Speed to launching on the market is one of the primary considerations of product developers and for this reason, all NPD activities should be timed and tracked, but without cutting corners and rushing decisions. Developing products is easy, developing products and services that appeal to sufficient numbers of consumers is less so and developing sustainable brands that achieve commercial success is very difficult. Many products fail in the marketplace because marketers and developers do not focus systematically on consumer preferences and perceptions of sensory properties and value proposition.

1. HOW TO LAUNCH
A SUCCESSFUL
PRODUCT

2. Only 20% of new food
products succeed.
Do you wonder why?

3. More than 85% of the companies use all three data types in NPD
(consumer involvement, food trend, and environmental factor data) to reduce risk and avoid product
failure on the market. However, some of the common mistakes in the NPD process include:
Wrong approach to NPD
A product launch plan
ignoring marketing
Market research and planning should be
conducted along with product development.
Reacting only to needs that
are expressed
Frequently what customers do not say
(but do) is what actually makes a big difference.
Copying the competitor
Do not try to copy, be unique, find your own
market gap.
Blind design
Not involving your customers in the process.
Only one concept
Great propositions should be tweaked until
they make the grade and are unique.
Improper problem definition
Newly-launched products are designed as
solutions for something. What problem does
your product solve?

4. 4
1
2
3
Not checking the way
consumers use/prepare your
product
You might have set clear
instructions for the intended
use or preparation of your
product, but your consumers
may still
not follow it due to different
reasons.
Not Setting Up
a Support & Feedback
Process
Every successful product
launch plan must have
a realistic process for
providing support and
receiving feedback, post
launch.
No post-launching
changes
You should always
improve based on the
feedback.
Over-Promising
& Under-Delivering
If the product doesn’t do
what you’ve promised it
would do, that’s just going
to ruin your relationship
with your customers.
In contrast with NPD, where consumer involvement, food trend, and environmental factor
data are used, in PLC consumer data is rarely used, meaning:
Wrong approach to Product Life Cycle (PLC)

5. Even multinational companies have had major
product failures
Lack of consumer insight research
Consumers couldn't help but think that the Colgate food
tasted just like their toothpaste.
Lack of market research
The frozen food market was already
saturated when they launched their
product.
Product failure of the “kitchen entrees” series, but also
their toothpaste sales plummeted after
the launch of their “kitchen entrees” line.
RESULT

6. Even multinational companies have had major
product failures
Blind design
Consumers were not involved in the NPD process. Post-
failure research showed that Satisfries had an excellent
flavour, but very bad texture compared to regular fries.
Did not transfer the message
properly to consumers
Through marketing or instore, an effective
explanation to consumers of exactly how Satisfries
were healthier than normal fries was not provided.
Wrong pricing strategy
With the expensive pricing of their new product, BK gave
consumers a choice where selecting regular fries made more
financial sense or simply not buying fries was the truly healthy
option.

7. Avoid wrong approach to NPD and PLC
 Market Research
 Product Positioning
 Sensory Evaluation
 Packaging
LET US HELP YOU TO LAUNCH
A SUCCESSFUL PRODUCT!
The same brand products
sales may decrease
Consumer
disappointment
LOSSES
of thousands euros
Investment in
unsuccessful product

8. Solutions & Services we provide:
Competitive Intelligence
• Benchmark consumer acceptance against competitor
products.
• Define gaps in the market & provide recommendations
for NPD.
• Screen development formulations & processes.
• Confirm acceptance & preference.
• Support sensory nutrition & health claims.
• Market structure and category dynamism.
• Sensory shelf life assessment.
• Competitor Bench-Marking Tests.

9. • Specialized Recruitment of Sensory Panellists belonging to your
target group.
• Sensory-Specific Data Analysis.
• Design, Planning & Execution of Quantitative & Qualitative
Research.
• Sensory Tests, Product & Packaging Assessments.
• Analytical Sensory Assessments and Report Writing.
• Correlation between sensory (human) and texture profile attributes
(instrumental).
Solutions & Services we provide:
Workshop and Training
• Team training in-house for assessing quality characteristics of a
product, raw materials and packaging.
• Sensory shelf life assessment.

10. • Understand consumer behavior, attitudes through: Home-
Usage Trials, Focus Groups and Online Surveys.
• Provision of product recommendations based on current &
future consumer food/beverage trends & consumption
habits and rituals.
• Consumer empathy map and journey.
• Product sensory & packaging understanding.
• Assess and validate insights. Extract “Nuggets”.
Solutions & Services we provide:
Consumer understanding

11. Our biggest achievements
Helped an SME in
developing a premium
snack fortified with
functional ingredients,
from consumer audit
to product launch.
Improved mouthfeel
of a low-fat yoghurt
for an international
FMCG company, while
maintaining a clean
label.
Improved
organoleptic
properties of a
new vegan spread
for a start-up.
Trained factory
personnel for sensory
quality control of a
well-known alcoholic
beverage brand.

12. Raphaëlle O’Connor
+353876765112
info@inewtrition.com
www.inewtrition.com
What would success look like to you?