SUBSCRIBE

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

As soda sales fall, kombucha rises

As soda sales fall, kombucha rises

Tumbling soda sales have opened the door to the mainstream market for a variety...

Bonafide Provisions expands bone broth's appeal with Drinkable Veggies

Bonafide Provisions expands the reach and appeal of bone broth with Drinkable Veggies

As recently as two years ago, bone broth was virtually unheard of by the...

Defining dietary fiber at the 2017 IFT show

VIDEO: Should we define dietary fiber on the basis of what it is or what it does?

Which ingredients should be classified as dietary fibers and why? Elaine Watson caught up...

Sugar Reduction: What’s next? At IFT, companies weigh in

How will added sugar labeling change the market? At IFT, companies weigh in

The controversial requirement to list added sugar on the nutrition facts panel has divided...

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

Corbion's trans fat-free emulsifiers allow manufacturers to 're-engineer' cakes

"The conversion away from partially hydrogenated oils is really an opportunity to re-engineer cakes...

Cargill R&D VP talks ‘processed’ food, EverSweet, at IFT 2017

VIDEO: Cargill R&D VP talks ‘processed’ food: ‘All food is made of chemicals’

To many consumers, ‘processed food’ is just another term for ‘junk food.’ It’s hard...

Entomo Farms talks edible insects at IFT 2017

Entomo Farms: 'We’re one of the most recognized [edible insect] brands across the world now'

Canadian bug powder supplier Entomo Farms is still doing most of its business with...

Clean meat labeling and regulation in focus at IFT 2017

VIDEO: Will we need a new regulatory framework for clean (cultured) meat?

Producing ‘clean’ meat by culturing cells – instead of raising or slaughtering animals -...

IFT 2017 green banana flour in focus

VIDEO: ‘Green banana flour has the functionality of a starch and the label of a fruit…’

One product that generated quite a buzz at the IFT show this year was...

Retail competition heats up as consumers seek more ethnic products

Competition among retailers heats up as consumers seek more diverse, ethnic products

Consumer demand for products that are authentic and ethnic is not only prompting brand...

Soup-To-Nuts Podcast: Key strategies for innovation from Kraft Heinz

Soup-To-Nuts Podcast: Key strategies for innovation & renovation from Kraft Heinz

A commonly held perception of the ongoing renaissance in the food and beverage industry...

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

Soup-To-Nuts Podcast: What does it take to win a pitch slam?

For time-strapped entrepreneurs who are brave enough to take the stage, competing in pitch-slams...

Soup-To-Nuts Podcast: Can duck be a dark horse of animal proteins?

Soup-To-Nuts Podcast: Can duck become the dark horse of animal proteins?

When it comes to eating meat in the US, chicken, without a doubt, is...

Soup-To-Nuts Podcast: The business case for kosher certification

Soup-To-Nuts Podcast: The business case for kosher certification

Ethical claims on food and beverages sold in the US are almost as ubiquitous...

Soup-To-Nuts Podcast: Hemp is overcoming hurdles to become superfood

Soup-To-Nuts Podcast: How hemp is overcoming hurdles to become the next superfood star

Nutrition-packed, environmentally sustainable and already notoriously well-known – although partly for the wrong reasons...

Soup-To-Nuts Podcast: Seeds emerge as superfood powerhouse

Soup-To-Nuts Podcast: Nutrient-dense seeds emerge as superfood powerhouse

Nuts and seeds in the US are finally reaching superfood status, thanks in part...

Soup-To-Nuts podcast: 3 trends driving growth in bottled water

Soup-To-Nuts podcast: Three trends driving growth in the bottled water category

After years of steady growth in the high single-digits, consumption of water in the...

Soup-To-Nuts Podcast: grain-free vs ancient grain trends

Soup-To-Nuts Podcast: Gluten free movement spawns divergent grain-free vs ancient grain trends

As the tenacious gluten-free trend continues to grow and mature into a market behemoth...

Soup-To-Nuts Podcast: Agency enforcement and litigation targets

Soup-To-Nuts Podcast: FDA & FTC move forward with enforcement even with some regulations in limbo

New regulations and draft guidances may be on hold at many federal agencies until...

Soup-To-Nuts Podcast: Evolving views on breakfast

Soup-To-Nuts Podcast: Evolving views on breakfast create challenges, opportunities for CPGs

Breakfast has long been known as the most important meal of the day, but...

Key Industry Events