May 12, 2026

The Assumption Trap: Why Food Products Miss the Mark

40 minutes

Innovation in food is often overcomplicated. At its core, it comes back to whether people will actually buy your product more than once.

In this conversation, Scott shares the journey of Flava People, from its roots in butchery through to becoming a leading product development business. It is a story shaped by constant adaptation, changing consumer habits, and learning through experience.

We talk about the shift in how people cook and eat. Time pressure, convenience, and “occasion-led” eating are shaping behaviour more than traditional categories. People still want to feel like they have cooked, but they also want it to be quick, simple, and realistic.

A big theme in this episode is the danger of assumptions. It is easy for teams to convince themselves that consumers use products in a certain way, but when those assumptions are wrong, the consequences are clear. Products sit on shelves and do not repeat.

Scott shares examples of where this has happened, and why even strong ideas can fail if they are not grounded in real-life behaviour.

We also get into the commercial reality of food retail. The economics are tough. Cash flow matters. Rates of sale matter. And getting listed is not the finish line many believe it to be.

There is also a focus on creativity and discipline. Great ideas matter, but they need to be balanced with a strong understanding of the basics. Flavour, format, and convenience consistently outperform overcomplicated concepts.

For anyone working in product development or leading teams, this episode is a reminder to stay close to the customer, focus on what really matters, and not get distracted by trends at the expense of fundamentals.

Timestamps

00:00 – Why branding alone does not drive repeat purchase

00:10 – Introduction and focus on cooking habits and assumptions in product development

01:24 – Flava People’s journey and adapting over time

07:06 – Changes in cooking habits and the rise of convenience

10:22 – Shortcuts, “packet guilt”, and the need to feel like you have cooked

13:00 – The risk of building products on assumptions

15:09 – Challenger brands and the importance of standing out

17:39 – The reality of retail economics and rates of sale

21:08 – Working with retailers and adding real value

22:36 – Brand licensing and what makes it successful

27:06 – Marketing, branding, and product quality

29:34 – Why flavour remains the most important factor

34:32 – Advice for creatives: do not ignore the basics

37:07 – Where to find Scott and Flava People

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Subscribe at:
https://foodies.fearlessfoodies.co.uk/podcast

Connect with me here:
https://www.linkedin.com/in/amywilkinsoncoach/

Useful Links & Support

If this episode resonated, especially around leadership, AI, and building stronger teams, here are a few places to go next.

Fearless Foodies

Leadership development and team support designed specifically for food manufacturing and retail environments.
https://fearlessfoodies.co.uk

Flava People

Product development and flavour innovation specialists helping brands create food that works in real life, not just on paper.
https://www.flavapeople.com

Connect with Scott Dixon

Follow Scott for insights on food innovation, branding, and commercial reality in the industry.

https://www.linkedin.com/in/dixonscott/

A Big Thank You to Our Sponsors

IFP Labs

Specialist laboratory services supporting food businesses with fast, reliable testing and technical expertise.
https://www.ifp-labs.com/

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By Amy Wilkinson