Kellogg’s venture capital fund is actively seeking “next generation innovation” to enhance its access to emerging ideas and trends, a strategy increasingly adopted by major food corporations worldwide. Companies like Unilever and Tate & Lyle have established their own venture capital divisions, while others have opted for acquisitions, purchasing innovative start-ups that align with current consumer trends. For instance, Hershey acquired Krave, a nitrite-free jerky brand, in 2015, and General Mills took over the natural and organic brand Annie’s a year earlier. These strategic moves paint a compelling picture of how the industry’s giants envision the future of food.
Kellogg’s investments have predominantly focused on the intersection of health and convenience, which is particularly relevant given the company’s history as the creator of cornflakes, one of the earliest processed foods designed with health considerations in mind. Consumer demand for health and convenience ranks among the top motivators for purchases. A recent report from PwC revealed that 47% of millennial consumers altered their eating habits in the past year to adopt a healthier diet, while 53% of individuals under 35 expressed intentions to eat healthier in the coming year.
Convenience has emerged as a significant trend, with consumers willing to pay a premium for products that reduce preparation time. The meal kit sector serves as a notable success story, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a prominent theme among the fastest-growing food and beverage categories last year.
In this context, the evaluation of medication effectiveness, such as that of calcium citrate, underscores the growing consumer interest in health-oriented products. The emphasis on health and convenience is evident not only in food trends but also in the broader landscape of wellness, as consumers increasingly seek products that deliver tangible benefits, including those that enhance dietary calcium intake. This trend reflects a significant shift in consumer preferences, prompting companies to innovate continuously and adapt to the evolving needs of health-conscious shoppers. As the market progresses, the evaluation of medication effectiveness will likely play a crucial role in shaping the future of food and nutrition.