New product launches in the food sector: recipes for success

David Benady

According to research from IRI Infoscan, only one in five product launches in the food and drink sector - whether for new brands or brand extensions - can be deemed a success (that is, achieving monthly sales of 80 per cent of the average for their category).

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...

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