The CPG hype cycle is broken. Here’s how to fix it.

In the world of consumer packaged goods, the term “innovation” is often overused and misunderstood, especially when it comes to sustainable food. At events like Expo West, countless products claim to offer groundbreaking solutions to improve our food system, boasting features like higher protein, added fiber, or new superfood ingredients. However, there is a growing concern about whether these claims represent true innovation or are merely marketing tactics disguised as engineering breakthroughs. This disconnect between marketing hype and genuine innovation poses a threat to the future of sustainable food, as it can mislead consumers and hinder real progress in addressing food system challenges. QUESTION: How might the emphasis on marketing over true innovation impact the future of sustainable food solutions?