Kellogg CEO on new name reveal: Rebranding 'was a daunting task'

Kellogg (K) could have cooked up a brand new appearance through the give up of the yr because it executes a valuation-boosting initiative for its investor base.

The cereal and snacks large discovered this week the brand new names of its  companies as soon as it completes a deliberate breakup later this yr: Kellanova and WK Kellogg Co.

"It turned into a frightening mission whilst you consider renaming a 117-yr-antique iconic family call enterprise," Kellogg CEO Steve Cahillane advised Yahoo Finance Live (video above). Cahillane brought purchasers will nevertheless see the Kellogg`s logo call on Corn Flakes and different manufacturers.

Kellanova will residence famous snack manufacturers inclusive of Pringles, Cheez-It, and Pop-Tarts in addition to its plant-primarily based totally meals enterprise Morningstar.

The Kellanova enterprise, if you want to be run through Cahillane, is slated to exchange below Kellogg's present day inventory ticker image "K" at the New York Stock Exchange. Kellogg says the Kellanova call is supposed to tie returned to the background of the 117-yr-antique enterprise at the same time as additionally signaling a brand new technology of growth.

The conventional cereal enterprise, which boasts names inclusive of Froot Loops and Corn Flakes, could be known as WK Kellogg Co — a nod to the enterprise's founder William Keith Kellogg. The enterprise's inventory image and alternate facts could be launched in coming months.

Cahillane in the beginning introduced the breakup of the meals titan into 3 stand-by myself companies — cereal, snacking, and plant-primarily based totally foods — in June 2022. Last month, the enterprise determined to preserve the plant-primarily based totally meals enterprise amid hard call for situations for the enterprise which have tripped up leaders Beyond Meat (BYND) and Impossible Foods.

At the time of the announcement, Cahillane advised Yahoo Finance Live the breakup pondered his view that the marketplace wasn't nicely valuing Kellogg's fast-developing snacks enterprise and efforts to streamline costs.

Cahillane nevertheless thinks that a few 9 months into unwinding the companies, announcing better "focus" will serve the companies well.

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