These "new" products had better be disruptive or the existing...

These "new" products had better be disruptive or the existing powerhouse consumer focused conglomerates will have them for dinner.
The whole scenario is a massive punt which is an ill fit for the conservative OBJ business model.
It will cost serious dollars to firstly design/produce and package the product/s. Then you have the massive marketing spend along with the ever increasing salaries & consultants fees.
A few elements to watch include will the products get repeat purchases and how many millions of dollars in revenue are required before the company makes a profit.
imo the existing major players in market place will have all guns blazing at this newbie on the block.