Since 2018, Albert Heijn - the leading retailer in the Netherlands - has used Care as its personal care brand. The brand showed potential but needed a sharper positioning and a coherent strategy across a broad product range. As (Non!) Food By Design, we teamed up with Albert Heijn and their design agency and [...]
How do you reinvent a beloved Dutch tradition without losing its soul? Bolletje invited Food By Design to explore just that: how to innovate with kruidnoten beyond flavour alone. These small, spiced biscuits are inseparable from the Dutch Sinterklaas celebration - full of nostalgia, joy, and festive flavour. The initial spark for the kruidnoten [...]
We Dutch are becoming increasingly refined coffee drinkers. No wonder many enthusiasts take a detour to a specialty shop to buy their beans. Now, that’s no longer necessary! With the new premium range of Single Region coffees, Simon Lévelt brings three beautiful single-region varieties to the supermarket. These three premium coffees have been carefully [...]
At Food by Design we explore the signals that shape the food of tomorrow. Our work sits at the intersection of innovation, flavour and culture. Each year we scan the horizon, translate trends into insights, and help companies design food futures that are vibrant, sustainable and relevant. For 2026, five movements stand out. They are not passing [...]
Our trendwatcher Marielle has just returned from Japan, deeply touched by the elegance and richness of its culture. Harmony, balance and respect shape daily life in countless ways. You sense it in the way people interact, in the cleanliness of public spaces, in the quiet dignity of craftsmanship, in the meticulous care for gardens and [...]
What role will organic food play in the eating habits of tomorrow? And more importantly: how can it lead that future? For the Dutch Ministry of Agriculture (LVVN), we conducted an in-depth trend study exploring how consumer eating behaviour is evolving – and how emerging consumer trends can drive demand for organic food in the years [...]
Bakker Barendrecht is a fruit and vegetable supplier to Albert Heijn. Food by Design has facilitated an intensive innovation trajectory in order to develop an improved concept of the fresh meal box at the fruit and vegetable department. To this end, we have thoroughly analyzed what is involved for a consumer in meal planning, [...]
Tofu, a staple in many Eastern cuisines, remains relatively unfamiliar to Western palates. Yet, its versatility offers a big potential in Dutch and broader Western kitchens. This insight became the driving force behind the innovation journey we were privileged to facilitate for Vivera. Our food design journey began with crafting a clear strategic vision [...]
A compelling brand positioning is vital to your food business. Whether you are small or big, established or in start-up phase, brand equity is the guiding light for everything you do and the basis of each sense & sensorics consumers experience with your brand. At Food by Design we have helped many food brands and [...]
As we look ahead, the way we eat and produce food is evolving rapidly. Here are five food trends set to shape our food future in 2025. For a full overview of these trends, consider booking a lecture or a 'trendslation' workshop with us. Food trend #1 Carbon Crafted: Turning CO2 into Delicacies With [...]