Kellogg Company yesterday said that when the company splits into two, probably by the end of the year, the North American company will be called the WK Kellogg Co., and the global snacks business will be known as Kellanova.
According to the announcement, "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."
Steve Cahillane, Kellogg Company's Chairman and Chief Executive Officer, and future Chairman and Chief Executive Officer of Kellanova, says that "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 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."
- KC's View:
Give Steve Cahillane a lot of credit. Yesterday was kind of a big day for the company, but he lived up to his commitment to be on stage at Western Michigan University's Food Marketing & Supply Chain Conference. Class act.