Article on launching new drinks

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Highlights include:

One important thing to keep in mind is value, according to Larry Levin, executive vice president for industry insights at IRI. Consumers are willing to pay more for products they find valuable and that make their lives better.

“New product innovation is truly at the heart of consumer demand,” he said. “Value doesn’t mean cheap, value means making my life better.”

And:

According to Levin, coffee and tea and beer, wine and spirits take the top two spots among categories driving sales in consumer packaged goods, and consumers don’t care whether new beverage products come from big or small companies as long as they meet their demand.

“New product launches are for anybody and everybody who’s listening to the hearts and minds of consumers,” he said.