Completely new innovation is rare, especially in the saturated Consumer Packaged Goods (CPG) industry. CPG companies are often not creating entirely new technologies, but instead making minor alterations to products already on the market. This saturation has left retailers in a compromising position when it comes to offering their customers cutting edge products. Due to a new competitive environment and changed buying habits, consumers are buying more online and through mobile. Competition is no longer the store across the street but global.