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1. Why do we need to understand failures?
1.1 Why study failures?
1.2 What does failure mean?

2. Ten Golden Rules for Success in healthy foods and beverages
Rule 1: Understand who you are targeting 
Rule 2: Understand that markets are fragmented . you may be targeting niches
Rule 3: Consider new routes to market
Rule 4: Successful brands are expert brands
Rule 5: An ingredient is not a benefit 
Rule 6: Ingredient, benefit and product format must make sense in the mind of the consumer
Rule 7: Offer a benefit the customer can feel
Rule 8: New brands are more likely to be successful than brand extensions  Rule 9: Create new categories and segments, don’t be a me-too 
Rule 10: Manage senior management’s expectations 

STUMBLES CASE STUDIES
Case Study 1: Good Belly . trial and error key to innovation success
Case Study 2: Red Bull fails in energy shots 
Case Study 3: Pomegreat . a lesson in staying power 

FAILURES CASE STUDIES
Case Study 4: Novartis Aviva . a “family” of functional foods
Case Study 5: Nesfluid another failure for Nestle’s nutrition ambitions?
Case Study 6: Nestle’s prebiotic breakfast cereal
Case Study 7: Minute Maid Heart Wise . a lesson about the crowded world of heart-health
Case Study 8: Unilever pro.activ blood pressure-lowering dairy drink
Case Study 9: Danacol UK . cholesterol-lowering and omega 3
Case Study 10: Sirco fails to fly despite a health claim in Europe
Case Study 11: Danone Essensis beauty food
Case Study 12: Delamere Dairy . milk and joint health
Case Study 13: Emmi LactoTab . energy and coenzyme Q10
Case Study 14: Emminent . energy from dairy
Case Study 15: Enviga . sales collapse for Coca-Cola’s calorie-burner
Case Study 16: Naturally Gorgeous . failing to differentiate weight management
Case Study 17: Whole Water . protein into water doesn’t go
Case Study 18: Super-antioxidant Booster Broccoli fails to justify premium price
Case Study 19: Frito-Lay’s fruit and vegetable snack brand ambitions fall to earth
Case Study 20: Lipton Linea . green tea fails to convince as a weight management drink
Case Study 21: Omega-3 . technology fails to fly as hoped
Case Study 22: Nestle Nesvita . competitive price and big marketing spend can’t make a me-too succeed