The names of the future firms that Kellogg Company will establish through its planned division into two market-leading, publicly traded businesses focused on global snacking and North American cereal have just been revealed.
The names will go into effect once the North American cereal company is spun off, which Kellogg Corporation wants to do by the end of 2023.
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.
Kellanova will also be in charge of Kellogg’s, Frosties, Zucaritas, Special K, Krave, Miel Pops, Coco Pops, and Crunchy Nut in addition to these well-known international cereal brands.
Stephen Cahillane, the current Chairman and CEO of Kellogg Company and the incoming Chairman and CEO of Kellanova:
The company’s goal for the future is shown by the name Kellanova, which builds on the solid brand equity and legacy established over its 117-year history as the Kellogg Company.
“The Latin word ‘nova,’ which is combined with the letter ‘a,’ signifies ‘new,’ while ‘anova,’ which combines the letter ‘a’ and the Latin word ‘nova,’ clearly indicates our long-standing link with Kellogg Corporation. as an innovative, next-generation, worldwide powerhouse in the snacking industry.
“The classic Kellogg Company “K” is still included in the Kellanova logo as a deliberate nod to our past and the solid foundation that propelled us to where we are today. The elongated, forward-curving “v” symbolises our forward motion as we start this new chapter.”
The company selling cereal in North America will be known as WK Kellogg Co. With a history of innovation and more than a century of operational success, WK Kellogg Co. will be a household name in the United States, Canada, and the Caribbean. 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 proposed CEO of the WK Kellogg Company, Gary Pilnick:
“The WK Kellogg Co. name celebrates the innovative and entrepreneurial spirit of founder W.K. Kellogg and pays tribute to his heritage.”
“At the same time, we are concentrating on the future and expanding the company. We stopped using periods in the name to denote the beginning of a fresh, unwritten chapter.”
“The famous signature of Mr. Kellogg served as the inspiration for the design. In order to emphasise our ambition as a 117-year-old start-up pushing Mr. Kellogg’s original company to new heights, we have taken his instantly identifiable script, highlighted it, and elevated the letter “Co.””
In order to come up with names that would maintain a strong connection to its history while also conveying the spirit and ambition of each company’s portfolio and direction, Kellogg undertook a detailed process with the assistance of its employees.
Employees from all over the world were invited to submit ideas for new company names as well as their visions for how the Kellogg Company should be represented by each company.
Around 1,000 staff members provided qualitative feedback and more than 4,000 name suggestions. For the North American cereal company “WK Kellogg Co,” 20% of the employees who submitted names proposed a variation of “W.K. Kellogg.” The global snacking company name “Kellanova” was inspired by employee name suggestions that contained the word “nova.”
“As we move closer to releasing their full potential as standalone businesses, the unveiling of the names for the global snacking and North American cereal businesses is an exciting milestone for both firms.”
“After the spin is complete, we believe both businesses will be better positioned to focus on their unique strategic priorities, execute with increased agility and operational flexibility, realise improved outlooks for profitable growth, and shape unique corporate cultures, each rooted in the strong values of Kellogg Company.”
Kellanova’s shares will be listed on the NYSE under the ticker symbol “K.” In the upcoming months, WK Kellogg Co.’s ticker and exchange information will be released.
As necessary, the Company will keep giving information on the division of Kellogg into two independent companies.
Source: Kellogg Company