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Has the Consumer Packaged Goods industry got it all wrong? Yep.

As it currently stands, many new products begin life as a marketing concept that is then tested for consumer appeal as a risk mitigation exercise. Only when sufficient assurance is provided by this pre-emptive marketing data does any work start in the kitchen.

Unsurprisingly, this results in a product that is a long way from the original idea:

it’s emotionless and, although technically stable, lacks all gastronomic principles. More profoundly though, this process also removes the passion and taste of a company’s talent so they no longer trust their own instincts, resulting in demotivated teams and squandered skill.

This is not the way forward.