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CHAPTER 5 The Food Product Development Process MARVIN J. RUDOLPH  Although no guarantees can ever be offer ed for a new food product’ s success, the imple- mentation of a carefully orchestrated plan significantly increases that probability. Plan- ning is a series of well-considered steps to be taken from gap analysis through concept generation and e valuation to pr ototyping and assessment, positioning thr ough mapping, optimizati on, mark et testin g, and scale-up for launc h. The emer ging disci pline of qualit y  function deployment may have an integr al role to play in establishing the phases and benchmarks before products are actually formulated. INTRODUCTION T HE current process for developing new food products is seriously flawed. Of the 8,077 new food products (stock keeping units or SKUs) introduced to U.S. retail markets in 1993, only about one quarter of them were novel not sim- ply line extensions (Morris, 1993). Although there are no published data on suc- cesses and failures of new food products, it is estimated that 80 to 90% of them fail within 1 year of introduction. These are just the products that made the retail cut; consider all the products whose efforts fell short and retail introduction never took place. This means that about 200 novel food products introduced in 1993 made it after their first year on the U.S. retail shelves in 1994. The failure cost to the U.S. food industry is estimated at $20 billion (Morris, 1993). This cost results from missed sales targets, lost revenues, and postponed profits in addition to wasted development resources. Reprinted with permission from British Food Journal , Vol. 97, No. 3, 1995, pp. 3-11, MCB University Press Limited, 0007-070X.

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