Kellogg's opens culinary innovation incubator

CHICAGO - Kellogg's has opened the doors to its Menuvation Center at The Hatchery, a food and beverage business incubator in downtown Chicago. The Menuvation Center marks a major investment by Kellogg's in culinary innovation and partnerships with restaurants and food service businesses. It's like a science lab, kitchen and think tank all rolled into one, the food company said.

The Kellogg's Away From Home division is spearheading the effort, and its culinary team will help restaurants and other food operators create effective solutions that meet today's demand to keep menus fresh and on-trend, the company said. Kellogg's said operators will have access to its proprietary iCrave Process, providing a fluid combination of data-driven analysis, real-world insights and imaginative thinking to create the next big thing for their menus.

"The Hatchery felt like a perfect fit for our Menuvation Center because of its reputation for being at the center of groundbreaking ideas in our industry," said Shawn Busse, director of R&D at Kellogg Co. "An incubator mentality matches the innovative spirit the Menuvation Center is all about."