Our managing partner, Laurenz Koehler, is featured in a new series on Channel NewsAsia, Ahead of Their Time.
In the 2nd episode, we compare Quorn and Impossible Foods with their individual strategy of growth to replace the meat industry.
What makes both a good innovation is having an element of familiarity.
From a psychological angle, consumers tend to buy into an innovation if they see something that looks familiar but is still a novelty.
Laurenz explains how Impossible Foods got this mix of novelty and familiarity right.