Sign up for the Powder & Bulk Solids Weekly newsletter.
Powder Bulk Solids Staff
March 16, 2023
3 Min Read
Kellogg Company has named its two split companies for global snacking and North American cereal.Getty Images News
The names of the new Kellogg companies 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.
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 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 company 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 include a suite of beloved 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 chief executive officer, and future chairman and chief executive officer of Kellanova.
"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 be the new name of the North American cereal business. This company will be an iconic food company in the US, Canada, and Caribbean, with innovation and more than a century of operational success driven by its portfolio of beloved brands 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 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, chief executive officer Designate of WK Kellogg Co. "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."
With the help of employees, Kellogg engaged in a thorough process to create names that would maintain a strong connection to its legacy while also capturing both the spirit and ambition of each company's portfolio and trajectory. The company involved its employees by inviting them 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."
"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," Cahillane added. "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."
About the Author(s)
You May Also Like
Martin Engineering Opens New Italian HQFeb 23, 2024|2 Min Read
FDA Expands Cotija Cheese RecallFeb 23, 2024|2 Min Read
Training & Development of Staff Post-Pandemic is More Important Than EverFeb 23, 2024|3 Min Read
Röhm Builds New Plant for PLEXIGLAS Molding CompoundsFeb 23, 2024|2 Min Read