From extravagant industry promises to scary government statistics, the mixed messages being sent about food today are sometimes exciting, sometimes confusing, and often overwhelming. In response, consumers are coming up with new rules and strategies for what they will and won’t put in their mouths — and, as a result, their relationship with food is changing.

How do we know? IDEO’s Food & Beverage team spends considerable time talking with people about how they make food decisions. We also observe their behaviors. We’ve recently seen a major shift in their attitudes and actions: Many consumers, for example, are second-guessing manufacturers’ nutritional claims and turning to grassroots advocates, online sources, and retailers as experts in what “healthy” is. Others are seeking deeper connections with food than mere sustenance, choosing products that help them understand what they’re eating, give back to the land, or become part of their community.

We use insights like these to help companies do everything from develop new flavors to unlock value in their supply chains. Our team excels at rethinking product packaging, extending product lines, exploiting the potential of newly acquired brands, and building brand loyalty. Although the focus of our work is people, we carefully consider the technical feasibility and commercial viability of any design concept — and maintain our own test kitchen for rapid prototyping.

Brand Strategy and Development
Often the best way to envision how a brand should evolve is to first understand the differences in how the company and consumers perceive it. From there, we work with clients to identify opportunities for market growth and develop a strategic road map. This road map not only provides a foundation for how a brand should behave in the market (and the business decisions that go along with it), but it also informs the design of the new product, packaging, communications, service, and environment.

Understanding the Wellness Landscape
Perceptions of “healthy” are slippery, context-dependent, and often contradictory. As a result, consumers’ notions of health and wellness are evolving. Challenges that the Food & Beverage industry currently faces include: the increasingly complex relationship between calorie control or dieting and eating well, a demand for products that imply healthfulness (through cues like simple ingredients, eco-friendly packaging, and company values), and products that help achieve dietary balance through trade-offs, not extreme behavior. The questions we’re asking: How can we offer people “spontaneous health” solutions? How can we provide products that offer the feeling of a “reset”? How can we provide emotional cues that support the perception of healthy eating?

Product Development and Packaging
Our prototyping kitchen, known as The Cutting Board, enables our project teams and staff food scientist to quickly bring their ideas to life. These fast prototypes allow us to explore with our clients what resonates with consumers — and why. The ability to combine food with packaging prototypes lets us simulate how any given offering might be brought to market.

Retail and Supply Chain Innovation
In an industry where margins can be razor thin, optimizing the supply chain is an effective way to compete for and win customers. Using collaborative design techniques, IDEO identifies opportunities for supply chain innovation that can increase revenues, create lasting partnerships, and uncover new value throughout the organization.