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Build a long-term innovation road map to hit commercial growth aspiration - Labyrinth Marketing
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Step Change Projects

The brief

To collaborate with a senior cross-functional team, creating a strong NPD innovation road map and strategy that would meet ambitious commercial targets.

British Pepper and Spice pestle and mortar
British Pepper & Spice in a dish


When a previous client moved to British Pepper & Spice and invited us back to support her new vision, we were delighted to be involved in another significant step-change project.

Our role was to build a long term innovation funnel – building consumer validated innovation road map, across 5 prioritised categories. We provided consulting, mentoring and interim project management throughout; scoping and running ideation sessions and workshops, prioritising concepts, writing and visualising concepts, externally validating and then commercially sizing opportunities.


CEO, Marketing Director, Commercial Director and Head of Insight & Strategy




Upskill –  provided mentoring support for Marketing Director to write innovations concepts, set-up NPD forum and facilitate meetings. Project management training.

Bring plans to life – by defining a gate approval process and training team on project management and gate process as well as leading and then shadowing NPD forums until cross functional team and process in full flow.

Variety of approaches – fuelled innovation and concept generation using a variety of new techniques (such as Unusual suspects and Clue hunting).


Working on print outs on a table
British Pepper and Spice pestle and mortar


  • 3 year innovation pipeline that exceeded client’s £10m target, creating  £23m of concepts into the innovation funnel, all approved at Gate 0
  • Multiple 5* System 1 ideas tested and well received by shoppers in testing
  • Created a new gate process that is implemented internally and becoming a cultural norm
  • Up skilled project management team

I have worked with the team at Labyrinth now for several years within different organisations and across a variety of projects. The fact that they have delivered so much for us is testament to the trust we have in them as individuals, their ability to deliver, their outstanding knowledge and above all the personality that this is delivered with, which makes them our first port of call across a raft of projects.

Richard Cooper, Head of Category & Insights, BPS

Case Studies

Find out more about the brands and businesses we have helped.

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