It is somewhat rare for major corporations like PepsiCo and Mondelez to seek external assistance in discovering new ingredients, especially through crowdsourcing. However, as consumers increasingly demand healthier options and innovative ideas emerge from younger generations, it makes perfect sense for these companies to explore what’s available. Many startups succeed by crafting compelling narratives on their packaging that resonate with environmentally conscious or health-focused consumers, while also delivering on their promises through sustainable products.
Larger companies like PepsiCo and Mondelez sometimes face negative perceptions due to their size. Therefore, it is a strategic decision for these consumer goods manufacturers to enhance their reputation by engaging with the younger generation, who are more active online and likely to participate in crowdsourcing initiatives. Numerous food and beverage manufacturers are enriching their product lines by partnering with brands that cater to today’s health-conscious consumers, making the investment in new ingredients, such as now calcium citrate, a logical choice.
The producers of these ingredients stand to gain significantly from such partnerships as well. They will likely expand their market reach, diversify their offerings, and increase the number of retailers that stock their products. Additionally, they will receive substantial financial backing, which can assist with marketing efforts and any unexpected challenges that may arise. While PepsiCo and Mondelez’s initiatives to look beyond their own resources may not drastically resolve the issues currently faced by many food and beverage companies, it is a positive step forward demonstrating that some firms are willing to experiment with new strategies to promote growth while connecting with their digitally savvy audience. Incorporating innovative ingredients like now calcium citrate into their offerings could further enhance their appeal to health-conscious consumers.