This webinar is organised by IFST Food (Product and Packaging) Innovation SIG
Taking a new food or drink product from an idea to commercial launch is rarely a straight line.
Drawing on more than 20 years working in food product development, experience within major food businesses, launching two drink brands from concept to national distribution, and now supporting founders and brands through commercialisation, Dr Adrian Massey will share the practical lessons that sit behind successful NPD.
The session will follow the journey from identifying a genuine consumer and market opportunity through product definition, technical feasibility and prototyping, scale-up, commercial manufacturing and launch.
Along the way, Adrian will explore what can go right, what commonly goes wrong, and the decisions that can prevent technical challenges, escalating costs, manufacturing constraints and commercial assumptions from becoming expensive problems later.
Rather than presenting product development as a theoretical stage-gate process, the session will use real-world experiences and lessons to show how technical, consumer and commercial decisions interact throughout the journey from idea to shelf.
What particpants will learn:
- How to translate an initial idea into a clearly defined consumer and market opportunity
- Why a robust product brief can prevent costly problems later in development.
- How to use feasibility work, prototyping and consumer feedback to progressively reduce risk.
- Why successful bench prototypes do not automatically translate into successful commercial manufacture.
- How processing, shelf life, manufacturing capability, cost and margin influence product development decisions.
- The common challenges encountered when moving from development through scale-up and launch.
- Practical lessons from products and projects that have gone right — and those that have not.
Price: IFST Members - Free, Non-members - £100
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Chair: Paul Sheldrake - Consultant/Director |
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Speaker: Dr Adrian Massey - Food and Beverage Innovation Consultant Dr Adrian Massey is a PhD-qualified Food Scientist, Food & Beverage Innovation Consultant and founder with over 20 years of experience developing and commercialising food and drink products. His career combines technical expertise with commercial and entrepreneurial experience. Adrian has held innovation and product development roles with businesses including Weetabix, Kraft Foods / Mondelēz, Dawn Foods and Newly Weds Foods. At Dawn Foods, he worked with McDonald’s and other major European bakery chains, while at Newly Weds Foods he supported the McCain account. Adrian has also built and scaled two of his own beverage brands from initial concept through product development, manufacturing and national distribution, raising more than £500,000 in investment along the way. Through ATM Food Innovations Ltd, Adrian supports startups, scale-ups and established brands across product development, formulation, reformulation, manufacturing scale-up, co manufacturing, cost optimisation and end-to-end commercialisation. A particular focus of his work is helping businesses bridge the gap between a promising product idea and successful commercial execution, identifying technical, manufacturing and commercial risks before they become costly problems. Adrian holds a First-Class Honours degree in Food Science & Nutrition and a PhD in Food Science, has contributed to more than 50 patents granted or pending globally, and has supported the development and launch of award-winning products across multiple food and beverage categories. During his time at Kraft Foods, his innovation work contributed to products generating multi-million-pound revenues. He is also an experienced industry speaker and has appeared in national broadcast and newspaper media, including the BBC, ITV and Channel 4. |
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