THE DEVELOPMENT AND MARKETING OF NEW CONSUMER PRODUCTS: SOME SUCCESSES AND FAILURES

New products are the life blood of a consumer products company, and The Quaker Oats Company is in the midst of accelerating the pace of new product introductions. For example, over the last two years we've launched more new products than at any comparable time in the company's history, mostly in U.S. Grocery Products and Fisher‐Price. Thirty‐five percent of Fisher‐Price's U.S. sales this year will come from products that didn't exist five years ago.