Tamara Howe, Director of Innovation and Masterbrand at Kellogg, recently provided Samuel Tait an insight into The Foundry, Kellogg’s innovation team that is keeping the 100-year-old brand relevant. In part 2 of our interview we discuss why millennials hold a key to innovation, why she no longer believes in focus groups, the value in “positive creative conflict” and why failing a new product can be a seen as a positive.
Behaviour and attitude changes towards breakfast in recent years have called into question what the role is for breakfast cereals moving forward. While Kellogg has shaped an entire industry for more than a century since W.K Kellogg created the first-ever breakfast cereal, the company now faces a real challenge to stay relevant. Samuel Tait met with Tamara Howe, director of innovation and masterbrand, Kellogg Australia, to find out how the company uses innovation to ensure it will flourish and thrive throughout the century ahead.
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