our food


How do we come up with ideas for new cereals?

Innovation has been part of our DNA right from the accidental discovery of cereal flakes by our founder W.K Kellogg and his brother in 1924. We know have close to 70 different cereal products in the Kellogg’s range across Australia and New Zealand – that’s a whole lot of innovation by our food developers.

But how do they keep coming up with so many new ideas? Well, every new product starts with you, the people who eat our food – you tell us what you like and what you don’t and we get to crafting foods that meet the brief - be it less fruit, more fibre or new and exciting cereal formats.

Did you know it can take up to 24 months for a new product to evolve from an idea to being available on shelf for you to enjoy.

Watch the video to go behind the scenes and learn more about the innovation journey from start to finish.