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  • Smart Balance

    Producer of a line of trans fat-free food products, including spreads, cooking oils and cheeses.

       

    Partner Website

    www.smartbalance.com »

    CASE STUDY



    In 2004, TSG partnered with the founder of Smart Balance Foods in a majority recapitalization that included a modest amount of leverage, enabling investment in growth initiatives such as expanded marketing to drive trial and the development of new product extensions.

    When TSG exited its investment to Boulder Specialty Foods in 2006, sales and earnings had more than doubled and Smart Balance margarine's market share in food, drug and mass outlets had quadrupled versus the year prior to TSG's investment.

    BACKGROUND

    Smart Balance Foods marketed a great tasting margarine spread that utilized a proprietary formulation licensed from Brandeis University. It removed trans fats and had clinical trials supporting the claim that using Smart Balance as your primary source of added fats could improve your HDL-to-LDL cholesterol ratio.

    TSG expanded consumer insights, functional benefits and new categories.


    Over the course of its partnership with the founder and management team, TSG worked to drive significant value by:

    - Conducting consumer research to identify high repurchase rates after trial

    - Identifying additional functional benefits of avoiding trans fats consumption

    - Launching products in new categories, namely microwaveable popcorn and peanut butter

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