KEEBLER FOODS CO
10-Q, 1998-08-14
COOKIES & CRACKERS
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, D.C. 20549

                              --------------------

                                    FORM 10-Q

(Mark One)

   |X|       QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(D) OF THE SECURITIES 
             EXCHANGE ACT OF 1934

                  FOR THE QUARTERLY PERIOD ENDED JULY 18, 1998

                                       OR

   | |       TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(D) OF THE SECURITIES
             EXCHANGE ACT OF 1934

                    FOR THE TRANSITION PERIOD FROM         TO

                      COMMISSION FILE NUMBER: NO. 001-13705

                              --------------------

                              KEEBLER FOODS COMPANY
             (Exact name of Registrant as specified in its charter)

                 DELAWARE                                36-3839556
       (State or other jurisdiction of                (I.R.S. Employer
        incorporation or organization)               Identification No.)

                       677 LARCH AVE., ELMHURST, IL 60126
                    (Address of principal executive offices)

                                  630-833-2900
              (Registrant's telephone number, including area code)

                                 NOT APPLICABLE.
              (Former name, former address and former fiscal year,
                          if changed since last report)

                              --------------------

INDICATE BY CHECK MARK WHETHER THE REGISTRANT (1) HAS FILED ALL REPORTS REQUIRED
TO BE FILED BY SECTION 13 OR 15(D) OF THE SECURITIES EXCHANGE ACT OF 1934 DURING
THE  PRECEDING 12 MONTHS (OR FOR SUCH  SHORTER  PERIOD THAT THE  REGISTRANT  WAS
REQUIRED  TO FILE  SUCH  REPORTS)  AND  (2)  HAS  BEEN  SUBJECT  TO SUCH  FILING
REQUIREMENTS FOR THE PAST 90 DAYS. YES |X| NO | |

NUMBER OF SHARES OF COMMON STOCK,  $0.01 PAR VALUE,  OUTSTANDING AS OF THE CLOSE
OF BUSINESS ON AUGUST 7, 1998:  83,987,487.

<PAGE>
PART I:  FINANCIAL INFORMATION
    ITEM 1:  FINANCIAL STATEMENTS

<TABLE>
                                                        KEEBLER FOODS COMPANY

                                                     CONSOLIDATED BALANCE SHEETS

                                                             (UNAUDITED)

                                          (IN THOUSANDS EXCEPT SHARE AND PER SHARE AMOUNTS)
<CAPTION>

                                                                                    JULY 18,         January 3,
                                                                                      1998              1998
                                                                                  -------------     -------------
<S>                                                                               <C>               <C>    
ASSETS

CURRENT ASSETS:

    Cash and cash equivalents                                                      $    64,865       $    27,188
    Trade accounts and notes receivable, net                                           115,854            98,963
    Inventories, net:
        Raw materials                                                                   26,501            25,543
        Package materials                                                                9,693             7,306
        Finished goods                                                                  76,024            78,131
        Other                                                                            1,237             1,482
                                                                                  -------------     -------------
                                                                                       113,455           112,462
    Deferred income taxes                                                               45,913            42,730
    Other                                                                               23,458            20,303
                                                                                  -------------     -------------
        Total current assets                                                           363,545           301,646

PROPERTY, PLANT, AND EQUIPMENT, NET                                                    471,300           478,121

TRADEMARKS AND TRADE NAMES, NET                                                        152,039           154,146

GOODWILL, NET                                                                           46,401            47,059

PREPAID PENSION                                                                         41,573            43,060

ASSETS HELD FOR SALE                                                                     3,742             3,742

OTHER ASSETS                                                                            13,526            15,077
                                                                                  -------------     -------------
        Total assets                                                               $ 1,092,126       $ 1,042,851
                                                                                  =============     =============

                       THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.

                                                                 2
</TABLE>

<PAGE>
<TABLE>

                                                        KEEBLER FOODS COMPANY

                                                     CONSOLIDATED BALANCE SHEETS

                                                             (UNAUDITED)

                                          (IN THOUSANDS EXCEPT SHARE AND PER SHARE AMOUNTS)
<CAPTION>

                                                                                    JULY 18,         January 3,
                                                                                      1998              1998
                                                                                  -------------     -------------
<S>                                                                               <C>               <C>    
LIABILITIES AND SHAREHOLDERS' EQUITY

CURRENT LIABILITIES:

