“It’s the new year and food brands are back with a brand-new invention. The trouble is, much of it is novelty for novelty’s sake. Rather than NPD that meaningfully addresses health and sustainability challenges, too often we see things like bubblegum-flavoured breakfast cereal.

Our Executive Director, Dan Crossley, writing in his latest column for the Grocer, writes of the need to transform R&D, to shift away from novelty and instead join forces to address the big issues of our time.

Read Dan’s full column in the Grocer magazine here.

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