Innovation on the Plate: A Conversation with Chris Ince, Chef Director

What drives culinary innovation at Angel Hill?

“We are always consumer-driven. Innovation only works if customers want to buy the food, if colleagues can deliver it consistently, and if it performs at scale. We start with a team of passionate chefs and nutritionists, supported by strong relationships with suppliers who tell us what they’re seeing in the market.”

“But inspiration is only part of it. The real task is bringing the operation with us. We involve colleagues early, explain the reasoning behind a dish and ask for honest feedback. Trust matters. It means people are more willing to try something new because they understand why it works.”

How do you define true innovation?

“Introducing food from different cuisines is valuable and exciting, but for me, the deepest innovation comes from changing what we eat and how we eat. That’s why recipe reformulation is so important. It’s about taking familiar dishes and making them better for people and better for the environment.”

The Big Carbon Kick Out is a leading example. The team improves dishes such as lasagne, curries and burgers by adding ingredients that reduce environmental impact and increase nutritional value, while maintaining flavour and appeal.

How do those reformulations come to life?

“We look at credible research around environmental impact and future food groups. Then we identify ingredients that help us reduce carbon without compromising flavour. The question we ask is simple: how can we make this easier for consumers?”

“People shouldn’t feel forced to make a choice between taste and responsibility. Our approach keeps dishes familiar but improves them behind the scenes. If we maintain volume sales, we can measure the impact properly. That’s when the work really counts.”

Chris explains that, after 18 months of development, the programme is now more widely understood and easier to advance across the business.

How do you nurture creativity in the chef community?

“Empowerment is the biggest factor. You hire people for their talent and passion, so you have to give them the space to use both. We put some structure around their ideas, but the creativity has to come from them.”

“Everyone has strengths. Some colleagues focus on reformulation, others on bold flavours or classical technique. The nutrition team brings deep knowledge, backed by evidence. When people care about the work, they talk with confidence and bring others with them.”

He highlights the Culinary Classroom as an important way colleagues grow and share ideas. “You cannot fake enthusiasm. When someone leads because they love the subject, it inspires everyone involved.”

Does this approach influence the wider chef community?

“It does. People can see when something is authentic. When colleagues genuinely enjoy what they are developing or teaching, it builds pride and interest across kitchens. It shapes the culture in a positive way and helps ideas become everyday practice.”

Which dish or concept best represents Angel Hill’s innovative spirit?

“The Big Carbon Kick Out is the strongest example of what we do. But if I had to pick one product, it would be the burger. We’ve improved its nutritional profile, reduced the environmental impact and kept the flavour exactly right. That matters because we sell it in huge volumes. If you want to make a meaningful difference, you improve the food people eat most often.”

He also points to familiar concepts that offer value and enjoyment, where the biggest competitor is often the lunchbox from home. “Wrap Shack is a great example. It offers strong flavours, fun and great value. Innovation doesn’t always need to be complicated.”

What’s next for 2026 and beyond?

“Consumers are more informed and expect quality, value and the chance to customise. People want a bit of luxury, but it needs to be affordable. That’s why topped and loaded dishes will continue to grow.

“We’ll also develop global concepts, such as a new range inspired by the Silk Road, taking influence from dishes along historic trading routes. And we’re looking closely at how to incorporate more Future 50 foods to reduce environmental impact. It might feel less dramatic than global cuisine, but it’s vital for long-term sustainability.”

Innovation shaped by people, supported by insight

Chris returns to the same point throughout the conversation: innovation only works when it supports colleagues, delivers for customers and reduces environmental impact. By combining passion, research and operational collaboration, Angel Hill Food Co. continues to create food that is flavourful, responsible and relevant to the moment.