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...

Most food and drink founders who reach out to me already know something is wrong with their product. They can feel it in their sales data, in the reviews, in the silence of consumers who bought once and never came back. What they often don't know is which problem they are actually dealing with.

And...

1. Why safe flavours are losing you Gen Z customers

There's a belief that quietly runs through most food and drink product development conversations, and it tends to go unchallenged: keep the flavour familiar, keep it approachable, don't take risks with taste.

And here's what I genuinely think is ...

When was the last time you really looked at your repeat purchase rate?

Not roughly. Not "I think it's okay." Really looked at it.

Because that number, more than your launch figures, more than your follower count, more than anything on your marketing dashboard, is the one that tells you the truth a...

I have tested some truly, truly challenging things in my career. Products that made my body physically react. Products where I had to take a step back, reset and think, right, where am I going to start with this? Today, I want to take you behind the scenes of what I'm actually doing when a functiona...