Combining up-to-date theory and practice, this book provides a 360-degree overview of how to incorporate a holistic, pragmatic ‘Design Thinking’ inspired methodology into food and beverage product design. From the initial conceptual stages through to launch, it covers the key elements of both the design thinking methodology and F&B product design, drawing on the author’s personal experiences and diving deep into relevant industry case studies. It also offers focused insights into how empathy can build understanding of consumer motivations, and how to design product experiences that fit specific consumer desires and expectations. Ideal for industry professionals seeking to elevate their approach to product design, this book is a valuable resource for those passionate about food and beverages eager to start their first or next innovation project.