Smart Balance case study: building brand share in functional foods

Smart Balance case study: building brand share in functional foods

Introduction

This report on Smart Balance forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the company has capitalized on the growing functional food market, as people look for quick fixes to improve their health.

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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The functional food market is growing strongly, encompassing an expanding range of categories 2
Smart Balance has achieved strong sales since its 2007 takeover, as it attempts to create a $1 billion mega-brand 2
Established in 1999, the company achieved sales of $111 million in 2007 2
Smart Balance plans to become a mega-brand by expanding into new categories and distribution areas 3
The company has moved into non-dairy categories such as popcorn, cooking oil and peanut butter, as it attempts to gain an edge over its functional food rivals 4
A planned expansion into the milk market could be hindered by soaring commodity prices 4
Smart Balance plans to expand the brand's distribution network to include college cafeterias, restaurants and other food service accounts 4
The company is targeting a younger age group with a well-funded marketing campaign 5
The company launched a $40 million marketing campaign in 2008 to promote its expanding range 5
Although its average customer is over 50, the company is targeting a younger age range through its new promotions 5
The new adverts stress the aspirational and motivational qualities of the range, to promote it as a lifestyle product 6
APPENDIX 8
Case study series 8
Methodology 8
Secondary sources 8
Further reading 8
Ask the analyst 8
Datamonitor consulting 9
Disclaimer 9
List of Figures
Figure 1: The Smart Balance brand encompasses a range of dairy and non-dairy functional foods 3
Figure 2: The Smart Balance website mixes healthy eating advice with product information 6
Figure 3: Smart Balance advert for its milk features aspirational kitchens alongside comic elements 7