CBL and Rabobank Pilot Boosts Food Innovation Success

Five start-ups and scale-ups specializing in healthy and sustainable food innovations participated in a consumer research program called "Ontdek Onderzoek." Conducted by the Consumer Behaviour Lab (CBL) and Rabobank before the products were fully developed and launched, this research provides food companies with insights to better tailor their products to consumer preferences, increasing the likelihood of a successful market introduction.

The CBL is an initiative of HAS green academy (professorship Design Methods in Food) and Bamboo Brands. Theo Toering of Bamboo Brands and Antien Zuidberg of HAS green academy, both involved in the CBL, highlighted the importance of this approach. “Eighty percent of new innovations disappear from shelves within a year. By conducting consumer research in-store, focused on real purchasing behavior, we can reduce that percentage,” says Toering.

Five innovative products tested

Participating companies presented their products to Rabobank, HAS green academy, and Bamboo Brands at the start of the program. The selection included two sustainable dairy innovations, a healthier chocolate snack, a sustainable and healthier chocolate spread, and a fermented vegetable product.

A healthier chocolate spread as an example

One example from the pilot is a chickpea-based chocolate spread, featuring less sugar and a more sustainable profile. Fourth-year students from HAS developed the prototype, after which the entrepreneur scaled production and improved the packaging. The prototype was then tested over several days in a supermarket. The results provided valuable insights that enabled the entrepreneur to further refine the product.

Isil Dijkstra, the entrepreneur behind the chocolate spread, explains: “The research gave us exactly the tools we needed to optimize our product before starting production. This program not only reduces the risk of failed launches but also contributes to a more sustainable food industry by preventing waste.”

Kimchi made from residual streams

Another product tested was an innovative kimchi made from residual streams. It is currently sold mainly through wholesalers and online to restaurants and food services. Do Bongers, founder of Basic Theory Ferments, aims to expand to supermarkets. “Thanks to the research, we now have a better understanding of packaging formats, design, and which claims resonate with consumers. We’ve also gained insights into the ideal shelf placement for our product,” says Bongers.

Future outlook

Rabobank conducted this pilot to evaluate whether "Ontdek Onderzoek" can help reduce risks for new entrepreneurs. Marcel Lambregts, sector manager Food at Rabobank, explains: “With the Rabobank Innovation Loan (RIL), we support innovative start-ups driving the food transition. By testing products in retail settings beforehand, we can reduce risks for both entrepreneurs and the bank. We fully endorse the activities of the CBL.”

Source: HAS.nl