A Situation Analysis of Back to Nature Organic Macaroni and Cheese

A Situation Analysis of Back to Nature Organic Macaroni and Cheese

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A Situation Analysis of Back to Nature Organic Macaroni and Cheese By Caitlin Boyd and Megan McClure 1
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Back to Nature Organic Macaroni and Cheese 1. Executive Summary Back to Nature Organic Macaroni and Cheese occupies a very interesting position within the United States’ organic macaroni and cheese industry. This is due to the many opportunities Back to Nature has in gaining more of this growing industry’s market share, but the company needs to also remain cautious because they are still an emerging brand and the economy is currently somewhat unstable. The success that Back to Nature has already achieved, however, is largely due to their uniquely strong commitment to natural tasting foods and their loyalty to the consumers who buy their products. Back to Nature is also contributing tremendously to their parent company- Kraft- and their attempt to transform the company identity in order to keep up with consumer’s changing tastes and lifestyles. Kraft’s mission to effectively address consumer concerns regarding health and wellness is evident in their purchase of the Back to Nature organic food brand. With the financial support of Kraft, Back to Nature is armed with the essential tools to fight off their direct competitors within the organic macaroni and cheese category, as well as their indirect competitors throughout the food industry. The market for organic foods has been growing dramatically in the past years, and is just now facing a slow down due to the condition of the American economy. However, there still remains a great deal of consumer interest in organic foods, and while relatively higher prices are an obstacle for the industry, the future looks bright for organic food companies, such as Back to Nature. 2. Brand Analysis Back to Nature Organic Foods was founded in the year 1960 in the back of a small health food store in Pasadena, California. The brand started out by producing healthy, organic cereals and was owned by the Organic Milling Co. of San Dimas, California. In October of 2003 Kraft Foods North America 2
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purchased the brand from Organic Milling Co. for an estimated $5 million, as reported by The Natural Foods Merchandiser. Back to Nature is currently based in Madison, Wisconsin and began to produce more organic food products in May of 2004, including cookies, crackers, macaroni and cheese dinners, and organic cheeses. With this expansion of the brand, Kraft announced that Back to Nature would also give their products a new look and feel. A new logo with new design elements is now featured across the entire line so consumers can easily find their favorite Back to Nature products. The contemporary new design clearly conveys the company’s overall vision: great-tasting, nutritious food made without the use of artificial flavors, preservatives, or colors. According to the official Back to Nature website, the brand’s mission has remained consistent
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This note was uploaded on 04/26/2009 for the course JOUR 2403 taught by Professor Cheval,mel during the Fall '07 term at Colorado.

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A Situation Analysis of Back to Nature Organic Macaroni and Cheese

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