Failure is back! As economic challenges bite deeper over the next three-to-five years, a willingness to understand and learn from failures will become a super-power for food industry executives.

Even in economic good times, success with a new food product is very rare. In fact, failure is far more common than success, and most products sell on a niche basis with very few ever graduating into the mass market.

The smartest people already know that if you study the reasons why food and beverage products fail, then you will learn how to succeed. Unsurprisingly, our failures reports, with their practical guidance on how to avoid the most common mistakes, are massively popular.

They are also unique. We are the only organisation that has spent 25 years studying which brands fail, and why, and presenting the lessons in a report so they can be applied by anyone trying to develop an effective strategy for their business.

This is the 4th edition of the Failures report. The 42-page report:

• presents a fully-updated analysis
• spells out the 10 most common causes of failure in the business of food and health
•  is backed up with 12 case studies.