U.S. sales of the colorfully packaged morning staple have been in a decades-long decline, a trend back in the spotlight with news that Italian confectioner Ferrero Group plans to purchase WK Kellogg, maker of Corn Flakes, Froot Loops, Rice Krispies and other familiar brands.

The Kellogg cereal business, an iconic Michigan brand, is being sold to Ferrero, an Italian chocolate and sweets company.

The deal, which still needs approval from WK Kellogg Co.’s shareholders, is expected to close in the second half of the year.

Kellogg Kickstart program will take place from 1 to 4 p.m. on Tuesdays and Thursdays, running from July 8 through Aug. 14.