Candy Crush: Aligning Health, Business, and Pleasure in the Chocolate Industry

Case Questions

1. What role do health and nutrition play in the snacking industry?

2. What does it mean exactly that a snack is “healthy” or “nutritious”? How do

nutritionists measure “healthiness”? is this how consumers understand
“healthiness”?

3. Suggest a segmentation of consumption occasions.

4. Which of the three options would you recommend to snack manufacturers? Discuss
pros and cons.
a. Reformulate the food by reducing unhealthy ingredients
b. Downsize serving sizes.
c. Use behavioral nudges to influence consumption