Industry watchers say that the era of disruptive products is over for the food, beverage, and wellness categories. They say that brands are scaling back innovation and that we’ll be seeing incremental changes to products for the foreseeable future.
We say, not so fast.
The conversations we’re having with CMOs and the projects we’re seeing in our studio suggest that category disruption is just as viable — and just as smart — as ever. If you’re up for disruption, we’ve got some guidance for doing it the right way.