A modern day FMCG startup

Sensineer is a self-declared re-innovation startup. Our single goal in life? To develop our own range of FMCG products for niche international markets. How? By actively trying to reinvent the wheel so to speak. Zealous opposers of the one size fits all approach, we aim to cater to the smallest of target groups who are currently overlooked.

Why? We absolutely have no clue. We stumbled onto a great business philosophy a while ago and never looked back ever since.

Who are we?

Who are we?

We are Sensineer. We’re an Amsterdam based, innovative start-up focusing on fast moving consumer goods. Operating as a new product incubator, we try to answer the question consumers all over the world ask themselves daily: “why does this product not fully match my needs?” At Sensineer we market product innovations that start where existing products have left off. We identify products which do not 100% match the needs of consumers and search for ways to make them better through re-innovation.

Nice words, but what makes us so special?

Nice words, but what makes us so special?

The difference between us and many other companies is that we truly understand our limitations and actively embrace them. We are not going to come up with that next groundbreaking innovation. If a product does not yet exist, don’t expect us to invent it.

We focus on developing our own equivalent of an existing product and making it superior to competing products. For each niche segment of the FMCG market we plan to enter, we hope and pray that we are the last to market, not the first.

Why stay lean & mean?

Why stay lean & mean?

Unlike most start-ups, our ambition is to remain small and nimble. We simply focus on those parts of the product development process in which we can actually add value. We conceptualize:
(i) Product (re-) innovations;
(ii) Marketing initiatives to get our new innovations in the hands of our target consumers.

For each innovation we assemble a crack-ass team of R&D, manufacturing, advertising and marketing agencies to get our product on the market. Doing so, we can focus on what we do best: re-innovation. That is the power of Sensineer.

Why so many different brands?

Why so many different brands?

We aspire to bring different types of products to market. Today it could be a spray against skin irritation, tomorrow a new moisturizing ointment… who knows what will be next? In order to remain flexible and prevent burdening each innovation with the legacy of the other, we believe it’s best for each new product line to be marketed under its own label.

What about the “premium pricing” of your innovations?

What about the “premium pricing” of your innovations?

To be honest: we’re a greedy bunch. Seriously, have you tried living in Amsterdam? It’s just crazy expensive.

All jokes aside, we’ve learned that innovation comes at a price. Being the first to push the envelope – collaborating with many different partners, utilizing packaging materials not meant for mass production, research expenses, etc. – means we often take costly risks in the pursuit of innovation. Working with many different experts throughout the product development process is an expensive affair. All of this determines the pricing of our products.