Kellogg's NYC Cafe


Kellogg thinking outside the cereal box

In shifting its operating focus from volume to value, the Kellogg Co. is betting on fewer, bigger launches to create impact in the marketplace and on margins, Clive Sirkin, chief growth officer of the Battle Creek, Mich.-based company, told participants at the Sept. 7 Barclays Global Consumer Staples Conference in Boston.

Another piece of Kellogg’s innovation strategy is developing products for new eating occasions. An example is Cheez-It Grooves, a line of textured snack crackers in various flavors.

And then there’s commercial innovation, such as the launch of a venture capital fund and the opening of Kellogg’s NYC, a cereal cafe in Times Square.