Jungle Creations launches Twisted Labs to turn social insight into retail products

Jungle Creations has launched Twisted Labs, a new product innovation offering from our food brand Twisted, created in partnership with Food Brands Now.

Twisted Labs helps food and drink brands turn audience insight and cultural trends into commercially viable products for supermarket shelves.

From social insight to retail opportunity

As one of the UK’s largest food social brands, Twisted reaches millions of food lovers every month. Over the past decade, the brand has developed a deep understanding of what audiences watch, share, save, recreate and ultimately buy.

Twisted has already turned this understanding into more than 130 delivery-only restaurant sites, products developed for clients and retail launches with partners including Iceland, Co-op and Sainsbury’s.

Twisted Labs makes that proven model available to brands.

By combining Twisted’s audience intelligence and creative expertise with Food Brands Now’s retail and licensing capabilities, Twisted Labs can support the full journey from identifying a cultural opportunity to developing a product ready for retail.

The partnership brings together Twisted’s understanding of food culture, Jungle Creations’ publisher network and Food Brands Now’s established retail infrastructure. Collectively, it provides access to more than 150 million followers globally and over 26 billion minutes watched each month.

This approach allows brands to move faster, reduce the risk of product development and create products shaped by proven audience demand.

Siobhan McDade, Chief Publishing Officer at Jungle Creations, said:

“Twisted has spent a decade building one of the most engaged food communities in the world and turning what they love into reality, from more than 130 delivery-only kitchens to products developed for clients and our own ranges on shelves in Sainsbury’s and Iceland.

“Twisted Labs makes that blueprint a repeatable system for our clients, taking ideas and insights from cultural signal to supermarket shelf, with proven demand behind every launch.”

Oliver Gilding, Sales & Licensing Director at Food Brands Now, added:

“We’re seeing a growing shift in how successful products are created, with social insight playing a much bigger role in shaping what consumers actually buy.

“Twisted has built an incredibly powerful understanding of food trends and audience behaviour, and Twisted Labs gives us the opportunity to turn that into real products that resonate on shelf.

“By combining their audience-led insight with our commercial and retail expertise, we can help brands move faster, reduce risk and create products with stronger consumer relevance and clearer commercial outcomes.”

Twisted Labs will provide a platform for future food and drink collaborations, helping brands take ideas from social to shelf with audience demand built into the process.

Want to turn audience insight into your next retail product? Get in touch with Jungle Creations.