    Current maturities of long-term debt                                           $    30,315       $    26,365
    Trade accounts payable                                                              96,255           126,213
    Other liabilities and accruals                                                     235,042           194,923
    Income taxes payable                                                                21,195            13,784
    Plant and facility closing costs and severance                                       6,407             6,900
                                                                                  -------------     -------------
        Total current liabilities                                                      389,214           368,185

LONG-TERM DEBT                                                                         256,140           272,390

OTHER LIABILITIES:
    Deferred income taxes                                                               66,895            69,417
    Postretirement/postemployment obligations                                           62,457            60,605
    Plant and facility closing costs and severance                                      12,374            15,578
    Deferred compensation                                                               17,443            18,669
    Other                                                                               16,461            15,956
                                                                                  -------------     -------------
        Total other liabilities                                                        175,630           180,225

COMMITMENTS AND CONTINGENCIES

SHAREHOLDERS' EQUITY:
    Preferred stock ($.01 par value; 100,000,000 shares authorized and                       -                 -
        none issued)
    Common stock ($.01 par value; 500,000,000 shares authorized and
        83,987,487 and 77,638,206 shares issued, respectively)                             840               776
    Additional paid-in capital                                                         168,854           148,613
    Retained earnings                                                                  106,208            72,737
    Treasury stock                                                                      (4,760)              (75)
                                                                                  -------------     -------------
        Total shareholders' equity                                                     271,142           222,051
                                                                                  -------------     -------------
        Total liabilities and shareholders' equity                                 $ 1,092,126       $ 1,042,851
                                                                                  =============     =============

                       THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.

                                                                 3
</TABLE>

<PAGE>
<TABLE>
                                                        KEEBLER FOODS COMPANY

                                                CONSOLIDATED STATEMENTS OF OPERATIONS

                                                             (UNAUDITED)

                                               (IN THOUSANDS EXCEPT PER SHARE AMOUNTS)
<CAPTION>

                                                           TWELVE           Twelve          TWENTY-EIGHT     Twenty-Eight
                                                         WEEKS ENDED      Weeks Ended        WEEKS ENDED      Weeks Ended
                                                        JULY 18, 1998    July 12, 1997      JULY 18, 1998    July 12, 1997
                                                       ---------------  ----------------   ---------------  ----------------
<S>                                                    <C>              <C>                <C>              <C>    
NET SALES                                                   $ 490,042         $ 459,828       $ 1,126,788       $ 1,056,862

COSTS AND EXPENSES:
   Cost of sales                                              208,685           200,082           472,772           460,101
   Selling, marketing, and administrative expenses            241,261           227,124           579,437           535,667
   Other                                                        1,916             1,826             4,723             4,746
                                                       ---------------  ----------------   ---------------  ----------------
INCOME FROM OPERATIONS                                         38,180            30,796            69,856            56,348

   Interest (income)                                           (1,017)             (183)           (1,406)             (328)
   Interest expense                                             5,725             8,574            13,555            21,133
                                                       ---------------  ----------------   ---------------  ----------------
INTEREST EXPENSE, NET                                           4,708             8,391            12,149            20,805
                                                       ---------------  ----------------   ---------------  ----------------

INCOME BEFORE INCOME TAX EXPENSE                               33,472            22,405            57,707            35,543
   Income tax expense                                          14,041             9,441            24,236            14,966
                                                       ---------------  ----------------   ---------------  ----------------

INCOME BEFORE EXTRAORDINARY ITEM                               19,431            12,964            33,471            20,577

EXTRAORDINARY ITEM:
   Loss on early extinguishment of debt,
      net of tax                                                    -                 -                 -             2,692
                                                       ---------------  ----------------   ---------------  ----------------
NET INCOME                                                  $  19,431         $  12,964       $    33,471       $    17,885
                                                       ===============  ================   ===============  ================

BASIC NET INCOME PER SHARE:
   Income before extraordinary item                         $    0.23         $    0.16       $      0.40       $      0.26
   Extraordinary item                                               -                 -                 -              0.04
                                                       ---------------  ----------------   ---------------  ----------------
   Net income                                               $    0.23         $    0.16       $      0.40       $      0.22
                                                       ===============  ================   ===============  ================
WEIGHTED AVERAGE SHARES OUTSTANDING                            83,779            77,595            82,799            77,613
                                                       ===============  ================   ===============  ================

DILUTED NET INCOME PER SHARE:
   Income before extraordinary item                         $    0.22         $    0.16       $      0.38       $      0.26
   Extraordinary item                                               -                 -                 -              0.04
                                                       ---------------  ----------------   ---------------  ----------------
   Net income                                               $    0.22         $    0.16       $      0.38       $      0.22
                                                       ===============  ================   ===============  ================
WEIGHTED AVERAGE SHARES OUTSTANDING                            87,748            79,215            87,243            79,233
                                                       ===============  ================   ===============  ================

                       THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.

