Kellogg has revealed the names for the future companies it will create through its planned separation into two public companies focused on global snacking and North American cereal. The "Kellogg's" brand will remain on product packaging of both companies around the world.
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 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, Cheez-It, Pop-Tarts, Kellogg's Rice Krispies Treats, MorningStar Farms, Incogmeato, Gardenburger, Nutri-Grain, RXBAR, and Eggo.
Kellanova will also steward a suite of beloved international cereal brands, including Kellogg's, Frosties, Zucaritas, Special K, Krave, Miel Pops, Coco Pops, and Crunchy Nut, among others.
Kellogg company's chairman and CEO, and future chairman and CEO of Kellanova, Steve Cahillane said the name signalled the company's ambition for the future, building on the strong brand equity and legacy built over the past 117 years as Kellogg company.
"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," said Cahillane.
The North American cereal business will be named WK Kellogg Co. WK Kellogg Co will be a 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 brands including Kellogg's, Frosted Flakes, Froot Loops, Mini-Wheats, Special K, Raisin Bran, Rice Krispies, Corn Flakes, Kashi, and Bear Naked.
WK Kellogg Co. CEO designate Gary Pilnick said the name WK Kellogg Co honoured 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.
"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," said Pilnick.
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."
“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, each rooted in Kellogg Company's strong values," said Cahillane.
Kellogg says it will continue to provide updates on the separation of Kellogg into two independent companies as appropriate.
