The Future of Contract Manufacturing In the food business over the last decade, innovation and new product introduction has been the key driver. Brand names no longer command the same premium they used to. Steinberg points to recent market shares for new candy bars, snack foods and specialty cereals that have come and gone as evidence that new product life cycles often are very short. This means the innovation engine has to be cranked up pretty high, he says. So most food companies have invested heavily in plants, equipment and process technology over the last decade. According to Steinberg, a growing number of food companies now have too much specialized and inflexible technology that often was designed to make a product that may not be as competitive now as it once was. To become competitive, many consistently over the last decade have been asked to take money out of the supply chain. Profitability has come from continuous cost cutting, rather than top-line growth. Innovation, after all, is difficult; and i

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