Nielsen conducted an analysis of more than 3,400 new consumer product introductions in the US during 2011 to determine which products demonstrated breakthrough results, satisfying three requirements:
â€¢ Distinctiveness - Does it deliver a new value proposition to the market?
â€¢ Relevance - Did this product generate year-one US sales of US$50 million or greater in Nielsen-measured channels (Food, Drug, Convenience, Dollar, Club and Mass Merchandise)?
â€¢ Endurance - Will this product achieve at least 90 percent of year-one sales in year two?
Milo's Kitchen dog treats achieved year-one sales of more than US$75 million and year-two sales of US$100 million.
"We really felt that we had the chance to transform a category and build a powerful new brand. This meant doing the media campaign, putting the team on a plane to meet with our channel partners, executing in-store and engaging the sales force. It was all part of a single strategy. There was nothing to hedge, no optional elements," said Geoff Tanner, vice president of innovation for Del Monte, about the launch of the new dog treats.