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Some product intros more successful in '96

Published on .

More than 50% of all new products introduced in '96 had sales of less than $50 million, according to new research from Information Resources Inc. According to Carol Elitov, exec VP-general manager, Procter & Gamble Co. was the most successful, with 11 new products that totaled $869 million in sales. Unilever topped that amount number with 13 products, but with had total sales of only $332 million. Luvs Stretch was the top-selling new line last year with $435 million in sales. The number of low-fat, healthy food products introduced in '96 fell for the first time since 1992 with 10,206 being introduced, compared with 10,343 in 1995.

Copyright May 1997, Crain Communications Inc.

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