                                                                 4
</TABLE>

<PAGE>
<TABLE>
                                                        KEEBLER FOODS COMPANY

                                                CONSOLIDATED STATEMENTS OF CASH FLOWS

                                                             (UNAUDITED)

                                                           (IN THOUSANDS)
<CAPTION>

                                                                                  TWENTY-EIGHT           Twenty-Eight
                                                                                   WEEKS ENDED           Weeks Ended
                                                                                  JULY 18, 1998          July 12, 1997
                                                                                 ---------------        ---------------
<S>                                                                              <C>                    <C>    
CASH FLOWS PROVIDED FROM (USED BY) OPERATING ACTIVITIES
    Net income                                                                         $ 33,471               $ 17,885
    Adjustments to reconcile net income to cash from
        operating activities:
        Depreciation and amortization                                                    31,549                 31,473
        Deferred income taxes                                                            (5,705)                (5,207)
        Accretion on Seller Note                                                              -                  1,404
        Loss on early extinguishment of debt, net of tax                                      -                  2,692
        Loss (gain) on sale of property, plant, and equipment                                36                   (605)
    Changes in assets and liabilities:
        Trade accounts and notes receivable, net                                        (16,891)                22,805
        Inventories, net                                                                   (993)               (11,017)
        Income taxes payable                                                              7,411                 12,955
        Other current assets                                                             (3,155)                  (677)
        Deferred debt issue costs                                                             -                 (1,250)
        Trade accounts payable and other current liabilities                             10,167                 (1,984)
        Plant and facility closing costs and severance                                   (3,692)               (11,830)
    Other, net                                                                            3,211                  5,020
                                                                                 ---------------        ---------------
           Cash provided from (used by) operating activities                             55,409                 61,664

CASH FLOWS (USED BY) PROVIDED FROM INVESTING ACTIVITIES
    Capital expenditures                                                                (21,466)               (15,251)
    Proceeds from property disposals                                                        414                  4,969
                                                                                 ---------------        ---------------
           Cash (used by) provided from investing activities                            (21,052)               (10,282)

CASH FLOWS PROVIDED FROM (USED BY) FINANCING ACTIVITIES
    Purchase of treasury stock                                                           (4,685)                   (75)
    Exercise of options and warrant                                                      20,305                      -
    Long-term debt borrowings                                                                 -                109,750
    Long-term debt repayments                                                           (12,300)              (162,800)
                                                                                 ---------------        ---------------
           Cash provided from (used by) financing activities                              3,320                (53,125)
                                                                                 ---------------        ---------------
           Increase (decrease) in cash and cash equivalents                              37,677                 (1,743)
           Cash and cash equivalents at beginning of period                              27,188                 11,954
                                                                                 ---------------        ---------------
           Cash and cash equivalents at end of period                                  $ 64,865               $ 10,211
                                                                                 ===============        ===============

                       THE ACCOMPANYING NOTES ARE AN INTEGRAL PART OF THESE CONSOLIDATED FINANCIAL STATEMENTS.

                                                                 5
</TABLE>

<PAGE>
                              KEEBLER FOODS COMPANY

                 NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
                                   (UNAUDITED)

- --------------------------------------------------------------------------------

1.   BASIS OF PRESENTATION

INTERIM FINANCIAL STATEMENTS

The unaudited interim  consolidated  financial  statements  included herein were
prepared  pursuant to the rules and regulations for interim  reporting under the
Securities Exchange Act of 1934.  Accordingly,  certain information and footnote
disclosures normally  accompanying the annual financial statements were omitted.
The  interim  consolidated  financial  statements  and  notes  should be read in
conjunction with the annual audited consolidated  financial statements and notes
thereto. The accompanying  unaudited interim  consolidated  financial statements
contain all  adjustments,  consisting only of normal  adjustments,  which in the
opinion of management were necessary for a fair statement of the results for the
interim periods.  Results for the interim periods are not necessarily indicative
of results for the full year.

