If your food or beverage company is at a crossroads on new products, you may be tempted to field a massive consumer research study to find the solution. But can it really predict the next big new product idea? We’ve seen so many demand-space tomes that end up pointing to yesterday’s solutions or trendy concepts that are mere reflections of the investment community’s
Taking a page from the chefs, home cooks, and food entrepreneurs shaking up the market, the winning ideas start with… guess what? A deep understanding of the food itself, the need it serves, and where else it might go. Our Food First Thinking approach helps clients uncover high potential platforms based on where food fits in the macro sphere of trends and choices, how it is prepped, cooked, served, packaged, shelved, and purchased, and how it is meeting (or not meeting) existing needs.
Relying heavily on our top-level chefs and insights from the culinary world, we help clients discover “aha” inspirations for better ideas based on provenance, ingredients, techniques, applications, and sensory experiences.
Not to say that the consumer doesn’t matter, but we all know consumers can’t tell us about a product that doesn’t exist yet. That’s why we transform our platforms into 3D, close-to-retail concepts – positioning, packaging, and culinary – to show consumers exactly how it might looks, sound, and taste. Through our iterative, rapid proto-cepting process, we listen, then change it up from group to group until we get it right. It’s a great way to accelerate learning and time to market for new products.
To transform untapped demand into high potential new products, first look for the opportunity from within the food itself, guided by culinary experts and chefs. Then partner with the consumer to get it right. That’s our secret sauce.
Hyde Park Group is a new food and beverage development company providing services from insight and concept development through production and launch. We have worked with a wide range of companies including Starbucks, Kraft-Heinz, Kellogg, Pepsico, Beam Suntory and Constellation Brands, to name a few. For further information, please email us at firstname.lastname@example.org