Collaborating to Create Craveable Menus

Kellogg’s Away From Home division opened its Menuvation Center at The Hatchery, a food and beverage incubator in Chicago, in December 2020. Chef Matt Jost, Kellogg’s culinary business development manager, and the other culinary team members use the company’s proprietary iCrave Process (Investigate, Consider, Reimagine, Analyze, Verify, and Execute) to help U.S. foodservice operators utilize data and creative exploration to develop new menu items using Kellogg brands.

Q:What prompted you to go bac…