BUSINESS AND OWNERSHIP

Keebler Foods Company (the "Company") was acquired by INFLO Holdings Corporation
("INFLO")  on  January  26,  1996.  INFLO  was owned by Artal  Luxembourg  S. A.
("Artal"), a private investment company, Flowers Industries, Inc. ("Flowers"), a
New  York  Stock  Exchange-listed  company,  Bermore,  Limited  ("Bermore"),   a
privately held corporation and the parent of G.F. Industries,  Inc., and certain
members of the Company's  current  management.  On November 20, 1997,  INFLO was
merged into Keebler  Corporation,  and subsequently  changed its name to Keebler
Foods Company.  The Company made an initial public offering (the  "Offering") of
13,386,661  shares  of  common  stock  on  January  29,  1998.  As  part  of the
transaction,  Flowers acquired  additional shares of common stock from Artal and
Bermore which  increased its ownership  from  approximately  45% to 55%.  Artal,
having  sold  shares to both  Flowers  and the  public,  retained  ownership  of
approximately  21%. Bermore exercised a warrant in exchange for 6,135,781 shares
of common  stock,  sold  shares to both  Flowers and the  public,  and  retained
ownership of approximately 6%. Management's  ownership remained at approximately
2%,  with  the  balance  of  the   outstanding   common   stock  being  sold  to
non-affiliates.

FISCAL PERIODS PRESENTED

The  Company's  fiscal year  consists of  thirteen  four-week  periods (52 or 53
weeks) and ends on the Saturday  nearest December 31. The first quarter consists
of four four-week periods.

RECLASSIFICATIONS

Certain  reclassifications  of prior  period data have been made to conform with
the current period reporting.


2.   SHAREHOLDERS' EQUITY

COMMON STOCK

The consolidated  financial  statements  reflect the Company's  declaration of a
57.325-for-1  stock split of common stock (the "Stock Split")  effective January
22,  1998.  The  Stock  Split  was  effected  in the  form of a stock  dividend.
Accordingly,  all references in the consolidated  financial statements to number
of shares,  options,  warrants,  and the  related  prices,  as well as per share
amounts  and the average  number of shares  outstanding,  have been  restated to
reflect these changes.

                                       6
<PAGE>

                              KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (UNAUDITED)



On January 29, 1998, the Company made a public offering of 13,386,661  shares of
common  stock.  Concurrent  with the  Offering,  Bermore  exercised a warrant to
purchase  6,135,781 shares of common stock. The exercise of the warrant resulted
in the Company  receiving  $19.8 million of cash proceeds.  All of the shares in
the Offering were sold by Artal and Bermore,  with no proceeds from the Offering
going to the Company.

TREASURY STOCK

In March 1998, the Company's Board of Directors  authorized the  repurchase,  at
management's  discretion,  of up to $30.0  million  in shares  of the  Company's
common stock.  The buyback  program was primarily  instituted to offset dilution
which may result from the exercise and sale of shares  related to employee stock
options.  The  Company's  repurchases  of shares of common stock are recorded as
treasury stock and result in a reduction of  shareholders'  equity.  The Company
utilizes the cost method for recording treasury stock  transactions.  Should the
treasury shares be reissued,  the Company  intends to use a first-in,  first-out
method of reissuance. Total treasury shares held were 207,894 and 42,994 at July
18, 1998 and  January 3, 1998,  respectively.  The total cost of treasury  stock
held by the Company was approximately  $4.8 million and $0.1 million at July 18,
1998 and January 3, 1998, respectively.


3.   NET INCOME PER SHARE

Basic net income per share is calculated  using the weighted  average  number of
common shares  outstanding  during each period.  Diluted net income per share is
calculated  using the weighted  average number of common and dilutive  potential
common shares outstanding during each period.

The following  table sets forth the  computation of basic and diluted net income
per share:
<TABLE>
<CAPTION>
                                                                 Twelve Weeks Ended               Twenty-Eight Weeks Ended
                                                           -------------------------------     -------------------------------
                                                             JULY 18,          July 12,          JULY 18,          July 12,
                                                               1998              1997              1998              1997
                                                           -------------     -------------     -------------     -------------
<S>                                                        <C>               <C>               <C>               <C>    
NUMERATOR:
   Income before extraordinary item.................          $  19,431         $  12,964         $  33,471         $  20,577
   Extraordinary item, net of tax...................                  -                 -                 -             2,692
                                                           -------------     -------------     -------------     -------------
   Net income.......................................          $  19,431         $  12,964         $  33,471         $  17,885
                                                           =============     =============     =============     =============
DENOMINATOR:
   Denominator for Basic Net Income Per Share
        Weighted average shares.....................             83,779            77,595            82,799            77,613
   Effect of Dilutive Securities:
        Stock options...............................              3,969             1,620             4,000             1,620
        Warrants....................................                  -                 -               444                 -
                                                           -------------     -------------     -------------     -------------
        Diluted potential common shares.............              3,969             1,620             4,444             1,620
                                                           -------------     -------------     -------------     -------------
   Denominator for Diluted Net Income Per Share.....             87,748            79,215            87,243            79,233
                                                           =============     =============     =============     =============

