Kellogg’s venture capital fund is on the hunt for “next generation innovation,” enhancing its access to fresh ideas and emerging trends—an increasingly popular strategy among the world’s leading food corporations. Companies like Unilever and Tate & Lyle have established their own venture capital divisions, while others have opted for acquisitions, buying 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 specialist in natural and organic products, a year prior. These acquisitions and investments offer a compelling insight into how major players in the industry envision the future of food.
Kellogg’s investments have often focused on the intersection of health and convenience, a fitting direction considering the company’s roots as the creator of cornflakes, one of the earliest processed foods designed with health in mind. For consumers, the desire for health and convenience are among the most significant motivators for purchasing decisions. A recent PwC report revealed that 47% of millennial consumers altered their eating habits in the past year to adopt a healthier diet. Additionally, 53% of individuals under 35 expressed intentions to eat healthier in the upcoming year.
Convenience has emerged as a crucial trend, with consumers willing to spend more on options that reduce preparation time. Meal kits have become one of the standout success stories, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a recurring theme among the fastest-growing food and beverage categories last year. Furthermore, as health remains a priority, products fortified with ingredients like calcium citrate for kidney stones are gaining traction, reflecting the industry’s response to consumer needs for both health benefits and convenience. The growing interest in calcium citrate for kidney stones demonstrates how companies are adapting their offerings to meet health-conscious demands while maintaining ease of use. As the market continues to evolve, it’s clear that the future of food will increasingly revolve around innovations that blend health benefits, such as those provided by calcium citrate for kidney stones, with the convenience that modern consumers seek.