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  • January 2020 (Revised April 2020)
  • Teaching Note

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised... View Details
Keywords: Brand; Brand Management; DTC; Private Label; Groceries; Packaged Food; Personal Care; Startups; Retailing; Amazon; Brands and Branding; Marketing; Marketing Strategy; Business Startups; Disruption; E-commerce; Consumer Products Industry; Retail Industry; United States
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Avery, Jill. "Brandless: Disrupting Consumer Packaged Goods." Harvard Business School Teaching Note 520-058, January 2020. (Revised April 2020.)
  • 5 Sep 2013
  • Conference Presentation

The Color of Taste: Selling Food in Clear Packages in the Early-Twentieth-Century United States

By: Ai Hisano
This paper examines the role of color in the marketing and retailing of food products by focusing on the increasingly popular presentation of food in clear packages in the early-twentieth-century United States. In the 1910s, a candy company began using cellophane to... View Details
Keywords: Food; Product Marketing; Food and Beverage Industry
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Hisano, Ai. "The Color of Taste: Selling Food in Clear Packages in the Early-Twentieth-Century United States." Paper presented at the CHORD Conference, Centre for the History of Retailing and Distribution (CHORD), Leeds, UK, September 5, 2013.
  • November 2017 (Revised October 2018)
  • Case

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3 price point that promised an... View Details
Keywords: Brand; Brand Management; Retailing; Retailing Industry; Private Label; Direct To Consumer Marketing; Ecommerce; Digital Marketing; Consumer Packaged Goods; Startup; Marketing; Marketing Strategy; Disruption; Food; Product Marketing; Marketing Channels; Consumer Behavior; Brands and Branding; Venture Capital; E-commerce; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States; North America
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Avery, Jill. "Brandless: Disrupting Consumer Packaged Goods." Harvard Business School Case 518-044, November 2017. (Revised October 2018.)
  • November 2016 (Revised March 2018)
  • Background Note

Note on the Impact of Millennials on the Food System

By: José B. Alvarez, James Weber and Natalie Kindred
In 2016, the millennial generation (those age 19 to 35 in 2016), the largest generation by population in the U.S., was entering its prime home buying, family forming, earning and spending years. This generation was showing different beliefs and behaviors than previous... View Details
Keywords: Millennials; Consumer Packaged Goods; Food; Age; Consumer Behavior; Agribusiness; Demographics; Values and Beliefs; Consumer Products Industry; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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Alvarez, José B., James Weber, and Natalie Kindred. "Note on the Impact of Millennials on the Food System." Harvard Business School Background Note 517-064, November 2016. (Revised March 2018.)
  • November 2017 (Revised November 2021)
  • Case

Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy

By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman
The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,... View Details
Keywords: Snack Food; Snack; Global Snacking; Packaged Food; Consumer Packaged; Kraft Foods; Kraft; Agribusiness; Change; Change Management; Corporate Strategy; Transformation; Geography; Geographic Scope; Global Strategy; Leadership; Leadership Style; Leading Change; Management; Business or Company Management; Growth and Development Strategy; Management Style; Marketing; Brands and Branding; Demand and Consumers; Consumer Behavior; Organizational Change and Adaptation; Planning; Strategic Planning; Strategy; Food and Beverage Industry; Illinois
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Sadun, Raffaella, David J. Collis, Amram Migdal, and Kerry Herman. "Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy." Harvard Business School Case 718-403, November 2017. (Revised November 2021.)
  • 2021
  • Working Paper

Accounting for Product Impact in the Consumer-Packaged Foods Industry

By: Amanda Rischbieth, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer... View Details
Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Nutrition Database; Nutritional Information; CPG; Consumer Packaged Goods; IWAI; Product Design; Product Positioning; Society; Environmental Sustainability; Corporate Social Responsibility and Impact; Nutrition; Product; Safety; Consumer Products Industry
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Rischbieth, Amanda, George Serafeim, and Katie Trinh. "Accounting for Product Impact in the Consumer-Packaged Foods Industry." Harvard Business School Working Paper, No. 21-051, October 2020. (Revised October 2021.)
  • 2017
  • Working Paper

Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing

By: Ai Hisano
This working paper examines how innovations in transparent packaging, specifically cellophane in the mid-twentieth century United States, helped retailers create full self-service merchandising systems, including selling perishable food. While self-service stores began... View Details
Keywords: Food; Product Marketing; Business History; Food and Beverage Industry; United States
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Hisano, Ai. "Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing." Harvard Business School Working Paper, No. 17-106, May 2017.
  • 16 May 2016
  • HBS Case

Food Safety Economics: The Cost of a Sick Customer

complicated when a single plate or package of food contains ingredients from multiple countries.” Prevalence of food-related claims: Food safety claims, which are often... View Details
Keywords: by Dina Gerdeman; Food & Beverage
  • 05 Jun 2017
  • Working Paper Summaries

Cellophane, the New Visuality, and the Creation of Self-Service Food Retailing

Keywords: by Ai Hisano; Food & Beverage
  • 11 Jan 2017
  • Research & Ideas

The Paradoxical Quest to Make Food Look 'Natural' With Artificial Dyes

cheese no longer comes packaged with a Day-Glo orange powder, thanks to a pledge to stop using artificial dyes (Yellow 5 and Yellow 6) in the product. “Due to consumer protests against synthetic colors, the standardization of color moved... View Details
Keywords: by Carmen Nobel
  • 26 Jun 2017
  • Research & Ideas

How Cellophane Changed the Way We Shop for Food

developed marketing strategies to appeal to consumers’ senses from the nineteenth century to today.” Cellophane gets an entire chapter in Hisano’s book. As she explains in the paper, cellophane packaging let View Details
Keywords: by Carmen Nobel; Food & Beverage; Food & Beverage; Food & Beverage
  • December 2017
  • Case

Molino Cañuelas: Serving Customers from Seed Development to the Kitchen Table

By: Jose B. Alvarez, Maria Fernanda Miguel and Mariana Cal
Molino Cañuelas was a vertically integrated food company with a management system that allowed it to innovate and grow systematically. With sales of $2 billion in 2016, the firm not only produced flour, vegetable oil, and packaged food products, it also owned a port... View Details
Keywords: Quality Management System; Food Industry; Molino Cañuelas; Argentina; Vertical Integration; Quality; Management Systems; Expansion; Global Range; Growth and Development Strategy; Agribusiness; Food and Beverage Industry; Food and Beverage Industry; Argentina
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Alvarez, Jose B., Maria Fernanda Miguel, and Mariana Cal. "Molino Cañuelas: Serving Customers from Seed Development to the Kitchen Table." Harvard Business School Case 518-046, December 2017.
  • July 2023 (Revised May 2024)
  • Case

Vytal: Packaging-as-a-Service

By: George Serafeim, Michael W. Toffel, Lena Duchene and Daniela Beyersdorfer
The Germany-based startup Vytal operated the largest digital-native reusable packaging-as-a-service network globally, having raised nearly €15 million, established a large network of restaurant partners, and prevented the use of millions of single-use take-out food... View Details
Keywords: Climate Risk; Digital; Platform Strategies; Data; Packaging; Sustainability; Start-up; Startup; Entrepreneur; Impact; Circular; Growth Strategy; Innovation; Environmental Sustainability; Innovation and Invention; Business Growth and Maturation; Growth and Development Strategy; Business Startups; Resource Allocation; Risk Management; Adoption; Strategy; Performance Productivity; Service Delivery; Service Operations; Supply Chain; Distribution; Entrepreneurship; Climate Change; Green Technology Industry; Service Industry; Retail Industry; Germany; Europe
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Serafeim, George, Michael W. Toffel, Lena Duchene, and Daniela Beyersdorfer. "Vytal: Packaging-as-a-Service." Harvard Business School Case 124-007, July 2023. (Revised May 2024.)
  • December 2017
  • Case