</TABLE>
                                       7
<PAGE>

                              KEEBLER FOODS COMPANY

           NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS (CONTINUED)
                                   (UNAUDITED)



For the twelve weeks ended July 18, 1998, there were weighted average options to
purchase  33,300  shares of common stock at $29.38 per share,  38,500  shares of
common  stock at $29.78 per share,  and 26,871  shares of common stock at $28.88
per share which were  excluded  from the  computation  of diluted net income per
share as the exercise price of the options  exceeded the average market price of
common shares; and therefore,  the effect would have been antidilutive.  For the
twenty-eight  weeks ended July 18, 1998,  there were weighted average options to
purchase  22,257  shares of common stock at $29.38 per share,  24,357  shares of
common  stock at $29.78 per share,  and 11,516  shares of common stock at $28.88
per share which were  excluded  from the  computation  of diluted net income per
share as the exercise price of the options  exceeded the average market price of
common shares;  and therefore,  the effect would have been  antidilutive.  There
were no  antidilutive  securities  for either the twelve  weeks or  twenty-eight
weeks ended July 12, 1997.


                                       8

<PAGE>

   ITEM 2:  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND
            RESULTS OF OPERATIONS

RESULTS OF OPERATIONS

Results of operations  expressed as a percentage of net sales for the twelve and
twenty-eight weeks ended July 18, 1998 and July 12, 1997 are set forth below:

<TABLE>
<CAPTION>
                                                           Twelve Weeks Ended                 Twenty-Eight Weeks Ended
                                                     --------------------------------      -------------------------------
                                                        July 18,          July 12,            July 18,         July 12,
                                                          1998              1997                1998             1997
                                                     --------------    --------------      --------------   --------------
<S>                                                  <C>               <C>                 <C>              <C>    
NET SALES                                                    100.0%            100.0%              100.0%           100.0%  
COSTS AND EXPENSES:
  Cost of sales                                               42.6              43.5                42.0             43.5
  Selling, marketing, and administrative expenses             49.2              49.4                51.4             50.7
  Other                                                        0.4               0.4                 0.4              0.5
                                                     --------------    --------------      --------------   --------------
INCOME FROM OPERATIONS                                         7.8               6.7                 6.2              5.3
INTEREST EXPENSE, NET                                          1.0               1.8                 1.1              2.0
                                                     --------------    --------------      --------------   --------------
INCOME BEFORE INCOME TAX EXPENSE                               6.8               4.9                 5.1              3.3
  Income tax expense                                           2.8               2.1                 2.1              1.4
                                                     --------------    --------------      --------------   --------------
INCOME BEFORE EXTRAORDINARY ITEM                               4.0               2.8                 3.0              1.9
EXTRAORDINARY ITEM:
  Loss on early extinguishment of debt, net of tax              --                --                  --              0.2
                                                     --------------    --------------      --------------   --------------
NET INCOME                                                     4.0%              2.8%                3.0%             1.7%  
                                                     ==============    ==============      ==============   ==============
</TABLE>

NET SALES. Net sales for the twelve and  twenty-eight  weeks ended July 18, 1998
were $490.0 million and $1,126.8 million, respectively. Both periods reflected a
6.6% increase in net sales over the  comparable  periods of the prior year.  The
net sales  growth for both the  quarter and first half was driven  primarily  by
selected  price  increases  coupled  with an increase in sales volume and a more
favorable  sales mix.  The benefit  achieved  from pricing was  principally  the
result of price increases  initiated in the first quarter of 1998. Volume gains,
both  quarter-on-quarter and year-to-date,  continued to be accelerated by sales
of new products and line extensions of existing products.

GROSS PROFIT. Improvements in gross profit realized in the first quarter of 1998
continued to be achieved during the second quarter of the year. Gross profit for
the second quarter of 1998 increased $21.6 million,  or 0.9 percentage points as
a  percentage  of net  sales,  over the same  quarter a year ago.  For the first
twenty-eight weeks ended July 18, 1998, gross profit of $654.0 million increased
$57.3  million,  or 1.5 percentage  points as a percentage of net sales,  better
than the  comparable  period  of 1997.  The  gross  profit  margin  improvements
realized in the quarter and  year-to-date  were  attributed  to increased  sales
achieved  through higher prices  combined with lower  operating  costs resulting
from  favorable  cost  savings   programs   implemented  in  the  current  year.
Additionally,  in spite of incremental  inflation increases in labor wage rates,
per unit labor costs declined for both the twelve and  twenty-eight  weeks ended
July 18, 1998, reflecting productivity gains achieved from cost savings programs
aimed at significant cost reduction opportunities.

