We work for and with the people and organisations shaping a better and future-proof food system: innovators, brands, policymakers, researchers, investors, and educators.
Our Mission:
Help sustainable food companies innovate faster and communicate with more impact, by offering crystal-clear consumer insights.
Using our insights, our clients can develop the right products, for the right consumers, with the right message.
Our Areas of Expertise
We help you understand how consumers make food choices, combining our knowledge on sustainable and healthy food with methodogical rigour and pragmatism.
Strategy & Positioning
Consumer insights for a future-proof strategy and positioning. Fact-based and grounded in reality.
Innovation
Consumer insights for succesful innovation of sustainable food products. Inspired and tested by the very people that will buy it.
Communication & Branding
Consumer insights for effective communication and branding. For campaigns based on insights, not assumptions.
Policy
Understanding citizens to design effective policies. Changing behavior starts with understanding that behaviour.
Consumer insights for future-proof strategy and positioning
Future-proof strategy starts with deep understanding the people you serve. We uncover what consumers truly value, how they define sustainability, which needs in your category remain unmet, and how your brand (and competitors) are perceived.
The result: confident strategic choices that balance the interests of consumers, planet, and business.
Some of our work:
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The Future of Proteins
Animal-based protein is deeply embedded in culture, routine and identity. How do new and more sustainable kinds of protein fit in? We found out for Carbery.
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Understanding the Future of Low Alcoholic Beer
Lowlander beer wanted to understand the current perceptions and future possibilities of the ‘low and no’beer category. Learn how we helped them with robust and timely quantitative insights.
Consumer insights for succesful innovation of sustainable food
Successful sustainable food innovations win because they genuinely fit people’s lives—solving real problems, meeting real needs. We bring the consumer to the table throughout your innovation journey, from inspiration and ideation to concept validation and product/packaging testing, so you can move faster and de-risk decisions.
The result: stronger concepts, better product-market fit, and a higher chance of success.
Some of our work:
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Developing a New Softdrink
Kumasi is a special drink, made from cocoa sidestreams. But what message to tell: sustainability or taste? We found out for them with the help of their target audience. -
Testing and Refining Positioning of Innovations
In the Redesign Food for Value programme, strong product ideas are sharpened through consumer validation. Concept teseting provides an early, structured reality check that helps participants refine their narratives before moving further into design and market strategy.
Consumer insights for effective communication and branding
Building a sustainable brand means landing the right message, for the right people. We use consumer research to sharpen your positioning and test creative work across channels, so your branding, advertising, packaging, and nudges are clear, credible, and memorable.
The result: communication that drives preference and trust—and sustainability claims that resonate.
Some of our work:
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Saving Bananas or Enjoying a Treat?
Bakers & Bananas was at a crossroad. They needed a clearer strategy and translate that into packaging, claims, products and communication. Read how our insights helped them redefine their brand. -
How to Develop a Campaign for a Product That Doesn’t Exist
Our Food Profiles in action. Read how we used our segmentation model to develop market entry campaigns for cultivated meat.
Understanding citizens to design effective policies
We help policy makers and public organizations uncover the real-world behaviors, motivations, and barriers behind choices. So that your interventions are practical, fair, and more likely to work.
The result: policies people understand, accept, and act on.
Some of our work:
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Understanding Acceptance for a Ban on Meat Advertisement
Awareness and acceptance of policy are essential in driving the real-life application of these decisions. Understanding what factors contribute to the perceived (in)effectiveness of a policy is important to estimate its impact and prevent public backlash. See how we our model for measuring policy acceptance. -
Exploring consumer perceptions of the EU Biotech Act
The EU Biotech Act aims to provide the regulatory framework to strengthen this new frontier in food production. The aim of this study was to understand how European citizens perceive the EU Biotech Act, to help policymakers and industry understand how to shape, implement and communicate the Act in a way that optimises public support.
THE WINE PACK, a sustainable wine brand, asked us to perform a packaging test for their two potential new designs.
“The people at Future of Food Institute expertly and quickly helped us test our packaging and communication. The study revealed interesting areas for improvement, which we will definitely implement. The cooperation was particularly pleasant, the report was clear and to-the-point. In short: highly recommended if you want to know how your sustainable product is perceived by your target group and how you can improve it.”
We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
