What is Food Design

The food industry has a reputation for slow innovation and a traditional product development process. With a low entry barrier, new products are frequently introduced but have a high failure rate of 50% within two years. Additionally, the small profit margin often leads to minor incremental changes to existing products rather than the intentional design of new ones.

However, there has been a recent increase in fast-paced, technology-driven food startups. Despite these developments, it is important to keep in mind that there are real human consumers with deep psychological needs. To succeed in the ever-changing landscape of consumer preferences, a human-centered design approach is essential for new food development.

Our laboratory has deep roots in Stanford's design research and applies design thinking to guide both large and small food companies in innovating while prioritizing the needs of real people.