Ch. 10: Developing and Managing Products

When Amy’s started out 1987, selling frozen vegetarian potpies, the mass market wasn't quite ready for their products. The few frozen vegetarian products that existed where assumed by most to be similar in taste to cardboard and very often they were right. In the mid-'90s, as people were becoming more educated about nutrition, the organic food market suddenly began to take off. Amy’s sales had been growing steadily, about 20 percent per year, but in 1997, their sales grew 80 percent. They are definitely still in their growth stage and regularly introducing new products as they continue to cruise the upward sloping product life cycle curve. A complete list of Amy’s Kitchen’s products can be found here: http://www.amyskitchen.com/products/index.php