There's a certain comfort in brand extensions, yet they often bring too little in the way of incremental sales as consumers trade-off within a product line. In the worst-case, a proliferation of items under a single brand only serves to dilute equity and ultimately cause sales to decline. As a piece on the Brandweek website points out, Kraft Foods has rolled out a large number of brand extensions in recent years with less than spectacular results. How critical are new products to CPG and retail growth? Where do you come down on the value (or lack of value) on brand extensions in the new product equation?

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