Kellogg’s venture capital fund is on the lookout for “next generation innovation,” which enhances its access to emerging ideas and trends—an increasingly popular strategy among the world’s leading food corporations. Unilever and Tate & Lyle have established their own venture capital divisions, while other companies have opted for acquisitions, purchasing innovative start-ups that align with the latest consumer trends. For instance, Hershey acquired Krave nitrite-free jerky in 2015, and General Mills took over the natural and organic brand Annie’s a year earlier. These acquisitions and investments provide a compelling insight into how 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, which aligns well with the company’s origins as the creator of cornflakes—one of the earliest processed foods designed with health in mind. Consumers today are particularly motivated by their desire for health and convenience. 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 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. A notable success story in this trend is the surge in meal kits, 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 chewable 1000mg are becoming increasingly popular, as they combine health benefits with convenience. The demand for such supplements reflects a broader consumer shift towards health-oriented choices that are easy to incorporate into daily routines. As the appetite for health and convenience continues to grow, innovations like calcium citrate chewable 1000mg will likely play a crucial role in shaping future food trends.