New product launches in the food sector: the recipe for success
David Benady
Food and drink manufacturers churn out new products and brand extensions without getting more skilled at picking winners: only one in five new product launches in the grocery sector can be deemed a success, according to supermarket data company IRI Infoscan. IRI’s Insights director Tim Eales says research across six European countries shows that only a fifth of new launches are successful - defined as achieving monthly sales of 80 per cent of the average for the category in...