Following another successful year, VYPR – the UK’s leading product intelligence and performance accelerator – has completed its latest funding round, with £0.6M raised to further accelerate growth and consolidate its leadership position in the FMCG sector.
This week, VYPR users completed their 10,000th Steer on the platform, which has got us both a little nostalgic and thinking about the future. In a recent podcast on the Future of Grocery, McKinsey points to price pressure for the malaise in FMCG innovation and the adoption of technology, automation and constant, iterative testing as its salvation. Launching NPD remains one of the biggest gambles in FMCG. No matter what investment you put in, the gap in understanding between what we think will happen when a new product launches versus what happens when a shopper faces on to the fixture is enormous. VYPR gives you live feedback from consumers on how NPD is performing and – more importantly – why your product may or may not be flying off the shelf.
We’re delighted to announce that early tests of the new VYPR Score have proven a direct link between Steer responses (the questions we ask our panel) and future rates of sale.
Last week at the International Food & Drink Event, VYPR announced our partnership with the Quality Food Awards and The Co-Op in the small producer category.