PepsiCo has expanded its Lay’s Do Us a Flavor program in markets around the world.

Consumer collaboration

Several companies have looked to the consumer for innovation inspiration. PepsiCo, for example, has expanded its Lay’s Do Us a Flavor program in markets around the world, allowing consumers to pitch ideas for the next potato chip variety.

“You can use (limited-edition products) to let consumers co-create or at least think they are co-creating, and you can get an awful lot of very useful data on your consumers by doing that,” Mr. Jago said.

Last year, Nestle partnered with food truck chefs to develop a line of Hot Pockets sandwiches with varieties inspired by popular menu items.

Similarly, last year Nestle partnered with food truck chefs to develop a line of Hot Pockets sandwiches with varieties inspired by popular menu items.

“We’ve seen many consumers interested in food truck cuisine, so that now can be translated to a Hot Pocket,” Ms. Dornblaser noted.