Fody Foods: Eating Life to the Fullest

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Case

Reference no. 9B19A002

Subject category: Marketing

Authors: Robert Mackalski (McGill University); Marc Ducusin (McGill University); Marika Lapointe (McGill University); Emma Clayton (McGill University)

Published by: Ivey Publishing

Originally published in: 2019

Version: 2020-01-27

Revision date: 13-Feb-2020

Length: 10 pages

Data source: Field research

Topics: Marketing mix; First mover advantage; Marketing; Entrepreneurship

Share a link: https://casecent.re/p/159753

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Abstract

FODY Foods Inc (Fody) was a Canadian-based entrepreneurial manufacturer and marketer of a line of food products designed for people suffering from irritable bowel syndrome (IBS), a condition that affected an estimated one billion people worldwide. With public awareness of the socially sensitive condition growing, Fody's founder needed to figure out how to market the company's line of products while creating a new category in the process.