Brands are no longer the only voices in product development—and that’s a good thing.
Co-creation, the practice of involving consumers in product design and innovation, is quickly becoming one of the smartest strategies in food and beverage. It’s not just about market testing or focus groups anymore, but it’s about real-time input, deeper relationships, and tapping into consumer creativity.
INNOVATION WITH BUILT-IN LOYALTY
Co-creation isn’t just a novel idea. It’s a loyalty engine.
Consumers who contribute to a brand’s product feel connected to its success because they aren’t just buying a snack—they’re seeing their ideas on shelves. That emotional investment can lead to stronger loyalty, higher repeat purchases, and even a willingness to pay more.
Some brands are seeing the value in co-creation. Herr’s has embraced the model through its Flavored By Philly campaigns, inviting local fans to influence product development in meaningful ways.
“Flavored by Philly has created a real sense of connection between our brand and the community. Consumers feel heard, valued, and part of something bigger. When their ideas make it to store shelves, it builds pride and deeper engagement. It’s more than a flavor contest—it’s a celebration of our fans and the city we call home.” – Bob Clark, VP of Marketing at Herr Foods Inc.
This type of program not only helps generate new product ideas—it gives fans a real voice in the brand’s evolution. That kind of participation builds deeper trust and long-term brand equity.
WHY IT WORKS
Consumers don’t just want better products—they want to be part of the process. According to recent research, early involvement boosts alignment with market demand and enhances product success. It also builds emotional ties to the brand.
That’s especially true for “Engaged Explorers,” a segment identified by Rich Products. These consumers—about 20% of bakery shoppers—spend more, crave novelty, and love contributing their ideas. They’re a dream audience for innovation, and co-creation gives them a reason to stay loyal.
Even more compelling, products developed through co-creation are more likely to succeed in the market. In an industry where three out of four new products fail, that’s no small advantage.
MORE THAN A TREND
Let’s be clear: co-creation isn’t just a feel-good marketing tactic. It’s a competitive edge.
In a saturated food and beverage market, success often comes down to differentiation and speed. Co-creation delivers both. Brands get real-time insights, faster validation, and stronger emotional buy-in, while consumers get products that reflect their tastes—literally.
The rise of digital platforms and social media makes this strategy even more accessible. Brands can gather input, test ideas, and build buzz before launch—all while deepening relationships with their core audience.
QUENCH’S TAKE
The best ideas don’t always come from inside the brand. Sometimes, they come from the people already standing in line to buy your product.
Co-creation empowers consumers, accelerates innovation, and strengthens loyalty. It’s a win-win that goes beyond trend—it’s a blueprint for long-term success.
The brands that thrive in the future won’t just listen to consumers. They’ll create with them. And they’ll be better for it.
