InnoCompass will also offer advice on factors such as pricing, range optimisation, shelving and volume forecasting.

The tool can also provide in-context evaluations of new products and concepts across a range of variables.

Olivier Blanchet, chief executive officer at PRS in Vivo, said: “In a post TV age, in which consumers and shoppers will often only see the finished article (pack and product), brands need a new product development playground where the final mix is built, brick by brick, simply and as early as possible.”