ABSTRACT
The new food product development process flows from strategic business planning and starts with opportunity analysis, followed by idea generation. Successful new food products come from winning ideas and the firm must test propositions with consumers to minimize the chance of proceeding with marginal ideas and wrongly positioning a winning new product idea. The concepts of awareness, trial, and repeat are commonly used both to set objectives for and measure the effectiveness of a new product launch program. Trial is primarily a function of consumer usage of the category, the consumer’s exposure to messages about the product, the extent of distribution, and incentives, such as samples or cents-off coupons. Trial consumers, if satisfied with their initial purchase and if the new product fits their lifestyle and consumption patterns, may be induced to buy the product again. A positioning concept statement is longer and more detailed than a core idea concept.
