Innovating by the ingredients is an approach which is exhausted by itself: an ingredient becomes commonplace when it is used to innovate. About ten years ago, the pineapple, the mango and the kiwi were all regarded as exotic fruits in Europe, whereas today these ingredients justify only an extension of the range. Their systematic use in successive innovations has trivialized them.
Therefore the innovative approach regarding the ingredients must be continually renewed to avoid any trivialization of its offer. This continuous approach is structured around four schemes of possible actions: the use of new ingredients, the specification of its added-value, the substitution of an ingredient by another and, finally, the removal of an ingredient. An industrialist activates one of these four levers by innovating with ingredients. Several trends will arise depending on the way in which each of its levers will be activated and structure the innovative offer on the market for frozen foods.
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