In this episode, we sit down with Ian Toal, the CEO of Oscar Mayer UK, to talk about brand activation using innovation centres. With David Martin (M Worldwide) as co-host, we discuss the pair’s recent business venture – The Gastro Hub. Ian shares his unique insights from a remarkable 38-year career, ranging from food manufacturing to running over 600 restaurants across 13 countries. Discover how he’s transforming the future of food with cutting-edge innovation centres and bold new concepts.
Episode Summary
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The Journey
Ian Toal gives us a behind-the-scenes look at the company’s transformation from a family-run business into a modern food manufacturing powerhouse. With decades of experience in both restaurants and global supply chains, Toll brings a fresh perspective to food production. Under his leadership, Oscar Mayer has embraced change, blending tradition with cutting-edge innovation to stay ahead in the competitive chilled meals market.
The Gastro Hub: A Theme Park For Food Innovation
Imagine an innovation centre that feels more like a culinary theme park. That’s the Gastro Hub, Oscar Mayer’s creative playground, developed in partnership with M Worldwide. It starts with a sensory experience – a great flavour wheel that introduces you to different tastes and ingredients. Then you enter “mission control”, a Nasa-inspired room with a grand video wall, where bold ideas get their first breath of life. Next, it’s off to the chef’s kitchen, where concepts are cooked up in real-time. A dark, immersive transition tunnel leads to Oscar’s Market, a lively space inspired by Borough Market, where suppliers showcase the finest ingredients. It’s all designed to spark creativity and collaboration in the food-making process.
Breaking Boundaries: Reinventing How We Eat
Ian Toll isn’t content with just making dinner. He’s on a mission to revolutionize the UK food market, from breakfast to snacks. The Gastro Hub innovation centre is where these new ideas are born and tested. After going through stages of development, including feedback from focus groups in the high-tech “AI Suite”, Oscar Mayer ensures that each product resonates with their consumers. They’re even using an app to gather nationwide insights, allowing them to refine products before they hit the shelves. With this approach, Oscar Mayer is not just keeping up with trends – they’re setting them.
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To find out more about Ian, check out our full episode – available on all your favourite channels. Now including YouTube!
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This article summarises podcast episode 117 “Brand Activation Using Innovation Centres” recorded by CX Insider.
Written by Elysia Filaitis