Concept Creation

Using our toolbox of food trends and consumer research to identify insights, 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.  

We write a product description in consumer language, along with the key benefits, followed by clear “Reasons To Believe” (RTB). Our global trends framework underpins each concept.

When developing product ranges, we will write an overarching concept per category, along with individual recipe descriptions.  

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

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