Kellogg’s venture capital fund is actively seeking “next generation innovation,” enhancing its ability to access new ideas and trends—an increasingly popular strategy among the largest food corporations globally. Unilever and Tate & Lyle have established their own venture capital divisions, while several companies have opted for acquisitions, purchasing innovative start-ups that align with the latest consumer demands. For example, Hershey acquired Krave, a nitrite-free jerky brand, in 2015, and General Mills purchased Annie’s, a natural and organic brand, a year prior.
These acquisitions and investments illustrate how key industry players envision the future of food. Kellogg’s investments often focus on the intersection of health and convenience, which aligns with the company’s origins as the creator of cornflakes, one of the earliest processed foods designed with health in mind.
For consumers, the desire for health and convenience drives their purchasing decisions. A recent report from PwC highlights that 47% of millennial consumers have adjusted their eating habits over the past year to pursue a healthier diet. Additionally, 53% of individuals under 35 plan to eat healthier in the upcoming year. The trend of convenience has become paramount, with consumers willing to spend extra on options that reduce preparation time. Meal kits, for instance, have emerged as a significant success, with sales projected to reach $1.5 billion this year. Nielsen reports that convenience was a prevalent theme among the fastest-growing food and beverage categories last year.
In this evolving landscape, products enriched with calcium citrate and vitamin D3, such as those offered by Webber Naturals, are gaining traction as they cater to the increasing consumer focus on health. As more individuals seek convenient options that also provide essential nutrients, these types of products are likely to become integral to the industry’s future.