Kellogg Company is now operating as two separate entities, under the names WK Kellogg Co and Kellanova, following the spin-off of the North American cereal business from the overall company earlier in the year. The two distinct identities, one of which pays tribute to the company’s heritage while the other is forward-facing, reflect their different approach to brand building.
As a result of the split, many iconic brands including Pringles, Pop-Tarts and Nutri-Grain will now sit under the Kellanova banner. That brand will also “steward” a range of international cereal brands including Frosties, Special K and Coco Pops, among others.
Meanwhile, WK Kellogg Co will operate in the US, Canada and the Caribbean, taking ownership for cereal brands, including Frosted Flakes, Special K, Raisin Bran, Rice Krispies and Corn Flakes.
The Kellogg’s brand isn’t going anywhere though. Consumers will continue to see Kellogg’s branding on product packaging around the world – but it will be shared by both WK Kellogg Co and Kellanova, which now operate as independent companies.
At the time of the initial announcement Steve Cahillane, now chairman and CEO of Kellanova, said: “Upon spin completion, we believe both businesses will be better positioned to focus on their distinct strategic priorities, execute with increased agility and operational flexibility, realise improved outlooks for profitable growth, and shape distinctive corporate cultures, each rooted in Kellogg Company’s strong values.”
Of the two companies, Kellanova has significantly greater equity. Per the website dedicated to the spin-off, it has £10.28bn estimated annual net sales, compared with a figure of just over £2bn in sales for WK Kellogg Co.
The split was approved by Kellogg Company’s board of directors last month on 11 September. Cahillane said: “We are looking forward to a new era as Kellanova, marked by a more growth-oriented portfolio, a renewed vision and strategy, and an energised organisation grounded by a winning culture and our founder’s values.”
Despite the same consumer-facing branding being applied across both sides of the organisation, each has its own internal branding reflecting different attitudes. WK Kellogg Co uses the same script as the traditional Kellogg’s logo, being a replica of the company’s founder’s signature.
By contrast, only the ‘K’ in Kellanova retains the same font. The company explains that the word is a portmanteau of ‘Kell’, which “recognises our enduring connection to Kellogg Company” and ‘anova’ meaning ‘new’. That forward-facing approach is highlighted by the use of a curved ‘v’ that arcs forward in the direction of reading.