SELLING,   MARKETING,  AND  ADMINISTRATIVE  EXPENSES.  Selling,  marketing,  and
administrative  expenses  were $14.1  million and $43.8  million  higher for the
twelve and  twenty-eight  weeks ended July 18, 1998,  respectively,  as compared
with the same periods a year ago.  Increased spending for both periods presented
was attributed  primarily to higher  marketing and sales force expenses,  offset
partially by lower  distribution  costs.  Increased sales volume was the primary
driver of the overall higher selling, marketing, and administrative expenses. In
addition,  higher marketing  expense resulted as the Company continued to invest
in higher brand-building  advertising and consumer promotions as compared to the
year-earlier  periods.  Lower  distribution  costs continued to be attributed to
improved inventory handling and deployment.  Despite the overall higher spending
levels,  for the second quarter of 1998 selling,  marketing,  and administrative
expenses, as a percentage of net

                                       9
<PAGE>

sales,  were 0.2  percentage  points lower as compared to the second  quarter of
1997;  evident of higher  volume  passing  through a more  efficient  fixed cost
structure.  On a year-to-date  basis,  selling,  marketing,  and  administrative
expenses,  as a  percentage  of net  sales,  were 0.7  percentage  points  above
year-to-date 1997 principally due to the increased marketing expenses.

INCOME  FROM  OPERATIONS.  Income  from  operations  of $38.2  million and $69.9
million for the twelve and twenty-eight weeks ended July 18, 1998, respectively,
was $7.4 million and $13.5 million higher than the comparable  periods of a year
ago. For the quarter,  the improvement in operating  income  resulted  primarily
from a higher gross margin combined with savings  achieved from a more efficient
fixed cost structure.  On a year-to-date  basis, income from operations improved
due to a higher gross margin offset partially by increased  selling,  marketing,
and administrative expenses.

INTEREST  EXPENSE.  Net  interest  expense of $4.7  million for the twelve weeks
ended July 18, 1998 was $3.7 million lower than the comparable twelve weeks of a
year ago. On a  year-to-date  basis,  net  interest  expense  was $12.1  million
compared to $20.8  million for the first half of 1997.  The decrease in interest
expense for both the quarter and first half of the year was  primarily  due to a
lower average debt balance and lower interest rates in 1998. The  refinancing of
the Credit Agreement, late in the first quarter of 1997, provided more favorable
terms,  fees,  and interest  rates and resulted in the early  extinguishment  of
$43.8 million of debt.  Additionally,  in the fourth quarter of 1997, there were
$70.0  million of principal  pre-payments  on the term note and a $29.0  million
early  extinguishment  of the Seller Note.  The  year-to-date  weighted  average
interest rate decreased 0.8 percentage  points  compared to the same period last
year.

INCOME  TAXES.  Income tax expense was $14.0  million and $24.2  million for the
twelve and twenty-eight weeks ended July 18, 1998, respectively,  which was $4.6
million  and $9.3  million  higher than the same  periods a year ago.  Increased
pre-tax  income for the  respective  periods  resulted in the higher  income tax
expense.  The Company  provided for income taxes at an effective tax rate of 42%
for all periods  presented.  The effective tax rate exceeded the statutory  rate
due  to  nondeductible  expenses,   principally   amortization  of  intangibles,
including trademarks, trade names, and goodwill.

EXTRAORDINARY  ITEM NET OF INCOME  TAXES.  In the  first  quarter  of 1997,  the
Company  recorded  extraordinary  charges for the write-off of unamortized  bank
fees   associated  with  the  early   extinguishment   of  debt.  The  after-tax
extraordinary charge recorded in the first quarter of 1997 was $2.7 million. The
tax benefit related to the extraordinary charge was $1.9 million.  There were no
extraordinary charges recorded in the second quarter of 1997 or during the first
half of 1998.

NET INCOME.  Both  quarterly  and  year-to-date  net income  showed  significant
improvement over the prior year comparable periods.  Net income of $19.4 million
for the quarter was $6.5  million  higher than the year earlier  quarter,  while
year-to-date net income of $33.5 million  increased $15.6 million over the prior
year comparable  twenty-eight  weeks. The substantial growth in net earnings for
both  periods  presented  was due  primarily  to net  sales  growth  from  price
increases and volume gains,  combined with productivity gains achieved from cost
savings programs and significantly lower interest expense in 1998.


