Sidsel Jensen

Background

About Sidsel Jensen

As Director of New Ingredients at the Carlsberg Research Laboratory, I lead a multidisciplinary team of 16 researchers dedicated to developing natural and functional ingredients that both reflect and anticipate evolving consumer needs. Our work explores innovative ingredients for brewing—and beyond—spanning both alcoholic and alcohol-free beverages. We place a strong emphasis on bioactive compounds that deliver measurable benefits (product experience and health and wellness), empowering consumers with more purposeful choices that support a balanced lifestyle. With a background in sensory and consumer science, I bring a deep understanding of how people experience and connect with beverages. I’m passionate about bridging scientific insight with human experience—crafting beverage solutions that are not only evidence-based but also emotionally resonant. My leadership philosophy balances inspiration with structure. I believe innovation thrives when creative freedom is guided by clear purpose and measurable impact. Empathy guides me — building trust, empowering people, and aligning science with meaningful outcomes. Leadership, to me, connects vision with execution, science with society and people with purpose.