Kellogg’s Smacks

Kellogg’s Smacks, formerly known as Sugar Smacks or Honey Smacks, is a long-standing breakfast cereal brand famously represented by its mascot, Dig'em Frog. Originally introduced in the United States in 1953 by the Kellogg Company, the cereal is made from puffed wheat treated with honey and sugar coating.

While the brand originated in the USA, it is now part of the global portfolio of Kellanova, the company formed following the corporate split of the Kellogg Company. In Europe and other regions, Smacks are manufactured in multiple facilities, primarily in countries like Belgium and Poland, to serve regional markets. Ownership has transitioned to Kellanova, which manages the international snacking and cereal brands outside North America, while the WK Kellogg Co remains focused on the North American cereal business.