A few years ago, we were working on the design for new toaster. The client was looking for something that would make a statement on the countertop landscape. Aesthetics were important, but we also spent considerable time discussing the size of the toaster slots and how wide or narrow to make them for the variety of items that someone might want to toast.
"Grocery is the biggest business you never think about," he says. "It moves incredibly slowly. We had no idea of the hurdles."
He should know. He's spent the last three years in a virtual industry crash-course, pushing a product that has flummoxed grocers, aroused fear (then love) in consumers, and out-maneuvered some of the biggest food manufacturers on earth. And he did it with pancake batter in a whipped cream can.