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• Technical Note | HBS Case Collection | December 2017 (Revised April 2018)

  A Note on the Snack Food Industry

  David Bell, Kerry Herman and Amram Migdal

  This note provides an overview of the snacking industry in 2017.

  Keywords: Agribusiness; Food; Food and Beverage Industry; United States; Europe; Asia; China; Latin America; Middle East;

  Citation:

  Bell, David, Kerry Herman, and Amram Migdal. "A Note on the Snack Food Industry." Harvard Business School Technical Note 518-064, December 2017. (Revised April 2018.)  View Details

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• Background Note | HBS Case Collection | November 2016 (Revised March 2018)

  Note on the Impact of Millennials on the Food System

  José B. Alvarez, James Weber and Natalie Kindred

  In 2016, the millennial generation (those age 19 to 35 in 2016), the largest generation by population in the U.S., was entering its prime home buying, family forming, earning and spending years. This generation was showing different beliefs and behaviors than previous generations—beliefs and behaviors that were having a significant impact on the overall economy and in particular on the food industry. This note explores the millennial generation, how it differs from previous generations, and examples of how it is impacting the food industry.

  Keywords: Agribusiness; millennials; food; consumer packaged goods; Food; Age; Consumer Behavior; Agribusiness; Demographics; Values and Beliefs; Consumer Products Industry; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States;

  Citation:

  Alvarez, José B., James Weber, and Natalie Kindred. "Note on the Impact of Millennials on the Food System." Harvard Business School Background Note 517-064, November 2016. (Revised March 2018.)  View Details

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• Case | HBS Case Collection | December 2017 (Revised March 2018)

  Kellogg Company/eighteen94 capital

  David Bell, Damien McLoughlin, Natalie Kindred, David Bell, Damien McLoughlin and Natalie Kindred

  With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and marketing innovation starting with its first product, Kellogg’s Toasted Corn Flakes, which created the cold cereal category. In recent years, however, Kellogg’s revenue had declined due to a number of factors, including changing consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate venture capital arm, which had announced investments in three startups as of late 2017. eighteen94 was conceived as a platform for giving Kellogg access to the kinds of skills, products, and ingredients that could help drive future growth. It was also a vehicle for changing mindsets and culture by reviving the entrepreneurial spirit that some felt had eroded within Kellogg. This case allows students to consider what sort of impact on internal culture and behavior Kellogg should expect from eighteen94 in its current form. Does eighteen94 have the potential to drive the kind of changes and benefits that Kellogg needs?

  Keywords: CPG; consumer packaged goods; cereal; Battle Creek; Michigan; breakfast; snack; food; Agribusiness; change management; growth strategy; venture capital; Corporate Venture Capital; innovation; Startup; brand; Brand ＆ product management; advertising; Demand and Consumers; Innovation and Invention; Venture Capital; Food; Brands and Branding; Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Consumer Products Industry; United States; Michigan; North America;

  Citation:

  Bell, David, Damien McLoughlin, and Natalie Kindred. "Kellogg Company/eighteen94 capital." Harvard Business School Case 518-061, December 2017. (Revised March 2018.)  View Details

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