How food brands can ensure their products launch successfully

This article looks at what brands in the FMCG sector can do to ensure that new products are launched successfully, ensuring the right basis for future innovation.

How food brands can ensure their products launch successfully

Tim EalesIRI UK

Product innovation is the lifeblood of the food sector, but since 2013 the number of new food products launched has declined substantially, threatening category stagnation. Several challenges are at play here, all militating against successful innovation and customer uptake. Tim Eales of IRI gives useful guidance on how to reverse this downward trend.

Marketing Food

This article is part of a series of articles on marketing food. Read more

New products breathe life into stale food categories, adding value and stimulating growth. They also drive substantial...

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