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Bridging the Gap Between
Concept & Shelf

We don't just consult. We operate as your outsourced product innovation R&D department, applying 25+ years of experience innovating food, beverages, and nutraceuticals products.

Strarup & Company

Innovation Process

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Phase 1

Product Strategy

  • check_circle Idea Catalogues & Trendspotting
  • check_circle Concept Development & Reports
  • check_circle Competitor Analysis
  • check_circle Business Case
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Phase 2

Product Development

  • check_circle Formulation Guidance
  • check_circle Taste Development Management
  • check_circle Sourcing of Ingredients
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Phase 3

Finetuning

  • check_circle Marketing Content
  • check_circle Marketing Launch Package

Comprehensive Service Architecture

From the first spark of an idea to the final product specification, we handle every step.

Strategic Innovation (Front-End)

Validating the business case before a single gram is formulated.

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Innovation
Trend Spotting

Identifying macro-trends or functional needs, adjusting them to your products.

Concept Reports

Complete deliverables including price estimates, competitor analysis, and scientific backing for proposed products.

Idea Catalogs

Generating concrete product concepts for clients to choose from, accelerating the decision-making process.

Product Innovation R&D & Formulation

The "lab work" – chemistry, flavor science, and delivery systems.

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R&D
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Diverse Delivery Systems

We don't just do pills. We develop gummies (soft-gums), chewing gum, functional beverages, and snack bars.

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Advanced Flavor Delivery

New methods for encapsulation and "Food Pairing" science.

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Prototyping

Creation of physical samples for rigorous taste testing and sensory evaluation (mouthfeel, scent, texture).

Global Ingredient Sourcing

Procurement arm leveraging a network across India, South- and Central America, and Europe.

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Global Sourcing
Hard-to-Find Ingredients

Locating niche ingredients that standard suppliers may not offer.

Price Negotiation

Balancing Cost-of-Goods (COGS) with strict quality assurance.

Cost Effective Ingredients

We also assist in finding direct alternative ingredients from 3rd countries, which meet specifications but are cheaper in price.

Product Management and Strategy

Product lifecycle management

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Regulatory
  • campaign Product Portfolio
  • label Product Planning
  • workspace_premium Product Marketing
  • insights Competitive Strategy
  • diamond Value Proposition Strategy

Core Expertise Categories

Specializing in food, beverages, health and nutrition. Click to learn more.

Supplements
medication

Nutraceuticals

Plant extracts, and pre/probiotics

Beverages
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Innovative Beverages

Sodas, tonics, and soft drinks

Sports Nutrition
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Nutritional Bars

Protein- and fruit- and nut bars

Confectionery
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Confectionary

Functional gums, healthy candy

Skin Care
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Skin Care

Beauty ingredients, creams

Selected Cases

Helping partners across the food & nutraceuticals spectrum

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ROYAL UNIBREW

Soft drinks & cocktails

Entire liquid development process from marketing brief to final taste approved beverage.

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BIOSYNTIA

Biotin for Nutraceuticals

  • check Product Strategy
  • check Idea Catalogue & R&D Plan
  • check Application notes - Samples
  • check Marketing Package
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COFFEEBIRD

Fruit, Nut & Seed Bars

Product Management over the entire process from Idea to the Shelves.

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JEMOPHARM

Dietary supplements (tablets)

  • check Idea catalogues
  • check Scientific Rationales
  • check Product Development
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FOOD & BIOCLUSTER

Insect proteins for Human Food

Market analysis report including state-of-art, R&D ideas and perspectives.

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FROM ANOTHER MOTHER

Baby Food

  • check Formulation Guidance
  • check Sourcing of Ingredients
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RECENS

Gut Health (Sticks)

Entire process from idea until final concept to be fine-tuned for optimal flavor.

Annette Strarup

Annette Strarup

Founder & Chemical Engineer (DTU)

A career built on bridging the gap between hard science and market success with 25+ years of experience.

Chemical Engineering Biotechnology Food Science Nutrition Science Product Strategy

Founder's CV

2019 – Present

Founder, Strarup & Company

2006 – 2019

Sales Development Management (Alsiano)

Mastering the commercial side of ingredients and B2B sales.

2003 – 2005

Product Development Manager, Nutraceuticals (Pfizer)

Managing complex corporate projects and clinical trial structures.

2002 – 2003

Pharmaceutical Formulation Scientist (Leo Pharma)

Development of psoriasis topical formulations.

1994 – 2002

Ingredient Discovery & R&D (CP Kelco)

Ingredient discovery and development.