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Success Case Study: Honest Tea

Success Case Study: Honest Tea

Summary
With many products having a high calorie and sugar content, the soft drinks category had a gap in the market for a naturally sweetened and low-calorie alternative to more traditional offerings. In some cases, an innovative start-up needs the support of a more established company to take advantage of such an opportunity.

Key Findings
The company was able to differentiate itself from its competitors and provide an offering that spoke to the emerging health conscious consumers.

Forging an alliance with a big corporation has enabled the smaller company to reach new consumers and attain mainstream recognizability.

Synopsis
Success Case Study: Honest Tea is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Honest Tea, how a small tea company benefited from the involvement of a major soft drinks corporation. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.

Reasons To Buy
Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

Access valuable strategic take-outs to help direct future decision-making and inform new product development.


Summary: Honest Tea
A natural, ready-to-drink tea
Reaching the mainstream with a powerful ally
Exploiting a gap in the sweetened beverage market
Transparency is key to Honest Tea's success
Shoppers see organic as advantageous
Ties with Coca-Cola have extended Honest Tea's reach
Take-out: bigger companies can open more doors
Take-out: staying true to the mission
Canadean's TrendSights
Appendix

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