Innovating for today and tomorrow's consumer

From edible packaging to vegetable cheese: the R&D&Innovation Food team is certainly not lacking in creativity.

“Innovating is not a luxury but a must, also in economically challenging times”, says department head Frederic Vermeiren.

Frederic, what exactly does your team do?

Frederic • “Our team – Research, Development & Innovation Food in full – consists of six people: all specialists, passionate about their profession and good project managers. At Colruyt Group, we're the single point of contact for studies, new product developments and innovation within food. Our main task? Make food innovations tangible and launch them. In this way, we create added value for our private labels and store formulas, and keep Colruyt Group future-proof. Internally, we work with various teams and externally, we have a large network: knowledge institutes, governments, suppliers, etc. We also have our own bio lab in Elbeek, where we conduct tests on the shelf life of fruit and vegetables. And we're shareholders in two investment funds that support start-ups in the food and agri-food sector: Astanor and Blue Horizon Ventures. This is another way of keeping a finger on the pulse of new solutions relating to the protein shift (the transition to a larger share of vegetable proteins, editor's note), agritech or smart packaging.”

That's quite something. Why is food innovation so important?

"We live in a rapidly changing world: there's an ecological and economic crisis, raw material shortages, etc. But also an increase in chronic diseases such as obesity and diabetes. The result is more attention for a more sustainable and healthier diet. There's actually a transition towards a more circular, sustainable food production and economy. You can compare it to the transition to renewable energy, which has been ongoing for many years.”

Both consumers and governments are raising the bar.

“Correct! The European Green Deal ‘From Farm to Fork Strategy’ has set out very clear objectives by 2030: healthier and more sustainable food, half less food waste, more biodiversity and better soil quality, less use of crop protection products, more transparent consumer information, etc. At the same time, consumer awareness of health and sustainability is growing among consumers and their needs are changing: just think of the demand for more convenience, ready-made meals, diversification into plant-based food. Other retailers and partners in the chain are also working hard on this. In other words, innovation is not a luxury but a must, even in economically challenging times.”

How do we handle this innovation within our group?

“Our basic principle is that we want to encourage sustainable production and consumption. We want to make it easy for customers to consume consciously. Our team focuses on four pillars. To start with: smart packaging and storage technology. Just think of the packaging with micro-perforations that keeps chicory crunchy longer. Or the plantbased protection layer on avocados, which extends the shelf life by several days. The products stay fresh longer and we avoid food waste in the store and at customers' homes.”

What are the other three pillars?

“The second pillar is: circular production or upcycling of food. The mushrooms grown on unsold organic bread are a great example. The pilot project at Cru was a success and was scaled up to Bio-

Planet at the end of 2022. There's still a lot of potential in upgrading residual streams to food or feed. For example, we could also breed insects on our byproduct streams, which could in turn be processed into Boni pet food. Making our products more sustainable and healthy are pillars three and four, with the Eco-score and Nutri-Score as the guiding principle. This is linked to our 'Step by step' story around sustainability. The protein shift to more plant-based proteins can play a big part in this. Studies show that meat consumption will fall by about 10 % on average over the next ten years. We expect plant-based food to be cheaper than meat.”

What is your role in all this?

“Based on market research, trends and business needs, R&D&I makes Food concepts tangible and visible to store formulas and consumers. We do this mainly in the form of pilot projects. You need considerable patience, perseverance and creativity for innovation, but through collaboration and co-creation with innovative companies and consumers, a positive momentum is created. If something catches on with consumers, we look for a partner to scale up, either internally or with a supplier.”

Who commissions you for this research?

“We work for everyone within the group. For example, Colruyt Lowest Prices asked us to take a closer look at the packaging of cut herbs. That particular innovation project resulted in a new, lighter type of packaging from one material that is fully recyclable and extends the shelf life of the product. Or Bio-Planet, for whom we're currently developing a new range of 'hybrid' burgers. With 40 % less meat and a higher proportion of vegetable ingredients such as mushrooms or seaweed, without sacrificing on flavour. And at a competitive price!”

You also work on strategic projects and new business creation.

“We do. A few years ago, we co-founded the marine farm, this year we were called in on the Leberg Bronnen file in Roosdaal, which we have since purchased. The site had been inactive for several years and we're currently exploring various avenues, together with the business development team. Together with the R&D&I Food team we also find inspiration in collaborations with students, initiatives of start-ups, etc. Holiroots is a case in point. We coached this start-up which makes tasty vegetable crackers with a Nutri-Score A from agricultural by-products. Currently on sale at OKay and Bio-Planet, by the way.”

What sets us apart from the competition?

“Our tradition of sustainability and innovation, combined with our broad view and long-term vision. We systematically look at the whole chain, or actually the whole food circle. Innovation is everywhere in our organisation: in purchasing, in production, the butcher's, in marketing, etc. Everyone contributes. I think we're on the right track in our group: there's traction with the business and good collaboration between various teams. Externally, we also have a strong ecosystem. We're pioneering a number of innovations. Although being the first can be great, the taste and added value to our own brands or store formulas is most important.”

Can you give me an example?

“In 2021, we were the first to launch Belgian prime ginger. We grew the first 200 kilos at a research institute and sold it at Cru. The reactions were great: the fresh ginger was very flavoursome and juicy. Rapid sales also proved the demand. Together with a lettuce grower,