Sally Anglesea is NPD & Marketing Manager at D2 International, where she sits at the intersection of product innovation and brand storytelling. Unapologetically food-obsessed, Sally spends her days turning creative ideas into commercially successful launches, from developing own-label and licensed ranges with global partners, to shaping the marketing strategies that help new products stand out.

In this edition of IFE Manufacturing’s NPD Insights series, she shares what a role that blends creativity with commercial reality really looks like, why viral trends need to be treated with care, and the flavours and fusions she believes will define 2026.

Hi Sally, tell us a bit about your role and what an average day might look like

Hello! I’m Sally, NPD & Marketing Manager at D2 International, and unapologetically food-obsessed! My role is varied but at its heart, it’s about turning creative ideas into commercially successful products. I manage new product launches, both own label and licensed; working closely with food & drink brands to bring new ranges to life. So one day, I might be presenting a new product idea to a global brand, and the next, I’m collaborating with content creators to market it. It’s fast-paced, creative and strategic, which is why I love it. The occasional foodie perks don’t hurt either!  

Why did you want to work in product development

I am fascinated by the power of food and the way it ignites conversation and memories – both new and nostalgic. I always wanted to be part of enabling those moments in some capacity, and explored a number of jobs within the hospitality/food industry before I knew ‘Product Development’ roles actually existed! I was a waitress, a food writer and even dabbled in food styling before I took my first job with a food manufacturer and was awoken to the exciting world of NPD and food innovation. I love it and I feel very lucky to work in this space – it feeds my passion for food as well as my drive to translate insight into commercially successful innovation.

NPD is increasingly influenced by viral food moments on platforms like TikTok, how do you spot something that’s not just trending but which has real, lasting commercial potential?

I think it’s about distinguishing between a moment and a movement. For example, ‘Japanese Cheesecake’ is currently trending because of its aesthetic and ease of creation in comparison to regular cheesecake, but it’s a restricted concept. Compare that with Japanese Bakery and the array of floral, fragrant, savoury and umami flavours it champions – that has far greater adaptability and commercial potential across both foodservice and retail.

Your role combines NPD and marketing, how important is branding and story to a product’s success?

So important! Branding and story communicate with the consumer before they have even sampled the product and are central to highlighting key elements like functional benefits, brand values and provenance. I recently saw an advert in The Grocer for Juggle Confectionary that really stood out, primarily because of those two things. The vibrant branding immediately caught my attention, while the clear, charismatic storytelling drew me into the product and its proposition. First impressions matter - it’s the same concept as dating! Branding is how they look, story is who they are; when both resonate, they create connection, but if one falls short, the spark is lost.

How do you identify brand or suppliers you want to work with?

Reputation is key, as is potential. A brand doesn’t have to be the biggest or most well-known – in fact sometimes, the opposite is more appealing. What matters to me is they have a strong, credible reputation underpinned by clear values, particularly when it comes to product quality and responsible sourcing. I’m also drawn to brands with a product portfolio that has headroom – something that can be innovatively built on and extended into new occasions and formats.

How do products need to vary their strategy to succeed in retail vs foodservice?

Both require very different strategies because the consumer experience and decision-making context differ so significantly in each. In retail, a product has a few seconds to win attention on shelf among competing alternatives, so branding and clear cues around quality, value and relevance are critical. In foodservice, the ‘packaging’ is more experiential; it’s the menu, the environment, the operator’s reputation. As a result, products can be braver and more trend-forward because they’re engaging a more captivated, trust-led audience. Consumers also build habits more rigidly in retail – they tend to know what their typical basket spend looks like, so brands must work harder to encourage deviation, particularly online where impulse purchase opportunities are far more limited.

What are some of the practical challenges you face in NPD?

Balancing creativity with commercial viability! One of the reasons I love working in the food industry is because there is so much scope for innovative and creative exploration - but before running too far ahead with an idea, it’s essential to assess whether it can be realistically delivered at scale.  

What flavours, formats or fusions are exciting you in 2026?

Umami and savoury flavours are really having a moment and with that, I'm loving the breadth of East Asian influences that are taking the spotlight. We're seeing ingredients like black sesame, pandan and yuzu move into the mainstream - whilst consumer familiarity with once niche ingredients like miso, matcha and gochujang are now becoming household names. I'm also interested in the development of sweet as a flavour profile and how it continues to be integrated into more savoury formats - we've had swicy, swavoury, swalty - is swumami next?!

D2 International are experts in developing & distributing top brands globally. Find out more at d2int.com.