Lupin 2024

New product launches can benefit from a step-wise approach

New product launches can benefit from a step-wise approach

Today’s product landscape is highly competitive. Speed-to-market continues to be an important product launch factor, but it isn’t everything. Often, overly eager companies introduce a new CPG item too quickly while overlooking critical steps that could prevent costly mistakes. In fact, according to research conducted by IRI, it is estimated that between 60% and 80%

A product’s earning potential is about the long haul

A product’s earning potential is about the long haul

A new product innovation with a large promotional spend does not automatically equal success in the retail marketplace. Too often, brands release a product with a new technology, form, ingredient or positioning, or a product that addresses an unmet consumer need, without fully considering the product’s earning ­potential. Not only is earning potential critical to

Meaningful product innovation central to retail growth

Meaningful product innovation central to retail growth

New product launches have a notoriously high failure rate. In fact, Nielsen once pegged the failure rate of new consumer packaged goods at a staggering 85%. Launches can come in many forms, including line extensions, such as a new size or flavor within a family, “me-toos” (copycat product from a different brand) and original ­innovations.

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