This study investigates the influence of product development strategies on performance within Kenya's sugar industry. With the challenges facing the sugar sector in Kenya, including fluctuating market demands, competition, and regulatory pressures, the adoption of effective product development strategies becomes imperative for sustained growth and competitiveness. Through a comprehensive analysis of the relationships between product development initiatives and performance indicators such as market share, profitability, and customer satisfaction, this research aims to provide insights into the effectiveness of product development strategies within the Kenyan sugar industry. Drawing upon empirical data and industry insights, the study employs both quantitative and qualitative methods to explore the impact of product innovation, diversification, and differentiation on performance outcomes. The findings shed light on the critical role of product development strategies in enhancing the competitiveness and sustainability of the sugar industry in Kenya.