Subscriber Exclusive 
How to ensure product launches have the best chance of success
From tapping into an unmet consumer need and settling on the best communications strategy to finding the right timeframe for measuring impact, the art of the successful product launch is highly-nuanced.
Ahead of removing its dairy-free smoothies range from supermarket shelves this month, Innocent Drinks tried to make light of the failure of its product innovation.
Announcing the “nutterly disappointing news”, Innocent said its sales data had left it no alternative but to call time on the smoothies. “We’re sorry to say that just like Shakira’s hips, our sales figures don’t lie. We ask for your compassion at this time of mourning,” it said.
