Late last year, Huel, the meal-replacement brand that positions itself as “the future of food”, announced a 16% leap in full-year sales as profits almost trebled on the 12 months prior. The powder- & beverage-based brand has grown so quickly since commencing operations in 2014 that it offers valuable insight to the alcohol industry into how to market new products - even how to approach the whole NPD process - in the right way.Historically, a lot of NPD in alcohol has been driven by a mix of category growth and 'FOMO' (fear of missing out). The conversation tends to be: “Category X i
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- AB InBev
- Bacardi
- Campari Group
- Diageo
- Moët Hennessy
- Pernod Ricard
- Proximo Spirits
- Suntory Global Spirits
- William Grant & Sons
