Kellogg Co. today revealed new identities for its business units in its forthcoming breakup: Its North American cereal business will be known as WK Kellogg Co., and its global snacks business will be called Kellanova. The names will go into effect in connection with the spinoff of the North American cereal business, which Kellogg intends to complete by the end of 2023.
Kellogg announced intentions to spin off the cereal business a year ago in a move not unlike Kraft Food’s 2011 spinoff of the snacking company that became known as Mondelēz International. Kellogg’s move is designed to allow it to focus on distinct strategic priorities with financial targets appropriate for their profiles. Although initial plans called for a three-way breakup, Kellogg has since tucked its plant-based food brands under the Kellanova umbrella.
“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,” Steve Cahillane, Kellogg Co.'s chairman and CEO, said in a statement. “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.”