VYPR brings you the latest thinking from pioneers in FMCG product innovation. This week, we review the latest research from think tank Newton Europe that finally puts a staggering £3bn opportunity cost on branded and own label product developers from ineffective development processes. According to Newton, the wasted cost is largely determined by an accumulation over time of 1000s of product changes – and failing, antiquated processes – that incrementally add production cost with little value added to either the business or customer.

This week, VYPR users completed their 10,000th Steer on the platform, which has got us both a little nostalgic and thinking about the future. In a recent podcast on the Future of Grocery, McKinsey points to price pressure for the malaise in FMCG innovation and the adoption of technology, automation and constant, iterative testing as its salvation. Launching NPD remains one of the biggest gambles in FMCG. No matter what investment you put in, the gap in understanding between what we think will happen when a new product launches versus what happens when a shopper faces on to the fixture is enormous. VYPR gives you live feedback from consumers on how NPD is performing and – more importantly – why your product may or may not be flying off the shelf.