How can food and drink brands successfully innovate and add value to the lives of consumers

In difficult times, the biggest thing brands can do is to find a way to add value to people’s lives – particularly when this involves an innovation. History tells us that in challenging times, those that innovate are more likely to survive and grow. The question is: where should brands focus to innovate, and how should they go about it?

In the food and drink category, businesses are heavily focussed on inflation, the cost-of-living crisis, health, and sustainability as ways to add value to people’s lives. And yet, for consumers, fulfilling emotional needs is still of high importance in these challenging times.