“Surprisingly often, companies make the health benefit the sole point of difference for the product, undervaluing key factors such as convenience,” said Julian Mellentin, director of New Nutrition Business. “When a product is essentially a me-too, with a health benefit attached, it’s inviting failure.”
Among the 12 key reasons for failure illustrated by the 22-case studies in this report are:
“The smartest people know that studying the failures of others teaches us how to succeed,” said Mellentin. “Examining the most common mistakes that companies make enables others to avoid them and increases their chances of success.”
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