Recipe Development

When I developed recipes for my own company, Healthy Supplies, I started with a firm idea of what the recipe was going to achieve both for the customer and for the company. The main premise of the recipe could be one or more of the following, but always trying to solve something. This could be resolving a problem for the customer such as:

• Time savers, quick versions
• Healthy swaps - fitness led
• Special diets, dietary needs
• How to use new or unusual ingredients
• How to cook a particular style of cuisine.
• Any other clever hacks!

... Or helping the business to:

• Launch a new ingredient or product
• Sell the food item to a new audience
• Increase their brand value by showing expertise
• Attract customers through useful content
• Have an excuse to contact customers
• Increase traffic to the retail site through organic search
• Increase sales to make the most of a seasonal product or range
• Maintain and build on sales of a popular item – use the momentum to reinforce the message.
• Raise awareness of specialty items unique to the company – highlight its benefits.
• Reinforce a product line or brand to assist with sales of partner products – cross-sell.

And of course there are many more motivations for both the customer and the retailer to engage with each other.

Once the core purpose for the recipe is decided, I then do my research. I learn more about the ingredient(s), reading up on their origin, traditional uses, looking at existing recipes as well as considering popular and current food trends. One book I have found extremely useful for thinking around a set of ingredients is the Flavour Thesaurus by Niki Segnit. It provides various matches between ingredients, as the book's backcover explains: "A unique compendium of flavour combinations." Before the recipe is finalised I usually trial any unusual flavour combinations just be to be sure. I also consider how long the recipe might take to make.

It's a always a thrill to show customers something new or unexpected with a recipe. Whilst typing up the first draft I start thinking about presentation and look for props.

Sometimes there is time to trial the recipe and refine it. However in online retail there's usually a tight schedule. This means the recipe must work first time. It also means getting all the photos shot and processed rapidly. A step-by-step recipe will require multiple shots, spare ingredients and working room to allow for a quick change over.

I usually spend a lot of the shoot taking macro close-ups from a variety of angles. In the last 10 years, the fashion for 'flat-lay', where the food is photographed directly above, has continued to grow. Alongside these I also capture lower angle shots which are used to reveal the scale and texture of the food. A variety of images for each recipe means there will be a plentiful portfolio for your website, social media, web marketing and printed media.