Always in tune with consumers’ wants and needs

What is good for our consumers? What do they expect from our products today, and what will they expect tomorrow? What do they rely on when they buy our brands? These are the questions we ask ourselves when we think about innovations. We involve the consumer in our entire innovation process – visiting them at home or inviting them to take part in group discussions for the purpose of developing and discussing new ideas.

We have defined four innovation platforms on the basis of current consumer trends and the specific characteristics of our market. They reflect the current and future needs of consumers that are relevant to our business.

• Natural & Trust
• Premium & Indulgence
• Holistic Enhancement
• Next Convenience

On the basis of these innovation platforms, we develop new ideas and continue to optimize them in a multi-phase innovation process in consultation with our consumers.

Graph: Innovation processes

Our Product Development Department then creates suitable recipes on the basis of the best ideas and chooses the most appropriate type of packaging. The outcome is a product that truly offers added value to our consumers in combination with our strong brands. That is our goal.