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Food and food tech startups can add Kellogg’s to their growing list of potential investors. The cereal giant announced Monday they’ve established a venture capital fund to invest in “companies pursuing next-generation innovation, bolstering access to cutting-edge ideas and trends.” Included in its mandate are pioneers of new ingredients, foods, packaging, and food-related technology.

According to Fortune,’s John Kell, many big food companies, including Campbell’s and General Mills, are noticing consumer preferences shifting toward innovation, freshness, and feel-good messaging. They’re responding by taking minority stakes in newer, smaller companies to support their growth with industry expertise in packaging, marketing, and distribution.

Lora Kolodny at Tech Crunch observes that as technology begins to infiltrate the food industry more thoroughly, venture investors who have historically ignored consumer packaged goods might be increasingly compelled to sit up and take notice.

Sources: Fortune. Kellogg Launches VC Fund to Invest in Food Startups. TechCrunch. Kellogg’s creates a new fund, 1894, to back food and related startups. Kellogg Company. Kellogg Company Establishes Venture Capital Fund To Support Growth.

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