Kellogg Unveils Names for Global Snacking, North American Cereal Businesses
The names will go into effect in connection with the spin-off of the North American cereal business
Kellogg Company unveiled the names for 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 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 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.
The North American cereal business will be named WK Kellogg Co. WK Kellogg Co will be an iconic food company in the US, Canada, and Caribbean, with a heritage of innovation and more than a century of operational success driven by its portfolio of beloved, world-class brands that have delighted consumers 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.
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. Kellogg invited employees 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.”
Kellanova will trade on the New York Stock Exchange (NYSE) under the ticker symbol “K.” Ticker and exchange information for WK Kellogg Co will be announced in the coming months.
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