Samenvatting

This article focuses on the opportunities and challenges Dutch Small and Medium sized Enterprises (SMEs) in the food and beverage industry are facing with respect to innovation in food and health. An online questionnaire was developed to give an overview on attitudes and activities of SMEs with respect to innovation; their interest in trends, among which were health and wellbeing; and their view on logos as a possible way of communication. Results show that innovation is important for SMEs: over 80% of the SMEs are innovating in products and over 60% in processes. The most appealing trends are: Health and wellbeing and sustainability. In conclusion, the identified opportunities for innovation in food and health are: a large willingness to innovate and the increasing interest in the already appealing trend of nutrition and health. Also, taste is considered as important as health and cannot be compromised.