Improving or refining current products is not good enough to sustain or improve competitive advantage. Products, markets and categories are changing fast and consumers' (buying) behaviour is very difficult to predict. However, to make real progress we all know that re-defining a market place, or inventing something totally new will be very profitable. Although not all of these new products are successful, they are the best road to future success. This paper describes the route taken within Masterfoods to get in closer 'touch' with consumers and meet their unanswered needs.