The initiative, Cubo Innovation, brings together researchers and creative development chefs, and aims to support internal research and development teams with the new product development process.

Cubo is being led by Mike Faers, chief executive of GoodSense Research and managing director of Food Innovation Solutions, and MMR Research Worldwide director Luisa Gibbons.

The company will offer consumer, culinary and market trends analysis; primary research; product co-development with consumers, chefs and clients; and commercialisation strategies.

Faers said: “While both MMR and FIS held this same philosophy for some time, it’s only now, with our powers combined, that we can more effectively bring this to bear on the very real challenges facing FMCG manufacturers looking to create new products in an increasingly tough environment.”

Gibbons added: “R&D teams are stretched, not just with NPD challenges but also with pressures to reformulate in response to changing health regulations, and for cost-engineering in competitive markets.”