**Consumers are increasingly choosing healthy food products and sustainably produced food. At the same time, they want convenience with shorter times, easier access, more online availability, and more service. And all of that at lower costs. Digitisation not only offers plenty of new opportunities but also challenges. Such developments require innovation in many different aspects, which is why scaling and internationalisation play an important role. Other options to stand out and thrive are specialisation and focusing on niche markets.**
