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BUSINESS CASE

Business case
INNOVACIÓN
- What is the challenge? The launch of a non-pasteurized smoothie will take place in two established European markets, specifically in France and Germany.
- Is the generation of new business opportunities feasible? The introduction of a line of fresh juices is proposed to compete with the dairy product category, with the aim of highlighting the naturalness and nutritional value of fresh juice.
- What type of innovation does this advance involve? A Research and Development (R&D) technology based on flash pasteurization has been developed within the framework of a new company, extending the product’s shelf life to 28 days. This innovation is complemented by a product design based on science, which maximizes the optimal amount of vitamins needed to improve health.
- Who are the potential collaborators for our organization? Health sector professionals, health-specialized journalists, consumer associations, etc.
- Claim: The first fresh juice that maintains its flavor and freshness properties for 28 days.
- What would the brand’s positioning strategy be? Placement in the refrigerated section and targeting breakfast as the moment of consumption.

Business case
Brand reputation
- What is the challenge to achieve differentiation? Reduce alcohol consumption (distilled or fermented) in sensitive groups and educate consumers on social and responsible drinking.
- Can new business opportunities be created? Promote moderate alcohol consumption and improve the category’s reputation.
- What innovation does it involve? An online communication campaign targeting various health groups and meetings with experts and key opinion formers.
- Who are our potential partners? Health and Nutrition-Dietetics professionals.
- Claim: Alcohol consumption must be controlled, and we must learn about the factors that affect its metabolization in the body.
- What would the brand positioning be? Consult your health professional to learn about responsible alcohol consumption.

Business case
Business Development
- What is the challenge to achieve differentiation? Excessive bread consumption in some cultures is associated with low intellectual performance, and overconsumption is linked to increased obesity.
- Can new business opportunities be created? Generate a new positioning for the bread category as the “first natural food,” essential for life and growth.
- What innovation does it involve? Various actions were developed: a digital campaign, initiatives in schools to promote physical exercise, a TV program, and the use of start-ups and innovation ecosystems to enhance knowledge of the supply chain and promote responsible marketing, among others.
- Who are our potential partners? Health and Nutrition-Dietetics professionals, public health administration, and end consumers.
- Claim: “Bread: growing your future.”
- What would the brand positioning be? Bread is the first essential food at the base of the nutritional pyramid.

The Food Intelligence is a company established in 2017 as a result of the merger of two companies in the investment sector.