The path from trend to favourite product: How innovations are formed at Emmi
Our innovative strength is the foundation of our success – and has been for more than 100 years. We consistently adopt the perspective of consumers when thinking of new products and concepts with which to assert ourselves in the market. Currently, consumer focus is on the pursuit of a healthy lifestyle with enjoyment.
Innovation as a driver of success
If you asked consumers in Switzerland what Emmi’s biggest innovation was, they would probably say Emmi Caffè Latte. The continued success of the ready-to-drink coffee perfectly exemplifies how important it is to not only continually bring new products or product lines to the shelves, but also to develop existing brands further.
Innovation is an essential part of Emmi’s DNA and in most cases, an in-house job. But it can be reinforced by like-minded companies with innovative products and concepts. And Emmi has done just that with the acquisition of Verde Campo in Brazil in relation to functional premium milk products made from high-quality protein, or of Mademoiselle Desserts with its high-quality dessert and pastry products.
Successful innovation follows consumer trends
Our innovations are driven by the needs and preferences of consumers. We define the most relevant trends as Emmi growth fields. More specifically, there are eight selected topic areas that extend universally across categories and national borders, and where we see growth potential.
We want to be an innovative pioneer in four strategic niches where we already have a leading market position or where we are aiming to have one: Ready-to-drink coffee, speciality cheeses, premium desserts and now nutrition+.
Ideally positioned for global nutrition trends with a focus on health, functionality and enjoyment
A holistic approach to health is one of the most important global megatrends. What is new, however, is the pursuit of a healthy lifestyle without sacrificing conscious enjoyment. This includes a holistic diet as well as a healthy dose of exercise that promotes and maintains health and wellbeing.
The naturalness, high nutrient density, high-quality proteins and frequent fermentation of our dairy products meet these requirements in an ideal way.
Not only do they represent our many years of expertise in functional nutritional concepts in the context of nutrition+, such as Aktifit and Benecol, but they are also a sign of our innovative strength.
This lies in staying close to the needs of our consumers, ranging from high-quality protein solutions and drinks to simple natural recipes and lactose-free options.
Passion for conscious enjoyment
Health and enjoyment are amongst the defining global consumer megatrends. Our innovative portfolio of premium dairy products and desserts puts us in a unique position to deliberately cater to both trends.
The Emmi Desserts PowerHouse combines a unique portfolio – from tiramisu, lava cakes and cheesecakes to mini beignets – that addresses the consumer trends of balanced indulgence, naturalness and convenience.
The Mademoiselle Desserts Group portfolio, which has been certified by B Corp since 2022, also sets dessert standards with programmes such as Nutri M, Clean M and Pack M in order to consistently improve the nutritional profile in recipes while also using sustainable packaging solutions.
A five-step affair: The Emmi innovation process
1. Target definition
With our strategy, we target selected niches and from these, we define our areas of activity.
2. Scouting and concept development
At Emmi, trend and product scouting take place globally. International store checks, scouring through trend platforms and online research into new trends give us an overview and inspiration for new concept ideas.
3. Product development
Next, we analyse opportunities, risks, consumer needs and added value for Emmi. This process takes place before every product development and serves as a decision-making basis for the Innovation Committee to approve the release of resources.
4. Production
Through what is known as the scale-up, we check whether the ingredients and the process would produce the desired product on a large scale. We also check whether the innovation can be produced using existing plants or whether we need to invest in new ones.
5. Strategic marketing
We launch targeted marketing campaigns for key innovations to raise awareness about new products and increase their retail availability.
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