LIQUIDITY AND CAPITAL RESOURCES

Cash provided from operating  activities during the first  twenty-eight weeks of
1998 was $55.4 million.  Net earnings of $33.5 million for the first half of the
year combined with  decreased  funding of current  liabilities  and income taxes
principally  contributed  to the  positive  cash flow.  The  reduced  funding of
current  liabilities was attributed  primarily to the timing of payments,  while
the increase in income taxes payable was attributed to a $22.2 million  increase
in pre-tax  earnings over the prior year comparable  period.  Spending for plant
and facility closing costs and severance of $3.7 million,  related to exit costs
associated with the Keebler and Sunshine acquisitions, slightly offset the above
working capital sources.

During  the first  half of 1998,  cash  used by  investing  activities  of $21.1
million was primarily  used to fund capital  expenditures.  Capital  spending of
$21.5 million was made principally to introduce new products, update and enhance
production  facilities,  and achieve  near-term cost savings and efficiencies in
the manufacturing, sales, and distribution process.

                                       10
<PAGE>

Financing  activities  provided  $3.3 million of positive cash flow in the first
twenty-eight  weeks  of  1998.  Concurrent  with the  Company's  initial  public
offering,  Bermore, Limited exercised a warrant in exchange for 6,135,781 shares
of common stock. The exercise of the warrant  resulted in the Company  receiving
$19.8 million of cash proceeds on February 3, 1998.  Employee stock options were
also  exercised  during the first half of 1998 which  resulted in an  additional
$0.5 million of cash  proceeds.  In order to offset any dilution that may result
from the exercise of employee  stock  options or the sale of common  stock,  the
Company used $4.7 million to repurchase  common stock.  Also offsetting the cash
provided  from the  exercise of the  warrant and  employee  stock  options  were
long-term debt  repayments of $12.3 million,  primarily for scheduled  principal
payments on the term note and other debt.

As of July 18,  1998,  cash and cash  equivalents  were $64.9  million and total
outstanding  debt was $286.5  million,  of which current  maturities  were $30.3
million.  Available  borrowings under the Company's Revolving Loan facility were
$140.0 million for which there was no outstanding  balance on July 18, 1998. The
Company met all  financial  covenants  contained  in the  financing  agreements.
Available cash, as well as existing  short-term credit facilities,  are expected
to be sufficient to meet the Company's  normal  operating  requirements  for the
foreseeable future.


NEW ACCOUNTING PRONOUNCEMENTS

In June 1998,  the  Financial  Accounting  Standards  Board issued  Statement of
Financial Accounting  Standards No. 133, "Accounting for Derivative  Instruments
and Hedging  Activities"  which is effective  for all fiscal  quarters of fiscal
years  beginning after June 15, 1999. The new statement  establishes  accounting
and reporting standards for derivative  instruments and hedging activities.  The
statement  requires  that all  derivatives  be  recognized  as either  assets or
liabilities in the statement of financial  position and that the  instruments be
measured  at fair  value.  The  accounting  for  changes  in the fair value of a
derivative  depends on the  intended  use of the  derivative  and the  resulting
designation. The Company has not yet determined the impact the new statement may
have on disclosures in the consolidated financial statements.


YEAR 2000 ISSUE

The Year 2000 Issue arose because many existing  computer  programs use only the
last two  digits to refer to a year.  As a  result,  computer  programs  may not
properly recognize a year that begins with "20" instead of the familiar "19." If
not corrected, many computer applications could generate erroneous results.

The Company utilizes software and related  technologies that will be affected by
the date  change  in the year  2000.  The  Company  is  currently  conducting  a
comprehensive  review of the  computer  systems and  non-information  technology
systems (i.e.  elevators) to identify potential Year 2000 Issues. The Company is
in the  final  stages of  assessing  the  impact  of the Year 2000  Issue on the
business.  As the Company has  implemented  the SAP R/3  management  information
system and Manugistics software, both of which were  developed/purchased as Year
2000  compliant,  the  impact  of the Year  2000  Issue on the  business  is not
anticipated to be material. Additionally, efforts are also currently underway to
review  all  secondary  information  systems  for Year  2000  compliance.  These
secondary systems,  which are not material to the Company's ability to forecast,
manufacture,  or deliver product,  are currently being tested,  and if needed, a
plan  will be  developed  to  resolve  any  deficiencies.  The  Company  is also
undertaking  efforts to verify,  by no later than  December 31,  1998,  that all
vendors and suppliers will be Year 2000 compliant.

