Remember the disasterous “new Coke” innovation.The company took a hit and had to backtrack. Now a “paper bottle” innovation. Its true that companies even with successful products need to constantly innovate. However when the innovation or change is Wok inspired, look for a bad product and some bad losses.
I maintain that “New Coke” was introduced as part of a plan.
“Classic Coke”, when reintroduced, switched from sugar to corn syrup.