OLLY, gummy vitamin makers, was just acquired by Unilever and needed to accelerate its new product development to meet company growth targets. Nourishing Food Marketing led the innovation prioritization process by estimating the Size of Prize of each idea, evaluating product-market fit with OLLY’s key retailer partners, evaluating the category size & trends, and researching the competitive landscape. For the top ideas, we developed pricing based on consumer willingness to pay and company & retailer margin requirements. Lastly, we developed product positioning, informed by consumer research, competitive offerings, and key purchasing criteria for the category. OLLY received positive buyer feedback about these new product innovations and is on-track to gain distribution at a major national retailer.