about OUR company

We’re a specialist insights, innovation and brand consultancy that helps food and health companies pursue growth, confidently.

We bring a mixture of creativity, curiosity and commerciality to help you get fitter for the future.

While some are happy to limit their involvement to theory, workshops and post-its, we prefer to roll up our sleeves, dive in and co-create magic with our clients. Less fluff, more real stuff.

ABOUT OUR people

Wellness and fitness has been a core part of both of our lives and identities since we were teens. Marketing and innovation is what we’ve built our carers upon.

We created this agency to unite our passion, purpose and profession, for the benefits of our clients.

Adam Hamilton

Adam is a seasoned marketing and innovation practitioner with over 20 years of commercial experience.

Beginning at MARS, Adam spent the first decade of his career in brand management and marketing for multinational FMCG/CPG companies, working across brands such as PEDIGREE, KRAFT, HEINZ, WEIGHT WATCHERS, YOPLAIT and FARMERS UNION. Along the way, he led multiple brand turnarounds, built several 8-figure product launches and has received global packaging and creative recognition.

Since 2013, Adam has specialised in commercial product innovation, helping SAPUTO and GLANBIA stretch their brands and claim new spaces. His corporate career concluded in 2019 as head of innovation for OPTIMUM NUTRITION, prior to starting this agency (formerly FMCG INNOVATION).

Today, Adam is the Director of FIT Innovation and is a CMO mentor and advisor to food and health companies.

B.Comm (Marketing & eComm)

The Marketing Academy Alum (2019 Scholar)

Adv. Dip. Nutritional Medicine

Andy Michaels

Andy has almost 30 years worth of consumer insights, brand marketing and product innovation experience.

The early stages of Andy’s career consisted of a mixture of brand management and agency-side analytics roles where he consulted to large FMCG clients on behalf of tier-1 agencies like NIELSEN and THE BRIDGE, navigating the intersection of data, insights, and creativity to build brands.

Since 2017, Andy has worked exclusively client-side, heading up insights for MONDELEZ Australia, prior to specialising in performance nutrition where he held senior innovation and marketing roles for SAPUTO and GLANBIA, the latter of which he was marketing director for ASPAC, helping to grow brands like OPTIMUM NUTRITION, BSN and SLIMFAST.

Andy left GLANBIA in 2025 to join FIT Innovation, where his passion for building brands and optimising human performance unite.

B.Comm (Marketing & App. Economics)

Certified Personal Trainer & Fitness Coach

Cert. IV Nutrition (Health Coaching)

our network

While Adam & Andy are the constant across all briefs, FIT Innovation actively maintains a network of partners and associates across the globe to support us in key areas such as data science and analytics, in-market research, regulatory guidance, prototyping and creative.

ABOUT OUR work

Client ENGAGEMENTS

Amazonia Raw

Bespoke vitamins, minerals and supplements (VMS) study, concept evaluation and go-to-market optimisation (positioning, product and pack formats, ingredient dosages, key claims and messaging, pricing, activation).

Revel Saunas

Team capability-building and innovation training for AFS Group, white-space prioritisation (recovery and mental health) and venture support ultimately led to the formation of a new brand and business unit (Revel Recovery).

Bega Group

Venture-Building Programs for the yoghurt portfolio and dairy beverages team resulted in two 8-figure, better-for-you product launches: DARE Charged RTD (cleaner energy) and GUT GOOD by Farmers Union (gut health).

Optimum Nutrition

Design, validation and development of Optimum Nutrition’s first ready-to-eat range for Australia, expanding into grocery and P&C channels and driving $20M retail sales while unlocking further RTD opportunities.