How much work goes into getting a food or beverage product from concept to our supermarket shelves?

It seems obvious that the starting point of a successful launch, is coming up with an idea that will sell, but how do you know that consumers will want to buy what you produce?

The truth is, it's not possible to know for sure, but with the right research, insights, creativity and testing, it is possible to give yourself the best chance of success.

In this episode of the Food Matters Live podcast, made in partnership with IFF, we go on a journey through the NPD process, to find out how they deliver groundbreaking, sustainable innovations that elevate everyday products.

We explore how they use insights, data-driven forecasts, trends, and cognitive science to help their customers satisfy consumer demand.

We also meet the product development team, who use all of that data, and their own creativity, to bring those ideas to life.

IFF are taking on a key role as a hosting partner at Food Matters Live: Tastes of Better in Manchester.