Functional Beverages: Demanding More
Trends in the food and beverage industry usually start with the consumers’ needs in mind. But how do food and beverage brands create functional products that customers want to purchase and keep them coming back for more?
CPG business leader Ahmed El Azizi says it’s all about the taste. When creating products to minimize stress, supplement vitamin intake or boost energy, the first step is to incorporate essential ingredients to achieve the end result. But if the product isn’t tasty, the hard work that goes into producing the product becomes moot.
Listen to this episode of the Firebelly Social Show as Duncan Alney and Arnelle Mitchell talk to Ahmed El Azizi, CEO of Innoviom, about this brand’s mission, and creating delicious and functional foods that help consumers reach their wellness goals. Ahmed discusses popular trends in the CPG space, what functional food is (and why it’s important), and why taste is king when it comes to innovation in the CPG space.
Here’s a glimpse of what you’ll learn:
Ahmed El Azizi discusses the background that shaped his career journey
Why is Innoviom’s mission so meaningful to Ahmed?
Popular trends in the consumer packaged goods (CPG) space
The secret behind innovation in food and beverage
The key to making functional and healthy beverages edible
Why are story and messaging important to a brand?
The success story behind Tranquini
What is functional food and beverage, and why is it important?
About Ahmed El Azizi
Ahmed El Azizi is the CEO of Innoviom, a global innovative food and beverage company that builds on new trends to create healthy and delicious products. Ahmed is an internationally seasoned executive with multicultural experience that spans four continents and several Fortune 500 companies and startups. He is a passionate leader who has built motivated teams and introduced innovative ideas and products. Before heading Innoviom, Ahmed worked in executive leadership roles at popular food and beverage companies, including Pepsi, Coca-Cola, and Henkel.