Kellogg Reviews Staff for Possible Cuts

Kellogg Co. said it may fire some of its 2,000 salaried employees in North America as it seeks to free up an additional $100 million a year for advertising and promotions. The world’s largest cereal maker said it will conduct a three-month review of the work done by its headquarters staff. The review is the first major move undertaken by Carlos Gutierrez, who took over in June as president and chief operating officer. He was expected to act quickly in light of market share losses to such rivals as Quaker Oats Co. and other makers of low-priced cereals, which have eroded Kellogg’s share of the U.S. cereal market to 32% from 35% in two years. Company evaluators will ask employees to submit job descriptions and requirements for accomplishing their tasks. The evaluation team will review the submissions with the aid of an outside consultant that Battle Creek, Mich.-based Kellogg declined to identify. Kellogg slipped 31 cents to close at $31.56 on the New York Stock Exchange.