How do you expect advertising and the Smart Balance brand name will affect Smart Balance’s ability to make a positive economic profit?
While it’s not the biggest brand in margarine, Smart Balance has an edge on its rivals in that it’s made with a patented blend of vegetable and fruit oils that has been shown to help improve consumers’ cholesterol levels. Smart Balance sales have skyrocketed while overall sales for margarine have stagnated. It remains to be seen if Smart Balance’s healthy message and high price will resound with consumers.