The big cereal and snack brand is changing its name – and fans are wondering about it

BUYERS aren’t fans of a major grocery brand planning to change its name.

Kellogg’s, which owns large snack foods and cereals, will soon be spun off into two stores.

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This will result in its grain and plant-based food division becoming known as “Kellanova,” according to a company announcement.

The name is also carried over to the international snacking business.

“The Kellanova name signals the company’s ambitions for the future and builds on the strong brand equity and legacy built over the past 117 years as the Kellogg Company,” said Steve Cahillane, the company’s chairman and chief of executive officer, in an explanation.

“The ‘Kell’ openly acknowledges our enduring association with the Kellogg Company, while ‘anova’ combines the ‘a’ and the Latin word ‘nova’,
meaning ‘new’ signals our ambition to continuously evolve as an innovative, next-generation global snacking powerhouse,” he added.

Additionally, Kellogg’s North American cereal business will be known as WK Kellogg Co.

This is to honor founder William Keith Kellogg.

Kellogg’s owns major snack brands like Pop-Tarts, Cheez-It and Rice Krispies Treats, Nutri-Grain and RXBAR.

It also operates well-known cereals such as Coco Pops, Frosted Flakes including Crunchy Nut.

To come up with the new names, nearly 1,000 Kellogg employees made 4,000 suggestions.

Of these, 20 percent wanted the WK Kellogg name for the North American business.

While the company didn’t give an exact date when the name changes would take effect, it plans to complete them by the end of the year.

In addition, the Kellogg’s brand name will continue to appear on the company’s product packaging.

FAN REACTIONS

Meanwhile, there has been an interesting response on social media, particularly to the new name, Kellanova.

One Twitter user made a point, saying: “Well… no one’s saying I’m going to get some Kelloggs to be fair. They say I’ll get some corn flakes, rice krispies, etc.”

But there were harsher comments.

One critic said: “Kellanova. Another terrible company name developed by the committee. Please have a seat next to Mondelēz and I have Kellanova in my March madness group.'”

Another angry user said, “Listen, whoever charged you for the naming and branding ROBBED YOU!!!”

A third asked: “Isn’t it early for April Fools?”

The US Sun contacted Kellogg’s for comment.

OTHER CHANGES BY KELLOGG’S

Aside from its name, Kellogg’s has made other changes.

For example, fans might be happy to know that it has launched new cereal flavors.

These include strawberry milkshake, cinnamon french toast and chocolate.

Also, Kellogg’s Krave introduced Double Chocolate Brownie Batter Cereal and Froot Loops with Marshmallows Jumbo Snax.

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