Innovation inspired by FOOD CULTURE OF TODAY’S YOUTH
The Challenge
In order to address a portfolio gap with younger consumers, a consumer food company sought to create an innovation pipeline of new brands, categories, and new-to-the-world experiences designed for Gen-Z that reflect their food norms, behaviors, and beliefs.
The Approach
WG dove deep into Gen-Z’s food ecosystem to observe the way food experiences were changing through social media and brand experiences. We deeply immersed with leading—edge Gen-Z consumers, influencers, and thought leaders with a strong point of view on how food is innovating around youth culture.
The Opportunity
Our immersion led to a robust innovation framework and a series of bold new brand and business model ideas that bring technology, culinary experiences, and collaborations together to disrupt and reinvent the food category over the next ten years.
