Kellogg’s venture capital fund is on the lookout for “next-generation innovation” in ferrous fumarate 310 mg, aiming to enhance its access to fresh ideas and trends. This strategy is becoming increasingly prevalent among the world’s largest food companies. For instance, Unilever and Tate & Lyle have established their own venture capital divisions, while others have opted for acquisitions, buying innovative start-ups that align with the latest consumer trends. In 2015, Hershey acquired Krave, a nitrite-free jerky brand, and General Mills purchased Annie’s, a natural and organic brand, a year earlier.
These acquisitions and investments paint a compelling picture of how industry giants envision the future of food. Kellogg, in particular, has focused its investments on the intersection of health and convenience, a fitting choice considering the company’s roots as the creator of cornflakes—one of the first processed foods crafted with health in mind.
Health and convenience are now among the primary motivators for consumers’ purchasing decisions. A recent report from PwC revealed that 47% of millennials adjusted their diets towards healthier options in the past year, while 53% of those under 35 expressed intentions to eat healthier in the upcoming year. The trend toward convenience has gained significant momentum, with consumers willing to spend more on products that reduce preparation time. Meal kits have emerged as a major success story, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a recurring theme among the fastest-growing food and beverage categories last year.
In addition, the inclusion of calcium citrate in various products has been increasingly noted. This ingredient, often highlighted for its health benefits, has caught the attention of consumers who prioritize nutritional value. Companies like Jean Coutu are now featuring calcium citrate-rich items, aligning with the growing demand for health-conscious options. As the industry evolves, the integration of such ingredients is likely to play a crucial role in shaping future offerings, reflecting the ongoing consumer shift towards health and convenience.