Snow Monkey : Revolutionizing the Ice Cream Industry
Case Code: BSTR586 Case Length: 11 Pages Period: 2015-2019 Pub Date: 2019 Teaching Note: Available |
Price: Rs.400 Organization: Snow Monkey Superfood Ice Treat Industry: Foodservice Countries: United States Themes: Disruption, New Product Development, Marketing Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
This case discusses about the disruption that US-based Snow Monkey Superfood Ice Treat, creators of the new Superfood Ice Treat, was causing to the US ice cream market in 2017. The US ice cream market was witnessing a change in customer preferences for ice creams. Snow Monkey, marked its entry into the healthy ice cream segment with its products which claimed to be made from seven natural, plant-based ingredients, and was vegan, paleo, non-dairy and free from all eight major allergens like gluten, soy, nuts and lactose. Snow Monkey was founded by two roommates at Boston University (BU), Rachel and Mariana who were athletes but also great ice cream lovers. Their requirement for a healthy dessert prompted to create their own-version of healthy ice cream. Backed by funding from Kickstarter campaign and funds, Snow Monkey gained momentum. and was launched in January 2017. While the ice cream market was shifting gears to meet the increasing demand for healthy ice cream option, Snow Monkey was trying to position itself as a snack that could be consumed as a morning meal or breakfast.
Issues
The case is structured to achieve the following teaching objectives:
- To understand the trends in ice cream market
- To analyze how new brands are disrupting the ice cream market
- To examine what strategy the company would adopt to stay ahead in competition
Contents
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Introduction
The Story Behind the Creation
Scaling Up
Increasing Demand for Healthy Options
Ice Cream for Breakfast
Disrupting the Ice Cream Industry
Perfecting the Recipe for Future
Exhibits
Keywords
Snow Monkey Superfood; Changing Consumer Preferences; Disruption in Ice Cream Industry; Future Perspective; Disruptive Innovation; Industry Analysis
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