SUBSCRIBE

Breaking News on Industrial Baking & Snacks

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.

MycoTechnology at IFT, mushrooms can remove gluten from cereal crops

Could mushroom mycelium add a new dimension to the gluten-free market?

Speaking to FoodNavigator-USA at the 2015 IFT show, MycoTechnology CEO Alan Hahn recalls the...

How is Californian drought affecting almond supply?

How is Californian drought affecting almond supply?

Stacey Humble

Vice president of global marketing, Almond Board of California

Lights, camera, action! Edible insects in focus at IFT 2015

Lights, camera, action! Edible insects in focus at IFT 2015

No self-respecting food conference would be complete these days without a session on edible...

How to succeed as a start-up in Europe (and not get swallowed by Big Food)

How to succeed as a start-up in Europe (and not get swallowed by Big Food)

Julian Mellentin

Director, New Nutrition Business

The making of a brand: Contract manufacturers share secrets to success

The making of a brand: Contract manufacturers share secrets to success

The firms that manufacture healthy food and supplement products do much more than just...

Outsourcing science: Where does the future of industry research lie?

Outsourcing science: Where does the future of industry research lie?

An trend for outsourcing science and research may be good news for contract research...

How has social media changed food marketing?

How has social media changed food marketing?

The rise of social media has led to a shift in the way consumers...

Bakery sector ExxonMobil Anuga FoodTec

Bakery sector satisfies sweet tooth at ExxonMobil Anuga stand

ExxonMobil treated guests to samples of bakery products, in partnership with its customers who...

Snack innovation: Packaging inspiration Anuga FoodTec

Critic-free innovation: What snack makers should learn from students

Snack manufacturers can follow in the footsteps of design students – innovating positively, without...

Dave's Killer Bread takes on the carb-bashers at Expo West

Bread is back! Dave's Killer Bread takes on the carb-bashers at Expo West

While retail sales of packaged bread have been pretty sluggish in recent years, one...

Bread hit hard by price wars

Bread is ‘price war casualty’ – FoB director

Bread is one of the biggest casualties of the supermarket price war, as retailers...

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

NPD category busters: From ‘Teagurt’ to coffee fruit energy to Milo expansion

Jane Barnett

Insights manager for Australia-New Zealand, south east Asia and India,...

USDA WASDE: Wheat supply up but ‘quality issue emerging’ says AHDB

Wheat supply up but ‘quality issue emerging’

Wheat supplies have hit record levels across the globe, but for France and some...

UK gluten-free businesses should storm Europe

Europe is ripe for UK gluten-free businesses

France and other European countries are prime targets for the UK’s established gluten-free (GF)...

Manufacturers are struggling with healthier food calls

Bakeries struggling with calls to cut salt, sugar and fat

Manufacturers of baked goods are reaching a point where calls to cut salts, fats...

Thins in packaged bread could spark growth, Mintel

Can ‘thins’ save a dwindling packaged bread sector?

‘Thins’ have taken off in the US and Canada with bread, bagel and even...

Bread innovation needed amid carb, additive backlash: Mintel

Additives and carb backlash stumps bread innovation, says Mintel

Stephanie Pauk and Pam Yates

Analysts, Mintel

Snacks and candy blur: NPD and retail fueling, says NCA

Is that a snack or a candy? ‘It’s so blurred now’, says NCA president

Snacks and confectionery have truly blurred from a product perspective and retail slant, says...

Key Industry Events