The CONNECT4ACTION project intends to improve the communication between consumers, consumer scientists, food technology developers, and other key players, in order to improve the success of food technology development and commercialisation in Europe.
By connecting key players in the food technology development process within the project, making them interact at all stages of the project, and enabling them with communication tools, this project aims to exemplify improved communication and engage them with possibilities to improve their way of working.
This project aims to engage stakeholders with interests in food to improve their multidisciplinary dialogue and to increase consumer acceptance of new food products. Despite developments in technology, product design and marketing, most new products are not successfully commercialised. Research into new product introductions in the retail grocery industry suggests that the failure rate for new product introduction in this field is as high as 70-80%.
Failed innovations are not only a waste of investment, but also often a missed opportunity to contribute to solving societal problems, such as health and environmental issues. Innovation success is also of relevance for the food industry in Europe that copes with strong competition from emerging economies in the world.
Given the fact that the success of innovations depends on consumers accepting novel products, it is important to know the needs and preferences of consumers. These should be reflected in the development and commercialisation of new food technologies.