Innovation: Avoiding the fad frenzy

The abundance of products on the grocery store shelves means it’s critical for food processors to find a way to make their products stand out. At the same time, you need to ensure your product has longevity in the market and isn’t simply a fad.

One of the most effective strategies you can use to escape the fad frenzy is to shift your focus to the consumer and their needs. This helps ensure that the innovations you invest in respond to your consumers' needs and wants.

“It’s about clearly defining the consumer problem you're solving, not the product you want to sell,” says Jo-Ann McArthur, President of Nourish Food Marketing.

Think big

She stresses the importance of thinking big to identify the product's purpose when evaluating potential innovations. It’s an important part of the newly released FCC Innovation Guide: Success Through Innovation.

“What job is my product being hired to do?” says McArthur.

Engaging in this thinking process helps ground innovation in reality by understanding how a product can improve an existing situation in a consumer’s life.

Craig Klemmer, Manager of Thought Leadership at FCC, says it comes down to market research.

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