Bold Moves with a Familiar Twist - 5 GRATE new launches

Welcome to this week's edition of GRATE,

where we explore food innovation that dares to go bold — without losing sight of what makes products work.

I was recently reading an interview with Christophe Poirier, Chief New Concept Officer at Yum! Brands, and one quote stuck with me: “Food innovation requires respecting conventions while pushing boundaries.” It’s a mantra that couldn’t be more timely. Poirier speaks about regularly challenging his team to bring three things to the table: 

1. What’s hot right now?

2. What are the conventions? 

3. How can we push the envelope without going over the edge?

This week's product picks follow that same line of thought. From irreverent drinks and herb-forward refreshers to indulgent nostalgia and reinventions of classics like pot noodles, these launches prove that innovation doesn’t have to mean abandoning what works—it’s about knowing exactly where to twist. Now more than ever, brands need to innovate smartly—leaving the core format intact while layering in modern flavour cues or visual drama. Exactly the kind of approach

that keeps products grounded, yet truly exciting.

So, what is your business doing to answer Christophe’s three questions?

Let’s dig into this week’s five bold (but grounded) examples of innovation.

As always. enjoy and please do reach out with your thoughts

Annie x

M&S: PUNISHMENT JUICE (UK & IRE)

With a name like Punishment Juice, M&S is clearly turning up the volume on flavour-forward branding. This fiery juice shot doesn’t just ride the gut-health trend; it pushes into punchy, pain-pleasure territory with bold levels of ginger, chilli and lemon. The seven-vegetable cold-pressed juice drink includes 'superfoods' such as spirulina and hemp, and counts as one of the recommended five a day. It is only 25 calories per bottle, is Eat Well and is also high in plant-based protein. It’s a cheeky, disruptive format that appeals to a wellness-savvy consumer base that’s also in on the joke — ticking the “what’s hot” and “how far can we go” boxes with a wink.

JUX: REIMAGINING HERBS (UK)

Founded by Anna Jacob in the UK, JUX began as a response to a deeply personal cooking journey—and a broader frustration with how limited, wasteful, and inconvenient fresh herbs can be. Anna turned to freeze-drying as a powerful solution, locking in flavour, colour and nutrients while massively reducing food waste and extending shelf life. JUX is a great example of tapping into what’s hot (convenient, flavour-first solutions), respects category conventions (herbs as a cornerstone of cooking), and pushes the envelope by transforming the format entirely—without losing the soul of what makes herbs great. JUX isn’t just another spice blend—it’s a smarter, more joyful way to cook.

BEEUP: FROM DAVID BECKHAM

BEEUP, the new snack brand from David Beckham and serial entrepreneur Shaun Neff, hits the sweet spot of innovation by turning personal passion —beekeeping— into purpose-led snacking. Launching with bold, honey-based fruit snacks, it reimagines a conventional format with better-for-you credentials and serious shelf appeal. By answering Christophe Poirier’s three key questions — what’s hot (clean label snacking), what’s familiar (fruit snacks), and how to push boundaries (infusing authentic personal narrative and honey-led innovation) —BEEUP delivers a modern take on everyday indulgence that feels fresh

and relevant.

M&S: CHUNKED & LOADED COOKIES

M&S has rolled out a new range of chunked and loaded cookies from its in-store bakery, featuring ultra-indulgent, bakery-style flavours packed with oversized fillings and toppings. But beyond the rich, gooey bites, it’s the bold, colourful paper bag packaging that truly makes a statement—bringing a splash of brightness to otherwise brown-dominated bakery displays. This is a perfect real-world example of Christophe Poirier’s approach: take something beloved (cookies), respect the format (in-store bakery tradition), and push boundaries (visual disruption and sensory overload)—without stepping too far. The packaging doesn't just hold the cookie; it sells the experience.

CUP NOODLES – DILL PICKLE FLAVOUR INSTANT NOODLES

Cup Noodles has boldly entered the pickle trend zone with its Dill Pickle-flavoured instant noodles—a fusion that taps into the viral pickled-food craze. It hits all three of Poirier’s questions: it’s trending (what’s hot), built on a well-loved category (instant noodles), and pushed into funky territory (pickle spice broth).  The Dill Pickle Cup Noodles not only lean into Gen Z’s obsession with all things sour and snackable, but also offer a bold, limited-edition moment that keeps instant noodles in the cultural conversation. It's comfort food with a rebellious twist—perfect for brands looking to tap novelty without losing familiarity.