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  • July 2013
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Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?

By: John A. Quelch and Diane Badame
  • Format:Print
  • | Language:English
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Abstract

Andrea Torres, director of new product development at a high-end chocolate confectionery company, leads her team through a carefully sequenced program of market research to support the development and launch of a new product, healthy dark chocolate with fruit. This is the first time Montreaux USA, an offshoot of a Swiss confectioner, has created a product specifically for U.S. chocolate consumers. The case explains the steps Torres and her NPD team have completed and describes the decisions that lie ahead, a few months in advance of the anticipated launch. A challenging situation is intensified by a competitor also having tested a dark-chocolate-with-fruit product that was likely to be introduced into the U.S. marketplace in the near future. Students must perform a quantitative analysis as part of their work.

Keywords

Competition; Food; Consumer Behavior; Nutrition; Product Launch; Product Development; Food and Beverage Industry; Switzerland; United States

Citation

Quelch, John A., and Diane Badame. "Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?" Harvard Business School Brief Case 914-501, July 2013.
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About The Author

John A. Quelch

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Related Work

    • July 2013
    • Faculty Research

    Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? (Brief Case)

    By: John A. Quelch and Diane Badame
    • July 2013
    • Faculty Research

    Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? Spreadsheet for Students (Brief Case)

    By: John A. Quelch and Diane Badame
    • July 2013
    • Faculty Research

    Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? Spreadsheet for Instructors (Brief Case)

    By: John A. Quelch and Diane Badame
Related Work
  • Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? (Brief Case) By: John A. Quelch and Diane Badame
  • Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? Spreadsheet for Students (Brief Case) By: John A. Quelch and Diane Badame
  • Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate? Spreadsheet for Instructors (Brief Case) By: John A. Quelch and Diane Badame
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