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Experimental Eating – How Food Brands Can Ride The Innovation Wave

Kim De Maeseneer, Head of Accenture’s Consumer Goods & Services industry group in Europe and Laurent Thoumine, Head of Accenture’s Retail industry group in Europe, examine why food brands and retailers should ride the innovation wave to emerge stronger post-pandemic. This article first appeared in ESM Issue 5 2021.

Food brands and retailers have had to adapt to a dramatically different trading environment this past year. The pandemic has created so much uncertainty—and continues to do so—and the ripple effects will be felt across the industry for some time.

However, as patterns of consumer behaviour start to settle and new habits become entrenched, clarity about the future shape of the industry is starting to emerge. So what can we say about the priorities for both brands and retailers?

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