SUBSCRIBE

Breaking News on Food & Beverage Development - North AmericaEU edition | Asian edition

News > Markets

Read more breaking news

 

 
Key Insights from Food Vision

Innovation success recipe: Respect consumers and draw inspiration from the unknown

By Kacey Culliney+

29-Apr-2014
Last updated on 29-Apr-2014 at 14:16 GMT2014-04-29T14:16:16Z

Involving consumers and innovating beyond comfort zones enables success, say experts

Involving consumers and innovating beyond comfort zones enables success, say experts

Understanding consumer expectations and respecting these, combined with a boldness to draw inspiration from new areas is the perfect mix for successful innovation, say experts.

Speaking to FoodNavigator at Food Vision 2014 in Cannes, CEO of Inventours Michelle Greenwald and founder and president of The Healthy Marketing Team Peter Wennström said there were several factors food and beverage companies needed consider when planning innovation.

Firstly, understanding the brand or category innovation space was crucial, said Wennström.

“With every brand you can ask the same question and every consumer can tell you what they expect from the brand tomorrow. Respecting that means you can be very successful in brand innovation,” he said.

However, he said that unfortunately companies often disrespected this in favour of following their own ideas or brand agenda.

Consumers should always be involved

Greenwald agreed that working to fulfil the expectations of consumers was critical, but that understanding how a consumer uses that product and listening to feedback was equally important.

“It’s critical to get consumers involved along the way and once you have concept ideas and prototypes it’s great to get consumer feedback,” she said.

However she warned that when gathering feedback, it was better to be more direct with questions to get more relevant answers.

Inspiration from the unexpected

Greenwald also said it was also extremely important to look beyond your own category and space when drawing inspiration to innovate.

“There are so many examples of the greatest innovations where one industry is influenced by an entirely different industry,” she said. For example, the Nike trainers design that was inspired by a waffle iron or the apartment block inspired by honeycomb.

Asked if drawing inspiration from the unexpected could create a disconnect with consumers, she said that providing companies communicate their R&D simply and clearly, consumers would be able to buy into new concepts.

Communicating clearly and simply

Wennström agreed that it was essential for companies to break down their marketing communication into digestible terms for consumers, especially in the area of nutrition where claims were often quite complex.

“That is a challenge, to actually respect consumer understanding and language,” he said.

Taste Test Friday: Banza chickpea pasta with One Hop Kitchen Bolognese

Taste Test Friday: Banza chickpea pasta with One Hop Kitchen Bolognese offers a twist on a classic

On the menu for this edition of Taste Test Friday is a blind sampling...

Kids, claims and variety – the key opportunities for snacks growth

Kids, claims and variety – the key opportunities for snacks growth

Families, ingredient claims, and variety in packaging and flavors have been flagged up as...

Lallemand’s Lafti L10 may aid URTI symptoms in elite athletes

Probiotics in sports nutrition? Lallemand’s Lafti L10 studied for immune support in athletes

A double-blind, placebo controlled study on elite athletes found that the dairy-derived Lactobacillus helveticus...

Green Sheep Water positioned as bottled water with a green conscience

Green Sheep Water taps into demand for sustainability as a bottled water with a green conscience

Sustainability and environmentally-friendly claims are becoming increasingly influential among consumers with recent research from...

Packaged cold brew coffee gains traction, has room for more players

Packaged cold brew coffee is gaining traction, & still has plenty of room for additional players

Cold brew coffee is creating quiet the buzz in the US with new brands...

Mars Food teams with Partnership for a Healthier America

Mars Food teams with Partnership for a Healthier America to improve nutrition, transparency in 5 years

To help fight the good fight against the ongoing obesity epidemic in America, Mars...

Vox Pop: The truth about Millennials, revealed by Millennials

Vox Pop: The truth about Millennials, revealed by Millennials

Serial snackers, addicted to new products and ‘emotionally connected’ to coffee? Marketers are obsessed...

Dannon grows as it fulfills promise to improve its products’ nutrition, fund healthy eating research

Dannon grows as it fulfills promise to improve its products’ nutrition, fund healthy eating research

As The Dannon Company nears the finish line for fulfilling its promise to improve...

Functional & sparking bottled water sales are “very hot in the US”

Functional & sparking bottled water sales are “very hot in the US,” analyst says

Once considered boring by many Americans, water is becoming a go-to beverage of choice...

Banana water tastes better than coconut water,' Steuben Foods

Banana water is 'lighter and fresher than coconut water,' says Steuben Foods

Banana water from Elmhurst Naturals – which combines water, banana juice concentrate and natural...

Soup-To-Nuts Podcast: Quinoa’s rise & the challenges it must address

Soup-To-Nuts Podcast: Quinoa’s rise to superfood superstar status and the challenges it must address

Quinoa was one of the first superfoods to take America by storm more than...

Soup-to-Nuts Podcast: Overcoming challenges in plant-based innovation

Soup-to-Nuts Podcast: How can stakeholders overcome challenges facing plant-based innovation?

Sales of plant-based alternatives to animal products may be growing fast, but the road...

Soup-to-Nuts Podcast: Growing sales of plant-based products

Soup-to-Nuts Podcast: Strategies for growing sales of plant-based products

When many mainstream consumers think of plant-based alternatives to animal products they think of...

Soup-to-Nuts Podcast: What is driving the booming sales growth of plant-based products?

Soup-to-Nuts Podcast: What is driving the booming sales growth of plant-based products?

Sales of plant-based alternatives to animal products are booming, thanks in large part to...

Hartman Group, MSL Group, talk Millennials and food

PODCAST: What makes Millennials tick?

While many Millennials feel that their vote won't make much difference, they are far...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

'It's business as usual': Davisco Foods on Agropur takeover

'It's business as usual': Davisco Foods on Agropur takeover

Polly Olson

Vice President of Business Development, Davisco Foods International

Snack trends 2014: Euromonitor says popcorn and thins

Euromonitor: Popcorn and thins epitomize ‘indulgence without the guilt’

Popcorn has exploded and thins have sliced into action in snacking – both riding...

InHarvest: Legumes, pulses steal spotlight from animal protein

At the 2014 Research Chefs Association Conference & Culinology Expo, FoodNavigator-USA caught up with...

Key Industry Events