Kellogg’s Australia is changing it name for the first time in nearly 100 years as the cereal giant shifts its focus to snacks.
The iconic breakfast company’s Australian arm will be known by its new name ‘Kellanova’ from Tuesday.
Aussie shoppers might not see the massive rebrand as cereal favourites including Coco Pops, Sultana Bran and Crunchy Nut will retain the Kellogg’s logo.
The name change comes after Kellogg’s US headquarters decided in 2022 to split the $31.3billion brand into two companies.
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 centre on cereal favourites including Fruit Loops, Special K, Rice Bubbles and Corn Flakes.
The rebrand comes almost 100 years after the cereal giant was introduced to Australia in 1924.
Iconic cereal giant Kellogg’s has rebranded it’s Australian arm to ‘Kellanova’, after a decision was made to split the company into two entities
The name change comes after Kellogg’s US headquarters decided in 2022 to split the $31.3billion brand into two companies (stock image)
Kellanova Managing Director Anthony Holme said the change does not affect Australian consumers ‘right now’ but will bring more opportunities for shoppers in the future.
‘It means much more choice for Australian consumers in the future as we bring the global snacking opportunities and local snacking opportunities into Australia,’ Holme told the Sydney Morning Herald.
Holme said Kellanova, which is the Australian arm of Kelloggs, will become a ‘global snacking powerhouse’, focusing on product innovation and convenience.
‘People are moving through the day faster. They don’t necessarily want the same format of food … and we need to answer to that,’ Holme said.
Holme said the rebranding allows for a ‘ruthless’ entrepreneurial focus as cereal in the United States is very different to the snack business in Australia.
‘Impulse occasions are very different to formal sit-down meal occasions, and the way that you take it to market, whilst appears the same, creates a much more entrepreneurial and much more focused growth mindset,’ Holme said.
Kellanova is projected to have higher net sales in 2024 than its American counterpart with $US13.5billion ($21billion) compared to $US2.33billion.
It appears as though the two companies will focus on their respective markets and could potentially compete with one another in the future.
‘We would expect to have short-term, geographically limited, non-compete agreements after the spin occurs,’ Kellogg’s website explains.
Kellanova Managing Director Anthony Holme explained the Australian arm will focus on the brand’s on-the-go snack products
The rebrand also includes a move of the company’s head office 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, Cheez-Its.
Plant-based brands such as Gardenburger and Incogmeato are also set to hit Aussie shelves as Kellanova expands.
Major supermarkets have recorded a 29 per cent rise in sales of snack products from 3,100 to 4,000 in the last 12 months, according to ShopGrok data.
Data also found the number of snacking brands has also increased by 41 per cent from 105 to 140.