Kellogg unveils names for snack, cereal companies ahead of spinoff
Kellogg has unveiled the names of the future companies it will create through its planned separation into two public companies focused on global snacking and North American cereal. The names will go into effect with the spin-off of the North American cereal business, which Kellogg 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 worldwide.
The North American cereal business will be named WK Kellogg Co, a food company in the U.S., Canada and the Caribbean.
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 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 international cereal brands, including Kellogg's, Frosties, Zucaritas, Special K, Krave, Miel Pops, Coco Pops and Crunchy Nut.
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"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's chairman and CEO and future chairman and CEO 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."
The North American cereal business, WK Kellogg Co, will be a food company serving U.S., Canada, and the Caribbean. The portfolio of brands includes Kellogg's, Frosted Flakes, Froot Loops, Mini-Wheats, Special K, Raisin Bran, Rice Krispies, Corn Flakes, Kashi and Bear Naked, the company said.
"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, CEO 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 created 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 said. Kellogg invited employees from around the world to submit company name suggestions. 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."
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Cahillane added, "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. 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 will trade on the New York Stock Exchange under the ticker symbol "K." Ticker and exchange information for WK Kellogg Co will be announced in the coming months.