1. Introduction
A newly founded food company became engaged in a new food development project.
Its brand owners had an idea about introducing a new convenience food onto the
market. Consumer research was conducted by an outsourced marketing research
company. A sensory study was conducted by the university-based food research
organisation and new package designs created by an outsourced design consultant
were made. The prototypes of product and packs looked great. The consumer research
and the sensory study were most certainly expected to back up the revolutionary ideas