2004-2005 was one of the most active years for new CPG product activity in recent history. A record number of both food & beverage and non-food brands was introduced this past year.The success rate, however, remained roughly the same as we have seen over the past decade.
A review of how they won in the marketplace by delivering against specific, emerging consumer needs provides critical insights that can be leveraged to improve the industry success rate going forward.
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