Focuses on Joint Juice, a start-up in the New Age beverage category. The company has a patented formula for producing a beverage glucosamine, the only one on the market. (Glucosamine is a dietary supplement believed to regenerate and joints treat arthritis.) The company has made slow progress in the beginning, but as the event ends, it has a chance to go national with two of the nation’s largest grocery chains.

Focuses on Joint Juice, a start-up in the New Age beverage category. The company has a patented formula for producing a beverage glucosamine, the only one on the market. (Glucosamine is a dietary supplement believed to regenerate joints and treat arthritis.) The company has made slow progress in the beginning, but as the event ends, it has a chance to go national with two of the nation’s largest grocery chains.

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from
Michael J. Roberts,
Alison Berkley Wagon field
Source: Harvard Business School
26 pages.
Publication Date: Jan 28, 2003. Prod #: 803146-PDF-ENG
Joint Juice HBR case solution