about THE AGENCY

We’re a specialist innovation consultancy that helps food and health companies apply evidence-based approaches to design, validate and create better products that create sustainable value.

We’ve comprehensively studied and measured what ‘winning’ innovations do differently to the failures, and built that into a unique, repeatable process that our clients use to reduce uncertainties, de-risk their initiatives and secure sustainable growth. It’s not enough to do a quick poll, idea screen or concept test. Innovations must effectively deliver on desirability, feasibility and viability dimensions.

We can help you decide where to stretch your brand, lead custom research projects, co-crate winning value propositions and manage innovation projects in their entirety.

ABOUT OUR people

We live and breathe health and wellness - it’s a core part of who we are.

We combine this passion with expertise in consumer insights and product innovation for the benefits of our clients.

Adam Hamilton

A seasoned marketing and innovation leader with over 20 years of commercial experience driving growth for companies such as MARS, KRAFT-HEINZ, LION, SAPUTO and GLANBIA PERFORMANCE NUTRITION (OPTIMUM NUTRITION).

Adam has has led complex, multi-brand portfolios, large-scale brand turnarounds, and built numerous $20M+ product launches across food, beverages and sports nutrition.

Adam is passionate about nutrition and natural health, and has an Advanced Diploma in Nutritional Medicine.

B.Comm (Marketing & eComm)

The Marketing Academy Alum

Adv. Dip. Nutritional Medicine

Andy Michaels

Andy has almost 30 years worth of experience spanning client-side consumer insights, agency-side analytics, brand marketing and product innovation.

His agency experience with NIELSEN and THE BRIDGE, saw him operate at the intersection of data, insights, and commercial reality. His time at MONDELEZ and GLANBIA helped him learn how to build and scale brands.

Andy’s a dedicated gym-goer, personal trainer and has recently became a qualified health coach.

B.Comm (Marketing & Economics)

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 testing, regulatory guidance and prototyping.

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.