Case Staudy: Gerber Babyfoods

Gerber is changing the packaging of some of its baby food. for convenience reasons, according to market research indicate that nearly 70 percent of consumers, for convenience reasons, would prefer to buy baby food packaged in plastic containers the company started shipping all 16 flavors of its 4-ounce juices and juice-yogurt blends in plastic instead of glass. Since then, juice sales have risen about 20 percent, said David Yates, senior vice president for Fremont-based Gerber, The conversion to plastic containers has been a major trend in the food industry and to reduces energy and and water use for the company . Over 5 years water usage has decreased from approximately 8 gallon packed product to 6.1 gallon

owner of the Fremont Canning Company, which produced canned fruit and vegetables.

The Gerber Company run by Daniel Frank Gerber, produced canned goods for many years. After Daniel's wife had a baby girl they began to hand strain and can food for her. This very efficient way of feeding their child inspired the couple to begin producing canned baby food on a commercial level. Thus, began the start of the Gerber Products Company.

1. How did Gerber develop into a successful company?

The variety of baby food have become very popular because the product was so easy to use and so many people needed it, which made the demand for Gerber canned baby food increase greatly. In some households, it became like a food staple. However there was a lot of preparing the Gerber Company had to do before this launch. The key to their success were the precautions they took. Daniel Gerber had his father Frank, a business professional who had run the Fremont canning company before Daniel, helped him run through the needed list of possible risks before launching multinational.

Advertisement was another key to their success. The very famous face of Anne Turner Cook, aka the Gerber baby, related too many of the consumers and created a warm feeling when buying the product. The Gerber franchise created a coupon redemption program which encouraged mothers of young children to buy more of their product. Many other techniques were used to intrigue consumers and in doing so greatly profited the company.

1. What stage in the product lifecycle do you think their products are in?

2. Have they changed their packaging and/or labeling? Why?

Gerber is changing the packaging of some of its baby food. for convenience reasons, according to market research indicate that nearly 70 percent of consumers, for convenience reasons, would prefer to buy baby food packaged in plastic containers the company started shipping all 16 flavors of its 4-ounce juices and juice-yogurt blends in plastic instead of glass. Since then, juice sales have risen about 20 percent, said David Yates, senior vice president for