<p>Modern food industry leads to an increase of cheaper, healthier and more convenient products. In order to become competitive enough, profitable and to meet the growing demand of customer’s need of healthy and balanced food, food-processing firms develop new product continually. Contrary to the case, there is an imminent treat faced by all companies, which is the market success rate record of new products, is very low. The aim of the study is to examine the determinants of new product market success on food processing companies and its implication to microalgae-based nutritional supplement and food commercialization in case of Bahir Dar city. Mixed research approach with descriptive and explanatory research design was employed to examine the five determinants new product market success. Purposive sampling particularly criterion sampling was adopted as a sampling method. Data analysis involved descriptive and inferential techniques including frequency mean, correlation, and multiple linear regression conducted with SPSS version 26. The correlation results showed all independent variables were associated with the dependent variable, with an overall R = 0.756. The study found that technological orientation, new product development process speed and timing, promotion and distribution have significant and positive impact on new product market success and food safety regulation has significant negative impact on new product market success. The model with these determinants was found to predict 56.2% of the variability of dependent variable leaving the remaining 43.8% to variables not included in this study. The study recommends that food-processing firms should realize the effect of determinants on new product market success and draft and implement appropriate strategy.</p>