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Consumers want to keep the old and embrace the new. They are balancing their hunger for innovation and tradition, looking for the best of both worlds. So how does the consumer embrace innovation in food?

Consumers crave different flavours, different ingredients or different food structures. Depending on the food culture and the tradition and heritage of a country or a region, food will be adapted to local needs, integrated into country-specific recipes or assimilated without change. This infographic shows the importance of considering the local and traditional food culture when launching an innovation.

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• Tradition vs Innovation
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