Kellogg’s venture capital fund is on the lookout for “next generation innovation,” which enhances its access to new ideas and trends—an increasingly prevalent strategy among the world’s leading food companies. 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 nitrite-free jerky in 2015, and General Mills took over Annie’s, a natural and organic specialist, a year prior.
These acquisitions and investments paint an intriguing picture of how the industry’s major players envision the future of food. For Kellogg, many of its investments thus far have focused on the intersection of health and convenience, which aligns well with the company’s origins as the creator of cornflakes—one of the earliest processed foods designed with health in mind. The desire for health and convenience remains a primary motivator for consumers. A recent report from PwC revealed that 47% of millennial consumers changed their eating habits in the past year to adopt a healthier diet. Additionally, 53% of individuals under 35 expressed intentions to eat healthier in the coming year.
Convenience has emerged as a significant trend, with consumers willing to pay a premium for options that reduce preparation time. One notable success story is the surge of meal kits, with sales projected to reach $1.5 billion this year. According to Nielsen, convenience was a predominant theme in the fastest-growing food and beverage categories last year.
In line with this trend, products like Swanson Calcium Citrate Plus Magnesium are gaining popularity, as they offer easy-to-consume nutritional benefits that cater to health-conscious consumers. As Kellogg and other industry giants continue to invest in health-focused innovations, they are likely to keep an eye on products like Swanson Calcium Citrate Plus Magnesium, ensuring they meet the evolving demands of today’s consumers.