Innovation is critical for all in the food industry but developing, making and then selling any new product is fraught with pitfalls - only a small percentage make it from the drawing board to supermarket shelf. Analysts IRI has issued its list of the top ten best-selling food and beverage products in the US last year. IRI's Sheila McCusker talked to Dean Best about the ingredients a brand needed to succeed in 2007 - and gave the analysts' forecasts for NPD in 2008.