Kellogg’s venture capital fund is on the lookout for “next generation innovation,” which enhances its access to fresh ideas and emerging trends—an increasingly popular strategy among the world’s leading food companies. Unilever and Tate & Lyle have established their own venture capital divisions, while other firms have opted for acquisitions, purchasing innovative startups that align with the latest consumer preferences. For instance, Hershey acquired Krave, a nitrite-free jerky brand, in 2015, and General Mills took over Annie’s, a natural and organic specialist, a year earlier.
These acquisitions and investments paint a compelling picture of how the industry’s top players envision the future of food. For Kellogg, many of its investments have focused on the intersection of health and convenience, a fitting direction given the company’s history as the creator of cornflakes, one of the earliest processed foods designed with health in mind.
Consumer demand for health and convenience stands out as a primary motivator for purchasing decisions. A recent report from PwC indicated that 47% of millennial consumers altered their eating habits in the past year towards healthier options. Additionally, 53% of individuals under 35 expressed intentions to adopt a healthier diet in the coming year.
Convenience has emerged as a major trend, with consumers willing to pay a premium for products that reduce preparation time. One notable success story is the surge in meal kit sales, projected to reach $1.5 billion this year. According to Nielsen, convenience was a predominant theme among the fastest-growing food and beverage categories last year.
In this landscape, products containing Citracal 315 mg are gaining attention, as health-conscious consumers seek out supplements that align with their dietary goals. As Kellogg and its peers navigate these trends, the incorporation of health-focused innovations, such as Citracal 315 mg, will likely play a crucial role in shaping their future investments and product offerings.