The names of the future businesses that Kellogg Company, which plans to split into two market-leading, publicly traded businesses with a focus on global snacking and North American cereal, have been revealed. When the North American cereal company is spun off, which Kellogg Corporation hopes to accomplish by the end of 2023, the names will take effect. The “Kellogg’s” brand will continue to appear on product packaging for both firms globally even if the company names will change once the spin is complete.
Kellanova will be the brand name for the global snacking, international cereal and noodles, plant-based foods, and North American frozen breakfast industries. Pringles, Cheez-It, Pop-Tarts, Kellogg’s Rice Krispies Treats, MorningStar Farms, Incogmeato, Gardenburger, Nutri-Grain, RXBAR, and Eggo are just a few of the renowned, world-class brands in Kellanova’s portfolio. Along with managing these well-known international cereal brands, Kellanova will also oversee Kellogg’s, Frosties, Zucaritas, Special K, Krave, Miel Pops, 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, with a heritage of innovation and more than a century of operational success driven by its portfolio of beloved, world-class brands that have delighted consumers for more than a century, including Kellogg’s, Frosted Flakes, Froot Loops, Mini-Wheats, Special K, Raisin Bran, Rice Krispies, Corn Flakes, Kashi, and Bear Naked.
“The name WK Kellogg Co honors the legacy of founder W.K. Kellogg, celebrating his spirit of innovation and entrepreneurship. At the same time, we are looking forward, focused on propelling the company into the future. We eliminated the use of periods in the name to signal the start of a new, unwritten chapter,” said Gary Pilnick, Chief Executive Officer Designate of WK Kellogg Co. “The logo itself stems from the iconic signature of Mr. Kellogg. We have taken his instantly recognizable script and then underlined and elevated the ‘Co,’ emphasizing our ambition as a 117-year-old start-up taking Mr. Kellogg’s original company to new heights.”
With the help of employees, Kellogg engaged in a thorough process to create names that would maintain a strong connection to its legacy while also capturing both the spirit and ambition of each company’s portfolio and trajectory. Kellogg invited employees from around the world to submit company name suggestions along with thoughts on what they hope to carry forward from Kellogg Company to each company. Nearly 1,000 employees submitted more than 4,000 name suggestions along with qualitative feedback. Approximately 20% of employees who submitted names suggested a variation of “W.K. Kellogg” for the North American cereal business name, “WK Kellogg Co.” Employee name submissions that included “nova” inspired the global snacking business name, “Kellanova.”
Find out more at: https://www.kelloggcompany.com/en_US/home.html