New normal food development inspiration

Pure NPD Insights is a food & beverage development hub providing expert analysis of consumer trends, product innovation and brand strategy for professionals across retail, manufacturing and foodservice.

Created and produced by a small team of leading trade journalists and experts since the start of the COVID-19 pandemic, Pure NPD Insights is designed to support, inform and inspire food, marketing, design and insight teams through far-reaching and authoritative multimedia content.

Tom Gatehouse


Tom is an experienced trade journalist, editor and food writer.

He was previously the deputy editor of Food Spark, was the co-founder and editor of The Cream, is a former Restaurant magazine columnist and has trained as a chef in fifty restaurants across the UK and Europe.

Hannah Atton

Head of Trends

Hannah is a food and drink trend specialist, report writer and consultant.

An expert in translating trends into innovative NPD opportunities, she was previously a cross-category product developer and trends researcher for Tesco, an NPD technologist at Bakkavor and freelance analyst for The Food People.

Ben Peatfield

Head of Business Development

Ben is a seasoned development chef and R&D consultant.

He previously held a senior EMEA-wide role for international flavour house Symrise in Germany, has worked for Bakkavor on major retailer accounts and consulted for leading restaurants, pub groups and retail brands.