In 2012, the food and drink manufacturing industry in the European Union was the largest manufacturing sector in terms of value of the output with 15% of the total manufacturing turnover. However, it is widely perceived as not highly innovative. In addition, the commonly reported figures for new food product failure are between 70% and 90%.

This report was developed through a mixed research method – a combination of qualitative and quantitative analysis. The quantitative analysis used data from the Global New Product Development (GNPD) Database provided by Mintel (market intelligent agency) and focused on innovation of food product containing seafood as major ingredients in 25 European countries.

  Deliverable 4.1. Industry study cases report: A collection of marketing successes and failures in the world based on clever product innovation and/or marketing activities