WE ARE SMALL TO
MOVE BIG.

A NEW OPERATING MODEL FOR GROWTH COMBINING SCIENCE, CONSUMER AND CULTURAL INSIGHT, AND EXPERT + AI‑NATIVESERVICESTO CREATE CLARITY, TRUST, AND MARKET ADVANTAGE FOR FOOD, BEVERAGE AND WELLNESS BRANDS.

S2B Group imagines, shapes, and makes transformative ideas real in food, beverage, nutrition, health, and wellness - with S2B Group’s innovative clients, partners and team members who insist on building the future, not inheriting it. 

S2B Group brings decades of experience leading global nutrition and product innovation pipelines, translating scientific insight into strategies that shape what comes next.

S2B GROUP IS SCIENCE-LED

Evidence before ego, rigor before rhetoric.

S2B GROUP IS HUMAN & BUSINESS‑CENTERED

Focused on what people need and what brands must deliver.

S2B GROUP IS CREDENTIALED EXPERT AND AI‑POWERED

Grounded in experience, elevated by tomorrow’s tools.

SCIENCE-LED

✺

HUMAN AND BUSINESS-CENTERED

✺

CREDENTIALED EXPERT AND AI‑POWERED

✺

SCIENCE-LED ✺ HUMAN AND BUSINESS-CENTERED ✺ CREDENTIALED EXPERT AND AI‑POWERED ✺

WHAT

WE DO

Proof to Possibility

S2B Group helps food, beverage and wellness brands turn evidence and culture into advantage, from scientific rigor and regulatory clarity to consumer desire, cultural resonance, and demand.

Integrated for Impact

S2B Group’s operating model integrates: Strategic Science & Stewardship; Signals & Thought Leadership; Storytelling & Market Activation.

Built for What’s Next

Founder‑led, science-based, AI‑native and human‑curated, S2B Group delivers what modern categories require: scientific rigor, cultural clarity, answer‑driven visibility, and whole‑ecosystem insight.

WHY S2B Group?

S2B Group helps food, beverage, and wellness leaders shape what can be.

S2B Group’s founder‑led, specialist model merges decades of category expertise with breakthrough AI methodologies S2B Group is creating from the ground up - giving brands access to capabilities no one else is bringing to the market.

  • AnswerSync™ ensures credible science becomes the visible, accessible answer, beating misinformation and surfacing truth.

  • S2B Group integrates science + culture + AI with challenger agility to help leaders shape what can be.

  • S2B Group merges evidence with culture, identity, behavior, and context to create narratives that resonate and convert.

  • S2B Group’s lived experience as scientists and nutritionists, together with the human network we’ve built over the years, shapes how we co-build with a multidisciplinary network of scientists, strategists, cultural thinkers and communicators.

  • Octolium™ is S2B Group’s strategic intelligence ecosystem - integrating scientific, cultural, regulatory, and market minds with AI‑driven insights.

PROOF OF IMPACT

Where science, culture, and strategy translate into measurable advantage.

"Doctor Tahiri is doing terrific work provoking rigor of thought in our field. She has long been a voice of sound thinking about and interpretation of science in the nutrition space."

David B. Allison
PhD, USDA Children's Nutrition Research Center at Baylor College of Medicine, Department of Pediatrics, and Texas Children's Hospital

”During my years leading Google’s global food program, Laura was an indispensable strategic partner and trusted advisor to me - bringing systems-level perspective, operational rigor, and the ability to align diverse stakeholders around a shared ambition. From shaping long-term strategy and advancing our “foodshots” to helping launch the Food Lab Talk as a platform for industry-wide dialogue, she consistently translated vision into measurable progress. The food system demands bold leadership and disciplined innovation, and Laura delivers both - while inspiring teams to think bigger, move faster, and act with purpose.”

Michiel Bakker
President, The Culinary Institute of America

“Laura has a sharp instinct for where markets and technology are headed - and she pushes brands to get there the right way. She helps teams leverage emerging tools, including AI, to unlock smarter, sustainable growth.”

Pete Blackshaw
Co-Founder, CEO, BrandRank.AI, Author, TheAnswerEconomy.com

Work With Us

  • S2B Group solves many of the same problems agencies attempt to solve - but we do it differently: with credentialed food, beverage and nutrition expertise, scientific rigor, cultural intelligence, AI-native methodologies, and a founder led model built for speed and clarity. Depending on how you engage us, your core team is likely to include a scientist, a strategy and insights expert, a marketing communications pro, and an AI expert. 

    S2B Group’s founders bring uncommon category-shaping experience that traditional models simply don’t: leading global nutrition, scientific, and regulatory strategy and communications at General Mills; leading health and wellness innovation at Danone; shaping health and wellness strategic science and communication at the corporate, category and brand level at The Coca-Cola Company and Mars (Maha Tahiri); and leading food and beverage at three of the top five independent agencies: FoodMinds, Padilla and Edelman (Laura Cubillos).

    What makes S2B Group unlike any other partner is the combination we bring: big-agency creative power, in-house scientific and regulatory leadership, hands-on innovation experience, deep cultural intelligence, and AI-native marketing and communications expertise - all integrated inside a single model. No traditional agency, consultancy, or boutique firm combines these capabilities. This blend allows us to shape not only what is, but what can be, faster and more with more clarity than legacy approaches.

  • Brands today face misinformation, regulatory risk, fragmented teams, and an AI-accelerated landscape where transparent, science-grounded brands are better positioned to surface.

    S2B Group brings scientific stewardship, cultural insight, and AI-powered clarity together to solve these problems in ways traditional agencies can't. Our founders have helped reshape and or transform categories - from avocados, eggs, almonds and whey protein to berries and whole grains - proving the power of evidence-led strategy in driving real-world behavior change and sales.

    Solving these problems requires more than science alone. It demands creative reframing and innovation leadership, which are essential to shaping what can be in rapidly evolving categories.

  • Our team has helped to grow and transform businesses and categories. Results vary by engagement, but we design for short and long-term ROI, whether that’s near-term visibility gains, midterm brand growth, or long-term category transformation.

  • S2B Group is purposely Small to move Big: with senior experts and AI doing the heavy lifting, we move quickly without sacrificing rigor. Timelines depend on scope, but speed is built into our operating system for growth.

  • Yes. S2B Group believes food is culture at its core. And we love it! We ‘ve led award winning-winning work in this space across food, beverage, nutrition, health, and wellness. Before cofounding S2B Group, Laura Cubillos led the food and beverage practices at three of the top five independent agencies, bringing decades of category-shaping experience to our clients. She has built some of the industry’s most successful integrated campaigns, from national produce boards to global seafood and CPG brands, delivering measurable market impact and business growth.  As Hilde Bruch reminds us, nutrition and food more broadly is never just about nutrients, but about human beings in their entirety. That belief shapes how we approach our work.

FAQ