From technical complexity to customer-led growth

Tate & Lyle had deep technical expertise in Mouthfeel. The challenge was turning that expertise into a clearer, more customer-relevant strategy for growth.

We partnered with the team to shift the conversation from what the technology could do to where it could create the most meaningful value for customers, consumers and the business.

The work connected multiple forms of intelligence: customer and consumer interviews, expert conversations with chefs and academics, a Singapore food trends tour and a global cross-functional workshop. Together, these inputs helped reveal where emerging needs, market shifts and Tate & Lyle’s technical strengths could intersect.

We translated that thinking into a 10-year innovation roadmap for the global Mouthfeel category, giving the team a clearer direction, a stronger pipeline and a more compelling story for both internal stakeholders and customers.

The work helped Tate & Lyle move from technical complexity to commercial clarity.

It created a bold long-term innovation direction, a decade-long pipeline of opportunities and a stronger route for translating ingredient expertise into customer-led growth.

We also helped bring the strategy to life beyond the roadmap itself. A beautifully designed magazine helped bring the Mouthfeel opportunity to life and inspire internal teams and customers, while an expert-led webinar series brought together external experts from our Posse with internal specialists, to showcase Tate & Lyle’s thought leadership.

The result was renewed momentum around Mouthfeel innovation and a clearer, more compelling path for Tate & Lyle to strengthen its leadership in the category.