Helping development thrive

PURE NPD is the world’s only subscription-based digital magazine dedicated to F&B product strategy and development.

Our innovative platform revolves around three key areas of NPD - trends, strategy and development - providing actionable, inspirational and affordable intelligence for busy professionals across retail, foodservice and manufacturing.

Our small team of leading journalists and experts are discovering and analysing on-trend product development opportunities and innovative brand strategies on a daily basis, with PURE NPD an essential tool for anyone involved in the imagining, creating and marketing of food and drink products.

AI-based Food Trend Analysis

Keep your business ahead of the culinary curve with our pioneering, artificial intelligence-led food and drink trend analysis that provides you with all the tools you need to confidently pursue the latest in product and marketing innovation.

Powered by the world’s leading tech companies, we're cutting through the fluff to deliver you a new level of trend insight into which F&B products are really coming over the horizon and the motivations that drive your end consumers.

And we don’t stop there. We follow up the data with in-depth articles that feature category analysis, branding and packaging ideation, expert insight, real-time social media mining, hands-on development discussions and more.

Crystal ball trendspotting is dead. You’ve never seen anything like this.

Actionable Development Insight

In this ground-breaking section, we go deep into the development of NPD, sourced straight from the innovators shaking up the industry, designed to give retail and foodservice professionals the edge in the kitchen.

We’re talking the ingredients and practices that are shaping the future of food, the scientific advances and the underlying lessons that can be learned to make your business sharper and better informed.

Benefit from regular NPD advice from our team of industry-leading experts and journalists, unique breakdowns of trailblazing product launches around the world, guest developer interviews, breakthroughs from our own pioneering agency and development kitchen, and insight from our growing set of columnists dedicated to shining a light on key NPD hot topics.

'New Normal' Brand Strategy

The world has changed. Getting a product into retail has never been more important – or harder to do.

With PURE NPD, you’ll isolate emerging routes to market in the post-COVID retail sector, discover new ways to make your products shine in a crowded space, and identify the new tactical battles that brands must now win to stay ahead of the competition as we enter the ‘new normal’ in food and drink.

Our NPD library is constantly being updated with intelligence from leading strategists, branding creatives, iconic founders, marketeers, consultants and trailblazing innovators, with PURE NPD dedicated to creating a flexible, evergreen retail roadmap for innovative challengers and forward thinking market leaders alike.

Tom Gatehouse


Before co-founding PURE NPD, our intrepid leader was the deputy editor of the F&B trends and innovations hub Food Spark, and he’s also trained as a chef in fifty (yes, 50) of the best restaurants in the UK and Europe.

Tom wrote a column in Restaurant magazine on his kitchen adventures for close to two years and was also a judge for the inaugural 50 Best BBVA Scholarship.

Driven by a desire to connect the food and drink development community in new and engaging ways, Tom is obsessed with challenging (and changing) the status quo in professional food journalism.

Chandos Elletson


A veritable industry legend, our co-founder Chandos was one of the three founders of Restaurant magazine and was instrumental in the creation of The World’s 50 Best Restaurants in 2002.

He was also a food writer for The Times and a winner of the Glenfiddich Food Writer of the Year award.

A thought leader in the burgeoning ‘Restaurant to Retail’ market and a brand strategy expert, Chandos is blazing a new trail as publisher of PURE NPD and loves connecting with food leaders and developers from all over the world.

Ben Peatfield

Head of NPD

Ben is a highly experienced development chef and R&D consultant. Before joining PURE NPD, he worked in a senior EMEA-wide role for international flavour house Symrise HQ in Germany.

Prior to this he held the role of executive chef for the contemporary Levantine restaurant BabaBoom, worked for Bakkavor on major retailer accounts and consulted for leading restaurant and pub groups.

While running PURE NPD’s own development agency, Ben also regularly contributes articles and analysis on food product, menu and concept development across retail and foodservice.

Hannah Atton

Features writer

Hannah is an experienced food and drink trend analyst and NPD expert. She has inspired product innovation for key global brands including: Nestle, Unilever, Exberry, Carlsberg and Cargill - building creative reports and unlocking valuable insights.

Previously a cross-category product developer and trends researcher for Tesco, an NPD technologist at Bakkavor, and freelance trend analyst for The Food People; Hannah is now exploring new AI-based trend frontiers with PURE NPD, unraveling cutting edge consumer data to unlock new product opportunities for NPD teams across the UK and beyond.

Ashlee Waller

Head of Operations

Having held management roles in the pub sector for close to a decade, Ashlee knows a fair bit about how to keep an operation running smoothly (and she can pour a mean pint).

As head of operations at PURE NPD, Ashlee manages our industry tie-ups, client subscriptions, social media engagement and digital marketing campaigns (to name a few).

She also happens to be a trained nurse – a pretty handy skill to have when approaching team management.

Fran Currie

Plant-based columnist

Fran is a Le Cordon Bleu-trained chef and writer, specialising in plant based cuisine. Based in London (specifically her kitchen), Fran is a regular developer of recipes and is constantly testing new products and ingredients.

Her goal? To come up with the perfect piece of NPD to take all the way to the supermarket shelf.

By documenting her ongoing mission, she hopes to inspire like-minded chefs and food entrepreneurs starting out on their own journey to market.

Dan McEvoy

Development columnist

Dan is a divisional development chef for Pilgrims UK and helps drive culinary innovation within Dalehead Foods - a higher welfare food production operation dedicated to serving Waitrose with high quality pork and lamb products.

Previously a business development chef at Bakkavor (and private yacht chef for Phones 4u billionaire John Caudwell), Dan also runs a high-end catering company with his wife and is an expert in all things meat.

Membership plans

Stay ahead of the culinary curve by joining our unique ecosystem of F&B retail and foodservice professionals

Business: Single User

£ 250 /year
Cancel anytime
  • NPD news analysis from across the globe
  • 'New normal' retail brand strategy
  • Actionable NPD how-tos and solutions
  • AI-based food and drink trend analysis
  • Emerging ingredients and their uses
  • New frontiers in food science
  • Interviews with innovators
  • New retail ranges and their potential
  • Premium content library
  • Discounts on events and bespoke reports

Business: Teams

On Request
Bespoke packages available for small to large businesses
  • NPD news analysis from across the globe
  • 'New normal' retail brand strategy
  • Actionable NPD how-tos and solutions
  • AI-based food and drink trend analysis
  • Emerging ingredients and their uses
  • New frontiers in food science
  • Interviews with innovators
  • New retail ranges and their potential
  • Premium content library
  • Discounts on events and bespoke reports