It’s the end of an era for Michigan’s cereal giant Kellogg. The company announced that it would be officially splitting into two companies bringing an end to the iconic well-known name of 117 years.
In a Wednesday press release, Kellogg unveiled the names of the future companies it will create through its planned separation that was announced in 2022. The new North American cereal business will be named WK Kellogg Co. The name pays homage to the original founder of the Michigan-born company.
“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.”
The second name will be Kellanova. This division will encompass Kellogg’s “snacking, international cereal and noodles, plant-based foods, and North American frozen breakfast business,” with brands such as Pringles, Cheez-It, Morningstar Farms, Eggo, Zucaritas, and Coco Pops under its purview, Kellogg said. The new symbol will be the stock symbol “K” according to the press release.
“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
It was in June of last year that the company announced on its website in a video message from Steve Cahillane, Kellogg Company’s Chairman and Chief Executive Officer that the company would also be moving its corporate headquarters out of Battle Creek, Michigan as well. At that time they indicated the North American cereal company and plant company will remain headquartered in Battle Creek, while the snacking company will have dual campuses in Battle Creek and Chicago with corporate headquarters in Chicago.
The press release didn’t state exactly when consumers would start to see packaging changes reflecting the two “new” companies.
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