Planning for festive NPD

As we are in winter months with Christmas well behind us, few outside the food and beverage industry would appreciate that the product development activity for Christmas 2006 lines is well under way in many sectors.

So what are the challenges facing product developers for seasonal lines and what can they do to ensure their products are the ones selected for launch?

First of all, ask yourself does your company really want the business? Yes, I really am questioning whether you should decline the offer of developing seasonal products from our dear retailers. There is no denying that taking on such a responsibility poses significant risks. Seasonal lines may not generate enough (or any) profit when you add up the true cost of launching a product that is only on sale for a short duration. But do consider the business implications of declining the kind invitation!

For those dreaming up the 2006 winners, I trust that you purchased and sampled all your competitors' Christmas lines with a good range of panel members in December. You'll also need to have your freezer stocked full of samples to inspire your forthcoming development and to help you decide on the products you don't wish to emulate.

Set to work now and dream up the delights for the end of 2006. If you do your job well, the products may be so impressive that they will be sold throughout the year or even generate a spin off product.

Make sure that you do your work on product stability and shelf-life prior to showing the customer. A hand-made canapé which cannot be frozen prior to chilled distribution will create significant challenges to labour requirements. Equally, if the consumer cannot purchase products and freeze them, sales will not be maximised.

Christmas is a fantastic opportunity to try new products that have a high selling price. My winner for 2005 falls into this category: the Marks & Spencer cocktail shot desserts were pricey at £7.99 for eight, but worth every penny. Well done to the development team responsible and please can we buy them all year round?

Celia Wright is a food development consultant and interim manager at Cheftech​​