That's what I normally use.

If you read a good definition (below), you'll see that in this context it's actually "launching" new products (but not showing them for the first time in front of a large audience, as it's done with new planes/cars etc.).

Roll-Out:
Informal . the introduction or inauguration of a new product or service, as by an advertising campaign, public announcement, or exhibition: the most lavish rollout in soft-drink history.