Vegetables, an innovative nut: A Marketing Plan developed for PepsiCo Iberia

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Nowadays people have an increased concern with health and wellness. However, although this existent trend, some segments of the food industry as the Nuts & Seeds Market are not as well-explored as they can be in order to present more suitable solutions to fit consumers’ needs. Under these circumstances, and along with PepsiCo Iberia, the paper is focused on the launch of innovative vegetables in Spain to be traded as nuts in order to suit consumers’ trends and to accomplish some of this world’s leader marketing objectives. The main conclusion that can be attained is that the product would most likely benefit the company’s activity, shaping the path of snacks into a healthier future.