Reimagining Nutrition Innovation

As the global food system faces mounting pressure to tackle obesity and chronic disease, nutrition scientist and food industry thought leader Maha Tahiri is helping reshape how companies think about product reformulation. Drawing on decades of experience at Danone, General Mills, and other major food companies, Tahiri, CEO and founder of the consulting firm Nutrition Sustainability Strategies LLC, advocates for a broader, more human-centered definition of nutrition—one that prioritizes not just nutrients, but cultural context, emotional connection, and long-term health outcomes.

Tahiri will be a featured panelist at the keynote session, “Reducing Fat, Salt, and Sugar for Healthier Foods,” which takes place on Monday, July 14, at IFT FIRST Annual Event and Expo. Sponsored by IFT’s scientific journals, the session will bring together leaders from academia, industry, and government to explore the science and strategy behind successful food reformulation. She will share insights from her work designing products that maintain taste and satisfaction while delivering measurable health benefits—including those designed as companion foods for GLP-1 users.

We spoke with Tahiri about the evolution of nutrition innovation, the importance of understanding consumers on a deeper level, and how companies can respond to the challenges—and opportunities—of today’s shifting health and nutrition landscape. 

How do you define nutrition innovation—and how has that definition evolved over your career?

In the past, nutrition innovation was mostly about removing calories, salt, or fat. Today, consumers want more. They want ethical sourcing, clean labels, and real benefits—for digestion, energy, immunity, and mental health. They want solutions. And they see nutrition more holistically, not just in terms of nutrients. People don’t eat just for carbohydrates and proteins. They eat to socialize, to express their identities and their religions. Nutrition innovation now must consider the whole human being; it must solve human problems in human ways.

Could you give an example? 

Take probiotics. We’ve been adding them to products for over two decades, but they only became meaningful to consumers once the benefits were clearly communicated—when we linked them to digestive health, immunity, or overall well-being. It’s not just about putting a functional ingredient into a product; it has to make sense within the context of how and why people eat. Similarly, with sustainability, it’s often difficult to get consumers to engage unless it’s tied to something they care about personally. At General Mills, we created a campaign around saving the bees, which resonated because it sparked nostalgia and emotional connection. People may not pay more just to “save the planet,” but they will rally around something that touches their lives. This reinforces the idea that innovation must go beyond nutrition science and meet people where they are—emotionally, culturally, and behaviorally.

What tools help you uncover the right consumer insights to guide reformulation?

The most meaningful insights come from going deep into people’s lives. Longitudinal ethnographic research—spending time in homes, observing how families shop, cook, and eat—shows us the “why” behind choices and how they evolve over time. Those studies reveal the friction points that the surveys miss. For instance, a parent may know whole grains are healthier but still choose refined pasta because it cooks faster on hectic weeknights. It’s about going deeper into peoples’ lives to understand the barriers and the motivations. Social listening is another important tool. We now have digital tools that will help us really understand, quantitatively, what consumers want. A third tool is co-creation—treating the consumer as a partner, not as a recipient. It means bringing them into the development process, into the kitchen, and having them respond to concepts and try formulations. We work side by side with them to refine flavors and textures. It shifts the mindset from creating for consumers to creating with them. And that is very powerful.

"Innovation must go beyond nutrition science and meet people where they are—emotionally, culturally, and behaviorally."

What have you learned about overcoming resistance to reformulated products?

Taste is the number one hurdle. Reformulation must maintain—or enhance—the sensory experience. You can’t just subtract sugar or salt; you need to rebalance the whole product. Use flavor layering, spice, or sensory tricks like moving salt to the surface to maintain impact while reducing overall levels. Another lesson: change must be gradual. Stealth, step-by-step reformulation works better than drastic shifts. Gradual change requires deep company commitment because it takes time. Finally, I advocate for what I call purposeful reformulation to meet a consumer need. When reformulation is done with clear consumer benefits—like supporting heart health or digestion—it resonates.

From your leadership roles at Danone and General Mills, what are the biggest internal barriers to sustained nutrition innovation?

The most persistent barrier that I’ve encountered is the tension between quarterly earning pressures and the long-term investment horizon that meaningful nutrition innovation requires. Nutrition innovation takes time—sometimes years—to deliver measurable results. We need performance metrics that align with long-term goals and leadership willing to view health as a strategic asset, not just a defensive move. Another barrier is internal silos. Innovation doesn’t belong in marketing or R&D alone—it’s cross-functional. It requires shared goals and a collaborative culture. Companies that foster this collective mindset move faster and build trust with consumers.

You’ve said personalized nutrition is the next big step. How close are we to making it scalable?

We’re getting there, especially in areas like supplements and functional beverages where consumers expect customization. Technology is rapidly advancing. Glucose monitors, ketone monitors, biome tests, and AI tools are maturing. We can now detect meaningful patterns across complex data sets—linking metabolomics, genomics, mental health, microbiome, and more. But we must respect that people trust their own bodies more than they trust science. Personalized nutrition must reflect biological individuality and consumer reality. With the right interdisciplinary collaboration—across nutrition, psychology, microbiology, data science—we’ll see real, scalable impact hopefully in the next three to five years.

What role can nutrition innovation play in the era of GLP-1 medications?

It plays a huge role. These drugs are not magic. People lose weight fast, but they also lose muscle mass, experience GI issues, and risk malnutrition. Most people quit them within two years—and 90% regain the weight. Nutrition is essential to making GLP-1s work—during and after use. We need companion foods that help preserve muscle, maintain hydration, and ease GI distress. For example, my research shows that foods like almonds, rich in protein and fiber, can help with weight maintenance. But we also need better profiling of foods that fit GLP-1 users’ calorie, nutrient, and hydration needs and take into consideration behavioral patterns. This is where the market is heading—and where nutrition professionals must lead. We have the momentum and a chance to build a food system that favors nutrient density.

This interview has been edited and condensed for length.

Maha Tahiri, PhD, is CEO and founder of Nutrition Sustainability Strategies, LLC, and an adjunct professor at Tufts University. She has worked at major food companies, including Danone, General Mills, The Coca-Cola Company, and Mars. She will appear on the panel, “Reducing Fat, Salt, and Sugar for Healthier Foods,” on Monday, July 14, at IFT FIRST in Chicago. She will also be a featured speaker at the Hot Topics Studio session, “What the MAHA Agenda Could Mean for Your Business,” earlier that same day, at 10:30 a.m., followed by a candid, off-the-record Community Conversation. 

Check out these related, not-to-be-missed sessions at the event, too: 

• July 14: Food Additives: Reformulation and Regulatory Challenges
• July 15: The Desire Dilemma: How GLP-1 Agonists Shape Behavior and Future Research Opportunities

Are you coming to IFT FIRST? The event takes place July 13-16 at McCormick Place in Chicago. Don’t miss out—SECURE YOUR SPOT TODAY!