Every energy drink brief starts with a number someone half-remembers. The regulation, the science and the market each give a different answer…

A trail mix recipe on a food blog and a dry fruit mix sold on a retail shelf are solving two very different problems. A home recipe only has to…

The spreadsheet that says owning a line is cheaper usually forgets four costs. Here is the version that includes them…

Removing sugar removes body, mouthfeel and the sweetness curve at once. Replacing all three is three separate problems…

The process decides the flavour as much as the formula does. Choosing it after the recipe is finished is the expensive way round…

Pack format is usually chosen on shelf appeal and then re-argued on cost. The two conversations use different numbers…

The functional ingredients are the easy part. What you may say about them on pack is where most launches get delayed…

Every energy drink brief starts with a number someone half-remembers. The regulation, the science and the market each give a different answer…