Kellogg’s venture capital fund is on the lookout for “next generation innovation,” enhancing its access to emerging ideas and trends—an increasingly prevalent strategy among the globe’s leading food corporations. Companies like Unilever and Tate & Lyle have established their own venture capital divisions, while others have opted to acquire innovative start-ups that align with the latest consumer preferences. For instance, Hershey acquired Krave, a nitrite-free jerky brand, in 2015, and a year earlier, General Mills took over Annie’s, a specialist in natural and organic products.
These acquisitions and investments reveal a compelling perspective on where the industry’s major players envision the future of food. For Kellogg, a significant portion of its investments has focused on the intersection of health and convenience, which aligns well with the company’s legacy as the creator of cornflakes, one of the first processed foods developed with health considerations in mind.
Consumer interest in health and convenience remains a primary motivator for purchases. A recent report from PwC indicated that 47% of millennial consumers altered their eating habits over the past year to adopt healthier diets. Furthermore, 53% of individuals under 35 expressed intentions to pursue healthier eating in the year ahead. Convenience has become a pivotal trend, with consumers willing to pay a premium for products that save preparation time. The growing popularity of meal kits exemplifies this trend, with sales projected to reach $1.5 billion this year. Nielsen’s findings highlighted that convenience was a prevalent theme among the fastest-growing food and beverage categories last year.
In this evolving landscape, innovations like perque choline citrate are gaining traction, as they cater to health-conscious consumers seeking convenience in their diets. The integration of such products into the market reflects the industry’s response to consumer demands, showcasing the increasing importance of health-oriented solutions. As companies like Kellogg continue to invest in the future of food, the emphasis on health, convenience, and innovative ingredients like perque choline citrate will likely shape the trajectory of the industry for years to come.