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You have to separate your emotional investment in the product to really answer that question.There's a big difference between saying, "We make carrot cake," and saying, "We make an authentic Southern-style line of gluten-free and all-natural cakes and cupcakes that look and taste like homemade." Which one would you buy?Build a brand that speaks to your consumer, and your image and packaging may be the distinct proposition that leads to your success. The new media landscape incorporates far fewer major outlets; rather, it is made up of a smaller number of slimmed-down publications and an inordinate number of specialist bloggers. Trade partners hesitate to stock products with fluctuating quality, or brands that not invested in marketing support for off-take or where availability is an issue. Launching a new product or service isn’t what is used to be. Domenick Celentano is a former food and beverage industry writer for The Balance Small Business. Comment below or tweet me at @dlavenda.Celebrating the best ideas in businessAn award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company's distinctive lens Kolkata-based conglomerate ITC plans will explore every possible consumer category and launch 30-40 new products each year in its effort to become the country's biggest fast-moving consumer goods company, a company executive said. To Launch a New Food Product, First Find Your Niche It can't just be good; it has to be unique. Convincing product packaging stands out but doesn’t look odd or inauthentic. . In those days, reporters might even spend a few days fact-checking and talking to customers before filing their stories.What’s next for hardware, software, and servicesFor good or bad, those days are gone. New brands need to demonstrate their capabilities in terms of quality, supply chain investment, product launch commitments and marketing support. Then on launch day, you could sit back and watch the articles roll in. › FMCG companies step up new product launches in ... A number of these initiatives were already in the pipeline and we advanced the launch to meet the emerging need gap in the market,” said Mohit Malhotra, chief executive officer, Dabur India, that launched new products such as all-purpose disinfectants, immunity building juices and air sanitisers. Often redesigning a product image for fast moving consumer goods requires innovation with evolutionary not revolutionary approach. What was so different about Late July snack chips from the other chips out there? Getting “ink” might be easier, but paradoxically, getting attention has become extremely difficult. In the “good old days,” you could hire a PR agency to craft a press release and set up a press tour. They finally hit on an answer: This was not just another carrot cake. Don’t worry I get this. That difference allowed them to credibly pitch supermarket buyers that this product was unique and would bring new customers into their bakery departments.Yet some of those "me too" products are going to thrive despite competition from the many private-label store brands of foods that aren't very different and cost less for the same ingredients. This was an authentic Southern-style carrot cake made with all-natural ingredients.