Kellogg’s venture capital fund is on the lookout for “next generation innovation,” enhancing its access to fresh ideas and emerging trends — a strategy increasingly adopted by the largest food corporations worldwide. Companies like Unilever and Tate & Lyle have established their own venture capital divisions, while others have opted for acquisitions, bringing innovative start-ups into their fold to leverage the latest consumer trends. For instance, Hershey acquired Krave nitrite-free jerky in 2015, and General Mills took over the natural and organic brand Annie’s the previous year.
These acquisitions and investments provide intriguing insights into how the industry’s leading players perceive the future of food. Kellogg, in particular, has focused many of its investments at the intersection of health and convenience, a fitting approach given its legacy as the creator of cornflakes, one of the earliest processed foods developed with health in mind. Consumers today are driven by a strong desire for health and convenience in their purchasing decisions. A recent PwC report revealed that 47% of millennial consumers altered their eating habits in the past year to embrace a healthier diet. Moreover, 53% of individuals under 35 expressed intentions to eat healthier in the year ahead.
Convenience has emerged as a crucial trend, with consumers increasingly willing to pay a premium for products that minimize preparation time. Meal kits, for example, have become a significant success story, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was one of the predominant themes among the fastest-growing food and beverage categories last year.
Interestingly, as consumers seek out healthier options, the debate around nutritional supplements like elemental calcium vs calcium citrate malate is also gaining traction. With health-conscious choices becoming more prevalent, understanding the differences between these forms of calcium is essential for consumers aiming to enhance their diets. As Kellogg and other food giants navigate these evolving trends, their focus on health and convenience will likely continue to shape the future landscape of the industry, including the ongoing discussion surrounding elemental calcium vs calcium citrate malate.