---
id: "prereq-cpg-product-architecture"
type: "prereq"
source_timestamps: ["¶56", "��57", "¶58", "¶59"]
tags: ["cpg", "product-management"]
related: ["framework-innovation-segmentation", "entity-product-tostitos-scoops"]
reason: "Necessary to grasp Nooyi's mathematical approach to segmenting R&D investments for sustainable growth."
source_url: "https://hbr.org/2025/10/innovating-at-the-core-and-for-the-future"
source_title: "Innovating at the Core—and for the Future"
sources: ["futures"]
sourceVaultSlug: "hbr-seg-futures"
originDay: 2
articleStem: "hbr-cl-91-innovating-core-and-future"
sourceUrl: "https://hbr.org/2025/10/innovating-at-the-core-and-for-the-future"
sourceTitle: "Innovating at the Core—and for the Future"
---
# CPG Product Architecture

**Why it's needed:** Necessary to grasp Nooyi's mathematical approach to segmenting R&D investments for sustainable growth.

The distinction between a **line extension** (e.g., a new flavor of Doritos), a **new product**, and a **new platform** (a fundamentally new manufacturing process, e.g., [[entity-product-tostitos-scoops]]). This vocabulary underpins [[framework-innovation-segmentation]] and [[concept-innovation-as-science]].

**Enrichment.** CPG product-architecture literature distinguishes line extensions, brand extensions, and platforms, with platforms requiring new production or technology bases.