Our task? Create an innovation in the bakery aisle - no mean feat considering bread is 30,000 years old.
Our insight? Everyone loves the smell of bread, but hate the carbs and gluten. Plus, it's been scientifically proven that the smell of bread improves your mood.
Our innovation? AROMALOAF. Let them smell bread. Gluten free, calorie free and mood lifting.
...Probably not going to catch on.
(Credit to my team - Philly, Petra and Eva on this one also!)