¶ … decision Erickson should recommend, whether to develop a healthy Progresso soup line internally, or collaborating with Weight Watchers in the development. General Mills has been successful at developing other light foods, such as yogurt, so they could probably develop their own brand of light soups for the Progresso brand. However, collaborating with a well-known and respected brand such as Weight Watchers could allow them to be more creative and innovative with their soups, because Weight Watchers is a known brand, and they have developed their own successful line of Weight Watcher food items, so they have much more experience.
General Mills might choose to develop their light soups on their own, because they have their own development department with years of experience, and they have developed light products in the past that have become successful. Since Progresso is so successful, they might want to keep the makeup of the soup proprietary and not share them with a collaborator. It could also weaken the brand if the collaborator does not develop a distinctive product. The evidence in the case illustrates that General Mills has a large development department, and they successfully develop dozens of products every year, even light products, so it seems that in many ways, General Mills could be successful developing the product internally.
However, that being said, there are numerous advantages to collaborating with a partner for General...
Weight Watchers was founded in 1963 by Jean Nidtech, in Queens, NY, and has built up a track record of over 40 years of helping people lose weight. The company has been built on the philosophy that "dieting is just one part of long-term weight management," and therefore has built an entire weight loss system around its food products. The company has been able to grow to popularity on the
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