Every year food producers millions of dollars to find new foods that they think you and I fancy. Booms they disappear food out a short time.
In 2015, we received as usual an avalanche of new ideas. Most of us acting on habit and get notice a new product. Some go through however with us creatures of habit, while others disappear almost without our noticing of it.
Will not recall the mistakes
International expects the industry with their success with three out of ten new launches .
And when new products are finding their way into the shelves, talking suppliers passing on the products. When they disappear, they hope that it takes place in silence.
This year launched Tine including goat cheese in a tube, Valentine 14, Yt between meal drink, genuine white goat cheese, cheesecake and caramel mousse, several gels and yoghurt Go’morgen Zero.
Tank 1 of 3 brown cheeses on tube
– There is always a certain risk associated with developing and launching new products and concepts. We have many successes, but also something we do not succeed, says director of growth and development Hege Homlong Tine.
Therefore cut the out both between meal drink from Yt, a cheesecake, one caramel mousse, apple jelly and orange jelly and milk chocolate flan in énlitersform.
Bruno Sten on the tube has not been particularly popular, but Valentine does not give up entirely and retains one of three variants.
90 new launches in 2014
Orkla, including own brands like Nora, Grandiosa, storehouse and Nidar, had around 90 new launches in 2014.
– It is natural that there is dynamism in our portfolio. We are concerned by the degree of success, but simultaneously takes into account that we will succeed, we must also dare to fail occasionally, says communications director Dag Olav workforce Orkla Foods Norway.
For four years ago 30-40 per cent of the turnover of the Orkla-owned company storehouse from products launched last three years. Aftenposten has not obtained corresponding figures from recent years.
Pizza Fill with Crame fraiche and mango sold never much, nor Toro bake package Maternal eight kids and Mexican meatballs.
Kebab- “grandis” had out
Grandiosa with kebabs was launched in 2012, but disappeared off the shelves after one year. The log says it sold well, but had not large enough further potential.
It is an example of product extensions, where they hope that the famous brand will provide a stimulus for the entire product.
Other examples Idun tomato ketchup with black pepper. First year it sold 370,000 bottles in 2013 sold it 162,000, and in 2014 was the bottom of 40,000 and was taken off the shelves in the fall.
Similarly saw a Smash with pepper.
Do not want to bet on Mexican meatballs
Orkla was not the only one who thought Norwegians would throw over meksinakske meatballs. Also Nortura, which owns brands Gilde and Prior, tried bowls ala Taco.
– They did not give the sales we wanted and we had to pull them back from the market, says vice Elin Ytterdahl Tohje Nortura.
The way it went well with chicken sticks, while turpølser and two varieties of crafts sausages which was launched in 2012, also is among priority products that quickly disappeared again.
For each item that comes in, must necessarily one out. When it says between an old trotter who has lost popularity, or one of the new arrivals who do not live up to expectations.
– Smash would hardly survived today
2015 was no exception. Several thousand new goods saw the light. Dream is to find a new pizza. Launched in 1980, but it was only in 1993 sales began to take off. Since it has exploded, with the help of including several varieties of the popular – and sometimes hated – pizza.
The snacks Smash is not as big a product, but still a product Orkla is also love. It Launched in 1988, but also spent a very long time to get sales figures in place.
On events for the food industry, Orkla has previously said that Smash never would have survived today’s requirements for success from day one. The snacks used for years to become popular outside a small circle.
When food producers launched their new products 1. March 2015, they received a maximum six months in which to demonstrate that they were viable. Otherwise …
Staked hard on chocolate Soho
But you can wonder what these food producers believe that others should throw us over.
They have tried to sell us a mixture of milk and juice (Dus), salmon sausages, yogurt chocolate (Soho), yellow ketchup, yogurt with omega-3. Everything flopped.
Soho chocolate is a classic. It cost 70 million to develop Soho, and Nidar drove a massive ad plan for it. After three years, they threw in the towel yet and acknowledged that consumers did not want the product.
Will this 2015 successes?
But something they do the good too, these food producers. Previously we have seen that Q dairy the Skyr was a success and Nora touched jam made breakfast a little nicer for many.
From 2015 launches pulls brand companies forward Grandiosaen once. It is HELMAX variants that pulls up sales this time.
Ketchup with stevia (sugarless sweetener), Tine 14 (snack based on yogurt, cottage cheese and grits) and the aforementioned white goat cheese considered successes.
But it is worth remembering that also finished fried minced meat with taco seasoning on was seen as a success a year …
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