Setting a Realistic Timeline for a Food Product Launch

There’s nothing more exciting than launching a new food product, but time management can make or break your success. Delays drain resources and cost you potential revenue. Each year, our team helps bring over 100 new products to life. In this article we share insights on planning a realistic timeline, what to expect at each stage, and tips for avoiding common roadblocks.

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We’ll be looking at these stages

→ Product development

→ Finding co-manufacturers

→ Product packaging

→ Pilot production

→ Go-to market

→ 5 Tips to shorten your launch timeline

First, some general considerations

What’s a realistic timeline for launching a new food or beverage product?

Generally speaking, the process from concept to market launch takes around two years. We at Agilery know how waiting can affect your overall success. Therefore, we compressed the process to just 6 months, saving you costs and the risk of losing consumer interest.

What are the key stages of the product launch, and which ones tend to take the longest?

The key stages of F&B innovation include product development, finding producers, designing the packaging, setting up pilot production, and commercialisation (or go-to-market). Traditionally the product development (or NPD) stage is the longest (up to a year). With our lean approach and rapid prototyping, we reduced it to only 6-8 weeks.

The timeline also depends greatly on the responsiveness of various stakeholders. This includes the time suppliers need to ship ingredient samples and the speed at which food co-manufacturers evaluate the project brief to confirm their capabilities and capacity. From the brand side, it’s about their ability to secure additional funding or finalise their marketing campaigns.

 

Can you share an example of a recent project timeline where adjustments had to be made along the way?

Most projects need compromises to commercialise quicker. They mostly occur in the operations stage, such as using off-the-shelf packaging to ensure it fits the co-manufacturer’s line or finding a co-man with existing technology instead of building a state-of-the-art production plant.

Béné Veinand, our COO, applies this on a recent project: “We developed several recipes of natural fruit sodas for the French market. A small-batch production was scheduled a couple of months later, to let our client showcase his product to potential investors and distributors.

Speed to market was the essence of the product's success. However, an unexpected supply shortage of one of the fruit ingredients would have largely delayed the production timeline. We decided together with our client to reformulate the recipe without this ingredient and adapt the label artwork accordingly to prioritise speed over his original concept, without compromising overall sensory experience,” – talk about the power of lean food innovation!

Now, let’s break down the product launch timeline into individual stages and pinpoint their bottlenecks and potential for acceleration.

Product Development

Estimated Timeline	24-36 weeks or 7-10 weeks with Agilery
Key Tasks	Sourcing ingredients and suppliers, ensuring regulatory compliance, creating prototypes, conducting tasting sessions, refining formulations.
Common Bottlenecks	Limited access to specialty ingredients, long feedback loops from taste tests, and equipment availability.
Tips to Speed Up	Use rapid prototyping, conduct iterative tasting sessions, partner with suppliers who can expedite ingredient delivery, choose packaging format early on.

 

Example: Rebels 0.0% -- For a startup with no prior industry experience, we transformed their concept into a market-ready product. Using rapid prototyping, double distillation, and we created 6 premium flavors. In just two years, the brand earned 21 awards.

How long does the initial product development and formulation phase typically take, and what factors impact this timeframe?

Our product development phase usually takes 7-10 weeks. Factors impacting this timeline include product category, ingredient sourcing, complexity of formulation, availability of skilled R&D resources, and the need for sensory testing. Complex products with unique ingredients, intricate recipes, or functional claims may require additional research and testing.

What are common roadblocks during the R&D phase, especially in areas like recipe formulation and ingredient sourcing?

Common R&D challenges include finding reliable ingredient suppliers and making sure that ingredients have the desired compatibility and stability and sensory profiles. Delays can also occur if a specific ingredient has limited availability or if a product requires extensive testing for quality and safety. Additionally, navigating allergens, dietary requirements (e.g., gluten-free, vegan), claims and “clean label” formulations can add complexity to recipe development.

 

How do regulatory requirements (like food safety, allergens, or nutritional labelling) impact development timelines?

Regulatory compliance can extend the development timeline, sometimes by a few months. How long it takes depends on the number of markets a brand plans to enter and how their regulations differ. Countries have specific requirements on allergens, nutrition labelling, and permissible ingredients, which may mean adjustments to the formulation. On top of that, brands might need to get experts to test the product or obtain certifications, especially for health claims.

>>Let's talk about your project!

Finding the right manufacturing and supply partners

 

Estimated Timeline	3-6 months or 1-3 months with Agilery
Key Tasks	Researching partners, reaching out to food co-manufacturers, due diligence and negotiating initial terms.
Common Bottlenecks	Limited availability of experienced co-manufacturers, delays in response times, high minimum order quantities (MOQs).
Tips to Speed Up	Start outreach early, prioritise co-manufacturers who specialise in your product type, and be clear about requirements to avoid back-and-forth.

