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... Well, that’s what Campbell Soup wanted you to do when it cooked up a line of mostly frozen meals designed to reduce certain health risks, such as heart disease and diabetes. Campbell introduced the product line, calling it Intelligent Quisine (IQ), in an Ohio test market in January 1997. ... In 1991, Campbell realized the soup market was mature and offered very little growth potential. ... ” Campbell thought it could offer a convenient meal program to a target market of 60 million people who suffered from a wide range of health problems like high cholesterol, high blood pressure, and hypertension. ...
The company then spent two years gathering a medical advisory board that included specialists in heart disease, nutrition, and diabetes. ... Campbell worked with the advisory board and conducted clinical research on 800 patients to help design the IQ products.
By 1997, Campbell had spent $55 million to develop the product line. ... With each weekly order, Campbell included printed materials that offered advice on diet, exercise, and behavioral change. ...
Campbell decided to distribute the meals directly to consumers using UPS to make weekly deliveries of the frozen meals. ...
Campbell used television, radio, and print ads to promote the program and an 800-number for consumers to call to place an order. ...
Overall, however, Campbell considered the test market a failure. ... Despite the homework that went into the project, it failed to meet Campbell’s expectations. ... ”
Jumping Into the Soup
Just as Campbell announced its decision, LifeSource Nutrition Solutions, an Emeryville, Califorina-based company, announced it would tackle the problem of offering nutritionally balanced meals. LifeSource is a spin-off of Age Wave, a consulting company started in 1986 by Ken Dychtwald. ... ”
LifeSource, which is also funded by Monsanto, operates in San Francisco and Los Angeles. ... The company also offers free nutritional counseling and nutrition materials.
Unlike Campbell Soup, however, LifeSource conducted no clinical research to help in developing its products. ...
LifeSource’s meals target customers over 50 who have risk factors for diabetes and heart disease.
Approximate Word count = 1607
Approximate Pages = 6.4
(250 words per page double spaced)
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