Robert Lawson shares his tips for successful NPD

Food Matters Live sat down with Robert Lawson, Managing Director at Food Strategy Associates and the man behind the largest food and drinks merger in the UK. Over his 20+ year career in the food industry before founding the consultancy, Robert held senior strategy roles within United Biscuits, Kraft Foods International, Mondelez and Premier Foods before becoming the managing Director at Quorn foods.

We asked him about the mega-trends shaping the industry right now and how prospective food and drink brands can maximise their chances for success when launching into this highly competitive space.

More than half of new food product launches fail in the first year. How can companies increase their chances of market success and longevity?

The first thing that prospective food and drink brands can do is pause before launching; many of them fail because they shouldn’t be launching in the first place. Too often, founders rush to launch before they’ve tested their product with consumers and explored whether there’s a consumer appetite in the market. 

In your experience, what separates the products that succeed from those that fall short?

The products that filter through are the ones that have an intuitive insight which is valuable and a bit of luck, of course. Take James Averdieck as an example, one of the most successful entrepreneurs in the space and the founder of Gü puddings. He identified a premium opportunity in a sizeable enough category and then he did a brilliant job perfecting his brand marketing and making something that fundamentally tastes delicious.

“The first thing that prospective food and drink brands can do is pause before launching; many of them fail because they shouldn’t be launching in the first place.”

Plenish founder Kara Rosen is another example that comes to mind. She did a remarkable job with branding, especially considering her lack of experience in the food industry, and she managed to carve out a real niche in the market. But it wasn’t all plain sailing. For a start, she had to make significant changes to the business model to gain traction. Initially starting with veg juice, she later pivoted to premium plant-based milk. Despite her first niche not quite hitting the mark, she found success with a second niche as a premium plant-based provider.

At all our events, someone will ask about insect proteins and whether the sector has growth potential. What are your thoughts on this?

Insect protein is straightforward commercially; the appetite is simply not there. I have a 3-point test for any new product. Will I put it in my mouth? Will I swallow it, and will I regret it afterwards? So, take the insect proteins I have tried; I put them in my mouth, which was a mistake. I then swallowed them, which was a mistake also and then I regretted the experience afterwards. These products have no consumer appeal whatsoever.

Even if attempts are made to improve taste, it often involves masking it with excessive fat and salt thereby compromising the potential health benefits. Additionally, the environmental advantages of insect proteins are debatable, as many don’t significantly reduce carbon emissions. While insects may serve as a viable protein source for animal feed, as a human food option, I would bet against it every time.

Finally, what are some emerging mega trends or themes you foresee taking hold in the food industry?

Precision fermentation is something I’m particularly excited about, but only in sectors where it can be profitable. For instance, precision fermentation targeting mozzarella cheese doesn’t interest me because traditional cheese is inexpensive, whereas precision fermentation is a costly technology.

“While insects may serve as a viable protein source for animal feed, as a human food option, I would bet against it every time.”

Let’s face it, some products just won’t turn a profit. They have virtually no chance of success. It’s important for businesses to have a clear path to profitability and for investors to see that path, something many plant-based offerings lack.

Robert will be taking to the Food Matters Live Ascot main stage in October to discuss the challenges and opportunities presented by precision fermentation and the latest innovation in this field. Secure your space to connect and collaborate with Robert and other thought leaders from across the food and drinks industry.