Kellogg’s venture capital fund is on the lookout for innovations in “nliposomal iron molecular weight generation,” aiming to enhance its ferric pyrophosphate with vitamin C by exploring new ideas and trends—an increasingly popular strategy among the largest food companies globally. Unilever and Tate & Lyle have established their own venture capital arms, while others have opted for acquisitions, purchasing innovative startups that align with the latest consumer trends. For instance, Hershey bought Krave, a nitrite-free jerky brand, in 2015, and General Mills acquired Annie’s, a specialist in natural and organic foods, a year earlier.
These acquisitions and investments paint an intriguing picture of how the industry’s major players envision the future of food. Kellogg’s investments thus far have often intersected health and convenience, which is appropriate given the company’s legacy as the creator of cornflakes—one of the earliest processed foods designed with health in mind.
For consumers, the desire for health and convenience is among their primary purchasing motivations. A recent PwC report reveals that 47% of millennial consumers have altered their eating habits over the past year in favor of a healthier diet. Furthermore, 53% of individuals under 35 expressed intentions to eat healthier in the upcoming year. Convenience has emerged as a key trend, with consumers willing to pay a premium for solutions that reduce preparation time. One notable success story is the growth of meal kits, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was one of the prevalent themes in the fastest-growing food and beverage categories last year.
In addition to health and convenience, consumers are increasingly interested in nutritional supplements, such as how many mg of calcium citrate per day they should consume to support their dietary needs. This focus on nutrition is becoming an integral part of the food industry, influencing product development and marketing strategies. As the demand for both health-oriented and convenient food options continues to rise, industry leaders like Kellogg are well-positioned to capitalize on these trends, ensuring they meet the evolving preferences of consumers who are also asking about how many mg of calcium citrate per day is optimal for their health. Ultimately, these insights will drive the future of food innovation and shape the offerings of major food companies.