TruEarth Healthy Foods Case study

Jun 21st, 2015
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Alabama State University
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TruEarth • Founded in 1993 by Gareth DeRosa. • Offered healthy pasta and sauces. • Launched wholegrain pasta, Cucina Fresca, in 2006. • Expansion into the refrigerated pizza market. • It has facilities and resources that are already in place to support potential intiative. Dilemma Should Truearthgo ahead with the product launch considering the fact that revenues can be earned in view of the competition and the consumer response in the survey? Product mix of Tru-Earth: • Pasta • Pizza

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TruEarth Healthy FoodsCase studyByGroup C1Aabhaa I PAnkit ThakrarGourav SinghGururaj NayakPrashanthi PriyankaTruEarthFounded in 1993 by Gareth DeRosa.Offered healthy pasta and sauces.Launched wholegrain pasta, Cucina Fresca, in 2006.Expansion into the refrigerated pizza market.It has facilities and resources that are already in place to support potential intiative.DilemmaShould Truearthgo ahead with the product launch considering the fact that revenues can be earned in view of the competition and the consumer response in the survey?Product mix of Tru-Earth:PastaPizzaProduct line:Cut pastaFilled pastaSaucePizzaFettucineLinguineAngel hair pastaFour cheese ravioliSpinach cheese ravioliMarinara sauceAlfredo saucePesto with basil3 extra cheesesSliced mushroomsHormone free chicken sausage crumblesSWOT Listing(Whole Grain Pizza)StrengthsTruEarth is highly selective about the ingredients.Customer awareness programs using coupons, magazine advertisements, and in-store demonstrations.Formal 4-step process for research and development.It has successful market experience in launching newproducts.Easy preparation, but gives customers the chance to be involved in the cooking process.It allows customers to customize.Refrigerated pizza is considered to be tastier than frozen pizza.Surveys showed that 33% of people had strong interest in a whole grain crust.WeaknessPizza kit feeds only 2-3 people.Consumers hav

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