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  • Submitted To: - Submitted By:-Prof. Hersh Sharma Shailesh Patel

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    This document discusses the Nutrasweet Company's development of Simplesse, a fat substitute made from egg whites and milk protein. [1] Simplesse was created to address growing health concerns around obesity, heart disease, and cancer from increasing salt and cholesterol in diets. [2] While Simplesse faced challenges like strong competitors and inability to be used in cooked foods, Nutrasweet saw it as a way to develop new products beyond just aspartame and address impending patent expiration issues. [3] Nutrasweet worked to establish appropriate marketing and distribution channels for Simplesse including launching its own Simple Pleasures ice cream line distributed by Dreyer's Grand Ice Cream.

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    Presntn on case study nutra sweet company

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    SHAILESH

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    This document discusses the Nutrasweet Company's development of Simplesse, a fat substitute made from egg whites and milk protein. [1] Simplesse was created to address growing health concerns around obesity, heart disease, and cancer from increasing salt and cholesterol in diets. [2] While Simplesse faced challenges like strong competitors and inability to be used in cooked foods, Nutrasweet saw it as a way to develop new products beyond just aspartame and address impending patent expiration issues. [3] Nutrasweet worked to establish appropriate marketing and distribution channels for Simplesse including launching its own Simple Pleasures ice cream line distributed by Dreyer's Grand Ice Cream.

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    Download as pptx, pdf, or txt
    29 views8 pages

    Submitted To: - Submitted By:-Prof. Hersh Sharma Shailesh Patel

    Uploaded by

    shailesh0000
    This document discusses the Nutrasweet Company's development of Simplesse, a fat substitute made from egg whites and milk protein. [1] Simplesse was created to address growing health concerns around obesity, heart disease, and cancer from increasing salt and cholesterol in diets. [2] While Simplesse faced challenges like strong competitors and inability to be used in cooked foods, Nutrasweet saw it as a way to develop new products beyond just aspartame and address impending patent expiration issues. [3] Nutrasweet worked to establish appropriate marketing and distribution channels for Simplesse including launching its own Simple Pleasures ice cream line distributed by Dreyer's Grand Ice Cream.

    Copyright:

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    of 8

    SUBMITTED TO: - SUBMITTED BY:-

    PROF. HERSH SHARMA SHAILESH PATEL


    INTRODUCTION
    Robert B Shapiro chairman & Executive officer.

    Simplesse a fat substitute.

    Increasing levels of salt & cholesterol in US.

    Threat of obesity, heart disease & cancer.

    Growth in low calories, low sugar products market.

    CCC research 65 % dieted in 1986.

    Nutrasweet as discovered by James Schlatter.


    NUTRASWEET COMPANY

    Aspartame was used in 1700 NutraSweet products

    Had gained wide acceptance of health and medical organization.

    Best strategy was to sell sweetener as an ingredient.

    It was negatively labeled as “one product” company.

    Patent protection was going to expire in 1992.

    Opening door for competitors impacting prices.

    Need for new line development .

    This need resulted in development of product called simplesse.

    First FDA approval was not taken.


    SIMPLESSE – THE PRODUCT

    Discovered by Norman Singer.

    Made from egg white and/or milk protein.

    Microparticulation

    Cholesterol free, digested like natural protein 7 substitute fat.

    Cannot be used in cooked products.

    Had big competitors in the market.(CPC int., P&G, Unilever)

    Monsanto co. a diversified chemical org. acquired NutraSweet(1985).


    SIMPLESSE - MARKETING

    Need different channel for marketing simplesse.

    Some merit on drawing distinction between low-calorie & fat free.

    Entry into manufacturer.

    Company decide to manufacture and market first range Simple pleasures.

    An ice-cream substitute could not be called as ice cream.

    Distributed nationally by Dreyer’s Grand Ice cream.

    Sales grew by 66% in 1989 in comparison to 1986.


    NUTRASWEET- BRAND ANALYSIS
    Advantages

    Well established brand.


    Growing awareness.
    Increasing number of diseases.
    Acceptable taste
    Approved by FDA
    Stressing fact taste and richness of ice cream but low calorie.

    Disadvantages

    Expiring patent protection


    FDA approval delay in case of simplesse.
    Cannot be used in cooked food.
    P&G product Olestra which can be used in cooked food.
    Tied up with law.
    LOGISTIC DECISIONS
    Advantages

    Formation of company Simplesse .


    Distribution nationally by Dreyers’s Grand.

    Disadvantages

    Cannot carry simplesse with Nutrasweet old distribution channel.

    NUTRASWEET POST DECISIONS


    Higher margins

    Simplesse not appeared to be a universal product

    Prolonged heating destroys product

    Competitive market

    Wanted more control over simplesse


    THANKYOU

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