worldwide, contributing to cereal consumption outside the United States. Kellogg will continue to enjoy strong opportunities for growth as it meets the demand for ready-to-eat cereals in international markets as well as in the United States.

The challenges for 2000's are to compete successfully in a global economy and to achieve the Kellogg vision of being an innovative company providing superior grain based products for a healthier world.