Kellogg presents a redesigned strategy for innovation
According to Nigel Hughes, senior vice president of worldwide research and development, Kellogg Co. is concentrating on three main areas for its upcoming product launches.
The first category of innovation focuses on satisfying consumers’ cravings for straightforward pleasure and includes items like the reintroduction of Smorz cereal, Eggo Stuffed Pancake Bites, Homestyle Rice Krispies Treats, and Pringles Scorchin’.
According to Mr. Hughes, the second area of innovation, well-being, is a response to the notable increase in public interest in health and wellness.
“We’re addressing this through a range of plant-based protein and zero- or low-sugar variants of our foods across the globe,” he stated in a presentation given on February 17 at the Consumer Analyst Group of New York’s virtual conference. Furthermore, a growing number of consumers are focusing on the maintenance of their immune systems and gut health.
Products include the ketogenic diet-specific Kashi cereal and Special K snack bars, as well as the range of ready-to-eat, high-fiber cereals from Kellogg.
“And our Morningstar Farms range of plant-based foods is another area that even deserves its own mention,” Mr. Hughes stated. “Remember, with an 86% plant-based portfolio overall, we are in a great position to capitalize on consumers’ shift toward a plant-based diet. This includes Morningstar Farms’ plant-based protein line, which includes a meat substitute called Incogmeato, and its newly introduced subline.
“From Veggie Meatballs and Bites to our new Incogmeato Chik’n Nuggets and Bites, we will launch innovation across this range in 2021.”
According to Mr. Hughes, the core of Kellogg’s redesigned approach to innovation is experimentation and prompt market feedback. A direct-to-consumer product line centered on digestive health and a fully recyclable paper Pringles can, developed in collaboration with a European retailer, are the two concepts Kellogg is testing in select markets.
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According to Mr. Hughes, “this will give us excellent first-hand feedback on how to optimize our innovation and create value for our consumers, our customers, and us.” “A fantastic illustration of combining a learning-by-doing methodology with sustainability.”
Enhancements to Kellogg’s product development skills give the company a competitive edge in keeping up with consumer preferences and enabling faster innovation. According to Mr. Hughes, the pandemic hastened the application and efficacy of these novel capacities.
“To concentrate on our core skills in food design, we have redesigned our entire end-to-end innovation capability. This includes investing in culinary arts to get closer to the authentic food experience; sensory arts to learn with consumers fairly; a design studio and rapid process lab to expedite prototyping; a scaled-up pilot that has received certification to produce salable food; and lastly, our Menuvation Center at The Hatchery in Chicago to showcase our foods with partners and customers,” Mr. Hughes stated. “These modifications offer us a significant advantage over our rivals as they enable us to create new trends, influence existing ones, and expand our company. They have revolutionized our capacity for innovation.