How does innovation actually work?

Three dimensions are important for innovations: consumer needs, technology trends and profitability. Close customer relationships and partnerships as well as proximity to the end consumer paired with the right technology and the corresponding business case are therefore the key to successful innovation. Find out more in an interview with Bernd Söllner, Head of R&D and Nicole Alvarez-Zimmermann, Head of Marketing / Category Management.

Where do you think innovation starts?

Innovation starts with the consumer or with understanding the consumer. Our Market Intelligence and Marketing / Category Management teams carry out important groundwork with a focus on the human-centred design approach. Market, customer, technology and consumer trends are analysed and recommendations for new innovation approaches are derived. It is also important that we utilise our close customer relationships and partnerships to identify the potential and commitments for a market launch as early as possible and plan the corresponding concept close to the customer. This customer-centred approach in particular helps us to understand consumer needs in the best possible way, enabling us to develop and implement successful products. 

At the same time, the right technologies must also be available. The Research and Development division makes a decisive contribution here. The "Formulation and Packaging Development" teams in combination with "Basic Research and Technical Innovation" receive valuable technical input thanks to their good networking within the industry and can implement this with their technical experts in the form of innovative product solutions.

And how does a trend become an innovative product?

We have the expertise to offer customer-orientated solutions - true to the motto "your desire, our solution". Innovative and high-performance ingredients from our suppliers and partners are the components of our formulations, from which new products are created thanks to our advanced formulation technologies. The same applies to packaging solutions. Here, too, we utilise our good contacts to offer innovative packaging options, some of which are our own. We configure individual solutions from the new products through customised adaptations and thus create real added value for every customer.

What else is needed?

Our products must also be technically functional and user-friendly. This means that we are also constantly looking for innovative and sustainable solutions in the forms of application. With innovations, it is very often the small steps - often barely noticed by the outside world - that are highly valued in terms of handling and application. 

We are proud of the innovative strength of our formulation and packaging development, which has already been recognised with numerous national and international prizes and awards in the past (Swiss Packaging Award, World Star Award, etc.).

Is innovation always about a product?

The world is changing faster and faster and we are increasingly facing major challenges, especially in the areas of the environment and health. Not only products, but also new technologies from the fields of biotechnology, cell research, digitalisation and psychology are helping us to shape the future sustainably and enable our customers and consumers to experience many new "wellbeing moments". Highly motivated teams at the Mibelle Group work with the latest technologies and innovative business models. They are supported by a well-developed network of universities, start-ups and research institutions.

How are innovation projects managed within the company?

As the Mibelle Group is becoming increasingly international and not only Switzerland, but the whole of Europe, Asia and the USA are important markets, we have introduced the Growth Board as a platform for innovation. All innovation projects are made transparent there and the potential is evaluated within the board. The Growth Board consists of representatives from all of our business units and therefore has the expertise to focus on the right innovations.

Who decides on the success of an innovation?

The consumer alone is responsible. Innovative products, technologies or services are worthless if consumers do not want them or do not recognise the benefits of the innovation. It is therefore essential in our job to respond as precisely as possible to the needs of our consumers and customers so that we succeed in making a tangible and credible improvement to people's daily well-being and turning ordinary everyday situations into something extraordinary.