New product ideas stem from several different sources, said Ruff. All functional groups of the company participate, and innovation teams are organized based on technology, consumer research, packaging, etc. New products must deliver a real consumer benefit and connect to the consumer at an emotional level, noted Ruff. Successful product innovation level, noted Ruff. Successful product innovation puts the consumer first through personalization, customization and experience.
Execution is also important, and some innovations require a dedicated champion.
Although functional foods and nutraceuticals have a lot of growth potential, Ruff believes that there are two major obstacles to their success today. First, it's too hard for the consumer to tell what kind of benefit that they're actually getting. New Product Launch Report , provides a roadmap on how companies can successfully navigate the complex launch process. Don't let the CEO run the product rollout. Brand managers are critical to launch success.