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This case study on EarthGrains explores business practices across a variety of disciplines and business sectors. It focuses on how the bread brand has attempted to enhance its appeal through a healthy and ethical offering.

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Table of Contents:

CATALYST 1
SUMMARY 1
ANALYSIS 2
The US bread and rolls sector is large but its maturity shows there is a need for innovation 2
Private labels dominate the fragmented sector 3
Leading claims in bread and rolls launches focus on health areas 4
High fiber has boosted the appeal of bread 4
Market players have experimented with organic and natural breads to boost demand 5
Sara Lee''s EarthGrains brand has successfully addressed the health and ethical concerns of consumers 7
Sara Lee is one of the leading companies in the fragmented US bread and rolls category 7
Sara Lee became the first packaged food company to use Eco-Grain wheat in its bread, providing differentiation with an ethical and healthy offering 7
Eco-Grain bread was promoted using social networking 9
A "better than organic" claim was quickly withdrawn by the company after complaints of inaccuracy 9
Conclusions and implications 11
APPENDIX 12
Case study series 12
Methodology 12
Secondary sources 12
Further reading 12
Ask the analyst 13
Disclaimer 13

List of Tables
Table 1: The US bread and rolls sector by value ($m), 2004-14 2
Table 2: Top companies in the US bread and rolls sector, 2008, by market value 3
Table 3: Leading claims in bread and rolls launches in the US, 2008-09 4

List of Figures
Figure 1: Bread and rolls launches have been steady in number over the past five years 3
Figure 2: US consumers have a preference for whole grain over other health claims 5
Figure 3: Natural bread products have been more consistently popular than organic variants in the US 6
Figure 4: EarthGrains bread is promoted as being healthy and natural 7
Figure 5: Sara Lee is attempting to address consumers'' environmental concerns with its Eco-Grain bread 8
Figure 6: Cornucopia states that EarthGrains bread with Eco-Grain fails to measure up to organic bread 10

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