Bamboo Brands opens new location on Wageningen Campus
Bamboo Brands, an international market research and innovation company specializing in consumer insight for the FMCG (fast-moving consumer goods) sector, has opened a new office at Wageningen Campus. From this location, the company develops and tests product innovations based on actual consumer behavior in supermarkets.
Headquartered in ’s-Hertogenbosch, Bamboo Brands partners with brands and producers to gain a deeper understanding of consumer needs. The company tests products, packaging and concepts in real-life retail settings, combining sales data with direct consumer feedback. This data-driven approach replaces assumptions with insights from daily practice. Bamboo Brands operates through a European network of more than 400 supermarkets.
Activities in Wageningen
The new location on Wageningen Campus serves as Bamboo Brands’ International Technology Center. From Wageningen, the company accelerates the development of its proprietary testing and research methodologies and actively builds partnerships within the regional ecosystem.
Theo Toering, CEO of Bamboo Brands, explains the impact of consumer behaviour research: “In practice, this means manufacturers no longer wait months or years to see whether an idea has potential. Within weeks, they receive clear market signals that help sharpen their concepts. This approach saves time and costs, while also making innovation more sustainable.”
Strengthening the food ecosystem
The arrival of Bamboo Brands further strengthens the sustainable food ecosystem in East Netherlands. The company brings international expertise and practice-based consumer insights that add real value for businesses working on food innovation and product development.
Wageningen Campus offers a powerful combination of knowledge, entrepreneurship and an international outlook. That fits perfectly with our ambitions for the future.
Theo Toering adds: “Wageningen Campus offers a powerful combination of knowledge, entrepreneurship and an international outlook. That fits perfectly with our ambitions for the future. Thanks to the support we received during our location decision and the strong regional connections, we quickly became part of the network.”
Angelique van Helvoort, Senior Advisor Food at Oost NL, says: “Bamboo Brands forms a strong addition to the existing food innovation ecosystem in the Foodvalley region. The company brings insights from everyday supermarket practice that directly support the many food companies in the surrounding area.”
Together with regional and national partners, Oost NL supports (international) companies in their establishment and growth in East Netherlands. By strengthening regional embedding, connecting local networks and offering practical support, Oost NL contributes to sustainable economic growth, employment and a strong, future-oriented international business climate in the region.
Oost NL contributes to the Sustainable Development Goals
