Kellogg’s Australia, an iconic brand for nearly a century, is evolving and rebranding as “Kellanova.” This transformation is part of a global shift initiated by Kellogg’s US headquarters in 2022 to divide the multinational into two companies. Kellogg’s cereals like Coco Pops, Froot Loops, Sultana Bran, and Crunchy Nut will remain unchanged, displaying the Kellogg’s logo, but will fall under the cereal business. Whereas Kellanova will now specialize in delightful snacks such as Pop Tarts, LCMs, and K-Time bars designed for an on-the-go lifestyle.
The “Kellanova” incorporates two elements: the “Kell” part, which overtly recognises its former name, and the element “anova,” derived from the Latin word for “new.”
Trademark applications for KELLANOVA were filed in Australia in February 2023 and accepted in July 2023.
Rebranding is a familiar exercise, and other well-known brands in Australia have had a change of name, such as Caltex to Ampol and, more recently, fashion retailer and brand French Connection to Unison.
Is your business considering a rebrand or change of logo? Reach out to Tyrone Walker, Head of IP NSW at Hunt & Hunt Lawyers, for a comprehensive brand availability search to ensure a smooth and legally sound transition.
