Kellogg’s split into Kellanova and WK Kellogg Co in 2023 marks a new era for the 117-year-old brand. Discover how the iconic cereal company evolved into two focused businesses targeting global snack growth and North American breakfast revival.
Image courtesy of Bakery and Snacks
For over a century, Kellogg’s has been a household name, synonymous with breakfast tables around the world. From its humble beginnings in Battle Creek, Michigan, to its bold 2023 transformation into two independent companies—Kellanova and WK Kellogg Co.—the brand's journey reflects a legacy of innovation, reinvention, and resilience in the face of changing consumer tastes and global market dynamics.
The story of Kellogg’s began in the late 19th century at the Battle Creek Sanitarium in Michigan, where Dr. John Harvey Kellogg and his brother Will Keith Kellogg were experimenting with vegetarian diets for health purposes. In 1894, they accidentally created flaked wheat and later corn flakes by pressing boiled grains through rollers. Will saw the commercial potential of these flakes and launched the Battle Creek Toasted Corn Flake Company in 1906—what would become Kellogg Company.
Kellogg’s differentiated itself early with health-conscious branding and innovative marketing. It was one of the first companies to put nutritional information on cereal boxes and invested heavily in radio advertising during the 1920s–30s, establishing trust in American homes. Kellogg’s is one of the most recognized food brands in the world, especially known for its breakfast cereals.
Founded: 1906 by Will Keith Kellogg. Headquarters: Chicago, Illinois, USA (relocated from Battle Creek, Michigan in 2023 after the corporate split). Stock Ticker: Formerly K on the NYSE (now split into two companies in 2023)
Key Products
Kellogg’s product portfolio spans several food categories, especially breakfast and snack items. Notable brands include:
Cereals:
Snacks:
Major Historical Milestones
Kellogg’s operates in over 180 countries and tailors its products to regional preferences, such as: Muesli and granola in Europe. Rice-based cereals in Asia. Breakfast biscuits in emerging markets
As the company grew, so did its product offerings. Kellogg’s introduced iconic cereals like:
By mid-century, Kellogg’s had established manufacturing in Canada, Europe, Latin America, and Australia. It also ventured into new product lines and formats including toaster pastries (Pop-Tarts), breakfast bars, and later on frozen waffles (Eggo).
The key to Kellogg’s global success was local market adaptation—modifying recipes and flavor profiles to fit regional palates while maintaining brand recognition.
Its marketing was ahead of its time, using cartoon mascots like Tony the Tiger and Snap, Crackle, and Pop to build emotional connections with consumers. By the late 20th century, Kellogg’s had grown into a global giant, with operations in over 180 countries.
Growth Beyond Cereal
Despite its stronghold in cereal, Kellogg’s recognized that changing lifestyles meant breakfast wasn’t just about bowls and spoons anymore. Consumers increasingly reached for convenient snacks, on-the-go protein bars, and savory treats. In response, Kellogg’s diversified its portfolio—acquiring Pringles from Procter & Gamble in 2012 and developing snack brands like Cheez-It, Pop-Tarts, Nutri-Grain, and RXBAR.
The push into snacking proved to be a winning strategy, with snack sales outpacing traditional cereal growth globally. But managing both segments under one corporate structure limited Kellogg’s ability to move quickly and innovate in each space.
By the 2000s, Kellogg’s dominance in cereal was under threat:
In response, Kellogg’s began transforming from a cereal company into a global snacking powerhouse:
Despite restructuring, the dual focus on both cereal and snacks proved difficult to manage under one entity. Profit margins were stronger in snacks, while cereals required revitalization and innovation.
The 2023 Strategic Split
In a decisive move to unlock greater value and agility, Kellogg Company announced in 2022 that it would split into two separate, publicly traded entities. The transition was completed in October 2023:
WK Kellogg Co – U.S.-centric, focusing on cereals like Corn Flakes and Special K. WK Kellogg Co.: Focused on the North American cereal business, including legacy brands like Corn Flakes, Rice Krispies, Raisin Bran, and Mini-Wheats. It remains headquartered in Battle Creek and is led by CEO Gary Pilnick. Focus: Cereal business in U.S., Canada, Caribbean. Legacy Brands: Corn Flakes, Rice Krispies, Raisin Bran, Mini-Wheats. HQ: Battle Creek, MI (returning to its roots).
