In 2017 the Port of Antwerp is capacity constrained. Capacity will improve dramatically in 2028 with the construction of a new terminal. However, in the meantime, a variety of issues make the problem acute and critical for the competitiveness of the port, as otherwise clients migrate to other ports and use other means to reach inland Europe.

This short case describes how Ana L. Mamede, Hellmann’s brand manager at Unilever Portugal, responds to an aggressive campaign by rival Kraft Heinz by developing a brand “purpose” for Hellman’s mayonnaise focused on reducing food waste.

After 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.