Do not fail with your NPD
Can you do better than The Juice Brothers and nail your next NPD launch?
We found that The Juice Brothers NPD in Woolworths was failing on every measure – from on-shelf availability down.
Aglo has been tracking NPDs across Australia in the last two years. For this report, we reviewed the execution of The Juice Brothers Sparkling Fruit Drink NPD that was launched in March 2019.
The Juice Brothers nailed the product development
The NPD targets an attractive market
Lion Dairy & Drinks launched The Juice Brothers Sparkling Fruit Drink. The NPD is a healthy beverage made of fruits and sparkling water with no added sugar or artificial flavours. The Juice Brothers targets an attractive and growing market in Australia.
NPD is failing in execution
The Juice Brothers’ NPD struggled to execute 5 key NPD metrics
Despite fantastic product development, The Juice Brothers is failing in executing the NPD on the shelf. Aglo’s network of shoppers inspected 33 Woolworths from March 4th to March 8th to check on the new product launch and how it has been executed. See what we’ve found:
- The NPD was available in only 53% of the stores visited
- Only 50% of the NPD was located on the eye level shelf
We assessed 5 key NPD metrics for The Juice Brothers in 33 stores
Many stores were missing SKUs, assortment not compliant and incorrect shelf location.
Both SKUs were available only in 53% of the Woolworths stores.
Only 56% of the stores had the two flavours on the shelf.
87% of the stores had more than 2 facings displayed.
Only 50% of the The Brothers Juice range was at eye level.
Only 53% of the stores were price compliant.
Weak NPD execution on the shelf.