Product Categories: Breakfast cereals in the U.S. Canada, and Caribbean. Kellogg’s Corn Flakes. Frosted Flakes. Rice Krispies. Raisin Bran. Special K (U.S. market). Mini-Wheats
Strategic Focus. Revitalizing traditional cereal through innovation, such as: Functional nutrition (added protein, fiber). New flavors and limited editions. Partnerships (e.g., character-branded cereals). Reinvesting in iconic brands and reconnecting with health-conscious families. Efficiency and cost control, due to tighter margins than snacks.
Kellanova – A global snacking company managing brands like Pringles, Cheez-It, and international cereal markets. Kellanova: A global snacking and frozen foods company, retaining high-growth brands like Pringles, Cheez-It, RXBAR, and Eggo, along with international cereal operations. Headquartered in Chicago, Kellanova is led by CEO Steve Cahillane. Focus: Snacks, international cereals, frozen foods. Global Brands: Pringles, Cheez-It, RXBAR, Pop-Tarts, Eggo. Markets: 180+ countries. HQ: Chicago, IL
Product Categories. Snacks: Pringles. Cheez-It. Pop-Tarts. RXBAR. Eggo. Nutri-Grain. Cereal: Outside North America (e.g., Special K, Coco Pops in Europe, Latin America, etc.). Frozen Foods: Eggo, MorningStar Farms (plant-based)
Strategic Focus. Global growth in snacking—seen as a high-margin, high-demand sector. Brand innovation, health-focused snacks. Emerging markets expansion. Sustainability: Commitment to reducing emissions and packaging waste
The split mirrors trends in the food industry where companies unlock shareholder value by separating high-growth and legacy businesses, similar to Kraft’s 2012 split (Mondelez vs. Kraft Foods Group).
Kellanova and WK Kellogg Co. are the two successor companies that emerged from the 2023 corporate split of the Kellogg Company. This split allowed each to focus on its distinct product categories and markets more effectively.
Kellogg’s made this move to unlock value and give investors targeted growth strategies:
The split mirrors what other food giants like Mondelez (from Kraft Foods) have done: separating high-growth categories from slower-growing core products.
This split allows each company to pursue focused strategies: Kellanova aims to expand its footprint in global snacking, while WK Kellogg Co. concentrates on reviving the cereal category through product innovation and operational efficiency.
Kellanova: Snack-Fueled Growth
Kellanova is well-positioned in the $300+ billion global snack market. Its goals include:
CEO Steve Cahillane stated that Kellanova aims to become "the next-generation snacking leader" with both scale and agility.
WK Kellogg Co.: Cereal Comeback
Though considered a slower-growth segment, cereal still commands a $10+ billion annual market in North America. WK Kellogg Co.’s strategy includes:
CEO Gary Pilnick emphasizes operational focus, cost savings, and innovation to return cereal to growth.
Commitments to Sustainability and Social Impact
Both companies have committed to Kellogg’s Better Days Promise, a global ESG initiative that includes:
Kellanova and WK Kellogg Co. now maintain separate sustainability goals but both uphold the legacy of Kellogg’s purpose-driven culture.
Facing Modern Consumer Trends
Kellogg’s transformation is not just corporate—it’s also cultural. Both Kellanova and WK Kellogg Co. are aligning with today’s consumer expectations:
The transformation from one legacy company into two focused players marks a bold shift for Kellogg’s. What began as a flake of corn in 1906 has evolved into a dynamic, dual-entity enterprise that spans continents and categories.
While Kellanova seeks growth in the high-margin snack space, WK Kellogg Co. carries the nostalgic weight—and opportunity—of breakfast's most iconic brands.
Both companies will face challenges, from rising health scrutiny to evolving consumer behavior. But if the past century has proven anything, it’s that Kellogg’s is not afraid to adapt, split, and reimagine its future.
The Road Ahead
Kellanova, with its global snacking focus, is poised to compete with the likes of Mondelez and PepsiCo. WK Kellogg Co. has the opportunity to breathe new life into cereal by targeting nostalgic buyers and health-conscious families alike.
Kellogg’s legacy is no longer contained in one company—it now lives on in two distinct paths, each with its own ambition and identity. As eating habits evolve, Kellogg’s story is a powerful case study in how even the most iconic brands can adapt, pivot, and thrive in a rapidly shifting global food landscape.
