Operators should ‘embrace innovation’ to satisfy modern consumers

Bidfood has revealed how it believes foodservice operators can easily embrace innovation across menus, products and operations to meet changing consumer demands.

Innovation is no longer a niche expectation, as 54% of consumers say they explore new or unique cuisines and dishes, according to a recent Bidfood and CGA by NielsenIQ survey.

Lumina Intelligence research also showed that 50% of operators are prioritising new products, highlighting the need to balance fresh ideas and creativity with commercial, operational and consumer appeal.

However, operators also face the challenge of making innovation feel accessible. Consumers are most encouraged by new flavours and ingredients, found Bidfood, but barriers around taste and price mean that innovation needs to be easy to understand, appealing and deliverable.

During its latest event, Innovation in Motion, the food and drink wholesaler demonstrated how innovation is taking shape through nutrition-led menu development, hospitality-ready solutions, experiential desserts and emerging SME brands.

In preparation for the government’s new Healthy Food Standard, the event explored the definition of healthier food and drink products in the UK, as well as what mandatory reporting could look like for large food businesses. The nutrition team also showcased practical ways chefs can incorporate more nutrient-dense whole foods, including beans, into their menus.

There was also a spotlight on Simply Food Solutions’ new hospitality range, Discovery Kitchen. Designed by Bidfood’s culinary director, Martin Eshelby, the range is inspired by Bidfood’s 2026 Food and Drink Trends, as well as Eshelby’s travels across Europe and visits to UK restaurants. Developed in collaboration with Natural Innovations, Bold Bean Co and Tofoo & Co, Discovery Kitchen is designed to support low-skilled, time-pressured chef teams. Latest additions to range include a ‘Black Bean Birria’ and a ‘Malaysian Coconut Chicken Curry’, which can be reinvented in multiple ways, helping operators create versatile menus with minimal effort.

And with 62% of consumers being very experience-led, according to Lumina Intelligence, guests sat through an immersive dessert experience, showcasing how desserts can be elevated through additional textures, theatre and consumer participation. Dishes included a ‘Coconut Lime and Sticky Rice’ served in a treasure box, a ‘Banana Bread Tiramisu’ and ‘Basque Cheesecake’ with a cherry-infused smoke.

The day also featured a showcase of the latest suppliers within the wholesaler’s SME accelerator scheme, Open Doors:

• Half the Story – a social enterprise supporting the homeless and those with major barriers to employment by providing jobs within their bakery creating biscuits
• Icesupp – the world’s first nutritional food supplement, designed to be frozen, but can also be used as a coulis to help fortify both sweet and savoury dishes. Plant-based and made using pea protein, one serving delivers 5g of protein, 5.5g of fibre and a blend of vitamins and minerals.

Bidfood’s Eshelby said: "Innovation is often associated with new products, but within wholesale and for foodservice operators, it means much more than that. It’s no longer just about creating something new; it’s about helping operators respond to changing consumer expectations, such as growing health awareness, and mounting operational pressures related to cost, time and resource.

“We’re extremely passionate about helping our customers, so we will always look to find solutions, whether it’s through nutritional requirements, introducing new flavours, trends, experiences and formats, or bringing emerging suppliers to market through the Open Doors programme. We understand our role is to inspire chefs and caterers so they can adapt their offer to reflect what consumers want, while keeping menus fresh and exciting.”