Thursday, May 14, 2009

Calle & Company New Products Top IRI, NPD & ACNielsen 2008 Most Successful New Product Pacesetters for 56th Year

I've said it before. My name is Martin Callé. I run Callé & Company, the most successful new products development company in the consumer packaged goods industry. Once again, our new products topped the best of IRI, NPD and ACNielsen’s most successful new product pacesetters for the 56th year. The least successful new product we ever conceived, Frito-Lay’s Baked Lays Potato Chips sold $310 million in its first 10 months. 2008’s most successful new product, Gatorade’s G2 sold only $159 million in its first year. So if our least successful new product beat their most successful new product conceived some other way, doesn’t that tell you that their best practices aren’t the best practices?

Data from market research companies like IRI, NPD and ACNielsen typically drive new product development in companies such as yours. And no one using that knowledge has been able to launch a more successful new product than ours in 56 years. In fact, ACNielsen has not launched a more successful new product since their founding in 1923. NPD has not launched a more successful new product since their founding in 1967. And IRI has not launched a more successful product since their founding in 1979.

We know companies want a better grip on consumer behavior than NPD provides. We know companies want new products to fly off the shelf faster than those piloted by IRI. We know you want to own and sustain a #1 position for ACNielsen to track. But IRI, NPD and ACNielsen data won’t take you there alone. For example, IRI, NPD and ACNielsen all thought Crock Pot Classics was a great opportunity for ConAgra. Slow-cooking was on the rise. More than 80 percent of US households owned slow cookers and 20 percent of families used slow cookers weekly. Yet Crock Pot Classics ended 2005 10th among 10 at only $71 million - well below Calle & Company’s average best in packaged goods benchmarks.

Higher functioning Calle & Company new products are ever present, yet never twice the same. They're creatively built upon consumer-conceived new knowledge that’s never existed to be mapped or measured. IRI, NPD and ACNielsen can’t do that. So when I say, “Callé & Company is the most successful new product development company in the consumer packaged goods industry,” I mean it. It’s true. So grab yourself one of our better performers. Let’s meet to discuss what everyone else is missing. Got 30 minutes? Let’s talk!

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