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New report identifies reasons for functional foods failure
date:Jun 20, 2014
ess.

Among the 12 key reasons for failure illustrated by the 22 case studies in this report are:

* Overestimating the potential market

* Targeting the mass market too early, instead of starting in a niche and growing from there

* A perceived mismatch between the product and the benefit (such as fish oil in yoghurt)

The report also identifies 10 Golden Rules for Success, such as initially targeting a brand at a clearly defined group of consumers, and the importance of a focused benefit messa

12/24 05:34