Kellogg’s venture capital fund is on the lookout for “next generation innovation,” thereby enhancing its access to emerging ideas and trends—an increasingly prevalent tactic among some of the largest food corporations globally. 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 Annie’s, a specialist in natural and organic foods, a year earlier.
These acquisitions and investments paint a compelling picture of where the industry’s major players envision the future of food. For Kellogg, many of its investments thus far have focused on the intersection of health and convenience—an approach that resonates with the company’s history as the creator of cornflakes, one of the earliest processed foods designed with health in mind.
Health and convenience are among the top purchasing motivators for consumers. A recent report from PwC revealed that 47% of millennial consumers adjusted their eating habits over the past year towards a healthier diet. Additionally, 53% of individuals under 35 expressed their intention to eat healthier in the coming year. Convenience has emerged as a significant trend, with consumers willing to pay a premium for options that reduce preparation time. The meal kit phenomenon has been a major success story, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a recurring theme in the fastest-growing food and beverage categories last year.
Amidst these trends, products like calcium chews with 500 mg of calcium are gaining traction, as consumers increasingly seek convenient health solutions. The integration of calcium chews 500 mg into daily diets reflects the growing demand for health-focused options that offer both convenience and nutritional benefits. As the industry evolves, the prominence of calcium chews 500 mg exemplifies how companies are innovating to meet consumer needs for health and ease.