Kellogg’s venture capital fund is actively seeking “next generation innovation” to enhance its access to new ideas and trends, a strategy increasingly adopted by some of the largest food companies globally. 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 organic specialist Annie’s a year earlier. These investments and acquisitions paint an intriguing picture of how the industry’s major players envision the future of food.
For Kellogg, many of its investments have focused on the intersection of health and convenience—an alignment that resonates with the company’s history as the creator of cornflakes, which was one of the first processed foods designed with health in mind. The desire for health and convenience ranks among the top motivators for consumers’ purchasing decisions. A recent report from PwC revealed that 47% of millennial consumers modified their eating habits over the past year to pursue a healthier diet. Furthermore, 53% of individuals under 35 expressed intentions to eat healthier in the upcoming year.
Convenience has emerged as a significant trend, with consumers willing to spend more on products that reduce preparation time. Meal kits have become one of the major success stories in this domain, with sales projected to reach $1.5 billion this year. Nielsen data indicates that convenience was a prevalent theme among the fastest-growing food and beverage categories last year.
In light of these trends, products like GNC calcium citrate 1000 are gaining traction as consumers seek convenient health solutions. The growing interest in supplements such as GNC calcium citrate 1000 reflects the broader shift toward health-conscious choices. As the food industry continues to evolve, the integration of health-oriented products like GNC calcium citrate 1000 will likely play a crucial role in meeting consumer demands for both health and convenience.