Last July, Kellogg Company revealed it will continue to transform its portfolio with the separation of two businesses. The company recently unveiled the names of these branches as it plans for two industry-leading, public companies focused on global snacking, Kellanova, and North American cereal, WK Kellogg Co.
“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.”
According to the release, the names will go into effect in connection with the spinoff 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.
Kellanova will encompass the global snacking, international cereal and noodles, plant-based foods, and North American frozen breakfast business. As for the North American cereal business, consumers will be getting familiar with the WK Kellogg Co name.
“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.”
“Unveiling the names for the global snacking and North American cereal businesses is an exciting milestone for both companies as we progress toward unleashing their full potential as standalone businesses,” Cahillane continued. “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.”
For more information on the new businesses, click here.
DMN will keep an eye out for more updates in the industry.