An  assessment  of the most  reasonably  likely worst case  scenario and related
contingency plan to deal with such scenario has not yet been  established.  This
assessment is anticipated to be made as part of the comprehensive  review of the
Year 2000 Issue that is currently underway.  Management does not expect the most
reasonably likely worst case scenario or the related  contingency plan to have a
material impact on the business, results of operations, or financial condition.

                                       11
<PAGE>

FORWARD-LOOKING STATEMENTS

When used in this  discussion,  the words  "believes"  and "expects" and similar
expressions are intended to identify forward-looking statements. Such statements
are subject to certain risks and uncertainties,  over which the Company may have
no control,  which could cause actual  results to differ  materially  from those
projected.   Readers  are  cautioned  not  to  place  undue  reliance  on  these
forward-looking  statements which speak only as of the date hereof.  The Company
undertakes no obligations  to republish  revised  forward-looking  statements to
reflect  events  or  circumstances  after the date  thereof  or to  reflect  the
occurrence of unanticipated  events.  Readers are also urged to carefully review
and consider the various  disclosures  made by the Company,  in this report,  as
well as the Company's  periodic  reports filed with the  Securities and Exchange
Commission.



     ITEM 3:  QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK

Not applicable.



PART II:  OTHER INFORMATION

     ITEM 6:  EXHIBITS AND REPORTS ON FORM 8-K

         (a)      Exhibits

                  Exhibit
                  NUMBER            DESCRIPTION
                  ------            -----------

                    27              Financial Data Schedule

         (b)      Reports on Form 8-K

                  None.




                                       12

<PAGE>
                                   SIGNATURES

Pursuant to the  requirements of Section 13 or 15(d) of the Securities  Exchange
Act of 1934,  the  Registrant  has duly  caused  this report to be signed on its
behalf by the undersigned, thereunto duly authorized.

                                          KEEBLER FOODS COMPANY                 
                                               (Registrant)


                            /s/ SAM K. REED
                            ----------------------------------------------------
                             Sam K. Reed
                             President and Chief Executive Officer

                             Date:  August 14, 1998



                            /s/ E. NICHOL MCCULLY
                            ----------------------------------------------------
                             E. Nichol McCully
                             Senior Vice President and Chief Financial Officer
                             (Principal Financial Officer)

                             Date:  August 14, 1998



                            /s/ JAMES T. SPEAR
                            ----------------------------------------------------
                             James T. Spear
                             Vice President Finance and Corporate Controller
                             (Principal Accounting Officer)

                             Date:  August 14, 1998




                                       13

<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
This schedule contains summary financial information extracted from the Keebler
Foods Company Consolidated Balance Sheet at July 18, 1998 and the Consolidated
Statement of Operations for the twenty-eight weeks ended July 18, 1998 found on
pages 2 through 4 of the Company's Form 10-Q and is qualified in its entirety by
reference to such financial statements.
</LEGEND>
<CIK> 0001018848
<NAME> KEEBLER FOODS COMPANY
<MULTIPLIER> 1,000
       
<S>                             <C>
<PERIOD-TYPE>                   7-MOS
<FISCAL-YEAR-END>                           JAN-2-1999
<PERIOD-START>                              JAN-4-1998
<PERIOD-END>                               JUL-18-1998
<CASH>                                          64,865
<SECURITIES>                                         0
<RECEIVABLES>                                  121,219
<ALLOWANCES>                                     5,365
<INVENTORY>                                    113,455
<CURRENT-ASSETS>                               363,545
<PP&E>                                         595,174
<DEPRECIATION>                                 123,874
<TOTAL-ASSETS>                               1,092,126
<CURRENT-LIABILITIES>                          389,214
<BONDS>                                        256,140
                                0
                                          0
<COMMON>                                           840
<OTHER-SE>                                     270,302
<TOTAL-LIABILITY-AND-EQUITY>                 1,092,126
<SALES>                                      1,126,788
<TOTAL-REVENUES>                             1,126,788
<CGS>                                          472,772
<TOTAL-COSTS>                                1,052,209
<OTHER-EXPENSES>                                 4,723
<LOSS-PROVISION>                                10,496
<INTEREST-EXPENSE>                              12,149
<INCOME-PRETAX>                                 57,707
<INCOME-TAX>                                    24,236
<INCOME-CONTINUING>                             33,471
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    33,471
<EPS-PRIMARY>                                     0.40
<EPS-DILUTED>                                     0.38
        

</TABLE>


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