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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.
The case is appropriate for use in an undergraduate, graduate, or executive program in a general marketing, marketing planning, or entrepreneurship class. This case tackles the marketing challenges of an entrepreneurial consumer packaged goods company. The case will enable students to ·evaluate a market opportunity; ·explain a first-mover advantage and assess its sustainability; and ·understand how to develop a new category.