This month, Mandy joined Bamboo Brands as Market Development Lead. In this role, she will focus on sales and business development, helping brands make better innovation decisions based on real consumer behaviour.
With years of experience on the brand side within FMCG, Mandy brings not only strong commercial expertise, but also a deep understanding of what it truly takes for an innovation to succeed on the shelf.
Time to get to know her a little better 👇Â
What appeals to you most about sales/business development within FMCG?
After years of working on the brand side within FMCG, I’ve seen many product innovations up close. Because of that, I know how rewarding it feels to successfully launch a new product with passion and dedication, but also how frustrating it can be when an introduction ultimately doesn’t rotate as hoped.Â
That is exactly why I want to help brands make better decisions based on what truly happens on the shop floor. In the end, that’s where it is decided whether an innovation is relevant enough to win.
What attracted you to Bamboo Brands?Â
What really appeals to me is the way Bamboo Brands uses in-store research to make consumer behaviour tangible and measurable. The combination of behavioural insights, innovation and direct applicability for brands makes this approach truly distinctive within FMCG. In addition, the hands-on mentality and entrepreneurial mindset within Bamboo Brands fit very well with the way I like to work myself.
What impact do you hope to make at Bamboo Brands?Â
I get energy from working together with clients to understand how innovations can not only look good on paper, but also truly win on the shelf. My motivation lies in helping brands create more successful product launches based on real consumer behaviour on the shop floor.
Which development or trend within FMCG has caught your attention recently?Â
Innovation for the sake of innovation is becoming less effective than it used to be. Brands that succeed are often solving a concrete problem or making life simpler, healthier or easier. At the same time, retailers are becoming increasingly critical when it comes to shelf rotation and added value within categories.
Which recent FMCG innovation genuinely excites you?Â
Honestly, I always appreciate smart packaging that simply closes properly. It sounds simple, but how many products still fail at that?
What really excites me at the moment is Frozen Snacking. Specifically Franui: raspberries coated in white and milk chocolate from the frozen aisle. Maximum flavour, in a portion size you control yourself.
Which brand or product do you think truly understands consumer behaviour?Â
Tony’s Chocolonely is a strong example in my opinion. Not only because the story behind the brand is powerful, but because they translate that story so effectively onto the shelf. The packaging is unmistakable. The colours, the shape, you recognise it instantly from a distance. That is exactly what works when consumers only have a few seconds to make a choice. What they also do very cleverly is continuously introducing new flavours and limited editions. It gives consumers a reason to keep looking for what’s new. That’s how you build a strong brand and stay relevant at the moment of purchase itself.
What is your favourite category in the supermarket?
As a marketer, I spent many years working within the non-alcoholic beverages category, and I still find it fascinating to see what is happening there in terms of flavour and innovation. I also genuinely enjoy trying new flavours myself, such as a new kombucha variety.
Which food product could always wake you up?Â
Dark chocolate. Always.
What else should people know about you?Â
I’m curious about what drives people, both professionally and personally. Why they do what they do. That applies to consumers standing in front of the shelf, but just as much to the people around me. I believe conscious choices make the difference, in work, but also in life. Not simply following the pace of everyday life, but understanding why you do what you do.
As a reminder of that, I create symbolic jewellery pieces in 14-carat gold: small personal anchors with meaning.
And besides that, my children remind me every day of what truly matters: appreciating the beautiful moments and being present in the here and now.
