Looking in Unexpected Places for New Ways to Innovate in the Food Industry

Heinz Foods (now part of KraftHeinz) saw both opportunity and challenge in the tremendous change it observed in its industry due to increasing regulatory standards, new labeling requirements, shifting consumer demographics and preferences, the emergence of nutraceuticals and functional foods, liability litigation risk stemming from the growing obesity epidemic, the vulnerability of the food supply chain to bioterrorism, and more. They wanted a process for looking outside the food industry for technologies they could adapt to capitalize on trends affecting their industry in ways their peers were not considering. A WhiteLabel partner was brought in to conduct a “technology migration assessment” identifying innovations extant or being developed in non-food industries that could be leveraged by Heinz. After extensive research, we developed a strategy for the company to incorporate “other people’s technologies” into its R&D and product development to increase growth in core product lines, improve quality and margins, and move into emerging markets. Among the results: new profit-generating partnerships with non-food companies and new product innovations in ingredients, packaging, food preservation, and testing.