Kellogg has picked a name for its new spinoff companies. They sound a lot like their old names, but with a new spin.
Kellogg announced last year that it was splitting into three different companies to "better position each business to unlock its full potential." However, it revealed last month that it wasn't spinning off its plant-based foods unit, which includes MorningStar Farms brand, but housing it within its more profitable snacking business, "Kellanova."
As for "WK Kellogg Co.," well, that's a little more straight forward because its named after company founder William Keith Kellogg. However, they've ditched the periods in WK because it signals the "start of a new, unwritten chapter," according to Gary Pilnick, the company's new CEO. Employees helped decide the names, Kellogg said. Nearly 1,000 people submitted more than 4,000 names with about 20% of them suggestion a variation of "W.K. Kellogg" and others that included a variation of the word "nova.""It's not easy to come up with new names," said Bernd Schmitt, a professor of marketing at Columbia University and the faculty director of the Center on Global Brand Leadership, previously told CNN.
Seems unnecessary. The Kellogg name is recognized by the parents buying the stuff. Kinda like ' Meta'/Facebook change that means SFA
TA DA
What?
Fake food big moneymaker
117 years and going strong…
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