7 Lessons from a partnership on nutrition between Mars Edge and Bill & Melinda Gates Foundation - Designing an innovative go-to-market strategy for nutrition dense savory snacks
“The Bill & Melinda Gates Foundation’s support was the critical catalyst as we looked to expand beyond low-income rural markets to serve low-income urban areas.” said Joel Harris, Director, Targeted Nutrition, Mars Edge. This statement captures the essence of the partnership between Mars Edge – a segment of Mars, Incorporated dedicated to improving human health and nutrition – and the Gates Foundation between 2018 and 2020. This document presents the learnings from this 3 year collaboration.
This case study, drafted alongside our partner Thinkplace, aims to share the lessons learned throughout this journey, in terms of public-private collaboration and innovation process. It also shares some of the key insights gained on creating a viable sales strategy for nutritious snacks for 6-18 year-old in low-income urban areas.
