FANC stands for Functionality, Authenticity, Nutrition and Cost. It is the principle I use to design and assess food and beverage products. A product only succeeds in the long run when all four are in balance. Improve one at the expense of another, and consumers or the business will notice.
F
Functionality
Does the product do what it promises? Texture, taste, stability, shelf life and performance in the consumer’s kitchen or in the factory.
A
Authenticity
Is the product credible and true to its origin, category and brand? Ingredients, processing and story have to match what consumers expect.
N
Nutrition
Does the product contribute to a healthy diet? Nutritional profile, claims and the direction of regulation and consumer demand.
C
Cost
Can the product be made and sold at a healthy margin? Ingredients, processing, supply chain and scale.
How I use FANC
- Product design: set clear targets on all four dimensions before development starts
- Portfolio reviews: score existing products and find where the biggest gains are
- Reformulation: make trade-offs visible, for example between nutrition and cost
- Workshops: give R&D, marketing and procurement one shared language
[Sergey: place the FANC illustration here. In the editor, click the + button and choose Image.]