BRANDformula is an innovation-driven consultancy that blends food science and food marketing to bring an integrated product development approach. We lead clients to better product development decisions and better outcomes. No matter where in the product development process we work, our penchant for strategic planning is visible. We contribute to in-market success through the planning and execution of integrated marketing plans for new products as well as established brands.

IT'S SCHMACON™. IT'S NOT BACON.

Insight & Expertise
For great new product ideas to succeed they must be grounded in solid intelligence about
what the market needs and will support, and sound technical experience.

photo: Tim Turner Studio

Innovation
Ideas are easy. Ideas that work come from the right blend of creativity,
practical knowledge and responsible testing.

photo: Tim Turner Studio

Development
Products emerge better defined and better executed when their positioning
and their product development are in lockstep.

Commercialization
Too often product concepts have "lost their way" by the time they get to this stage.
We keep them on track, on through to the end.

Brand Building
Every new product needs the kind of support post-launch that will educate and engage
consumers and customers who operate in a "same old" world. Attracting attention to new,
and established products, is paramount to success and longevity.

photo: Tim Turner Studio

Insight & Expertise
For great new product ideas to succeed they must be grounded in solid intelligence about what the market needs and will support, and sound technical experience.

Innovation
Ideas are easy. Ideas that work come from the right blend of creativity, practical knowledge and testing.

Development
Products emerge better defined and better executed when their positioning and their product development are in lockstep.

Commercialization
Too often product concepts have "lost their way" by the time they get to this stage. We keep them on track, on through to the end.

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How we work

BRANDFormula is a single resource that can steer new products from concept through commercialization.
Our goal is to free clients from the paralysis, roadblocks and wheel-spinning they've encountered in their product development and marketing efforts.

Whether we're contracted to spearhead a start-to-finish assignment or jump in and fill a gap, marketing strategy and technical knowledge are integrally applied. We find that close collaboration with clients along with energy and discipline result in the most productive process and satisfying results.

Who we work with

BRANDFormula offers services at every phase of product development, so our clients range from the manufacturers of ingredients all the way to the retailers and operators who seek finished products. Some of our projects involve working with multiple companies involved in the same product development process. We are able to make connections between supplier/processor/channel that provide "wins" for all parties.

Our services can help clients:

Better utilize available production processes
Benchmark products against competitors
Differentiate products through formulation or process improvements
Identify product line extension opportunities
Identify ways to utilize excess capacities
Identify new applications for products

Identify new sales channels
Match products and manufacturing capabilities with potential new suppliers and/or customers
Increase product value
Improve products' consumer or customer acceptance or relevance
Develop and market products that meet trends, such as natural, organic and gluten-free

Our Team

Steven L. Moore

Director, Product Innovation

Steve is a veteran of global new product development who has held key positions at major ingredient and branded manufacturers. His technical expertise is sought by international chains, food and ingredient manufacturers and commodity boards. His product work crosses all proteins as well as specialty products and spans meal parts in both retail and foodservice segments. Current project work is in line with industry trends including clean label reformulation, sodium reduction reformulation, gluten-free, organic formulas and development, formulation and processing cost reduction and sourcing of high-quality, preservative-free ingredients.

Steve is a member of the Institute of Food Technologists, American Meat Science Association and American Association of Meat Processors.

Past employers include A.E. Staley, Central Soya, Tyson, Holly Farms and Golden West Foods (McCormick). Past clients include Burger King, ConAgra, Sara Lee, Butterball, Delta Pride, Smithfield, Quik-to-Fix, National Cattlemen's Beef Association, Perkins, Solae, Coleman Natural, Hain Pure Protein and Orval Kent. He has conducted business in 27 countries.

Alicia C. Bellar

Director, Brand Strategy

Alicia has experience with a diverse array of brands, so she knows branding from every angle. Her career began in advertising where brand communication and brand perception strategies helped clients drive demand and build consumer or customer loyalty for clients that ranged from restaurant chains to retailers, consumer packaged goods to commodity boards. Her post-agency work focused more on brand creation--positioning, naming, brand identity, competitive analysis. All along the way her diligence in gaining relevant and meaningful consumer/customer insight has guided her thinking. She is a fervent advocate of using comprehensive analysis and strategic planning for established, emerging or developing products.

Past employers include Schafer Condon Carter, Ketchum and Campbell Mithun. Past clients include Kroger Co., Bob Evans Restaurants, Bob Evans Brands, Barton Brands, Campbell's, Quaker Oats, Kellogg's, Equal Sweetener, Jones Dairy Farm, The National Cattlemen's Beef Association, The American Egg Board and The National Pork Producers Council.

Our Work

We're proud to have completed great work for these clients as well as many others.

Concepted product line, optimized formulation and guided production start-up. Developed positioning and selling story, usage applications.

Marketing insight contributor for program that serves as a catalyst for innovation in beef product development. Services are provided to industry partners.

Lab testing and application formulation. Analysis of consumer attitudes in sweetener category leading to ingredient brand position. Created brand identity (name, logo, selling story) and guided creative development.

Natural and Organic product formulation and process development. Implementation from concept, to suppliers, to commercialization for clean label line extensions and new category expansion.

Formulation of a highly successful gluten free breaded products.

Value-added product formulation. Brand identity (name, logo) and strategic launch plan for schools, universities and correctional markets to create demand and address negative perceptions of an invasive species.

Product concept development and product formulation that value-adds a commodity product. Market and target analyses to identify differentiating product attributes.