The Situation
When Arla Foods, the fifth largest dairy company in the world but a relative newcomer to the U.S. market, launched its fresh-tasting, four-ingredient cream cheese here in 2015, it seemed like a slam dunk.
After all, the food world had been totally disrupted by consumers demanding healthier, less-processed foods with no artificial ingredients. Big Food was out. "Clean" was in.
And for decades, consumers had had basically one choice in the cream cheese aisle: Kraft's Philadelphia. The epitome of Big Food.
Research and product testing showed that Arla's product was a winner. It had only four ingredients versus...