Campbells IQ Meals essays

Campbell's IQ Meals essays Founded in 1869 by Joseph Campbell, a fruit merchant, and Abraham Anderson, an icebox manufacturer, the Campbell Soup Company has since evolved into an internationally renowned enterprise, mostly recognized for its leadership in the soup market . In the early 1990s, despite their powerful leadership, the company realized the soup market had become mature and offered little growth opportunity. As a result, Campbell considered an entry in an emerging market mostly focusing on diet and disease prevention: the nutraceutical market. Stephen DeFelice, coiner of the term nutraceutical, defines the latter term as a food or part of a food that provides medical or health benefits, including the prevention and/or treatment of a disease. Based on the growing interest in health and disease prevention from the American population, the entry in the nutraceutical market was perceived to have an explosive potential by David W. Johnson, CEO of Campbell at the time. Campbell Soup then engaged in a five years development of mail-delivered clinically-proven meals, designed for people with cardiovascular problem, Type II diabetes and other health concerns. About $30 millions were invested in research and development (R as the meals were named just before the market test . Although product trials and taste tests yield positive and optimistic results, Campbell was forced to withdraw the product line from the market after 15 months of market testing in Ohio . Many unconstructive aspects of the IQ meals outweighed their apparent benefits, thus conducing to sales results discouragingly lower than the 200-million-a-year expectations. David W. Johnsons prediction of the products explosive potential could have originally turned out to be accurate since numerous product benefits could be highlighted. In fact, IQ meals were found to be the first and ...