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Nabisco’s way was the result of an overhaul made when they realised that they were suffering the ‘silo’ problem and others. People were not talking to each other. In their new process, they sought new segments, not confined to foods, and not confined to traditional food channels.. For example, one new product effort involved selling individual-size packages of snacks in video stores and movie theatres.
Their process had three key requirements: 1) the item had to fill a real gap, 2) the item had to be on a key trend , and 3) the whole project had to be executed flawlessly. Doing only one or two just did not work in the food business...
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