Some time ago, Dean Foods Co. analyzed the dairy sector and brilliantly reintroduced milk as a popular drink which they offered in single-serve form and branded as Chugs. The packaging had a convenient hand-held shape, but the polymers were not unique and the forming process was a traditional new shape challenge. The milk was milk, flavored or not. So where was the innovation? The innovation was in the marketing concept.

I offer this example to illustrate the challenges faced by the New Products …

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