The main aim of this research was to determine the key factors which contribute to the success or failure of new products developed and launched onto the Irish food market. This involved examining the patterns of performance and management practices employed by companies which develop and distribute new food products and investigating those factors which influence new product outcomes. The objectives for the research were drawn from the relevant literature pertaining to product innovation, new product development and the key factors critical to new product success. A conceptual framework of new product outcomes was devised based on the results of past research and empirical studies. It was essential for the purpose of this research to investigate those firms active in new product development. The most appropriate firms were involved in the development or distribution of pasta, pasta sauce or pizza products in the past five years. This sector was chosen on the basis of industry analysis and consultation with experts. Due to the size and nature of this sector of the food industry, a census was compiled from available lists and directories. Twenty-nine respondent firms were interviewed personally using a structured questionnaire. The results indicated that substantial differences exist in the development and launch of new food products on the Irish market which ultimately effect the level of success and failure achieved. Differences emerged in relation to the type of company, company ownership and company size which had previously been unreported. Other factors were identified which contribute to the level of new product performance achieved in the marketplace. If the success rate of new products is to be improved, companies must take cognisance of those factors and adapt accordingly.