How can generative AI help NPD?

Unleashing Creativity: Product Development Revolutionized through Generative AI
Written by Bernard Lahousse - 20.06.2023

This article delves into the workings of generative AI in Foodpairing. It also explores the vast opportunities that AI in Food can unlock for product development, and highlights the benefits it brings to the industry.

How AI-Generated Pairings Can Create a New Class of Packaged Products, Meet Emerging Trends, and Tap into New Markets

Generative AI is poised to revolutionize product innovation and New Product Development (NPD) in the food and beverage industry. One of the areas in which generative AI can help is in the realm of food pairing. By leveraging encoders and transformers, AI can learn the relationships between aroma analytical results and ingredients and recommend exceptional aroma combinations and generate entirely novel pairings. 

How do AI-generated applications work with NPD?

Generative AI models operate by employing machine learning algorithms to analyze vast datasets of food and drink pairings. Through this process, it identifies intricate patterns and relationships among various ingredients, aromas, and flavors, empowering the AI system to generate an array of fresh and captivating combinations that might have otherwise remained unexplored.

However, the true power of these types of generative AI in food pairing lies in its ability to create new types of food products. By understanding which ingredients complement each other, AI can suggest entirely new combinations that can be used to create new food products that are unique and innovative.

What are the opportunities for creating new products with generative AI models?

The opportunities for creating new products with generative AI are immense, this also aligns with prevailing market trends and consumer preferences. AI-generated pairings can cater to a diverse range of dietary requirements, including the ever-growing demand for vegan-free, gluten-free and alcohol-free options. 

Novel food pairings can enable you to differentiate yourself from your competitors. They can help you generate buzz around your brand and improve brand equity. 

Moreover, by embracing sustainable practices and harnessing the potential of plant-based foods, AI-powered product innovation has the ability to tap into emerging consumer trends and capture the hearts of conscious consumers.

generative ai innovation for sugar

Consider the implications of AI-generated pairings in the realm of snack foods and energy bars, for instance. With generative AI at the helm, novel combinations can emerge, transforming mundane snacking experiences into sensational culinary adventures. Imagine snack bars infused with unexpected flavor pairings, captivating consumers with their delightful fusion of tastes and textures.

What makes Foodpairing’s approach stand out?

Foodpairing has developed the largest flavor database in the world. From commercial products, to ingredients with different preparation methods (boiling, frying etc.) and also lesser-known ingredients from ants to seaweed as well as unique fermented products.

A Generative AI model was trained using this large dataset of analyzed ingredients, and a list of ingredient combinations generated over the last fourteen years. The ingredient pairings and combinations are based on more than 10M recipes, more than two billion food related social media posts and more than 3 million commercial products to identify patterns and relationships between ingredients.

Foodpairing can generate very specific pairings that resonate with your current consumers or attract new consumers to your brand.There are of course other pairing algorithms that can come up with combinations, but they find it difficult to cope with completely new products. 

Why not use ChatGPT?

The flavour suggestions ChatGPT makes are very limited. It seems impressive when you start to use it, but it can get repetitive when used multiple times. Additionally, it is hard to derive the basis on which the recommendations have been made by ChatGPT. 

The data consolidated in knowledge graphs aligned with the predictive models using the analytical data is where Foodpairing stands out. It is extremely difficult for ChatGPT to determine what flavor complements an existing product, or a new product. The Foodpairing database is enriched daily with over 100 new products that enable the virtual creation of new flavor profiles. Additionally, the models are capable of predicting the pairings, the consumer buying intent as well as the consumer liking of these virtual flavor profiles.

What are the benefits of using generative AI for creating new products?

Another advantage of generative AI lies in its ability to expedite the product development process while minimizing costs. By offering targeted suggestions, AI eliminates the need for extensive trial and error, enabling chefs and food manufacturers to focus their efforts and resources on concepts that are more likely to resonate with consumers. This streamlined approach not only saves valuable time but also mitigates financial risks, making generative AI an indispensable asset for businesses aiming to optimize their NPD endeavors.


We believe that generative AI will emerge as a catalyst for ground-breaking innovation, and present immense opportunities for the creation of innovative product launches. By leveraging its ability to understand aroma profiles and ingredient relationships, generative AI can empower brand managers, innovation and R&D teams to forge ahead with unparalleled creativity, developing products that redefine the food and beverage landscape. With its potential to tap into new markets, cater to evolving consumer preferences, and streamline the product innovation and development process, generative AI stands as a game-changing technology within the CPG industry.

Interested to integrate AI in your NPD process?