In recent years, many packaged food brands have tried to expand their range of products to include ready-made meals and entrees. Colgate, the toothpaste and oral care giant, attempted to do just that with the launch of its Colgate Kitchen Entrees line in 2019. Unfortunately, the venture was unsuccessful and the line was discontinued less than a year later. In this article, we will explore some of the potential reasons behind Colgate's failed attempt at entering the meal preparation sector.
The food industry is a highly competitive landscape, and making the leap from toothpaste to tasty ready-made meals takes more than just a great recipe. For Colgate Kitchen Entrees, the product launch was met with lukewarm reviews and ultimately did not gain enough traction to remain on the shelves. Below, we'll examine some of the common pitfalls associated with product launches and explore what may have gone wrong with Colgate's foray into the ready-made meal market.
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