The Age reported the other day that there will be a new name, but the same Special K and Corn Flakes.
Journalist Jessica Yun reports that “ The Australian arm of cereal behemoth Kellogg’s will go by the new name of ‘‘ Kellanova’’ from today and will push hard into the snacks sector as it pursues growth in the local market by launching new on-the-go products.
Not that you would ever know it: all your favourite cereals, including Coco Pops, Special K, Crunchy Nut and Sultana Bran, will retain the iconic Kellogg’s logo.
“It means very little to Australian consumers in terms of change right now,” said Kellanova managing director Anthony Holme.
It means much more choice for Australian consumers in the future as we bring the global snacking opportunities and local snacking opportunities into Australia.”
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I only have one question: Why would you want to change such an iconic name?
The rest of the article goes on to answer that with a grab straight from the Kellogg’s press release but still doesn’t answer the question of why.
After all, if it ain’t broke, why break it?
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