This report examines the case study of Healthy Juice, a company facing declining profits and market share due to increased competition. It explores the concepts of innovation and commercialisation to identify strategies for boosting sales and market share. The report delves into various aspects of innovation, including frugal innovation, the 4Ps of innovation, and the innovation funnel. It also analyzes the importance of commercialization and the role of new product development (NPD) in launching successful innovations. The report concludes with recommendations for Healthy Juice to implement innovative strategies and overcome challenges to achieve sustainable growth.