I have been talking with ingredients specialist Dr Stefan Siebrecht about the amount of innovation in food and beverages. He said: "Too many companies expect to make a fast buck and get out, and it really doesn't work like that. You have to be in it for the long haul."
He was also a little scathing about the larger companies, who he feels are very divided: "They have NPD teams keen to work with functional ingredients, but on the other hand their marketing teams are wary of anything more than pretty basic refreshment, and so new ideas rarely get the go-ahead."
Dr Siebrecht is taking a place on our judging panel for The Beverage Innovation Awards @ Drinktec and we look forward to reading his comments in the showcase supplement showing all the entries.
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