Product Launch
Introduce a product
A healthy, organic alternative to Nutella
Product and successes
Nutella is one of the most popular 'comfort foods' in Europe. However, many European consumers have expressed concern about the fact that Nutella contains hydrogenated palm oils. Our product is a new version of the popular chocolate hazelnut spread, only it is entirely organic and made without palm oil and partially-hydrogenated vegetable oils. In contrast, Nutella is composed 31% of palm oil, and has been the target of a great deal of criticism as a result. "The destruction of the world's rainforests and peatlands to make way for increased palm-oil plantations is driving climate change -- every time the rainforest is trashed, huge amounts of greenhouse gases are released into the atmosphere" (Nutella, 2008, Greenpeace). In the U.S., consumers are turning to our product as a healthier and a more environmentally-friendly substitute.
Prospective retailers
Nutella has been called the 'European peanut butter' and is extremely popular in the United Kingdom and Europe. "Worldwide, Nutella outsells all peanut butter brands combined" (The story of Nutella, 2004, H2G2). It is widely available in UK supermarkets, including Tesco, Selfridges, and Marks & Spencer and also has a strong following in France. A temporary cafe was even established in France to celebrate the 40th anniversary of the product's existence (Lebovitz 2005). Nutella has a wide distribution, and competitors could easily find a venue in supermarket chains in England and France. "It is impossible to overestimate the French love of Nutella, the chocolate and hazelnut spread invented in Italy about 70 years ago and eaten with gusto all over most of Europe…If you think about how attached we Americans are to peanut butter, you'll have an idea of how much the French love Nutella. It's a perennial at crepe stands all over the country, sometimes along with bananas. Spread on a slice of bread, it's often the after-school snack of choice" (Bhide 2011).
Overview of the country: History, sales, goals, growth potential
The market for organic...
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