Kellogg names global snacking and North American cereal divisions

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Kellogg names global snacking and North American cereal divisions

16 Mar 2023

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

BATTLE CREEK, MI — Kellogg Co. has named the global snacking and North American (NA) cereal companies it’ll create through its planned separation. The new names will go into effect by the end of 2023 with the spin-off of the cereal business. Kellogg’s brand will remain on the packaging of products for both companies.

“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,” said Steve Cahillane, Kellogg Co.’s chair and CEO, and future chair and CEO of 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.”

Kellanova is the new name of the global snacking, international cereal and noodles, plant-based foods and NA frozen breakfast business. This includes brands such as Cheez-It, Pop-Tarts, Kellogg’s Rice Krispies Treats, Nutri-Grain, RXBAR and Eggo. The new company will also house several international cereal brands.

“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,” Cahillane explained. “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.”

With a new name comes a new logo, which Cahillane said is a call out to the company’s past and symbol for the future.

“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,” he said. “The forward curved and extended ‘v’ embodies our forward momentum as we embark on this next chapter.”

The North American cereal company is named WK Kellogg Co with a portfolio that includes brands such as 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,” said Gary Pilnick, CEO designate of WK Kellogg Co. He is currently the vice chair of corporate development and chief legal officer for Kellogg. “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.”

Kellogg invited its employees from across the globe to submit name suggestions and thoughts on what they wanted to carry forward into the two new companies. Nearly 1,000 employees suggested over 4,000 names, and approximately 20% of them suggested a call back to the founder for the North American Cereal business.

On the New York Stock Exchange, Kellanova will trade under the ticker symbol “K.” Ticker and exchange information for WK Kellogg Co is yet to be announced.

Additional information on the separation and establishment of the new companies is available at its dedicated website.

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