Untapped Thinking

After two inspiring days at ISPIM and the Innovation Conference Board in Granada, I returned with fresh ideas, new connections and renewed confidence in the future of innovation.

A clear theme emerged: innovation isn’t just about technology. It’s about understanding people, anticipating change and communicating ideas in ways that inspire action.

Reformulation is one of the most constant and commercially loaded challenges in CPG R&D. Raw material costs shift, regulations evolve, packaging components are discontinued, and through all of it the expectation remains the same: consumers must continue to love the product and the business must continue to make money from it. Here are 10 things we have learned, working alongside R&D teams across beauty care, food and beverage, and consumer healthcare, about how to navigate that challenge without losing what matters most. 

It was great to spend time at the Quirk’s Media Event in London this week, immersing in the latest thinking and case studies from the research and insights industry. There was only really one topic of conversation …. AI and its continued transformative impact on the Insights industry.

Reformulation can feel frustratingly inefficient, with functional teams pulling in different directions, costly iterations, and uncertainty around what really matters to consumers. Untapped’s Ideal Product Model Blueprint addresses this by giving R&D a clear, evidence-based framework to focus on what must be protected, where costs can be reduced, and how to avoid later rework. By connecting consumer jobs to sensory attributes, product mechanisms, and validation methods, it enables faster, more confident reformulation that protects both margin and brand equity.

In-Cosmetics 2026 reveals a major shift from surface-level beauty to biology-driven longevity.
Discover the trends shaping the future of skincare, wellness, and innovation for R&D.

In today’s fragmented, AI-driven market, innovation teams risk chasing amplified micro-trends instead of real human needs. This article explores how R&D teams can cut through cultural noise, avoid the “rabbit hole” of niche trends, and refocus on meaningful, need-led innovation.

At the Beauty & Wellness Law Summit in London, legal experts revealed how regulation, claims, and consumer trust are reshaping innovation in beauty. For FMCG R&D leaders, the message was clear: the future of product development goes far beyond formulation.

As FMCG and healthcare giants streamline and refocus, retailers are investing in immersive, experience-led “retail theatre.” But without insight-driven R&D, even the most dazzling store concepts risk becoming generic. This frontline perspective explores how R&D can elevate product stories, shape compelling claims and demos, and partner cross-functionally to turn scientific innovation into shelf-ready, story-led growth that wins consumers and retailers alike.

Cover image credit: Manchester Arndale, Space NK

At Empak 26, experts across R&D, data and branding explored how consumer-first packaging is evolving beyond protection and compliance to deliver emotional connection, trust and smarter digital experiences. From QR-enabled simplification to behaviour-led design and luxury brand equity, the discussion highlighted practical tools R&D teams can use today to create faster, simpler and more personalised packaging for tomorrow.

Product Stories are not marketing polish, they’re a practical R&D tool for exploring, stress-testing and translating innovation into real-world impact. Across three very different use cases, they helped teams unlock better ideas, move faster and protect return on R&D investment.