Wouldn’t it be nice if a new product opportunity stayed still for a moment—like a golf ball on a tee?
Yet that’s not the nature of today’s fast and ever-shifting market. Food and beverage manufacturers have no choice but to keep their eyes ever focused on consumers, categories, customers and competitors. And the reality is that new product development occurs while everything is in fluid motion. It’s something like tracking an opportunity—like a hockey puck—while it skitters across the ice in the midst of so many fast-moving athletes.