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 [...]

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 [...]

Food By Design had the privilege of guiding the Vivera team through a consumer-focused innovation journey. Using a clear strategy foundation, an inspiring trend presentation, a consumer studio, and creative brainstorming sessions, we co-created the 'protein bites'. With this, Vivera introduces a new category of meal enrichers that do not resemble meat and are entirely made from natural protein sources, with vegetables, legumes, and grains taking centre stage.

Fairtrade Original is an organisation and brand with a mission to join forces to achieve a living income for farmers. They work on this by developing fair trade chains, in which ingredients are processed locally into delicious products that find eager demand in Europe. Fairtrade Original approached Food By Design with the question: How [...]

Mitsuba brings 'the vibe of Asia' to the West through their Asian snacks. All products are inspired by surprising oriental flavours and spices. Besides winning the hearts of consumers with their current range, they also want to be the innovator of the category. Mitsuba saw a unique opportunity in the magical ingredient 'seaweed'. Seaweed is [...]

Simon Lévelt is famous for its premium coffee and tea, mainly sold via their specialty stores and online webshop. But as today’s consumer expect a 360 degrees availability, the brand’s ambition was to be available in the supermarket too. Food By Design was asked to facilitate an innovation process and translate the boutique brand [...]