Kellogg’s has launched a new food innovation centre at its Trafford Park factory. The Culinary and Sensory Centre, has taken over 18 months to develop and consists of a packaging design lab, a culinary kitchen, a sensory hub and a small-scale cereal factory. The business has invested more than half a million pounds into the hub, which will be home to Kellogg’s team of food developers, culinary experts, chefs and packaging designers.
Kellogg’s already has a history rooted in innovation and was one of the first in the food industry to hire a registered dietician, as well as the first to print nutrition messages and product information on cereal boxes.
The centre will also provide a centre where Kellogg’s experts can trial new cereals, test new ingredients, experiment with recipes and invent the foods of the future. One of the first projects to come out of trials at the hub was the recent reduction of salt in Special K – reducing it by an average of 20%¹ across the cereal range but keeping the same taste.
The inclusion of a packaging design lab will allow the business to trial new sustainable packaging options as it moves towards its commitment towards 100% reusable, recyclable or compostable packaging by the end of 2025.
It is proven beyond debate that brands need to innovate to succeed. Kantar’s #Global Brand Z survey highlights that brands perceived as being highly innovative outperform brands that are not by 7x. This initiative is testimony to this. Kellogg’s has always been an innovator, but they recognise the need to build an environment to optimise and support their output. Innovation has always been about more than just product development and is driven by the integration of this with consumer insight, broader trends (diet and wellness) and technology. Innovation hubs like this create major opportunities for collaboration and focus. We will watch the output with interest and applaud the investment.
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