Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 May 2019
Revision date: 29-May-2019
Length: 18 pages
Data source: Published sources
Abstract
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse their position. Parents were now warned that delaying the introduction of these types of foods increased a baby's risk of food allergies. Adeo Health Science was ready, with patents filed for a baby food that made it simple for parents to introduce allergens. Now, the new company had to turn its product into a brand and map its go-to-market strategy, including creating a compelling value proposition, choosing a path to market that was either direct-to-consumer, through grocery retailers, or via the physician channel, and planning its marketing communications and sales strategy. As a new startup with constrained resources, the company knew its marketing decisions would make or break the new product.
Locations:
Industries:
Size:
< 50 million; Start-up
Other setting(s):
2017-2018
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 August 2025
Length: 21 pages
Data source: Published sources
About
Abstract
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse their position. Parents were now warned that delaying the introduction of these types of foods increased a baby's risk of food allergies. Adeo Health Science was ready, with patents filed for a baby food that made it simple for parents to introduce allergens. Now, the new company had to turn its product into a brand and map its go-to-market strategy, including creating a compelling value proposition, choosing a path to market that was either direct-to-consumer, through grocery retailers, or via the physician channel, and planning its marketing communications and sales strategy. As a new startup with constrained resources, the company knew its marketing decisions would make or break the new product.
Settings
Locations:
Industries:
Size:
< 50 million; Start-up
Other setting(s):
2017-2018
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 20 August 2025
Length: 21 pages
Data source: Published sources