consumerscientistThe activities in the CONNECT4ACTION project are focused on improving communication and knowledge exchange between food technologists and consumer scientists with respect to their experience regarding the interaction between food technology development and commercialisation.

In particular, 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. The C4A project consists of partners from all fields of expertise and aims to improve communication among the key players.