CPG Branding and Marketing Forum

What is New Product Innovation Anyway?

To me new product innovation is about predicting what consumer needs and desires will be, seeing the white space in the market and providing a solution to the future need (and hopefully before anyone else does).

When I said adding ketchup flavor to candy I was being facetious but too often I see a new product innovation that was an idea from within the company and not based on needs or insights.

If you can find a “white space” and articulate it well verbally and visually, you can own a category!