In the latest in the IFE Manufacturing NPD Insights series, we talk to food technologist and NPD consultant Marwa Mayan about her career, recent projects and some of the major trends and opportunities in the world of NPD. 

Tell us a bit about who you are and what you do

I’m Marwa Mayan, a food technologist who’s all about creating products people love. I’ve been lucky to work on everything from plant-based innovation to sustainable packaging, helping bring unique ideas to life. Whether it’s tweaking recipes, collaborating with chefs, or diving into market trends, I love being in the thick of product development. At the heart of it, I’m obsessed with making products that resonate with both taste buds and the planet.

What are some recent NPD projects you’ve worked on?

Recently, I worked on some exciting stuff! One was a plant-based milk, flour and snack line with Tiger Inc., where we played around with flavour profiles and nailed down a product that’s healthy and delicious. I’ve also been developing matcha-inspired drinks for my own future venture, working on blending this Japanese green gold with other culturally dominant drinks , a very interesting energy drink for a company called bodp and also had the chance to work on “Kenko,” a lipid-based nutritional supplement aimed at fighting malnutrition. Each project has been wildly different but equally rewarding.

How do you approach perfecting a product and meeting the demands of the brief?

For me, it starts with listening. What’s the brief really asking for? What problem is the product solving? Once that’s clear, I dive into research, market trends, consumer insights, you name it. Then it’s all about iteration: test, taste, tweak, repeat. Feedback is key, whether it’s from a sensory panel or just early testers. It’s not always a straight line, but getting hands-on and staying curious makes the process fun.

What do you think have been some challenges and opportunities in NPD this year?

One big challenge has been balancing cost with innovation. Ingredient prices have been all over the place, so finding affordable yet exciting options can be tricky. On the flip side, there’s a growing appetite for unique, culturally inspired products—especially in the plant-based space. It’s an opportunity to get creative and bring something totally fresh to the table (literally!).

How important is branding/packaging to the success of a product?

Super important! You can have the best product in the world, but if the packaging doesn’t grab attention or tell the story, it might not make it off the shelf cause even personally I'm a shelf hunting addict in grocery stores. I love catchy and visually pleasing or thought provoking pieces. Good branding connects with people emotionally and creates trust. Plus, packaging has to be functional and sustainable, there’s no excuse for anything less these days.

How important is sustainability/ESG in product development?

It’s everything. Sustainability definitely isn’t just a buzzword; it’s a must. Consumers care, and so do I. From sourcing ingredients responsibly to designing packaging that’s eco-friendly, it’s about making choices that align with long-term impact. I’ve seen first-hand how a focus on ESG can elevate a product and brand. it’s not just good for the planet; it’s good for business too.

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