"Nicholas Robinson is an accomplished editorial leader and content strategist with over 15 years of experience shaping digital storytelling across the food, drink, and FMCG sectors. Currently serving as Global Audience & Content Editor, Nicholas drives premium content strategy and audience growth across international markets, working at the intersection of editorial innovation, UX, and commercial insight. Previously, Nicholas held senior editorial roles at The Grocer and FoodNavigator, where he led large teams and transformed digital content strategies to deliver measurable audience and revenue growth. His career spans both journalism and agency-side leadership, including a tenure as Account & Content Director at Cirkle, where he developed high-impact campaigns for brands like Ferrero, Heineken, and Fox’s Burton’s Companies. Nicholas is known for launching and revitalizing influential industry brands such as Top 50 Gastropubs, Top 50 Cocktail Bars, and BOAT Business, and has spoken at major industry events as a thought leader in content strategy and digital publishing. "

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Pladis is betting on functional NPD and here’s why

Up the food chain

Pladis is betting on functional NPD and here’s why

By Nicholas Robinson

Snack major Pladis is reimagining snacking with a focus on wellness and functionality. The big question: how will this shape NPD for favourites like McVitie’s, BN and Ülker?