Imaginary conversation:
"Hey, America's on a health kick that shows no sign of letting up, but that's always gonna take a back seat to yummy desserts and convenience. Let's start making healthy cookies! We'll make a fortune!!"
"Sounds great! See what you can come up with."
Six months later . . .
"They're still not very good. Nobody is ever gonna want these instead of their favorite chocolate chip or sandwich cookies, or even our own vanilla wafers. It was worth a shot, but we've just spent too much on this already. It's time to pull the plug."
"Wait a sec! What if, instead of 'cookies,' we call them 'breakfast biscuits'? After all, the middle of our name comes from 'biscuit.' We can market them as - oh, I dunno - a healthier alternative to donuts?"
"Well, they're certainly not more delicious than donuts, but they're at least a little more nutritious than fried dough. It might work. I don't know that there's much of a market for 'breakfast biscuits,' but maybe what we've spent on development won't be a total loss . . . "
And thus was born belVita®.
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