– Nestlé’s LC-1 Probiotic Launch, ‘Snapple A Day’ Meal Replacement, and Other Cases Will Provide Strategic Decision Makers with Key Insights –

Providence, RI, January 10, 2002 – Health Strategy Network, a division of Health Strategy Consulting (HSC), the leading strategy and content consulting group in the nutrition and natural products industry, has confirmed two powerful and insightful business case studies for examination and dialogue at the upcoming North American Conference.  Principally designed for robust networking and unequalled knowledge sharing, the Conference will take place February 20-22, 2003 at Blue Mountain Resort in Ontario and promises to deliver exclusive insights from industry experts and professionals using the ‘business school’ case (1) method. The exchange of ideas with fellow strategic decision-makers is intended to carry on through shared meals and onto the ski slopes. In order to make the most of the time together, each attendee will be provided with a detailed case study in advance of the Conference.

Among the cases is Nestlé’s U.S. launch of its LC-1 probiotic supplement.  Nestlé, the world’s largest food company, attempted to enter the North American market in 2000 with a probiotic product dietary supplement.  The case looks at the events leading up to the launch and its outcome.  The majority of the session will be devoted to shared insights from attendees, followed by commentary and perspectives from key Nestlé people. 
Key Learnings:
-How far can a brand be extended? When is a market large, or attractive, enough for entry? Can European brands be readily transferred to Canada and the U.S.?
-How much science will the mass market absorb? How does one position and market a “general” health condition, like immunity?

The Conference will also include a case discussion of Cadbury Schweppes’ Snapple A Day, scheduled to launch this February. Snapple A Day intends to redefine the $2.3 billion meal replacement category with this soy-based beverage which provides a daily dose of 24 vitamins and minerals, formulated to meet the needs of health conscious, on-the-go consumers..  Following discussions, commentary will be offered by Cadbury Schweppes’ strategic team. 
Key Learnings:
-How much ‘health’ can a brand carry? How tightly are brands tied their foundations and how far can they stray?
-How does a brand leap into a new category?  Do they target the same consumers or new ones?

“The conference series will be dramatically different from other industry events. It’s all-inclusive and is designed specifically around global networking and connections”, noted Tom Clough, managing director of HSC. “This is the first time content sessions will feature discussions about actual business case studies rather than company presentations. It’s a cost-effective opportunity to gain insider perspectives.  Business case discussions are powerful learning events where individuals bring their diverse knowledge, experiences and insights to a group to flesh out strategy and actions with a definable connection to results.”

A total of four business cases will be presented over two days, dealing with industry business issues. Information about the conference, including registration details, can be found at: http://www.health-strategy.com/confseries.html.  The North American program will be followed by a continuation of the series in Sydney, Australia in mid-summer and Tokyo, Japan in the fall.

ABOUT HEALTH STRATEGY CONSULTING (HSC)
HSC is comprised of a group of professionals with expertise in research, development and implementation of health-based strategies for nutrition, food and pharmaceutical companies.  With global knowledge ranging from technology development and ingredient manufacturing to licensing and retailing, the firm provides customized consulting services including strategic development and implementation, market overviews and research, partnering, and specialized industry reporting and workshops.  For more information including sample projects and our global experience, visit www.health-strategy.com.

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1) WHAT IS A CASE STUDY? 
A case study is a narrative based on facts and actual experience such as a detailed story of a company’s successful or unsuccessful product launch, or it might be a look at the company as a whole. A case study is open-ended – there is no one “right” answer. The learning and idea exchange takes place during the discussion where a variety of perspectives is vital.  Case studies have been shown to be enormously effective in getting participants to synthesize information into new ideas and apply those ideas to a business setting or opportunity. Case studies will be utilized for the Health Strategy Network Conference Series because they provide an “immersion” experience, enabling the participants to closely experience a real situation and discuss the wisest course of action. The moderator steers, without dominating the discussion or lecturing. An effective tool for idea exchange as well as getting to know one another, attendees will benefit from the dialogue between industry members with years of diverse experience.  The discussions will include commentary from key individuals from the businesses we work with on a regular basis.