In the month of December 2008, the U.S. Food and Drug Administration (FDA figured out that high-purity Rebaudioside A (Reb A), a calorie-free and natural item that a young business called PureCircie made from the Stevia plant, might be utilized in drinks, foods, and as a table leading sweetener in the U.S.-the biggest market for sugar and sweeteners in the world. While the FDA's decision was the development the business had hoped for, much continued to be uncertain-most apparent would customers accept Reb A as a replacement for sugar or the myriad sweeteners currently developed in the market location?
What stressed the business's leadership was the possibility of Reb A taking off-that is, being extensively accepted by customers and utilized by food and drink (F&B) business in mainstream mass-market items such as carbonated soft drinks-and the timing of the take off. As it was the business's creator and CEO had actually currently bet by investing in sufficient production capability for approval in the specific niche drink market-- prior to a market for Reb A had actually been developed.
PureCircle Case Study Solution
PUBLICATION DATE: November 19, 2009 PRODUCT #: 510032-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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