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The tricky second album: how to make a great fmcg follow-up
By Alex Stewart2026-01-05T12:02:00
The internet is full of advice on how to launch a brand but much less is said about what happens next, says Alex Stewart, creative partner at Derek&Eric
Launching a successful food and drink brand is hard. Two-thirds of new product launches are struggling by the end of their second year, according to Kantar. For every Tony’s Chocolonely, Dash or Little Dish, countless hopefuls never make it.
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