It certainly takes determination, analysis and imagination to create a product or service offer, taking it through from concept to launch. Even before the Pandemic, successfully landing NPD in grocery multiples and wholesalers – sometimes with only weeks to secure permanent listings – was challenging. And with retail listing under increasing pressure, plus the rise of the ‘zero consumer’ – those with high expectations of brands coupled with a decline in brand loyalty – manufacturers and producers are faced with constant obstacles and challenges.