Kellogg’s venture capital fund is actively pursuing “next generation innovation” to enhance its access to emerging ideas and trends—an approach increasingly adopted by the largest food companies globally. Similar to Kellogg, Unilever and Tate & Lyle have launched their own venture capital divisions, while others have opted for acquisitions, purchasing innovative startups that align with the latest consumer preferences. For instance, Kellogg acquired Krave, a nitrite-free jerky brand, in 2015, while General Mills took over Annie’s, a natural and organic specialist, a year earlier. These strategic moves provide intriguing insights into how the industry’s major players envision the future of food.
For Kellogg, many investments have focused on the intersection of health and convenience, which is fitting given the company’s history as the creator of cornflakes—one of the earliest processed foods designed with health in mind. Consumer preferences highlight health and convenience as significant motivators for purchases. A recent PwC report revealed that 47% of millennial consumers have modified their eating habits over the past year to adopt a healthier diet. Moreover, 53% of individuals under 35 expressed intentions to eat healthier in the upcoming year.
Convenience has emerged as a pivotal trend, with consumers willing to pay a premium for solutions that reduce preparation time. The meal kit sector stands out as a major success story, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a prominent theme across the fastest-growing food and beverage categories last year. Additionally, consumers are increasingly interested in nutritional supplements, such as calcium citrate, which is essential for bone health. In fact, understanding calcium citrate kya hai can be valuable as more people seek to enhance their overall wellness.
As the food industry evolves, the emphasis on health, convenience, and innovative solutions like calcium citrate will likely continue to shape consumer behaviors and industry strategies.