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gradient-border-left-right\u0022 id=\u0022sortable_tab\u0022 role=\u0022tablist\u0022\u003E\n                \u003Cli class=\u0022active nav-item\u0022\u003E\u003Ca data-bs-target=\u0022#home\u0022 data-bs-toggle=\u0022tab\u0022 href=\u0022#home\u0022 class=\u0022nav-link active\u0022\u003EHome\u003C\/a\u003E\u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022https:\/\/publishing.insead.edu\/ajax\/microsite\/46996\u0022 class=\u0022use-ajax nav-link\u0022 data-bs-target=\u0022#microsite-46996\u0022 data-bs-toggle=\u0022tabajax\u0022\u003ETV Commercials\u003C\/a\u003E\n                  \u003C\/li\u003E\n                                  \u003Cli class=\u0022nav-item\u0022\u003E\n                    \u003Ca href=\u0022\/ajax\/microsite\/42021\u0022 class=\u0022nav-link disabled\u0022 rel=\u0022tooltip\u0022 title=\u0022Only users logged in as Educators can access this page.\u0022\u003ERestricted Material for Instructors\u003C\/a\u003E\n                  \u003C\/li\u003E\n                              \u003C\/ul\u003E\n              \u003Cdiv class=\u0022tab-content\u0022 id=\u0022sortable_tab_content\u0022\u003E\n                \u003Cdiv class=\u0022tab-pane fade show active\u0022 id=\u0022home\u0022 role=\u0022tabpanel\u0022 aria-labelledby=\u0022home-tab\u0022\u003E\n                  \u003Cdiv class=\u0022addthis_inline_share_toolbox\u0022\u003E\u003C\/div\u003E\n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ESummary\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EAfter winning important battles against soda, governments and health activists are targeting chocolate bars because of their high sugar content, and some, like the UK government in 2017, have set strict targets on the amount of sugar and calories that can be contained in each chocolate bar. In addition to stricter regulation, large incumbent chocolate makers like Nestl\u00e9, Mars, Hershey, Cadbury, and Ferrero must manage evolving consumer tastes as well as new competition from healthier bars and snacks. How they respond can significantly impact public health and business performance, as well as the everyday experience of eating treats. Can health, business, and pleasure ever align in the chocolate industry?\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                  \n                                      \u003Cdiv class=\u0022tab-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003ETeaching objectives\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cp\u003E\n                          \u003Cp\u003EStudents are asked to take the position of a leading manufacturer of chocolate in North America and Western Europe, choose a strategy, and implement it at the level of the brand and corporation.\u003Cbr \/\u003E\nThe case can be taught in a marketing course (management, strategy, or branding), focusing on these three broad options:\u003Cbr\u003E\u003C\/p\u003E\n\u003Cp\u003E1. Reformulate existing chocolate bars by reducing the sugar content to below nutrition thresholds, without compromising actual or perceived taste \u2013 but how? \u003Cbr\u003E\u003Cbr \/\u003E\n2. Reduce product or portion sizes while minimize negative reactions \u2013 but how?\u003Cbr\u003E\u003Cbr \/\u003E\n3. Find other ways to nudge consumers toward healthier consumption\u2013 but how? How can you make healthy eating attractive without sounding patronizing? Are there other benefits than health that can be used?\u003Cbr\u003E\u003Cbr\u003E\u003C\/p\u003E\n\u003Cp\u003EThe case can also be taught in a strategy course, or on a course on business and society, by focusing on these four issues: \u003Cbr\u003E\u003C\/p\u003E\n\u003Cp\u003E1. As a chocolate maker, should obesity be part of your company\u2019s responsibility? After all, obesity is driven not only by calorie intake but also by calorie expenditures. Also, chocolate is a tiny portion of people\u2019s overall calorie intake and no-one forces people to eat it.\u003Cbr\u003E\u003Cbr \/\u003E\n2. Should you invite other industry leaders to come together to establish common norms? If they stall, should you take the lead, hoping they will follow?\u003Cbr\u003E\u003Cbr \/\u003E\n3. What should be the right balance between 1) improving existing product lines, 2) launching \u201chealthier\u201d options internally, and 3) acquiring independent brands with stronger health credentials?