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You can pour everything into the launch, the packaging, the campaign, the shelf placement, and still watch a product quietly disappear within a year. Aart Jan Van Triest has seen it happen enough times to know the reason. Most launches obsess over the first purchase. Almost none of them design for the second.

In this episode of Tomorrow’s Bites, we sit down with Aart Jan Van Triest, former Unilever marketer and founder of PPM Consulting, to break down the three things every food launch needs to actually become part of someone’s life. Relevance. The wow moment. And the one everyone forgets: repetition.

Aart Jan’s career spans Knorr in Asia, Becel, Unilever’s biggest brands, and years spent studying one deceptively simple question: why do people keep buying what they keep buying? His answer reframes the whole game. We don’t buy products, he says. We hire them to do a job in a specific moment of our lives. Miss the moment, and it doesn’t matter how good the product is.

In this conversation, Aart Jan reveals:

Why repetition is a behavioral metric, not a marketing one, and why it decides success long after the launch hype fades
The Becel story: a genuinely effective product that faded because people stopped using it long enough to see the benefit
Why a product that flies on pure penetration, think Dubai chocolate or Chicken Tonight, is a slow-motion failure, not a win
The McDonald’s milkshake that sold because of a 20-minute commute, not because of taste
How M&M’s adding color accidentally created entire new occasions to eat them
Why the health conversation is upside down: stop making the healthy option convenient, start making the convenient option healthy
The Doctor Oetker pizza that tried to be healthier and failed because it asked people to change, and what it should have done instead
His idea of rhythm carriers, the schools, workplaces and train stations where behavior actually gets built, and why that’s where public health should focus

And much more...

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😊 The Guest: Aart Jan Van Triest

The 3 Non-Negotiables Every Food Launch Needs To Become Relevant - with Ex-Unilever Founder of PPM Consulting, Aart Jan Van Triest

Tomorrow's Bites with Andrés and Sjacco

The 3 Non-Negotiables Every Food Launch Needs To Become Relevant - with Ex-Unilever Founder of PPM Consulting, Aart Jan Van Triest