The Hidden Brief Behind The Food We Eat
Every food begins with a brief. Before a recipe reaches a supermarket shelf or a café counter, someone has decided what that food is supposed to do. Should it comfort?…
Industry Insights Category: Broadcast, Brand & Communications
Closing the Fibre Gap: Why Communication May Matter as Much as Formulation
Despite growing awareness of fibre's benefits, most consumers still struggle to meet recommended intakes. Drawing on her experience as a Wellness Expert, Food Educator and NPD Chef, Aisling Larkin explores…
Have We Forgotten How to Recognise Satiety?
As GLP-1 medications continue to reshape conversations around appetite, weight management and health, a deeper question is emerging: have we become disconnected from our natural hunger and fullness cues? Drawing…
Why the Most Successful Food Innovations Solve Problems, Not Just Follow Trends
Food trends can capture attention, but lasting innovation requires something deeper. Drawing on her experience as an NPD Chef and Food Industry Consultant, Aisling Larkin explores why the most commercially…
Why The Best Brand Partnerships Feel Like A Natural Conversation
For years, the success of a brand partnership was measured by visibility. How many people saw the campaign? How many impressions did it generate? How many likes did it receive?…