developing low-carb and low-fat offerings.

Learning Objectives: Analyze the social, economic, technological, competitive, and regulatory forces and trends an organization faces when developing and marketing a product or service.

Overview: One of the growing concerns in the United States and elsewhere is the alarming rise in obesity. Food and beverages account for about 60% of the sugar used annually in the United States More and more consumers now demand food products that are healthier. As a result, many consumer packaged goods marketers are developing low-carb and low-fat offerings. To capitalize on this trend, Cargill, a large agribusiness firm, and the Coca-Cola Company, the market share leader in soft drinks, formed a joint venture to develop and market a sugar substitute that could be used as a low- or no-calorie ingredient in soft drinks, baked goods, and other foods. This could have a significant impact in helping consumers reduce their sugar intake. Cargill introduced Truvía (pronounced Tru•VEE•a) in May 2008, with the tagline “Honestly Sweet.”

Directions: For this activity, you will be conducting an environmental scan for Truvía, an all-natural sweetener. Specifically, you will assess the positive and negative trends that affect Truvía for each of the six environmental forces on the Environmental Scan of Truvía template.


  1. Think about your personal experiences as a consumer (i.e., your consumer insight).
  2. Research content from the following web resources:
  • Read the Overview of the Sweetener Marketwhite paper. 
  • Truvía Website (Links to an external site.)Links to an external site.