In this episode of Shelf Life, we sit down with Nick Miller, Director of Innovation at Chomps, one of the fastest-growing protein snack brands in the US. Nick shares how innovation actually works inside a modern CPG brand—from deciding what products to build next, to balancing data with intuition, and understanding why consumers often say one thing but do another. Drawing from his experience at Chomps and previous roles at large CPG companies, Nick breaks down how brands identify white spaces, avoid over-innovation, and build products that last. We explore topics like human-centered research, brand personality, willingness to pay, innovation pipelines, and why taste still beats everything else. The conversation also dives into the limits of traditional consumer research, the role of AI and synthetic consumers, and how insights really move across teams at scale. This episode is especially valuable for anyone working in CPG, brand strategy, product innovation, marketing, research,...