About Innobrands
Our Philosophy
Innobrands is a specialized consultancy for innovation, shopper marketing, and category growth in the FMCG market.
The company supports brands from the initial idea through to purchase at the point of sale, ensuring that innovations are successfully brought to market. For its clients, Innobrands is a guarantee of better decisions and better results.
Andreas Luppold Founder & CEO
Expert in Purchase Decision Behavior, Innovator, Orchestrator & Sparring Partner
Andreas Luppold has more than 25 years of experience in research and consulting focused on purchase decision behavior in the FMCG market.
He is co-author of the book „33 henomena of Purchase Decisions“
The decision-making mechanisms described in the book form an important foundation for Innobrands’ consulting and analytical models.
As a sparring partner, Andreas Luppold helps companies to:
Our Advisory Board
To further develop our approach, Innobrands is supported by an advisory board that brings together academic expertise and extensive experience from the FMCG industry, research, retail, and technology.
Prof. Dr. Sebastian Oetzel
Professor of Business Administration, with a special focus on Marketing, at Fulda University of Applied Sciences.
He has supervised experiments and data analytics projects in the grocery retail sector and has extensive experience in designing, conducting, and evaluating both academic and practice-oriented studies.
His research focuses on the application of quantitative methods to optimize marketing decisions, particularly in pricing and promotion strategies, as well as on the analysis of purchasing behavior in retail and the consumer goods industry.
Jörg Pretzel
More than 30 years of experience across a range of industries, including consumer goods, marketing, and technology.
From 2003 to 2017, he served as Managing Director of GS1 Germany GmbH. In this role, he played a key part in advancing standards and solutions for efficient supply chains, master data management and digitalization in the retail sector.
Today Jörg Pretzel contributes his extensive experience as a member of the advisory board, particularly in strategic issues related to digitalization, connectivity, and operational efficiency.
What Distinguishes Innobrands
Experience with leading brands across various FMCG categories
The brands shown are used solely to illustrate Andreas Luppold’s professional experience to date. There is no current business relationship with, or endorsement by, the respective brand owners.
The Mutti Case
The Seven Success Factors Behind Mutti Parma’s Success in Germany:
Contact
Let’s Talk About Growth Opportunities
Innobrands supports FMCG companies in successfully guiding innovations to purchase decisions and achieving sustainable growth for both brands and categories.
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