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The cereal company in Australia behind Sultana Brown, Coco Pops and Crunch Nut is undergoing a name change, but shoppers won’t notice any changes on the supermarket shelf.
From today, breakfast food giant Kellogg’s will go by the new name of Kellanova as part of a drive into the snacks sector to sell more on-the-go products in Australia.
There will be no obvious changes for consumers, with all the company’s popular cereals retaining the Kellogg’s logo.
But the real impact of the rebranding will be felt in the future, Kellanova managing director Anthony Holme told The Sydney Morning Herald.
“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 said.
The overhaul comes after Kellogg’s US headquarters announced last year to divide the $31.3 billion multinational into two companies.
The corporate plan if for Kellanova to develop innovative snack foods, while taking charge of brands including K-Time bars, Pop Tarts and LCMs.
The North American cereal business, which includes Frosted Flakes and Froot Loops, will be called WK Kellogg Co, named after founder William Keith Kellogg.
Kellanova is the bigger of the two entities, with net sales forecast at about $21 billion in 2024 compared with $3.5 billion projected for WK Kellogg Co.
Earlier this year, Kellogg explained the reasoning behind the more peculiar name, Kellanova, saying that the “Kell” part “overtly recognises” its name to the former company, and “anova” combines the letter ‘a’ and the Latin word for new, “nova.”