As food companies look for ways to speed up innovation and develop products that resonate with fickle consumers, a major source of inspiration for PepsiCo is coming from professional chefs.
The manufacturer of Doritos, SunChips and Lay’s, with $94 billion in annual revenue, is placing greater importance on incorporating culinary trends and insights into product development.
How a chef’s perspective drives innovation
Mitchell Dingwall, PepsiCo’s director of global culinary capabilities, oversees a team of trend spotters, growth strategists, food scientists, brand builders and culinary anthropologists from his office in Texas.
Together, they help uncover novel flavors and trends infiltrating restaurant and home kitchens around the world, evaluating new innovations based on taste, ingredient availability, and business logic.
Dingwall, a trained chef with a passion for food science, believes his unique skill set gives PepsiCo a “competitive advantage.”
He describes his role as “very unique” within the industry, stating, “A lot of companies have chefs in culinary, but the way PepsiCo uses it is very strategic in nature and more forward-looking.”
Dingwall’s team doesn’t just cook; they “shepherd” ideas from inspiration to execution, ensuring the integrity of flavors while making them manufacturable and appealing to the American palate.
For instance, the Lay’s World Cup chip flavors were born from immersions in Brazilian markets and collaborations with a Brazilian chef to ensure authenticity. The team then adapted the flavors, like a white garlic sauce, to be “more approachable” for US consumers by caramelizing or toasting the garlic.
From grocery stores to molecular science
Dingwall’s inspiration comes from unexpected places. He frequents grocery stores, not Home Depot, seeking out unique ingredients like balsamic caviar pearls that could spark new snack ideas.
He looks into the science of flavor, highlighting the complexity of seemingly simple ingredients like vanilla, which boasts 3,500 flavor compounds. This scientific understanding, combined with culinary expertise, allows PepsiCo to create products that are both innovative and palatable.
Unique Culinary Approach to R&D
PepsiCo’s culinary team is now deeply embedded in the R&D and innovation process, marking a significant shift in how the company leverages culinary expertise. This approach is distinct, as chefs are typically not involved in driving business value through product development. By integrating culinary insights into the development process, PepsiCo has created a more powerful engine for innovation.
The Science Behind Flavor Innovation
Dingwall emphasizes the importance of understanding the science behind flavors.
A Shift in Product Development
The food industry has undergone significant changes, with challenger brands disrupting the market and forcing established companies to adapt. Dingwall notes that product development cycles have shifted from the traditional two-year timeline to a more agile, iterative approach.