Kellogg's Smacks breakfast cereal

Kellogg's Smacks, originally introduced as Sugar Smacks in 1953, is a sweetened puffed wheat breakfast cereal with a rich history in the global market. The brand was developed by the Kellogg Company in the United States, targeting families with its distinctive toasted wheat flavour and iconic mascot, Dig 'Em Frog, who remains a central figure in its marketing.

Today, the brand's ownership has evolved following a major corporate restructuring. While the Kellogg name remains prominent on the packaging, the brand is now owned by Kellanova, which manages the global snacking and international cereal portfolio. In the United Kingdom and Europe, the product is manufactured across multiple regional facilities to serve local markets. Kellanova continues to operate as a leading global food company headquartered in Chicago, Illinois, overseeing the legacy of one of the world's most recognisable cereal brands.