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 facilitated a dedicated Care pressure cooker. Over three intensive weeks, we developed both the brand strategy and the full range direction, […]

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 bar came from Bolletje’s product developer Ronald, who had been passionate about the idea for years. Through our Food Design Thinking journey, we […]

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 selected by our own coffee experts and are now available exclusively at Albert Heijn. Each coffee comes from a […]

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 ahead.

We identified five key trends that define the future consumer landscape for organic:

1. Technatural Health
   Digital tools empower […]

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, shopping and cooking. These insights have been transformed into delightful new meal and […]

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 for the future, centred on how to grow in plant-based proteins. From there, our innovation path unfolded through trend exploration, brainstorming sessions, […]