15. Kellogg's has revamped their whole end-to-end innovation capability to focus on the core food design skills: investing in culinary to get closer to the real food experience; sensory, to equitably learn with the consumer; a design studio and rapid process lab to speed up the prototyping; a scaled-up pilot, which is now certified to make salable food; and finally, a Menuvation Center at The Hatchery in Chicago to showcase the foods with partners and customers. Why is this end-to-end product development process effective? It allows the company to hit trends, influence new trends, and grow the business. Each product has an elaborate product launch plan that is held in strict secrecy. This process limits meddling by management. The team leaves a trail of learnings for the next team