Industry study cases report: a collection of marketing successes and failures in the world based on clever product innovations and/or marketing activities

A database of European successes and failures in innovative product development and consumer behaviour will be created, yielding insights into product innovation and which product characteristics best fit consumers’ preferences. Using GNPD-Mintel database, which records all the food innovations launched in European countries, the main characteristics of seafood innovations during the last few years will be identified. Additionally in-house data from Kontali and interviews with key players from the IRG will be used to identify main characteristics of successful launches.