Creativity and innovation in the food industry: integrating artistic typologies and strategic breakthroughs

Creativity and innovation are increasingly central to the evolution of the food industry, as firms confront shifting consumer preferences, sustainability imperatives, and technological disruption. While considerable attention has been paid to the outcomes of innovation, less is known about the creative processes and strategic logics that underpin them. This review addresses that gap by integrating two promising frameworks, Galenson’s typology of conceptual and experimental innovators, and Blue Ocean Strategy’s value innovation model, to provide a structured lens for understanding how innovations emerge and succeed in the food sector. Drawing on recent empirical and conceptual work, particularly in wine and gastronomy, the paper highlights how different creative styles align with distinct paths of strategic differentiation and market creation. The integration of these perspectives offers a dynamic account of innovation that moves beyond static classifications, emphasizing timing, replicability, and value logic. The review concludes by identifying key gaps in the literature and outlining promising avenues for future research across the food value chain.