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