Global social publisher and creator agency Jungle Creations has launched Twisted Labs, a new product innovation venture from its food brand Twisted, in partnership with Food Brands Now (FBN), designed to help brands turn audience insight into commercially successful consumer products for supermarket shelves.
Twisted, one of the UK’s largest food social brands, reaches millions of food lovers every month and has spent years understanding audience behaviours, recipe trends and food culture. Beyond content, the brand has translated that audience engagement into real-world experiences through more than 130 delivery-only restaurant sites, product collaborations and retail launches with partners including Iceland and Co-op. Twisted Labs represents the next stage in that evolution, helping brands turn cultural insight into commercially successful food and drink products.
The launch comes as brands seek faster, more effective ways to translate social engagement into real-world purchasing decisions. By combining audience intelligence, creative development and food expertise with FBN’s retail and licensing capability, Twisted Labs helps create products shaped by consumer demand and cultural relevance.
The venture brings together Twisted’s audience understanding, Jungle Creations’ publisher network, and Food Brands Now’s established retail infrastructure, reaching more than 150 million followers globally and generating over 26 billion minutes watched a month.
Twisted Labs will act as a platform for future food and drink collaborations, helping brands bring products to market with stronger consumer appeal and clearer commercial potential.
Siobhan McDade, Chief Publishing Officer at Jungle Creations, said: “Twisted has spent a decade building one of the most engaged food community’s in the world – and turning what they love into reality: 130+ of our own delivery-only kitchens, products developed for clients, and our own ranges on shelf 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, said: “We’re seeing a growing shift in how successful products are created, with social insight now 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 ultimately create products with stronger consumer relevance and clearer commercial outcomes.”
Source: Jungle Creations
Jungle Creations expands commercial offering with launch of Twisted Labs added by newsroom on
View all posts by newsroom →
You must be logged in to post a comment Login