Jago’s first rule for successful new product development is to keep things simple.
“One thing that strikes me is companies are over-engineering things and trying to be too innovative. All the best-selling new products on the market over the last ten years have been quite simple. They haven’t been breakthrough innovations, just a tweak of something that already exists.”
For a product to stick, companies need to offer simple convenience (is this actually useful?), simple pleasure (does it actually taste good?), simple formulation (how clean label is it?) and simple, practical benefits (is it cheaper than the competitor?).
Product renovation - improved packaging, new flavours or a more natural ingredient list - can be just as important as cutting edge innovation.