Cereal brand Kellogg’s changes its name to Kellanova in Australia

Kellogg’s Australian arm will go by a new name from today – though it’s a change shoppers won’t notice on supermarket shelves.

The cereal giant – which is behind, among others, Sultana Bran, Coco Pops, Nutri Grain and Cornflakes – will heretofore be known as “Kellanova”.

While the brand’s products will retain the iconic looping red Kellogg’s logo, Kellanova managing director Anthony Holme told The Sydney Morning Herald the change “means much more choice for Australian consumers in the future as we bring the global snacking opportunities and local snacking opportunities” Down Under.

The new name comes after Kellogg’s US headquarters’ decision last year to split the multinational, worth $31.3 billion, into two companies.

While WK Kellogg Co, its North American cereals business, will continue to focus on cereal, Kellanova will become a “global snacking powerhouse”, absorbing brands like LCMs and K-Time bars.

The latter will also focus more on product innovation and convenience, Mr Holme told The Herald.

“Many more people are eating on the go. People are moving through the day faster. They don’t necessarily want the same format of food … and we need to answer to that.”

Kellanova is the bigger of the two entities, with net sales forecast at $21 billion by next year, compared to WK Kellogg Co’s projected $3.5 billion.

Mr Holem said it will also look at introducing brands in its global portfolio that aren’t yet sold in Australia, including Cheez-Its, Rice Krispie Treats, and Eggo.

WK Kellogg Co – named for founder William Keith Kellogg – explained the reasoning behind the vaguely Kath & Kim-esque Kellanova name earlier this year.

Per The Wall Street Journal, by combining the “Kell” from Kellogg with “anova” – which incorporates the Latin word “nova”, meaning new – the name reflects the company’s past and its future.

“It was such a daunting task because you’re renaming something that is a household name,” Kellogg’s Chief Executive Steve Cahillane told the publication.

The new moniker, he added, “was literally a light bulb moment”.

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