New Product
🤝🏽 Consumer

What you need to know before introducing any new product to consumers.

You want a product that’s top of mind. They want a go-to product they can trust. You’re both seeking commitment and a long lasting relationship. Understanding what you bring to the table shelf is the difference between being flung to the back of the cupboard and turning this new-product-type-of-fling into a rock solid brand connection with consumer engagement.

Here are 6 handy tips to nurture new product development and foster consumer connection.

1 → Keep the stars in your eyes and your feet on the ground

Launching a new product may seem like a no-brainer, but get it wrong and you risk sinking dollars into a very big black hole. Before you get it off the ground, ask yourself these two very important questions: 

1. Does this align with my brand’s vision?

2. Can this be supported by our values and positioning?

Shoot for the stars, but don’t get distracted by all the shiny things that will come along the way.

2 → Read the room

Don’t get distracted by what everyone else is saying and doing. Do start to notice what is happening in the market and what your consumers are thirsty for. Understand if there is a genuine need for a new product or if the market is overflowing with something similar.

3 → Get better acquainted

Engage your most loyal community members by inviting them to participate in new product development (NPD). Gather feedback from consumers and the bigger store buyers then use this new product development phase to mitigate any big level risk. Listen to the pack but always trust your gut.

4 → Show and tell

If your new product is innovative or introduces any key new ingredients, consider how to educate consumers about its benefits and usage. Imagery, illustration, iconography as well as copy —benefit driven claims, back of pack copy and storytelling—all work together to enrich the value and understanding of the product and break down how it delivers on consumer needs.

5 → Keep it in the brand family

Your wider company portfolio and range alignment are two critical things to consider when positioning your new product. Don’t just replicate the hero product, consider how and where your new product fits into the family and whether you need to introduce sub-brands or ranges, then let pack architecture and design complete the picture.

6 → Perception is everything

How your consumers perceive you along with your position in the market will play a big role in how you price your product. Beyond production and operational costs, it’s worthwhile considering what you bring to the table, other than a pretty front of pack face.

Like any good relationship it takes time to build trust and loyalty from consumers, but by leaning into your existing brand equity you have a greater chance of establishing long term commitment and ink-worthy

brand loyalty. 

Need a hand with your NPD? We’d love you to reach out.

—G