Purpose The purpose of this paper is to advance advances the food experience design (FED) framework by transforming it into a structured, process-based, operational model. The extended FED integrates the consumer’s experiential pleasure as a core design driver by embedding the stages of the food experiential journey into each design step, while positioning the five pillars of food well-being as both strategic drivers and outcomes. These transformations move FED from abstract theory to actionable practice. Design/methodology/approach This research refines the FED through the theoretical integration of design thinking, food innovation, experiential food consumption and food well-being literatures. Findings The extended FED framework introduces a dual-perspective model that bridges the producer’s design process (empathizing, defining, ideating, immersive visualization) with the consumer’s food experience journey (contemplation, connection, creation), aligning each design step with the overarching innovation objective of advancing food well-being. Research limitations/implications As a conceptual contribution, the framework has not yet been empirically validated. Future studies should test its application and explore the use of immersive tools to simulate multisensory food dimensions. Practical implications The extended FED framework serves as a practical roadmap for innovation teams, marketers and policy designers. It guides cross-functional teams in embedding consumer experience into food innovation from the outset. Originality/value This research advances FED from a conceptual model to a structured, operational framework that can contribute to the creation of meaningful and socially grounded food innovations. It offers specific tools, strategies and process refinements that unify consumer experience design and food well-being principles.
Batat et al. (Wed,) studied this question.