of R&D spending is directed at incremental innovation, while only 14% is used for breakthrough
or disruptive innovations.
While incrementalism is fuelling the revenues of companies today, they have forgotten to look at
how they can create revenues for the day after tomorrow. Consumer panels and surveys are square
pegs in a world increasingly made of round holes. Incremental gains are a band-aid for a bullet
At Spoonshot, we believe that exploration is the catalyst for novel and successful food innovation,
the very fuel to help you shape the future, to set the trend. We examine the root cause, start at
the very beginning, and build from first principles. We adopt the mindset of our inner inquisitive
child, always learning, never biased, always curious, never fearful. We believe that the best way
to predict the future is to invent it. #bethetrendsetter
That’s ‘Spoonshot thinking’.
You can find out more about our thoughts and research on our