Kellogg Company unveiled the names for future companies it will create through planned separation of two public companies focused on global snacking and North American cereal. The names will go into effect in connection with the spin-off of its North American cereal business, which the company intends to complete by the end of 2023.
Global snacking, international cereal and noodles, plant-based foods and the North American frozen breakfast business will be named ‘Kellanova’. Kellanova will contain a portfolio of the company’s brands including Pringles, Kellogg’s Rice Krispies Treats, Nutri-Grain, MorningStar Farms and other brands. It will also steward a suite of international cereal brands including Kellogg’s, Frosties, Special K, to name a few.
“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,” explained Steve Cahillane, Chairman and Chief Executive Officer of Kellogg Company, and future Chairman and Chief Executive Officer of Kellanova. “The ‘Kell’ overtly recognises 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.”
The North American cereal business will be named WK Kellogg Co, driven by its portfolio of brands including Kellogg’s, Frosted Flakes, Froot Loops, Mini-Wheats, Bear Naked and others.
“The name WK Kellogg Co honours 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 recognisable script and then underlined and elevated the ‘Co’.”
With the help of employees, the company engaged in a process to create names that would maintain a strong connection to its legacy while capturing the spirit of each company’s portfolio. Nearly 1000 employees submitted 4000 name suggestions – 20% of which submitted names that suggested a variation of ‘W.K kellogg’ for the North American cereal business name.
“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, realize improved outlooks for profitable growth, and shape distinctive corporate cultures,” added Cahillane.
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