The expression, "We want to create a 'NutraSweet' or an 'Intel Inside' concept" has in recent years been one of the most-often expressed ambitions of companies commercialising new health ingredients. But, as Solae has found (see Case Study on page 21)it's also one of the most difficult strategies to execute. The failure rate for business-to-consumer ingredient brand programmes is now running at 95%, according to our own analysis. So what did Intel and NutraSweet do that made them succeed? And what can we learn from these successes — and the recent multiple failures?
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