New product proverbs. Food companies recognize that taste is the No. 1 factor in determining the success of a new or existing product in the marketplace. Taste alone, however, will not guarantee that a product survives past its first birthday.
Many factors play a role in the vitality of new food and beverage products.
At the recent Institute of Food Technolgoists' Chicago section meeting this past January, John Ruff, senior vice president of technology, Kraft Foods, discussed the strategies that Kraft employs in developing new products. 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.