Nowadays, the competition in the food and beverage industry has developed from a single food competition to comprehensive competition in all aspects: from the pursuit of high-quality products to the expansion of market share, to the promotion of the brand effect and to the new shape of pursuing the entire enterprise. Consumers’ demands keep changing with time. These changes are different from demands that occur for classy foods requiring typical features such as nutrition value, the lusciousness of taste, and accessibility, to basic aspects such as improved food safety, food life span, durability, and waste food proper management. Thus, the objective of this research work is to review the TRIZ-theory of inventive problem-solving the matter in Malaysian food and beverage industry. The new product development in Malaysian food and beverage industry needs to accommodate the market demand. This study revealed that the actual product development process could be analyzed by assessing the interactions between consumer demands and expectations, the producer’s technical capacity of the food, and emerging knowledge from scientific researches about food. This has been attributed to the problem of the low quality of input terms of the food industries and productivity growth of Malaysian manufacturing industries, which is input-driven rather than total factor productivity-driven.