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Concept Creation

Using our Insight led approach we are ready to write a compelling concept.  


A key step in achieving successful innovation is being able to take a fledgling idea and nurture it into an instantly understandable concept.


We use a simple framework to write each concept, that centres clearly on the key insight or fresh revelation that motivates our consumers, along with the most relevant trends. We write the product description in consumer language, along with the key benefits, followed by clear “Reasons To Believe” (RTBs).

The NPD Direct food team will work every step of the way with our client’s culinary experts, to ensure the new products meet both the concept description and food quality aspirations.

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