 

Example: Nulicious - Establishing a logistics chain for organic frozen baby food with a short shelf life and fast delivery requirements was a challenge that we’re equipped to handle. In the UK, we identified organic-certified logistics centers, conducted thorough due diligence, and, in just four weeks, we made sure that the baby purees were ready for delivery.

What are the main criteria for selecting food co-manufacturing and supply partners, and how long does the search usually take?

It’s mainly about the manufacturer's expertise in the specific product category, their production capacity, quality standards, and their flexibility to support small-scale or pilot runs. The search generally takes 1-3 months, but can extend longer if the product requires specialised equipment or processing methods. The easiest way to speed up the process is by networking and establishing industry connections. Building a solid relationship and trust with a co-manufacturer can go a long way as they can become more open to exploring new product types in the future.

How can I evaluate food co-manufacturers, and what can delay this process?

Vetting involves reviewing certifications (e.g., HACCP, ISO), facility visits, equipment capabilities, and previous experience with similar products. Delays often come from conflicts in scheduling for audits, awaiting test production results or negotiating terms for quality assurance and logistics. Communication and knowing your production specifications upfront can speed up the evaluation process.

What advice would you give on building relationships with suppliers to speed up the process?

In the beginning it’s all about consistent communication, transparency about product needs and flexibility concerning minimum order quantities.

>>Let's talk about your project!

Creating Product Packaging

 

Estimated Timeline	4-6 weeks
Key Tasks	Finding packaging supplier, designing the label, testing for durability and shelf life, developing the brand message.
Common Bottlenecks	Delays in design revisions, compatibility with production equipment, compliance with regulatory standards, and minimum order quantities (MOQ).
Tips to Speed Up	Use off-shelf packaging, involve packaging designers with food experience, and run (shelf life) stability tests alongside graphic design.

 

Example: Bataillard: A brand with 150 years of legacy in wine wanted to meet growing consumer demands for non-alcoholic alternatives by launching a portfolio of alcohol-free wines and aperitivos. The client initially leaned towards premium glass bottles, however the desired premium cap design posed a challenge in relation to shelf life. We recommended a design that not only prevents oxidation but also extends the product's shelf life. Their aperitivo won a bronze medal a few months after launching.

How long does it typically take to design the artwork/label of a new product?

The most compressed timeline for label design is 2 to 3 months (assuming full commitment from all stakeholders). This also includes writing a clear and detailed brief to the designer, ideally already experienced in food label design, , and very fast iteration loops to get the look & feel right, and ensure legal compliance.

What are the most common bottlenecks when working with packaging suppliers?

The main watchout when selecting the packaging of a new product is to be aware of very high MOQs for any customised packaging which can strongly increase upfront investments. Besides, small co-manufacturers are perfect to launch small first batches of production, as long as the packaging format fits their production line. Customized packaging may require production line adaptation, which adds costs, delays, and decreases possibility of changing packaging later, if required.

Setting up commercial production

Estimated Timeline	4-5 months or 1-2 months with Agilery
Key Tasks	Initial production run, quality testing, adjusting processes based on pilot feedback.
Common Bottlenecks	Equipment availability, inconsistent quality in small batches, and high production costs.
Tips to Speed Up	Schedule pilot production in parallel with other activities, perform quality checks immediately after production, and prepare alternative ingredient options to resolve supply issues.

 

Example: Yumame Foods,  a pioneering foodtech startup, specialises in creating minimally processed, fungi-based products through fermentation. Their mission is to offer healthy, sustainable, and locally sourced alternatives to ultra-processed foods. We helped them scale up their production, which means, selecting and setting up their production facility and fermentation equipment and choose the right packaging for longer shelf life. All that while preserving their commitment to sustainability and high-quality ingredients.

What steps are involved in setting up production, and how long does each step usually take?

Setting up production includes taking the final recipe and doing a test production in a kitchen or a lab in a smaller volume. Once the scaled production process is noted down, pilot production starts.

A pilot production is a common feasibility check at the co-manufacturer's site to see the actual capacity of reproducing the product according to the brand’s requirements. It involves handling ingredient, equipment and packaging procurement, setting up machinery, trial runs, and quality testing.

Altogether, pilot production with Agilery typically requires 1-2 months, depending on complexity and unexpected issues like ingredient lead times or machine calibration which may prolong the process.

>>Let's talk about your project!

What are the biggest challenges in moving from lab-scale production to pilot or commercial-scale production?

Challenges include scaling recipes without losing flavor, texture, or quality, as well as adapting to new equipment. Stability of ingredients, regulatory testing, and adjustments to batch sizes may also require additional development.

How do you handle unexpected issues during pilot production, like ingredient or machinery limitations?

