From the lab to the shelf: how long does it really take to launch a specialty product?

In free from and plant based, a new product only truly becomes available on the market when all the information related to it is consistent, verified and available wherever it is needed: in the technical sheet for the grocery retail buyer, in the B2B portal for the distributor, in the sales rep’s app during the visit, and on the website for the end consumer. The time between a product leaving the production line and reaching full information availability can often be longer than expected.

The hidden journey of a product sheet

A new product is ready: the recipe has been finalised, the packaging has been approved and the production line has been configured. From here, a less visible but equally long journey begins: the journey of the information that accompanies it.

It starts with quality, which collects and verifies the necessary certifications, each with its own timelines and documents. Marketing builds the claim and adapts it to each market and channel, always checking that it remains consistent with what has been certified. Export takes that material and translates it, adapting it to the regulations of each country. Sales turns it into a product sheet for grocery retail buyers, each with their own format. Finally, IT uploads it into the management system with all the required attributes.

At each step, the product takes on a different form, and those managing it in one department do not always have visibility over its status in the others.

Time to market as a competitive advantage

The market moves quickly: trends change, consumers are alert to new products, and retailers want to add innovative products to their ranges before the competition. Every week of delay in the launch is a week in which a competitor can take that space on the shelf.

Keeping certifications, product sheets and documentation synchronised throughout the entire process is what makes the difference between an on-time launch and one that slips while waiting for one final document.

A process that scales

With the .one PIM Product Information Management solution,the launch of a new product follows a structured workflow: every piece of information has its owner, deadline and completion status. When everything is ready, distribution to the channels takes place automatically.

This means less time between recipe and shelf, fewer errors in the information sent to buyers, and greater control over a process that today still depends too heavily on the right people being in the right place.