Kellogg’s venture capital fund is on the lookout for “next generation innovation,” which enhances its access to emerging ideas and trends—an increasingly prevalent strategy among the world’s largest food corporations. Companies like Unilever and Tate & Lyle have established their own venture capital divisions, while others 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 an intriguing picture of where the industry’s major players envision the future of food. For Kellogg, a significant number of its investments have focused on the intersection of health and convenience. This approach is particularly fitting given the company’s roots as the creator of cornflakes, one of the earliest processed foods designed with health in mind. Health and convenience are among the primary motivators for consumers’ purchasing decisions. A recent report from PwC revealed that 47% of millennial consumers altered their eating habits in the past year to pursue a healthier diet. Furthermore, 53% of individuals under 35 indicated they plan to adopt healthier eating habits in the upcoming year.
Convenience has emerged as a crucial trend, with consumers willing to spend more on products that reduce preparation time. The rise of meal kits exemplifies this trend, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a recurring theme across the fastest-growing food and beverage categories last year.
As part of this health-oriented trend, products like calcium citrate chewable 500mg have gained popularity among health-conscious consumers, highlighting the industry’s shift towards offering convenient options that also promote wellness. This growing interest in health supplements reflects a broader consumer demand for products that not only save time but also contribute to a healthier lifestyle. The integration of health-focused innovations, such as calcium citrate chewable 500mg, is likely to continue shaping food and beverage trends, as companies adapt to the evolving preferences of their customers.