Kellanova, the home of Pringles, Pop-Tarts, and Cheez-Its, needs to master the art of rebranding

(Credit: Courtesy of Kellanova)

Good morning.

Companies change their names for a range of reasons. Sometimes, it’s intended to convey a break with the past, such as with Altria (Philip Morris) or Meta (Facebook). Other times, it may be prompted by a corporate marriage (Stellantis) or, more often, a split (Alphabet or GE (Vernova). Unlike a redesign, as PepsiCo famously did to Pepsi and Tropicana, creating a new identity is permanent.