ABSTRACT
Innovating is hard. In the nutritional eld, most innovations fail. For instance, already in 1992, Fredericks and MacLaughlin argued that at least 50% of all new consumer food product releases never make it beyond a year on supermarket shelves [1]. Such product launches include nearly everything, from a new wrapper to a new taste, as well new research-based innovations. Numbers may vary between types of product launches, but even products developed and supported by ample nutritional and marketing research may suffer the same fate [2].
