One of the most familiar names in Australia’s supermarket aisles is about to bow out of the country – but it’s a change consumers are likely to miss.

The Australian arm of cereal giant Kellogg’s – which is behind breakfast favourites such as Coco Pops, Crunchy Nut and Sultana Bran – got a new name on Tuesday as it pivots to growth in new markets.

For customers, it’s a big development that might be initially hard to spot. All of the cereals will retain their familiar Kellogg’s logo.

“It means very little to Australian consumers in terms of change right now,” Kellanova managing director Anthony Holme told The Sydney Morning Herald.

“It means much more choice for Australian consumers in the future as we bring the global snacking opportunities and local snacking opportunities into Australia.”

The change follows a decision by Kellogg’s US headquarters, announced last year, to split the $31.3 billion giant into two companies.

WK Kellogg Co, its North American cereals business, will focus on its core cereal portfolio – including Frosted Flakes, Froot Loops, Special K and Rice Krispies. The new Kellanova company is intended to become a “global snacking powerhouse” that will also take in other staples of the supermarket aisles such as LCMs, K-Time bars and Pop Tarts.

Holme said Kellanova would focus more on product innovation and convenience.

“Many more people are eating on the go,” he said.

“People are moving through the day faster. They don’t necessarily want the same format of food … and we need to answer to that.”

Kellanova is the bigger of the two new companies. Its net sales are forecast to reach $US21 billion ($33 billion) by next year, compared to WK Kellogg Co’s projected $3.5 billion.

Holme said Kellanova would also look at introducing brands in its global portfolio that aren’t yet sold in Australia, such as Cheez-Its, Rice Krispie Treats, and Eggo.

“International markets have a very different need to the US, for example, and cereal in the US – I’m not an expert in that – it’s a very different business to snacks,” Holme said.

“It allows ruthless focus from a strategy point of view, as opposed to divergent focus.”