Adding Innovation

When we talk about Innovation in Growzz, we’re talking about introducing one or more genuinely new products into the retailer.

This is not a promotion or a short-term sales event. It is a structural change to your future business with that retailer.

You are adding new SKUs that you believe will create ongoing value over time.

Before building Innovation, a key question is: Why do these products deserve space in the retailer’s range?

Every new SKU competes for shelf space, working capital, and attention. Strong innovation plans are built on a credible commercial case.

That usually means the products do one or more of four things:

Next, think about volume build.

New products rarely launch at full potential immediately. They build over time as distribution expands, awareness grows, and shoppers repeat purchase.

So the real question is not just how much they will sell.

It is: How quickly will they scale, and what level will they reach once established?

Another key consideration is incrementality.

Will these products create new sales, or mainly transfer demand from products already in your own range?

Most innovation does some of both. Being realistic here creates a stronger and more credible plan.

Finally, think about execution.

Even strong innovation can fail if supply is weak, launch timing slips, or coverage is too limited.

Successful Innovation combines a strong commercial reason, realistic scale-up, honest incrementality, and confident execution.

If launch support is also needed — such as promotions, displays, features, or merchandising activity — make sure those are added in the relevant Growzz planning steps as well.

That is what turns a launch idea into a plan the retailer can take seriously.

Here are the key takeaways