Mondelēz International

By: David Bell, Kerry Herman and Amram Migdal
Mondelēz International is a packaged foods company competing primarily in “snacks” around the globe. The case describes how and why the Kraft Inc. CEO, and later Mondelēz CEO, Irene Rosenfeld, created Mondelēz and how she positioned it as a growth company at a time... View Details
Keywords: Agribusiness; Food; Growth and Development Strategy; Food and Beverage Industry; Europe; Asia; China; Latin America; Middle East
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Bell, David, Kerry Herman, and Amram Migdal. "Mondelēz International." Harvard Business School Case 518-051, December 2017.
  • October 1990 (Revised August 1991)
  • Case

Peanut Butter Fantasies

By: Amar Bhide and Myra M. Hart
Addresses the interrelated challenges of marketing and finance faced by a small, struggling packaged foods company. View Details
Keywords: Business Ventures; Finance; Business or Company Management; Marketing; Distribution; Problems and Challenges; Food and Beverage Industry
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Bhide, Amar, and Myra M. Hart. "Peanut Butter Fantasies." Harvard Business School Case 391-072, October 1990. (Revised August 1991.)
  • Research Summary

General research interests

  • Effects of marketing actions on food choices, energy intake, and obesity.
  • Psychophysics of package and portion size perception and preferences.
  • Mere-measurement and self-generated validity effects in survey research.
  • Attention and choice... View Details
  • October 2020 (Revised February 2021)
  • Case

Twiga Foods: Revolutionizing African Retail (A)

By: Shikhar Ghosh, Pippa Tubman Amerding and Wale Lawal
Twiga is a leading agricultural produce supplier in Kenya offering services to mostly informal retailers. Under Peter Njonjo, a co-founder and Twiga’s new CEO, the company is considering multiple options for expanding its business, including offering packaged foods and... View Details
Keywords: Leadership; Expansion; Growth and Development Strategy; Organizational Structure; Retail Industry; Nairobi
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Ghosh, Shikhar, Pippa Tubman Amerding, and Wale Lawal. "Twiga Foods: Revolutionizing African Retail (A)." Harvard Business School Case 821-043, October 2020. (Revised February 2021.)
  • December 2017 (Revised March 2018)
  • Case

Kellogg Company/eighteen94 capital

By: David Bell, Damien McLoughlin and Natalie Kindred
With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and... View Details
Keywords: CPG; Consumer Packaged Goods; Cereal; Battle Creek; Michigan; Breakfast; Snack; Agribusiness; Change Management; Growth Strategy; Corporate Venture Capital; Innovation; Startup; Brand; Brand & Product Management; Advertising; Demand and Consumers; Innovation and Invention; Venture Capital; Food; Brands and Branding; Marketing; Food and Beverage Industry; Food and Beverage Industry; Food and Beverage Industry; United States; Michigan; North America
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Bell, David, Damien McLoughlin, and Natalie Kindred. "Kellogg Company/eighteen94 capital." Harvard Business School Case 518-061, December 2017. (Revised March 2018.)
  • July–August 2018
  • Article

From Niche to Mainstream (HBR Case Study)

By: Elie Ofek
A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details
Keywords: New Product Marketing; Retail Trade; Private Label; International Expansion; Cultural Branding; Consumer Packaged Goods (CPG); Product Marketing; Expansion; Global Range; Brands and Branding; Strategy; Food and Beverage Industry; Food and Beverage Industry
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Ofek, Elie. "From Niche to Mainstream (HBR Case Study)." Harvard Business Review 96, no. 4 (July–August 2018).
  • December 2021
  • Case

Pairwise

By: José B. Alvarez and Annelena Lobb
Pairwise discusses the strategic approach of a company aiming to “snackify” fruits and vegetables by using CRISPR-Cas9 gene editing to create nutritious, bite-sized foods that could compete with packaged snacks. The company is confronting a number of challenges,... View Details
Keywords: Gene Editing; GMO; Food; Nutrition; Competition; Market Entry and Exit; Public Opinion; Competitive Strategy; Consumer Behavior; Food and Beverage Industry
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Alvarez, José B., and Annelena Lobb. "Pairwise." Harvard Business School Case 522-058, December 2021.
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