Kellogg reveals names for global snacking, North American cereal businesses
Kellogg Company has unveiled the names for its global snacking and North American cereal businesses, to be called Kellanova and WK Kellogg Co, respectively.
While the company names will change upon spin completion, the "Kellogg's" brand will remain on product packaging of both companies around the world.
The names will come into effect with the previously announced spin-off of the company’s North American cereal businesses, which is expected to be complete by the end of 2023.
Kellanova – the global snacking, international cereal and noodles, plant-based foods, and North American frozen breakfast business – comprises such brands as Pringles, Cheez-It, Pop-Tarts, Kellogg's Rice Krispies Treats, MorningStar Farms, Incogmeato, Gardenburger, Nutri-Grain, RXBAR and Eggo.
The brand will also steward a suite of international cereal brands, including Kellogg's, Frosties, Zucaritas, Special K, Krave, Miel Pops, Coco Pops and Crunchy Nut, among others.
"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 CEO, and future chairman and CEO of Kellanova, in a statement. "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."
WK Kellogg Co will operates in the U.S., Canada and Caribbean, with its portfolio of brands 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, CEO designate of WK Kellogg Co, in a statement. "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."
