Food & Beverage

 

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…

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Top Chops, one of the winning concepts for an IDEO design challenge, helps promote healthier eating habits for kids.


Inspiration and Influence

  • Designs On— Food

    Designs On— Food

    In this third volume of Designs On—, IDEO designers turn their thoughts on food into new ideas for products, campaigns and more.

  • Food Revolution: Cooking & Company

    Food Revolution: Cooking & Company

    Cooking & Company extends the Food Revolution from schools to the workplace. The program’s goal is to teach 350,000 adults basic cooking skills.

People

  • Lynda Deakin

    Lynda Deakin

    Lynda Deakin, a Partner at IDEO, brings over fourteen years of experience working with a broad range of food and beverage clients to her work.…


  • Lauren Shimek

    Lauren Shimek

    Lauren Shimek is the food science innovator and technical build guide for the Food & Beverage practice at IDEO. Based in Palo Alto, Lauren brings…


  • Grace Hwang

    Grace Hwang

    Grace Hwang co-leads the Bay Area-based team focused on IDEO’s efforts in Asia. With a depth of knowledge in the consumer packaged goods industry, in…


  • Judy Guo

    Judy Guo

    Judy is a materials and manufacturing engineer at IDEO, specializing in package design and development. In this role, she works with project teams and clients…