A landmark McKinsey & Co. study examined the success rate of new product launches in the CPG space and found that three out of four new products don’t survive the first four years. The results crossed the spectrum and remained the same no matter the size of the company.
The surprising data reveals that even more agile manufacturers fall prey to the same issues as their slower competitors. These results are disheartening given the time and effort it takes to develop, produce, and market new product offerings.
For nearly two years, TraceGains CEO and CPG industry veteran Gary Nowacki has connected with the brightest minds in food, beverage, and dietary supplements innovation on his podcast, Conception to Consumption (CtoC). Focused on curating advice from industry leaders, CtoC offers frank discussions and inside information on all things NPD, whether it’s accelerating time to market, refining the ideation process, attracting new customers, or making implementing tweaks after launch.
Gary’s guests are a combination of celebrated brand leaders, emerging industry disruptors, and everyone in between. So what does each guest have in common? A track record of success. Each episode offers established strategies to help listeners improve their approach to new product development.
We’ve distilled the best nuggets from dozens of Gary’s podcasts into one easy-to-digest eBook. Download it now for the best advice on how companies move faster and craft successful products that exceed expectations.