The Design Studio is a strategic catalyst for go-to-market strategies. “We have been able to move a little more quickly, and be more agile,” says Borozan. Kellogg Co. also uses the Design Studio to experiment with direct-to-consumer sales and develop customized offerings. Then the marketing team can collect consumer feedback and data while driving some buzz on the brand. “You get a sneak peek at some areas where we might go from an innovation perspective more quickly,” she says. The Design Studio has already proven instrumental to increasing the speed at which Kellogg Co. can innovate and drive additional insights, she notes.
Kellogg’s Away From Home also offers its Menuvation Center as a resource to operators and to help solve their challenges. The Menuvation Center marks a major investment by Kellogg’s Away From Home in culinary innovation and partnership with operators. “We like to invite our prospective partners into that space and we compare ideas from our chefs and culinary experts with the partner team, to build out new ideas and creations together,” says Delonis.
But the starting point for the Cheez-It brand is always the cheese. “Offering consumers 100% real cheese in different formats is our North Star, elevating consumers’ love of cheese to absurd heights,” says Storm.
“There’s so much runway on the innovation side,” says Borozan. “I think we’ve really just hit the tip of the iceberg. We’re going to continue to think big about the world of cheesy snacks. We’re super excited, and the future is really bright for Cheez-It.” SF&WB