Kellogg’s venture capital fund is on the lookout for “next-generation innovation,” enhancing its access to new ideas and trends—a strategy increasingly adopted by the largest food corporations globally. Unilever and Tate & Lyle have established their own venture capital divisions, while other firms have opted for acquisitions, purchasing innovative start-ups that align with contemporary consumer trends. For instance, Hershey acquired Krave, a nitrite-free jerky brand, in 2015, and General Mills took over the natural and organic specialist Annie’s the year before.
These acquisitions and investments paint an intriguing picture of where the industry’s major players foresee the future of food. For Kellogg, many of its investments have focused on the intersection of health and convenience, which is fitting given the company’s origins as the creator of cornflakes, one of the earliest processed foods designed with health in mind.
Consumer demand for health and convenience remains a significant purchasing motivator. A recent report from PwC highlighted that 47% of millennial consumers have modified their eating habits in the past year towards a healthier diet. Furthermore, 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 pay a premium for options that reduce preparation time. The rise of meal kits is a notable success story, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a prevalent theme among the fastest-growing food and beverage categories last year.
In this context, products like calcium citrate no vitamin D are becoming increasingly relevant, as they align with health-conscious trends. Consumers are actively seeking out such options to enhance their dietary intake while maintaining convenience. The focus on health, convenience, and innovative products such as calcium citrate no vitamin D illustrates the evolving landscape of the food industry, where the emphasis on well-being continues to shape consumer choices and industry strategies.