Improving Product Life Cycleprofitability A few years ago pasta came in two formsonly: dried spaghetti and tinned spaghetti. Today supermarkets offer an immense array offresh tagliatelle, fettucine, ravioli, tortellini and a myriad of other types, plus anever increasing choice of ready-made fresh sauces. But who knows for how much longer thefascination with Italian food will last? After all, both the consumer and the retailer arealways hungry for innovation. Local and international legislation and environmental issuestoo, exert pressure on manufacturers to replace existing products with more interesting,new alternatives.