Leading Applied Behavioural Science (LABS)

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LABS Innovation (our innovation centre) and Leading Applied Behavioural Science (our not-for-profit company) are based in the United Kingdom but our resources are used around the globe.

LABS Innovation develops resources, initiatives and solutions, and our not-for-profit is the platform to get them out there to those who would benefit from them most. These include Healthy Profits, Rainbow Power Nutrition and Taste Adventures.

Contact us using the form below or email contact@tasteadventures.org if you are interested in finding out more about our initiatives, want to purchase a bulk order of our resources, if you would like to invite us to a speaking opportunity or for any other query.

Please make your purpose for contacting us clear at the start of your email and we will direct it to the member of the team most able to help you.

We look forward to hearing from you!

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LABS Innovation Ltd:

Llandudno, Conwy, North Wales

Registered company number: 9792654

Leading Applied Behavioural Science Ltd (not-for-profit):

Walsall/Birmingham, West Midlands, England

Registered company number: 12472427

LABS Innovation

We are on a mission to improve the health and wellbeing of people and our planet through the practical application of behavioural science.

Our 5 Values

Inclusivity We want to ensure everyone has the opportunity to engage and live healthier lives on a healthy planet.

Collaboration We work collaboratively with others sharing, working, learning and achieving more together.

Creativity We are highly creative and inquisitive, constantly reviewing what works and what doesn’t, adaptable and flexible as we look for practical solutions.

Challenge Taking risks is part of life so we challenge the status quo, always striving to do better.

Reward We want everyone to benefit in a way that matters to them.

As part of this mission we have also launched Leading Applied Behavioural Science, a not-for-profit company, to increase the reach of behavioural science with those who could benefit most.

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Healthy Profits quotes


"For as long as there has been something to sell, we have been marketing. Why should selling feel good healthy foods be any different?"— Sarah Pullen