Despite co-manufacturers' expertise, moving from test to pilot production you may come across obstacles, such as fermentation duration, order of mixing or pasteurisation process. Some ways to handle unexpected issues are, for example, maintaining flexible ingredient options, having backup suppliers, and working closely with co-manufacturers. Quick adjustments to formulations, process tweaks, or scaling back production temporarily may be necessary to ensure product consistency and quality.

Go-to-Market and Commercialisation

 

Estimated Timeline	8-16 weeks or 4-6 weeks with Agilery
Key Tasks	Finalising pricing, planning distribution, executing marketing campaigns, setting up retail partnerships.
Common Bottlenecks	Distribution network delays, limited retailer shelf space, and high promotional costs.
Tips to Speed Up	Consider launching online first, partner with smaller retail chains for quicker shelf placement, and use social media for low-cost marketing.

 

How long does it take to develop a go-to-market strategy and what are the activities that require the most time?

A go-to-market strategy typically takes around 2-4 months to develop. Key components include branding, target audience analysis, pricing strategy, distribution planning, and promotional activities. Packaging design and securing distribution channels are usually the most time-intensive parts.

What marketing and sales steps should be included in the timeline before launch, and how far in advance?

To effectively build momentum before a product launch, start marketing and sales activities 3-6 months in advance. Focus on strategies like social media campaigns, product sampling, and influencer partnerships to create consumer awareness. Simultaneously, prioritize sales efforts by pitching to retailers or setting up e-commerce platforms to secure retailer buy-in and prepare for distribution. These efforts will ensure your product enters the market with strong visibility and support.

Multitasking in action

What are common last-minute setbacks that can delay a product’s launch, and how can brands mitigate these?

Common setbacks include packaging or labeling errors, last-minute ingredient supply issues, and unforeseen regulatory requirements. To mitigate these, brands should build contingency time into the launch plan, pre-test packaging and labeling, and maintain strong relationships with multiple suppliers. Regular project reviews can also help catch issues early.

Our 5 Tips to Shorten Your Launch Timeline

There are many reasons why a new product may fail; in fact 80% of food products fail within the first year. What is clear is that shortening the timeline brings down the costs, proves the product with consumers and generates revenue faster. We collected our know-how that we use daily with our clients to achieve a quick lean launch

Tip 1: Shorten the product development timeline without sacrificing quality

• Adopt the Lean Approach: Start with a Minimum Marketable Product (MMP) or Minimum Lovable Product (MLP) to test and iterate quickly. Focus on key features and refine based on consumer feedback. Parallel Processing: Run tasks like recipe development, regulatory checks, and packaging design simultaneously, rather than sequentially.
• Partner with Experts: Collaborate with co-manufacturers, consultants, or innovation agencies, like Agilery, who have experience navigating the complexities of food development.
• Streamline Testing: Use rapid prototyping and small-scale trials to refine formulations before scaling up.

Tip 2: Manage collaboration between all stakeholders efficiently

1. Centralised project management tools: We use platforms like Asana to keep all stakeholders aligned on tasks, timelines, and progress.

2. Clear roles and scope: Define who does what early in the project.

3. Regular check-Ins: Weekly or biweekly meetings ensure everyone is on the same page, while minimising unnecessary back-and-forth.

4. Prototyping feedback loops: Involve stakeholders early in testing and decision-making for faster alignment on critical issues.

Tip 3: Beware of trends in food and beverage that have an impact on timelines

1. Clean label & sustainability: Rising demand for transparent ingredient sourcing and eco-friendly packaging adds time to ingredient and supplier vetting. At Agilery we use our partner network which greatly cuts the timeline.

2. Functional foods: Incorporating health claims or functional benefits with ingredients such as probiotics or adaptogens often involves additional R&D and regulatory approval steps.

3. Technology integration: Digital tools like AI in flavor selection or lab-grown ingredients can speed up some processes but may require adaptation by teams unfamiliar with the tech.

Tip 4: Develop products without compromising product quality or safety

1. Start small scale: Begin with small-batch production trials before the pilot production to test product viability and identify challenges before scaling up.

2. Regulatory compliance early: Focus on ingredients and process selection and work according to the HACCP (Hazard Assessment and Critical Control Points) system to develop your own product/ process.Work with experts to ensure your product meets all regulatory requirements from the start, avoiding costly reworks later.

3. Select the right kind of partners: Choose reliable ingredient suppliers and co-manufacturers with a track record of flexibility and quality.

Tip 5: Know when to invest your time or prioritize speed

1. Invest more time in:

   1. Recipe Development: Ensure the product delivers on taste, texture, and consumer expectations by .

   2. Regulatory Compliance: Avoid delays and fines by getting it right upfront

2. Prioritise Speed In:

   1. Packaging Design: Go for proven packaging solutions rather than custom designs that take longer to develop.

   2. Market Feedback: Launch in smaller test markets first to quickly gather insights and iterate.