Breaking the mold often means developing a product that requires a new process to produce it. Creation of these products takes a multi-dimensional approach, often combining a unique shape, flavor, texture and package that cannot easily be copied by the competition. Conversely, companies that focus solely on one aspect of product development generally reap only a fraction of the development investment. In fact, the degree of innovation is usually a good measure of how profitable a product will be.
The same barriers that keep competition from copying new product innovations also make product development difficult for the companies that conceive them. These barriers may include patents, trade secrets, capital requirements and market position.