Pro Tip: When it comes to new products, focus on innovation that solves a problem, creates a buzz, drives revenue and builds brand equity.

In the fast-evolving world of food manufacturing — especially in baking — companies face a constant choice: stick with what works or push the boundaries.

As a master baker, bakery scientist and the owner of Baking Innovation, I’ve spent decades developing everything from long shelf life MRE (Meal Ready to Eat) bread for the military to indulgent snack cakes for major commercial brands.

Through it all, one truth has emerged: innovation is the key to real, sustainable growth.

Too often, businesses default to renovation — tweaking recipes to cut costs, swapping ingredients to extend shelf life or adjusting specs to better fit equipment. These moves can be necessary, but they don’t move the needle. They don’t excite consumers or build loyalty. Innovation does.

Innovation means solving problems your consumers don’t even know they have — yet. It means discovering new textures, flavors, formats and narratives that connect with today’s lifestyles and tomorrow’s aspirations. It’s what makes a brand feel fresh rather than tired and relevant rather than forgotten.

In baking, innovation isn’t just about a new cake flavor or packaging design. It’s about rethinking ingredient functionality, exploring fermentation or combining Old World techniques with modern technology. 

It’s also about making bold decisions — like creating a frozen laminated dough line with scratch-like quality or using real sourdough to improve gut health and flavor naturally.

Here’s the truth: renovation saves dollars. Innovation drives revenue. It creates buzz, builds brand equity and inspires loyalty. It's how you go from “just another brand” to “must-have on the shelf.”

And with the right consultants, innovation doesn’t have to be slow or risky. At Baking Innovation, we’ve helped companies go from idea to commercialization in less than six months. When you work with experts who understand the art, the science and the industrial reality of baking, innovation becomes faster, more focused and far more effective.

So next time you're at the crossroads between saving today or growing tomorrow — choose innovation.

Richard Charpentier is a classically trained French baker, CMB, holds a degree in baking science from Kansas State University, and is owner and chief executive officer of Baking Innovation. Connect with him on LinkedIn.