voices from the field: INSIGHTS from our focus groups

To deepen our understanding of how people perceive fungi-based nutrition, we recently conducted a series of focus groups with three target audiences: university students, fitness enthusiasts, and adults over 50.

Participants tasted two early-stage SUPREME prototypes - a high-protein bar and a savory spread - and shared their impressions through guided discussions and sensory analysis.

The bar stood out for its pleasant and natural texture and nutritional promise, which is particularly appreciated by those with active lifestyles. At the same time, it sparked lively discussions around its ideal moment of consumption (snack vs. meal replacement), sweet-savory balance, and visual presentation. These represent all crucial input for refining the product’s positioning and recipe.

The savory spread was met with a mix of curiosity and enthusiasm. It was perceived as healthy, natural, and familiar, yet opinions diverged on traits like aroma, character, and perceived "naturalness" vs. "artificiality." This contrast revealed valuable insights into how different user groups interpret and emotionally respond to new food formats.

These focus groups weren’t just evaluations. They represented part of a co-design journey, helping us shape Supreme's future fungi-based foods that are sustainable and resonant with real people’s needs and desires.

Stay tuned for the next phase: a digital ethnography to further discuss what fungi-based nutrition can become!