Kellogg names unveils global snacking powerhouse
Kellogg Company has unveiled the names for the future companies it will create through its planned separation into two industry-leading, public companies focused on global snacking and North American cereal.
The names will go into effect in connection with the spin-off of the North American cereal business, which Kellogg Company intends to complete by the end of 2023. The “Kellogg’s” brand will remain on product packaging of both companies around the world.
The global snacking, international cereal and noodles, plant-based foods, and North American frozen breakfast business will be named Kellanova. Kellanova will be a global snacking powerhouse with a portfolio of iconic, world-class brands, including Pringles, Pop-Tarts, Kellogg’s Rice Krispies Treats, and Nutri-Grain. Kellanova will also steward a suite of international cereal brands, including Kellogg’s, Frosties, Special K, Coco Pops, and Crunchy Nut.
“The name Kellanova signals the Company’s ambition for the future, building on the strong brand equity and legacy built over the past 117 years as Kellogg Company,” said Steve Cahillane, Kellogg Company’s chairman and chief executive officer, and future chairman and chief executive officer of Kellanova. “The ‘Kell’ overtly recognizes our enduring connection to Kellogg Company, while ‘anova,’ which combines ‘a’ and the Latin word ‘nova,’ meaning ‘new,’ signals our ambition to continuously evolve as an innovative, next generation, global snacking powerhouse.
The Kellanova logo retains the iconic Kellogg Company ‘K’ to intentionally connect to our heritage and the strong foundation that got us to where we are today. The forward curved and extended ‘v’ embodies our forward momentum as we embark on this next chapter.”
The North American cereal business will be named WK Kellogg Co. WK Kellogg Co will be an iconic food company in the U.S., Canada, and Caribbean.
Cahillane added: “Unveiling the names for the global snacking and North American cereal businesses is an exciting milestone for both companies as we progress towards unleashing their full potential as standalone businesses. Upon spin completion, we believe both businesses will be better positioned to focus on their distinct strategic priorities, execute with increased agility and operational flexibility, realise improved outlooks for profitable growth, and shape distinctive corporate cultures, each rooted in Kellogg Company’s strong values.”
