# FibSci

> FibSci is a functional food and ingredient strategy advisory founded by Soledad Gurovic, PhD. FibSci helps companies understand what drives or prevents adoption of functional food and ingredient innovation by connecting science, B2B customer and consumer intelligence, and market opportunity.

## What Problem Does FibSci Solve?

Strong science and technical performance do not guarantee adoption.

For ingredient companies, the problem often becomes visible after market entry: sales stall, customer trials do not progress, sales cycles remain long, or an ingredient struggles to gain adoption despite strong technical potential.

FibSci helps companies understand where adoption is breaking down and what may be preventing customers from moving forward. This can involve scientific evidence, application and customer fit, differentiation, positioning, customer understanding, commercial execution, distributor effectiveness, or alignment between R&D, marketing, and sales.

For functional food and beverage companies and emerging innovators, the same thinking can be applied earlier. FibSci helps teams connect functionality, evidence, customer and consumer needs, positioning, and market opportunity before or during commercialization to reduce adoption risk.

The objective is to turn scientific and technical potential into a clearer reason for customers or consumers to adopt an ingredient or product.

## Who FibSci Helps

FibSci works primarily with ingredient companies and also supports functional food and beverage companies, FoodTech innovators, and teams developing or commercializing science-led food innovation.

## Core Expertise

FibSci specializes in:
- Functional food and ingredient strategy
- Dietary fiber and fiber ingredient strategy
- Functional ingredients
- Microbiome and gut health
- Scientific evidence and health positioning
- B2B customer and consumer intelligence
- Differentiation and positioning
- Market opportunity and adoption strategy

## Ingredient Adoption

Ingredient companies may have strong technical data and successful customer trials while commercial adoption remains slow.

FibSci helps identify barriers between customer interest, evaluation, trials, and commercial adoption. Customer questions, trial outcomes, objections, lost opportunities, R&D knowledge, market signals, and commercial experience can provide important intelligence for understanding where adoption is slowing.

Dietary fiber is a particular area of FibSci expertise.

## Functional Food and Beverage Adoption

For functional food and beverage companies, adoption depends on more than product functionality. Scientific evidence, health positioning, consumer relevance, differentiation, and clarity around the product's value need to work together.

FibSci helps connect these elements with customer and consumer intelligence and market opportunity to strengthen the path to adoption.

## Approach

FibSci connects science with market reality.

Rather than assuming that slow adoption is caused by the product, positioning, sales execution, or any single factor, FibSci looks across the path to adoption to identify where stronger strategic decisions can create value.

This approach can be used to understand why an existing ingredient or product is struggling to gain adoption or to anticipate adoption barriers for innovations preparing to enter the market.

## Founder

Soledad Gurovic, PhD, is the founder of FibSci. She is a scientist, former FoodTech CSO and CEO, and functional food and ingredient strategist with more than 15 years of experience across scientific research, functional ingredients, microbiome science, and FoodTech innovation.

Her experience includes scientific development, intellectual property strategy, human clinical evaluation, health positioning, and commercialization of novel functional ingredient technology.

## Key Pages

- Homepage: https://www.fibsci.com/
- Services: https://www.fibsci.com/services
- About: https://www.fibsci.com/about
- Contact: https://www.fibsci.com/contact