With rumors swirling that Kellogg is eyeing up Diamond Foods, news of another potential megadeal also hit the wires this week, with ConAgra Foods reportedly in advanced talks to sell its private label business Ralcorp to Treehouse Foods in a deal that could be valued between $2.5bn and $2.7 bn. Citing " people familiar with the matter ", Reuters reported that after considering alternatives, such as selling Ralcorp to a private equity firm or breaking it up, ConAgra is now engaged in negotiations with TreeHouse in an effort to finalize a deal.