Kellogg's is changing its name in Australia for the first time in 100 years
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Look out, because Kellog’s is changing its name for the first name in a century.
The company behind some of the most beloved cereals, including Sultana Bran, Coco Pops, Nutri Grain and Cornflakes, will now be known as ‘Kellanova’.
It comes after Kellogg's US headquarters decided to split the multinational giant, worth $31.3 billion, into two companies last year.
According to the Sydney Morning Herald, WK Kellogg Co, its North American cereals business will continue to be a morning breakfast powerhouse, while Kellanova will push hard into the snacks sector by launching new on-the-go products.
It’s looks like we’ll be getting more LCMs people.
“It means very little to Australian consumers in terms of change right now,” said Kellanova managing director Anthony Holme.
“It means much more choice for Australian consumers in the future as we bring the global snacking opportunities and local snacking opportunities into Australia.”
He added that the company would focus on convenient foods for their consumers, particularly those eating in transit.
“Many more people are eating on the go,” he said.
“People are moving through the day faster. They don’t necessarily want the same format of food ... and we need to answer to that.”
Mr Holmes added that it would allow the company's two branches to focus on their ‘respective markets’.
The managing director also said that Kellanova could see the emergence of iconic American snacks, such as Cheez-Its, Rice Krispie Treats, and Eggo, in the Australian market.
Sign me up!
According to The Wall Street Journal, combining the ‘Kell’ from Kellogg with ‘anova’ – incorporates the Latin word ‘nova’ meaning new – reflecting the company’s past and present.
“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.
However, as soon as the company landed on its new name, he described it as a ‘light bulb’ moment.
And while the company has high hopes for the rebrand, the internet wasn’t too impressed.
One Twitter user wrote: “They are rebranding the name Kellogg’s WTF.”
Another said: “Kellogg's changed its name to Kellanova for some reason. That sounds like an anti-depressant that has suicidal thoughts as a side effect.”
While a third shared: “There is nothing more certain in this world than a 120 year old company in one of the most conservative industries on earth, will ‘disrupt and innovate’ just because they changed their name.”
Yikes, tell us how you really feel.