Don’t trust your gut when it comes to Food Innovation

Success in food and health isn’t just about creativity or novelty — it’s about offering something that makes sense in the mind of the consumer. Ideally, that means presenting something familiar. And if it’s not familiar, then it needs to be simple, clear, and easy to understand.

The biggest challenge?
Consumers are constantly exposed to information and are being educated — rightly or wrongly — by social media.
That’s why your concept, the ingredients you choose, and the benefits you promise must align seamlessly with the right product format and its consumption ritual. You can build your product on solid science — and you should — but at the end of the day, what matters most to the consumer is this: What’s in it for me? Can I trust this brand? and how easily can I make this part of my busy, everyday life?

Here is where our expertise as nutritionist, strategists and branding experts makes real sense.