Kellogg's Bold Move: Introducing Kellanova, the Global Hub for Iconic Snack Brands

Kellogg Company has recently undergone a restructuring, resulting in the establishment of two distinct entities: WK Kellogg Co and Kellanova. This strategic move involved separating the North American cereal business from the broader company. The decision to adopt these new names was driven by a desire to embrace both the company's rich history, as represented by WK Kellogg Co, and a more forward-thinking, future-oriented approach embodied by Kellanova. These two identities represent contrasting strategies when it comes to brand building.

The split will result in various iconic brands, such as Pringles, Pop-Tarts, and Nutri-Grain, being placed under the Kellanova banner. This brand will also oversee a selection of international cereal brands, including Frosties, Special K, and Coco Pops, among others.

In the meantime, WK Kellogg Co will be responsible for operating in the US, Canada, and the Caribbean, and will take ownership of cereal brands such as Frosted Flakes, Special K, Raisin Bran, Rice Krispies, and Corn Flakes.

Kellogg's branding will still be present on product packaging worldwide, as both WK Kellogg Co and Kellanova, operating as separate entities, will share the branding. Steve Cahillane, now chairman and CEO of Kellanova, expressed that upon the completion of the spin, both companies will have the opportunity to prioritize their distinct strategic goals, operate with more agility and flexibility, achieve profitable growth, and develop unique corporate cultures that align with Kellogg Company's values.

Kellanova surpasses WK Kellogg Co. in terms of equity, with estimated annual net sales of £10.28bn compared to just over £2bn for the latter. The spin-off was officially approved by the Kellogg Company's board of directors on September 11th. CEO Cahillane expressed excitement for the future of Kellanova, highlighting a growth-focused portfolio, a refreshed vision and strategy, and a motivated organization built on the values of its founder.

While both sides of the organization maintain a consistent consumer-facing branding, WK Kellogg Co and Kellogg’s have distinct internal branding that reflects their respective attitudes. WK Kellogg Co incorporates the company founder's signature, replicating the script used in the traditional Kellogg’s logo.

In contrast, only the letter 'K' in Kellanova maintains the original font. The company states that the term is a combination of 'Kell', which acknowledges our lasting affiliation with Kellogg Company, and 'anova', which signifies 'new'. Emphasizing their innovative approach, a curved 'v' is utilized, curving forward in the direction of reading.