Healthy D In Our New, Global Society, Business Plan

Healthy D

In our new, global society, consumers the world over are increasingly besieged with food choices. The advent of processed foods and diet have had a negative effect on the developed world, and as those products increase in the developing world, similar negatives occur in the health of many. Scholars are all in agreement that what humans consume has a clear link to the consequences of our overall health; particularly for children. Eating right involves two things: A balanced approach to nutrition and the proper mindset to use foods in a health manner (freshness, portion size, condiments, etc.). Despite the trend towards highly refined products with heavy sugar content, sugary sodas, and snack foods with high carbohydrates and low nutritional value, there are alternatives.

Our company, Healthy D, is that alternative. Focused primarily on the Thai market, Healthy D. will produce a new and innovative snack bar that can be used as a breakfast alternative, a healthy snack, or a more appropriate energy burst throughout the day. Growing awareness of not only the importance of a healthy breakfast, but the need to cut down on sugary snacks has helped the health food market grow in Thailand between 20-30% annually. Lifestyle changes, more commute time, later dinners, and lack of access to fresh products also contribute to the need for alternative, yet healthy, snack foods.

Healthy D. Snack Bars will weigh 40 grams and have 95 kcal per bar. The product will be differentiated by using 7 types of premium quality wholegrain beans, which add protein and fiber, and have a host of positive health benefits. Initially, there will be four flavors: caramel, chocholate, honey and mix-berry, all containing glucose and other natural sugars and flavors. Healthy D. will be 100% organic, gluten free, and natural. Healthy D. Snack Bars will target a broad demographic and psychographic profile; men and women ages 15-50, mostly urban making about 15,000 Baht/Month. These individuals, particularly young professionals, college students, and health conscience individuals, need convenient, but healthy alternatives in their busy lives.

We feel confident that our target market is growing, and trending towards a more premium product that consumers can be confident in based on ingredients, processing, taste, nutritional value, and price. The two major competitors for the product are Nature Valley Granola Bars, an import from the United States; and Alpen, a fruit and nut bar made in England. Both of…