As PepsiCo looks to accelerate innovation and create products that appeal to ever-changing consumer preferences, professional chefs have become a significant source of inspiration for the company.
The maker of popular snacks like Doritos, SunChips, and Lay’s, boasting $94 billion in annual revenue, is now placing a strong emphasis on integrating culinary trends and insights into its product development process.
Heading this effort is Mitchell Dingwall, PepsiCo’s director of global culinary capabilities, who leads a team of trend spotters, growth strategists, food scientists, brand builders, and culinary anthropologists. Based in Texas, Dingwall and his team are dedicated to shaping the food giant’s next big innovation.
They scout for new flavors and trends emerging in restaurants and kitchens worldwide to determine their potential incorporation into PepsiCo’s line-up. Factors taken into account include taste, ingredient availability, and the product’s viability from a business perspective.
Dingwall, a chef with a passion for food science, believes that his diverse skill set provides PepsiCo with a competitive edge.
Food Dive recently sat down with Dingwall to discuss PepsiCo’s innovation process, its evolution, and the significance of leveraging culinary insights in product development.
This interview has been condensed and edited for clarity.
FOOD DIVE: How do you discover ideas and trends that you bring back to PepsiCo?
Mitchell Dingwall: We observe both the big picture and small details. We pay attention to unique techniques, tricks, and nuances that drive value and consider how they can be applied to our business. I spend a lot of time exploring grocery stores, examining shelves, flavors, and new ingredients. Recently, I came across balsamic caviar pearls in a store, sparking ideas for snack innovations.
Can you provide an example of how something you noticed in a restaurant or store influenced a PepsiCo product?
The chip flavors developed for Lay’s during the World Cup are a prime example. We delved into different countries’ cuisines, such as Brazil, to identify iconic flavors. Immersions in Brazilian markets and collaborations with marketing teams led us to a white garlic sauce popular in Brazil, which we adapted into a snack-friendly chip flavor.
We strive to retain the essence of a culinary inspiration while ensuring its translation to a mass-manufactured product, considering the American palate’s preferences.
What are the complexities and challenges associated with working with ingredients?
Working with ingredients involves intricate science. For instance, seemingly simple ingredients like black pepper or vanilla possess a multitude of flavor compounds. Understanding the complexities of ingredients and their interactions is crucial in creating appealing and innovative products.
How would you describe your role at PepsiCo?
My role at PepsiCo is unique and strategic, blending culinary expertise with food science, innovation, and business acumen. I aim to decipher culinary signals and translate them into tangible innovations that drive business value. By applying a structured ideation process, I strive to enhance efficiency and speed in product development.
Unlike traditional approaches, my methodical innovation model focuses on problem-solving and transforming the creative process into a repeatable, strategic engine for PepsiCo.
How have you observed the evolution of product development in the food industry?
Having witnessed the transformation of the food industry, particularly with the rise of challenger brands emphasizing purpose-led missions and innovative approaches, I’ve seen a shift towards rapid, iterative, and consumer-focused product development. Companies are now more agile, responsive, and mission-driven, aligning with changing consumer preferences and market dynamics.