The brief that removed most of the usual tools

My client was already running a successful allergen-free, vegan cookie brand. She wanted to extend her range into a plant-based barista drink. Clean label. Allergen-free. No seed oils. No added sugar. No stabilisers, no xanthan gum, no guar gum, no lec...

Why your sales figures are lying to you

Every year, more than 1,300 new food and drink products land on UK retailer shelves. And according to Nielsen's Breakthrough Innovation Report, 76% of them quietly disappear. That's not a rounding error. That's nearly four out of every five products that foun...

Pick up almost any adaptogen product from a UK shelf right now. Close your eyes and take a sip.

There is a very good chance that what hits you first is earthy, musty, or something close to cardboard. Maybe a metallic finish that lingers a little too long. And somewhere underneath it all, a faint tr...

Why your flavour brief is wrong before it begins

There is a question I ask almost every food founder I work with. It's deceptively simple: "How did you choose this flavour?"

Most of the time, I'll hear something along these lines: "It feels premium." "It fits our brand." "Everyone on the team love...

Why your taste complaints keep coming back

The email lands on a Monday morning. More samples from your flavour supplier. This is the third round. You taste them, none of them feel right, and you send another email. More samples. More waiting. More tasting. And somehow, three months later, your cons...