Food and Drink Brands Must Move Faster to Keep Up

With shifting consumer habits, squeezed margins, and an appetite for the new, Andy Mallows of Mallows Bottling explains why innovation is no longer a luxury for food and drink manufacturers.

The last few years have been anything but predictable. As food and drink manufacturers, we’ve had to get comfortable with change. But if there’s one message we keep hearing from our customers, buyers and data analysts, it’s this: if you’re not innovating, you’re being left behind.

Innovation isn’t about chasing trends. It’s about keeping pace with what people want and ensuring we remain relevant and viable in a challenging trading environment. Consumer boredom is at an all-time high, and the category struggles to keep up. Many major buyers still prefer to play it safe with the tried and tested, which has led to a lack of choice and character in the marketplace. There’s a gap between what the consumer wants, what the customer (the retailer or hospitality buyer) is prepared to stock, and what the category prioritises.

At Mallows Bottling, we’ve taken a different view. We believe risk-averse thinking only gets you so far. With the help of insights from Kantar, our partners at Total Food Marketing, and consumer research from Cardiff Metropolitan University, we’ve been able to spot shifts in behaviour early and adapt accordingly. We’re not here to second-guess people’s preferences; we ask them directly and respond quickly.

That insight led to the launch of our new range, Mallows Moments, which was created to reflect modern drinking habits. It also drove our recent move into 5-litre squash for the food service market, a move already generating significant value and creating jobs.

That squash line was a strategic decision born from listening closely to the market’s needs.

We’re proud to be a Welsh business, and there is still a genuine appetite for Welsh provenance. But right now, in this climate, it’s not enough alone. Price and practicality are key, especially for hospitality customers facing higher costs and tighter margins. That’s why we created a cost-effective range that cuts down on packaging waste and meets demand for low-waste, large-format drinks solutions.

Working with the Business Wales Accelerated Growth Programme (AGP) has played a big part in helping us make these ideas a reality. Their support has helped us refine our packaging, improve online activation, and move quickly from idea to execution. That speed matters. The longer you wait, the more space opens up for competitors or customers’ needs to shift again.

I’ve spent decades in the industry, including working with Bacardi, where I learned a valuable way to think about market dynamics. There’s the category (what’s trending), the customer (the buyer), and the consumer (the end user). The real challenge is aligning all three. Our data tells us that consumers are ready for something different. Our customers want to buy it. But the category often hasn’t caught up.

This disconnect becomes even more pronounced when you look at the pace of change in consumer behaviour. Habits are evolving faster than ever, driven by technology, lifestyle shifts, and broader economic pressures. People are cutting back, yes, but they’re also being more intentional about what they consume. They’re looking for value, but not at the expense of quality. This is where nimble producers can step in and meet those needs with relevant, well-positioned products.

One of the most exciting things we’re seeing is the rise of occasion-based drinking, whether lower-alcohol midweek options, indulgent treats for weekends, or functional drinks with added benefits. It’s no longer about one-size-fits-all. The same person might be a value-conscious squash buyer on a Monday and a premium cocktail shopper by Friday. Understanding those nuances is vital.

For Mallows Bottling, innovation is a mindset. It’s baked into everything from product development to packaging and marketing. We’re not chasing novelty for novelty’s sake. We’re looking for real, sustainable ways to give people what they want, in formats and flavours that work for today’s economy.

Our message to the industry: Listen hard, move fast, and be bold when it matters. The future will not wait for the cautious.