01
Your Intention
“Jobs-to-be-Done” theoryWhich jobs of your category — social, functional, emotional — should you strategically select to build a new solution for, given your assets and the competition?
Welcome
Hello, I'm Brice Le Roy
European leader in food innovation, passionate about helping teams to innovate smarter, faster and more consumer-centric.
European leader in food innovation with 20+ years of experience.
From leading FMCG giant (General Mills, Kraft Heinz) to pioneering food-tech start-up (Formo…).
Design Thinking, Lean Start-up & Facilitation expert.
An urgent problem for food brands
It's a critical time to innovate for food brands — and most innovation still fails.
Brands are getting commoditized by private labels every day and margins keep shrinking. The pressure to innovate has never been higher. But…
80%
of food innovation still desperately fails after one year.
Yes — the same figure since the 90s. Still.
Source: IntoTheMinds, 2025
The creative challenge
HOW MIGHT WE
De-risk food innovation?
The solution
Congruent Food Design (C.F.D.)
I help your teams de-risk your innovations by enabling them to build successful congruent food experiences that align your strategic intention, the product experience you propose, and how the consumer perceives it.
A Toolbox
A set of methodologies designed for food innovation, a mindset, and an ecosystem (recommended partners).
A Coach
A food innovation coach & facilitator expert, to help your organization deliver on its objectives.
First — the C.F.D. Toolbox
It's all about building congruency between 3 pillars
CONGRUENCY
Your Intention
The Job-to-be-Done you want to solve
Product Experience
The total experience you propose
Consumer Perception
What they get from it — in their context
I help you to align those three pillars to build the success of your innovation — as truly congruent
01
02
Product Experience
“Moment of Truth” theoryHow well does your total experience solve the targeted job? How much does what you deliver live up to what you promise?
03
Consumer Perception
“System 1 & 2” thinkingConsumers shop in auto-pilot mode (System 1). How do you make sure that what they SAY will match what they actually DO, and learn as they think and shop?
An hybrid approach
Human Intelligence ×
Artificial Intelligence
From opportunity mapping to ideation, prototyping and AI personas — I deploy tailored AI accelerators to turn outputs into decisions you can execute.
Human Intelligence
—Context & strategy judgment
—Empathy for the consumer & meaning-making
—Creative leaps & intuition
—Stakeholder alignment & change — innovation is social
Artificial Intelligence
—Accelerator engine for exploration & pattern detection at scale
—Early validation of ideas
—Automation of the heavy lifting — shorter iteration cycles, more options
Then — the C.F.D. Coach
What I believe in as a CFD coach
Co-construction First
Innovation is built with, not for. My role is to create the conditions where a team thinks, decides and commits together.
Facilitation that Decides
Facilitation should drive decisions, not just discussion — without you doing the heavy lifting of organising it yourself.
Unlock Challenges
Unlocking complex business challenges with the right collective brain, tools and mindset.
Empathy & Intuition
Building your empathy by interviewing your consumers — because empathy leads to intuition.
Prototyping
Putting a prototype in consumers' hands early and often, turning assumptions into robust building blocks.
In-Context
The power of in-context research (home, retail shop…) to lower the consumer say/do gap.
The power of co-construction — in person or online — where I design & facilitate impactful workshops for your team to own their outcome because they shaped it together. So the right decision sticks.
Ways to work together
Multiple ways I can help you
01
Expert Call
Rapid DiagnosticA fast diagnostic to pressure-test a concept or de-risk a key go/no-go decision. CFD surfaces incongruence — so you get clear, execution-ready actions.
02
Ad-hoc Workshop
On-Demand FacilitationA specific workshop is designed and facilitated on demand — so your team leaves with a clear, shared outcome.
03
Training
Capability BuildingA shared, repeatable framework that connects consumer insight to product experience, so siloed teams make better, faster decisions.
04
AI-Powered NPD Accelerator
Design SprintCompress timelines to generate early proven ideas — or kill signals — before committing major resources. AI speed with human judgment.
05
Not sure which fits? Let's find the right entry point.
Email Brice →
CFD Coach in Residence
X days / monthSustained impact across multiple projects — raising the innovation bar while building internal capability. CFD as your operating system for early de-risking.
Why Congruent Food Design?
Proven · Guided · Hands-on · Agile
Proven
Congruency is the dead angle of NPD. Best innovation practices from global food FMCGs.
Guided
An expert facilitator & food innovation coach to apply best practices within your teams.
Hands-on
Concrete, actionable learnings to build successful NPDs — WITH you.
Agile
Catered to your organization, needs and resources. Never one size fits all.
A trusted partner
Testimonials
“
I have the pleasure of working with Brice as an innovation coach, and what truly differentiates him is how he embeds himself as part of the team. He doesn't just facilitate workshops — he translates strategic intent into clear, development-ready action.
He combines strong business acumen with technical depth, especially when guiding R&D toward focused product & packaging decisions.
He doesn't just inspire innovation — he makes it happen.
Christel Adam
CCX Director
“
Working with Brice is a blast! Customer-centricity combined with deep market intelligence at the intersection of product innovation is where he excels.
His experience allows him to target the most crucial activities quickly, bringing teams along the journey, inspiring creativity and delivering great results. Moreover, he's a great communicator who understands how to run team workshops.
We loved working with Brice and I can highly recommend him!
Raffael Wohlgensinger
Founder & CEO
