Importance of good timing

So many great product innovations fail because they are ahead of their time. Most aren’t given a second chance. Maybe the time has come for mid-calorie carbonates after earlier false dawns.

Zenith’s UK Soft Drinks Industry Conference last week had its highest ever attendance, despite companies generally cutting back on events. We had a tremendous programme, but were also extremely fortunate with our timing. The day coincided with important news from numerous speakers:

• Coca-Cola’s global commitment to new initiatives on tackling obesity
• The UK Government’s publication of evidence to support a soft drinks sustainability roadmap
• The British Soft Drinks Association’s publication of its 2013 UK Soft Drinks Report
• Innocent founder Richard Reed’s handover to a new team and offer to back other entrepreneurs through jamjar investments.