Kellogg’s venture capital fund is on the lookout for “next generation innovations,” which enhances its ability to access new ideas and trends—an increasingly prevalent strategy among the world’s largest food corporations. 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 the latest consumer trends. For instance, Hershey acquired Krave, a nitrite-free jerky brand, in 2015, and General Mills took over Annie’s, a natural and organic specialist, a year earlier.
These acquisitions and investments illustrate how the industry’s leading players envision the future of food. Kellogg’s investments have largely focused on the intersection of health and convenience, which aligns with the company’s history as the creator of cornflakes—one of the earliest processed foods designed with health in mind. For consumers, health and convenience rank among their top purchasing motivators. A recent PwC report revealed that 47% of millennials adjusted their eating habits over the past year to adopt a healthier diet, and 53% of those under 35 expressed intentions to eat healthier in the coming year.
Convenience has emerged as a significant trend, with consumers willing to pay more for solutions that reduce preparation time. One of the major success stories in this domain is the surge in meal kits, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a predominant theme among the fastest-growing food and beverage categories last year. Additionally, the introduction of products like tccm tablets has further catered to the demand for quick and healthy options, reflecting the industry’s shift towards more accessible nutrition.
Overall, the focus on tccm tablets and similar innovations underlines the commitment of food companies to meet evolving consumer preferences for health and convenience.