Kellogg’s Australia is changing its name for the first time in almost 100 years as the cereal giant shifts its focus to snacks.
The Australian branch of the iconic breakfast company will be known by the new name ‘Kellanova’ from Tuesday.
Australian shoppers may not see the massive rebrand as breakfast cereal favorites including Coco Pops, Sultana Bran and Crunchy Nut will retain the Kellogg’s logo.
The name change comes after Kellogg’s US headquarters decided to split the $31.3 billion brand into two companies in 2022.
Kellanova will focus on products such as Pop Tarts, LCMs and K-Time bars, while the company’s North American arm, WW Kellogg Co, will focus on cereal favorites including Fruit Loops, Special K, Rice Bubbles and Corn Flakes .
The rebranding comes almost 100 years after the cereal giant was introduced to Australia in 1924.
Iconic cereal giant Kellogg’s has rebranded its Australian arm as ‘Kellanova’ after deciding to split the company into two entities
The name change comes after Kellogg’s US headquarters decided to split the $31.3 billion brand into two companies in 2022 (stock image)
Kellanova managing director Anthony Holme said the change will not impact Australian consumers “at this time” but will open up more opportunities for shoppers in the future.
“It means a lot more choice for Australian consumers in the future as we bring global snacking options and local snacking options to Australia,” Holme told the newspaper. Sydney Morning Herald.
Holme said Kellanova, the Australian arm of Kelloggs, will become a “global snacking powerhouse”, with a focus on product innovation and convenience.
‘People get through the day faster. They don’t necessarily want the same type of food… and we need to respond to that,” Holme said.
Holme said the rebrand allows for a “relentless” entrepreneurial focus as cereals in the United States are very different to the snacking sector in Australia.
“Impulsive moments are very different from formal sit-down dining opportunities, and the way you market it, even if it seems the same, creates a much more entrepreneurial and much more focused growth mindset,” says Holme.
Kellanova is expected to have higher net sales than its US counterpart in 2024, at US$13.5 billion ($21 billion) compared to US$2.33 billion.
It appears that the two companies will focus on their respective markets and may compete with each other in the future.
“We would expect that there would be short-term, geographically limited, non-compete agreements after the spin occurs,” Kellogg’s website explains.
Kellanova Managing Director Anthony Holme explained that the Australian arm will focus on the brand’s on-the-go snack products
The rebrand also includes a move of the company’s headquarters from Pagewood, in Sydney’s eastern suburbs, to the inner-city suburb of Eveleigh.
Kellanova will also introduce brands from the company’s global portfolio to the Australian market, including Eggo, Rie Krispie Treats and Cheez-Its.
Plant-based brands such as Gardenburger and Incogmeato will also hit Australian shelves as Kellanova grows.
According to data from ShopGrok, major supermarkets have recorded a 29 percent increase in snack product sales over the past 12 months, from 3,100 to 4,000.
Data also shows that the number of snack brands increased by 41 percent, from 105 to 140.