\u003Cbr\u003E\u003Cbr \/\u003E\n4. Should you work with researchers and advocacy groups? If yes, how can it be done without compromising the integrity of the research and giving the impression that you are manipulating it to your advantage?\u003Cbr\u003E\u003C\/p\u003E\n\n                        \u003C\/p\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                                      \u003Cdiv class=\u0022keyword-content-block\u0022\u003E\n                      \u003Cdiv class=\u0022tab-subtitle green-july-text\u0022\u003EKeywords\u003C\/div\u003E\n                      \u003Cdiv class=\u0022p-14 insead-grey-dec-text\u0022\u003E\n                        \u003Cul class=\u0022individual-page-keywords\u0022\u003E\n                                                      \u003Cli\u003E\n                              Food\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Marketing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Nutrition\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Health\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Packaging\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Portion size\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Chocolate\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Innovation\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Retailing\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Responsibility\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Sustainability\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Ethics\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Branding\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Regulation\n                            \u003C\/li\u003E\n                                                      \u003Cli\u003E\n                              Q41718\n                            \u003C\/li\u003E\n                                                  \u003C\/ul\u003E\n                      \u003C\/div\u003E\n                    \u003C\/div\u003E\n                  \n                \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-46996\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                                  \u003Cdiv id=\u0022microsite-110821\u0022 class=\u0022tab-pane fade\u0022\u003E\n                    Loading please wait.\n                  \u003C\/div\u003E\n                              \u003C\/div\u003E\n                        \u003C\/div\u003E\n\n\n        \u003C\/div\u003E\n\n\n      \u003C\/div\u003E\n      \u003Cdiv class=\u0022col-lg-4 col-md-4 insead-white individual-right-sidebar\u0022\u003E\n\n        \n        \u003Cdiv class=\u0022sidebar-block\u0022\u003E\n          \u003Cspan class=\u0022sidebar-heading\u0022\u003E\n                          About the Author(s)\n                      \u003C\/span\u003E\n          \u003Chr\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/Pierre-Chandon-12773_88.jpg\u0022 alt=\u0022Chandon\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/pierre-chandon\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Pierre\u0026nbsp;Chandon\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  Professor of Marketing\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                      \u003Cdiv class=\u0022sidebar-block-body\u0022\u003E\n              \u003Cdiv class=\u0022author-image-wrapper\u0022\u003E\n                                  \u003Cimg src=\u0022\/sites\/publishing\/files\/laura-heely.jpg\u0022 alt=\u0022Heely\u0022 class=\u0022rounded-circle\u0022\/\u003E\n                              \u003C\/div\u003E\n              \u003Cdiv class=\u0022sidebar-content\u0022\u003E\n                \u003Cdiv class=\u0022sidebar-sub-title green-july-text\u0022\u003E\n                  \u003Ch4\u003E\n                    \u003Ca href=\u0022\/author\/laura-heely\u0022 class=\u0022green-july-text\u0022 target=\u0022_blank\u0022\u003E\n                      Laura\u0026nbsp;Heely\n                    \u003C\/a\u003E\n                  \u003C\/h4\u003E\n                \u003C\/div\u003E\n                \u003Cdiv class=\u0022sidebar-sub-content green-december-dark-text author-designation\u0022\u003E\n                  INSEAD MBA\u0026#039; 17J\n                \u003C\/div\u003E\n              \u003C\/div\u003E\n            \u003C\/div\u003E\n                  \u003C\/div\u003E\n\n      \u003C\/div\u003E\n    \u003C\/div\u003E\n  \u003C\/div\u003E\n\u003C\/div\u003E\n\n","settings":null}]