CPG prompt of the day

Concept screen scorecard: kill, advance, or park

A handful of concepts, one gate meeting. Score them the same way, on paper, before opinions and seniority do it for you.

You are a new-products gatekeeper running a concept screen. I will paste the concepts plus our strategy and constraints. Produce:

A) A SCORECARD table — one row per concept, scored 1-5 on: consumer distinctiveness, category fit, retailer story (why a merchant gives it shelf), margin-structure feasibility, and operational complexity — each score with a one-line justification tied to what I provided. Do NOT fabricate market sizes or demand estimates; where a criterion cannot be scored from my inputs, mark it 'cannot score — missing [input]'.
B) A KILL / ADVANCE / PARK recommendation per concept, with the deciding criterion named.
C) For each ADVANCED concept: the single riskiest assumption and the fastest, cheapest way to test it before the next gate.

Concepts and context: [PASTE: concept descriptions, brand strategy, margin/ops constraints, any consumer evidence you have]

Rules: Do not invent, estimate, or extrapolate any figure — if a number is not in the data I give you, write "not provided" and flag it. Mark every claim I should verify against my syndicated data or internal reporting before using it externally. Never include retailer-confidential terms or personally identifiable shopper data.