Small food firms’ key innovation weapon

Small firms can take the long-term strategy compared with big businesses, Lance Leonard, ceo and president of American drink manufacturer True Drinks, told Foodmanufacture.co.uk in an exclusive video filmed at the Food Vision conference earlier this month.

He also claimed small firms were quicker to react to changing consumers’ demands and could engage with potential customers more easily.

“One of the biggest differences that we have is the ability to react to consumers so fast,”​ he claimed.

Patience ​

“We also have the patience of being able to let a brand grow and start small and see milestones that not necessarily large manufacturers have the appetite for.”​

Watch this video to find out the major differences Leonard experienced innovating products at Nestle Waters and True Drinks were.

Leonard also said there was a “massive opportunity”​ for food and drink manufacturers to target healthy products at children.

He also revealed the biggest challenges to launching a product that both children and adults would engage with for different reasons.

True Drinks launched a zero calorie, zero sugar, natural flavoured and vitamin enhanced childrens’ drink, Aqua Balls, in 2013.

The childrens’ beverage market is worth about $2bn in the US.

Food Vision was organised by Food Manufacture’s publisher William Reed Business Media and took place in Cannes, France from March 18–20.