NFL Extends Co-Creation Methodology for CPG Marketers

In the US, food and beverage product innovation specialist The National Food Lab (NFL) has extended its 'Rapid Design Process' co-creation offer to marketers of consumer packaged goods.

Based in Livermore, California, The NFL helps firms develop new items from initial concept to store shelf, while also offering a range of food safety and quality assurance testing.

The proprietary 'Rapid Design Process' is driven by input from target consumers and industry professionals who have a say in consumer testing, product development and commercial feasibility assessment.

The firm says that in as little as five days, the process is able to deliver ideas based on pre-determined platforms, filter and then translate those ideas into actual concepts, and create initial product prototypes.

The process includes consumer 'immersion' sessions in various formats, and other elements of the market mix - including package graphics - can be included to gain 'holistic' input.

'Our Product Innovation and Food Development Scientists become the perfect adjunct to the more traditional co-creation and ideation sessions, which tend to produce just ideas,' explains Kevin Waters, VP of Product Design.

Web site: www.thenfl.com .