As slowing volume growth and budget-conscious consumers pressure traditional CPG growth models, food manufacturers like The Hershey Co., General Mills and Kellanova are leveraging familiar, trusted names to enter adjacent categories, occasions and need states.
Category boundaries are becoming less relevant as consumers shop based on desired outcomes, such as energy, indulgence, convenience or wellness, rather than traditional product classifications.
The result is a fundamental shift in innovation strategy where brands are evolving from products into platforms.
Hershey turns brands into growth engines
Through Hershey’s One Hershey strategy, the company is expanding beyond traditional confectionery into salty snacks, protein bars and better-for-you offerings. Rather than viewing health-forward products and indulgent treats as separate opportunities, Hershey has embraced a “yes, and” innovation strategy that pursues both simultaneously.
The company’s priorities around higher protein and lower sugar underscore how consumer preferences are reshaping the snack aisle. At the same time, Hershey is extending iconic brands into new formats and occasions.
Reese’s, for example, is no longer confined to its traditional chocolate-and-peanut-butter cup. The brand now spans seasonal limited-time offerings, co-branded products such as Reese’s Oreo Cups and extensions into protein-forward formats, including the One x Reese’s Peanut Butter Chocolate Layered Protein Bar.
By treating Reese’s as a platform rather than a single product, Hershey can reach consumers across a broader range of snacking occasions while leveraging the brand’s decades-long brand equity.
Read the full story here: Hershey’s ‘yes, and’ innovation strategy blends better-for-you and indulgence
General Mills wagers on relevance and consumer experience
General Mills is taking a similar approach as it navigates industrywide volume pressures.
Despite posting quarterly results that exceeded expectations, the company acknowledged the challenging operating environment and unveiled plans to generate $3 billion in savings through initiatives spanning product development, packaging, ingredients, manufacturing, logistics and trade.
At the same time, General Mills is investing behind growth opportunities that align with evolving consumer preferences. Central to that effort is its Remarkable Experiences Framework, which is designed to measure consumer experience and identify opportunities for innovation.
The company increasingly is focusing on benefits consumers actively seek, particularly protein and better-for-you attributes, with innovations across categories including cereal, snack bars and mac and cheese. The strategy reflects a recognition that consumers are looking for more from familiar brands, such as increased nutrition, improved convenience or greater value through everyday pricing.
Rather than relying solely on category growth, General Mills is using its established portfolio to remain relevant across wellness-oriented and convenience-driven consumption occasions.
Read the full story here: General Mills embraces protein innovation and launches $3 billion savings initiative
Kellanova expands snacking beyond hunger
Kellanova is similarly rethinking the role snacks play in consumers’ lives.
The company argues that successful innovation must deliver both functional benefits and sensory satisfaction, recognizing that consumers increasingly want products that address health and wellness goals without sacrificing enjoyment.
Kellanova’s dual focus aims to capture a wider range of consumer need states, from energy and nutrition to indulgence and discovery. Instead of simply satisfying hunger, snacks are increasingly expected to serve multiple purposes.
By combining functionality with experience, Kellanova is positioning its brands to meet diverse and fragmented consumer expectations.
Read the full story here: Kellanova’s latest launches reveal a new innovation strategy
