Talking comfort food trends, home delivery and custard with artisan dessert pop-up, Humble Crumble

With premium desserts on the up, PURE NPD discovers how artisan pop-up Humble Crumble managed to pivot during lockdown to keep producing their classically comforting British offering.

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Hannah Atton
Hannah Atton
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, unravelling cutting edge consumer data to unlock new product opportunities for NPD teams across the UK and beyond.

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