Unlocking Agile Innovation in the Discovery Era: Why CPG Brands Must Evolve Faster

In a consumer landscape that’s shifting faster than ever before, the brands that succeed are not the biggest or the most resilient - they’re the most agile. For FMCG leaders and disruptor brands alike, the call to action is clear: tap into consumer curiosity, adapt innovation systems, and rethink how to keep a step ahead of emerging needs. 

Welcome to the Discovery Era, where speed and agility are key to helping brands win. 

Why the Old Rules No Longer Apply

From inflationary pressures and supply chain disruptions to health and sustainability concerns, today’s shoppers are more intentional, less impulsive, and increasingly loyal to private labels. According to Circana, U.S. shoppers now buy store brands in 72 categories, up from 65 just two years ago. Meanwhile, retailers like Trader Joe’s and M&S Food are out-innovating many global giants, turning research investments into shelf leadership. 

In this context, innovation is no longer a luxury; it’s a survival imperative. And yet, many brands still operate with legacy systems: slow testing, siloed insights, and a risk-averse mindset. 

To break free, agile research models and anti-fragile mindsets are needed; designed to support rapid experimentation, reduce innovation risk, and tap into the emotional drivers shaping consumer behaviour today. 

The Engine of Curiosity-Driven Innovation 

At Product Hub by MMR, we see firsthand that consumer curiosity is a powerful lever for growth. We recently conducted global research into this topic, spanning over 2,500 consumers in five territories, and it showed us that trial behaviours increasingly connect to people’s personal goals: 

• Breaking daily monotony 
• Seeking thrills and novelty 
• Participating in social trends (hello, TikTok!) 
• Assuming that “new” means “better” 

When brands deliver on these emotional needs, they spark not just transactions, but conversations, and that keeps them top of mind in a crowded market. But to do this well and stay in the game, brands must move fast. 

Three Innovation Intents - One Agile System 

Through Product Hub and our parent company MMR Research we’ve partnered with over three-quarters of the world’s leading CPG manufacturers, increasingly supporting innovation across three critical intents: 

✅ Monetize Emerging Needs 

Big-bet innovation requires bold ideas, but without fast, iterative testing, the stakes are sky-high. Efficient research reduces risk by enabling low-investment checks, faster consumer feedback, and sharper commercial narratives. 

Examples: 

• Coca-Cola’s Simply Pop Prebiotic Soda taps the intersection of functional beverages and gut health, meeting wellness trends. 
• Unilever’s Dove Men+Care expands into hair care, reflecting rising male grooming needs. 
• Mars’ Kind Frozen bars answer demand for permissible indulgence by bringing their better-for-you snack brand into the freezer aisle. 
• Kraft Heinz’s Not Company partnership brings AI-developed plant-based products to mainstream categories like mayo and cheese, an example of turning cutting-edge tech into market-ready innovation. 

✅ Generate Buzz and Momentum 

In the Discovery Era, attention is currency. Rolling launch programs and limited editions demand continuous testing cycles and real-time performance checks. Robust yet agile product testing programs help brands stay relevant, experimental, and responsive. 

Examples: 

• Coca-Cola Creations’ rotating novelty flavours, like Starlight or Y3000, spark social buzz and TikTok challenges. 
• McDonald’s global special menu collabs (think Minecraft Movie Meal, ‘Famous Orders’ or Grimace Shake) create waves of cultural conversation. 
• Pringles’ limited-edition partnerships (like their Rick and Morty flavours or Glow-in-the-Dark cans for Halloween) keep the brand front and centre among Gen Z. 
• Magnum ice cream’s yearly “Double” or “Remix” series feeds premium indulgence trends while generating seasonal excitement. 

✅ Revitalize Core Offerings 

Even heritage products need fresh energy. Agile research programs support faster reformulations, sensory upgrades, and innovation pivots — keeping products competitive in shifting markets. 

Examples: 

• Alpro repositioned its plant-based yogurts as high-protein to align with fitness-focused consumers. 
• Walkers and Lays rolled out regional and global flavour mashups (like Walkers’ “World Cup Flavours” or Lays’ Chinese hot pot and salted egg variants) to re-energize core chip ranges. 
• Heinz expanded its ketchup line into new flavours (hot, truffle-infused, even “Mayochup”) to stay playful and contemporary. 
• Kellogg’s evolving Special K portfolio — now featuring protein-boosted, keto-friendly, and gut health-optimized cereals — keeps the classic brand current. 

The Takeaway: An Anti-Fragile Mindset Is a Superpower 

As we navigate the Discovery Era, the challenge for FMCG brands isn’t just surviving - it’s shaping the future. Efficient consumer research that evaluates and validates provides the infrastructure to: 

• Move at the speed of consumer curiosity 
• Build a more experimental, innovation-driven culture 
• Monetize trends before they peak 
• Refresh product portfolios with confidence 

We’re proud to help brands innovate smarter, faster, and bolder at Product Hub by MMR. Because in today’s market, resilience is no longer enough — anti-fragility is the new competitive edge. 

If you'd like to learn more about Product Hub and how we can help solve your challenges, contact us today.