The paper analyzes the process of development and marketing, i.e. the launch of a new product, on the example of two products of Croatian company Ledo - a mixture of vegetables and cereals, Bulgur and Quinoa. New product development consists of four key steps: idea, concept development based on the idea, testing and marketing. As part of marketing, the process of launching a new product on the market takes place with the aim of taking the desired market position, maintaining it and possibly improving it. In the process of launching a new product innovation is one of the most important elements. This can be seen on the example of the analyzed products: the company Ledo successfully launched its two products – vegetable and cereals mixes Bulgur and Quinoa - largely thanks to the innovation of these products. The innovation is based on the fact that the company has created products that represent a complete meal with vegetables and grains that fully meet the new trends in nutrition, namely the preference for complex carbohydrates and the reduction of gluten to the minimum possible, as well as the elimination of harmful trans fats, refined sugar and salts. In addition, Ledov's products are practical, quick to prepare, and affordable to a wide range of customers, and that was most important in successful product placement.