How can you know whether a product or idea will appeal to consumers?

How about we just ask them …?

Do you, as a citizen, want to help determine what's on our store shelves?

What we do


Lauching new products, concepts or a whole new product range on the market is not as simple as it might seem. Especially when it concerns basic products like food. Even while making large investments in market research, there still is a high degree of uncertainty whether a new product will succeed, and remain successful on the market. Unfortunately, this is far from always the case. Market failures can have numerous reasons: the market isn’t ready for your product, the consumer doesn’t understand the added value or isn’t attracted by it, …

Setting-up co-creation trajectories where you develop a product, design and shape a concept, in close cooperation with the consumers, can drastically reduce your failure rate.

What types of organisations do we support?

  • Food companies and other fast moving consumer goods
  • Research institutes, to support scientific research using consumers and/or enable communication of research results to a wider audience
  • Hospitals, care institutes, schools and other organisations working on their food and nutrition policies

Who are we?

“Let us guide you through the rabbit hole”

Two creative bunnies with a scientific background, expertise in the food industry and the field of innovation. For over ten years already we’ve been guiding and supporting food companies with their innovation process. First at Flanders’ FOOD, and now also at Alice down the rabbit hole!

Where can you find us?


Brusselsesteenweg 151
9090 Melle