Innovation is risky enough

Here's a tip for food marketers and product developers.

If you have to issue the following statement when introducing a new product, you may want to rethink things.

We have carefully reviewed FDA requirements and believe our product is in compliance with current regulations for food ingredients.

With all the recent news surrounding high-caffeine energy drinks this may not be the best time for Frito-Lay to launch Cracker Jack'd, a line of "energy snacks" targeted at young adults.

Yes, the FDA may say they're safe. They may be exactly what consumer's are asking for. But if just one over-caffeinated kid collapses after eating a bag of Cocoa Java Power Bites, it could put the whole company in jeopardy.

Remember: just because you can, doesn't mean you should.