Amy's Kitchen Case Study: from start-up to leading natural and organic frozen food brand
Datamonitor
August 4, 2009 943 Pages - SKU: DFMN2404926
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Introduction
This case study on Amy's Kitchen forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the natural and organic food company has become the leading natural frozen food brand in the US, benefiting in growing demand for organic food.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Introduction
- The founders of Amy's Kitchen have a pedigree within food production
- The founders maintain control and an undying interest in all aspects of the business
- Home made cooking is at the heart of Amy's Kitchen's products
- The company ethos is distinctly 'at-home'
- Freshness is said to be key to Amy's Kitchen business strategy
- All Amy's products are strictly vegetarian and partly address other dietary needs
- Contact with consumers is crucial to Amy's Kitchen's marketing efforts
- Product development at Amy's Kitchen is geared to meeting gaps in the market
- Future goals for Amy's Kitchen may need to be more measured as the company matures
- Conclusions
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Organic food market value (US$ m), US and Europe, 2002-2012
- List of Figures
- Figure 1: Amy's Kitchen now has a diverse range of products
- Figure 2: New media usage is key to Amy's Kitchen's marketing
- Figure 3: Amy's Kitchen will only expand where it believes it can improve upon the current market offer
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