We never stop. Even when we have exactly what we want, we continue to change things up. The beverage industry is notorious for this. Dr. Pepper, for example, is introducing Cherry Chocolate Diet Dr Pepper. Here comes the chocolate war. You heard it here first, folks. 2008 will be the year of chocolate soda drinks.
Implications - Brands need to stay on top of the competition by expanding into different markets while maintaining their current loyal customers. In food categories, the introduction or addition of new flavors will not hinder the brand's image unless they change the original product. By heavily researching their target audiences, the brand can create a product that works. Businesses can be very successful or experience failure when experimenting with unusual flavor combinations.