Focused on joint juice, the launch of new-age beverage category. The company has a patented formula for the beverage glucosamine, the only one on the market. (Glucosamine is a dietary supplement believed to help rejuvenate joints and arthritis.) The Company has made slow progress in its initial phase, but since the case is over, it has the opportunity to go national with two of the country's largest grocery chains. "Hide
by Michael J. Roberts, Alison Berkley Wagonfeld Source: Harvard Business School 26 pages. Publication Date: January 28, 2003. Prod. #: 803146-PDF-ENG
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