Explore how the smartest brands are using seven types of innovation to unlock growth in a changing CPG landscape.
CATALYX JOKE OF THE MONTH
WHAT DO YOU CALL A NEW PRODUCT THAT SOLVES NO PROBLEM?
– “Expensive”
QUOTE OF THE MONTH
“Innovation is the ability to see change as an opportunity, not a threat.” – Steve Jobs
INSIGHT OF THE MONTH
CONSUMERS ARE OVERWHELMED BY CONFLICTING HEALTH CLAIMS, BUT PACKAGING IS STILL THEIR PRIMARY SOURCE OF TRUST
🧠 In wellness, simplicity and clarity on-pack often matter more than expert advice.
7 TYPES OF INNOVATION
Ask ten people what innovation means and you’ll likely hear ten different answers, a
new flavour, clever packaging, a shiny rebrand, or a novel way to sell the same thing.
None of these are wrong, but they don’t tell the whole story. Innovation isn’t about
format; it’s about fit. The real question isn’t whether an idea is new, but whether it’s
the right kind of new, one that suits your brand, connects with your consumer, and
makes sense in the context you’re in.
1. Product Innovation
Solving a real consumer tension with something that genuinely helps. Not every
launch needs to be disruptive, but it does need to be purposeful. When Lavazza
entered the US ready-to-drink coffee market, they worked with Catalyx to create an
organic cold brew tailored to younger tastes and real-life preferences.
2. Ingredient Innovation
Changing what’s inside the product to reshape how people think about the
category. Impossible Foods didn’t just make a meat-free burger. They built a burger
from plants that behaved like meat, targeting not vegans, but flexitarians and
meat-eaters. By focusing on the experience, not just the ingredient list, they created
a new benchmark for what’s possible in food.
This article is part of our Innovatively Speaking series. Explore the full library here.
3. Packaging Innovation
Designing packaging that drives choice, solves friction, and earns its place in
people’s lives. Bloom & Wild changed the gifting game not with flowers — but with a
box. They recognised a hidden tension: the recipient had to be home. Their
letterbox packaging made surprise delivery possible at any time, transforming an
occasional luxury into a habitual treat.
4. Service Innovation
Adding layers of value beyond the product, through convenience, confidence, or
curation. HelloFresh didn’t just sell food, they solved decision fatigue. Instead of
competing on shelf, they delivered everything: ingredients, recipes, portions, and
instructions. The result? Consumers who felt like cooks, not just customers.
5. Go-to-Market Innovation
Rethinking where, when, and how your product reaches the right people. Ferrari
famously exhibited at a boat show, not because they sell boats, but because
Ferraris are impulse purchases for yacht buyers.
6. Business Model Innovation
Shifting the way your product creates and captures value, from pricing to delivery to
ownership. Who Gives a Crap didn’t create new toilet paper. They changed how it
was sold: direct-to-consumer, in bulk, with a subscription model and a purpose-led
brand.
7. Regulatory Innovation
Rethinking how your product is interpreted in the eyes of the law to unlock hidden
value. Remember when Pringles argued they weren’t crisps? Or Jaffa Cakes
claimed to be cakes, not biscuits? These technicalities weren’t trivia — they led to
VAT exemptions and millions saved.
Conclusion
From what’s inside the product to how it’s packaged, priced, or delivered, the most
effective brands see innovation as a toolkit, not a one-size-fits-all solution. Success
lies in knowing when to renovate, reframe, or rethink entirely — and making sure
the innovation fits your brand, your consumer, and the moment you’re in.
Our Triple Diamond framework ensures innovation is built on stronger foundations, balancing consumer desire, product definition, and development to improve innovation success rates. This insight-led, consultative approach is why 75% of the world’s top 20 CPG companies trust Catalyx to help them build innovations that truly connect with consumers and win in the market.
Find out how our approach can make your innovation success predictable
We’re ready to unlock your innovation’s success, and won’t settle until our work does just that.
Don’t just take our word for it; check out our Case Studies to discover how our award-winning approach has supercharged the success of innovations across industries.
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(Independent research conducted by Catalyx)
