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The case describes how the Alce Nero company navigated the inherent challenges of innovating in the organic food industry, a dynamic segment experiencing growth and favorable margins, particularly in the Italian market. The analysis focuses on Alce Nero's journey towards launching products in the baby food organic segment, introducing the challenges associated with this venture, from the strong competition in the baby food market, to the nature of what organic food could be perceived in the baby food industry. The case aims to prompt a discussion on potential growth paths for the company, recognizing that entering a market for a different customer, in this case, babies, poses difficulties, despite potential synergies and consistencies with the brand's positive reputation and positioning of the Alce Nero brand in the organic food sector. It is, to some extent, a classic case of brand extension and the introduction of new products. The class discussion will revolve around the dilemma of whether the organic baby food segment constitutes a genuinely new market for Alce Nero and the trade-off between brand consistency and challenges arising from a new market segment. Specifically, the Alce Nero case helps illustrate the importance of consistency across different elements of the marketing strategy and operations.