Campbell Soup Spent Seven Years and $55 Million on a Super

Multiple Choice

Campbell Soup spent seven years and $55 million on a super secret project to produce a line of Intelligent Quisine (IQ) food products "scientifically proven to lower high levels of cholesterol,blood sugar,and blood pressure." They were responding to the needs and desires expressed by consumers.However,after 15 months in an Ohio test market,Campbell Soup yanked the entire IQ line because

A) Progresso Soups got to the stores first with a similar product and dominated the shelf space.
B) the product's claims were exaggerated and not backed up with scientific data.
C) the product was priced too high and there was too little product variety.
D) the price was too low,leaving the consumer believing that Campbell's sacrificed taste for nutrition.
E) a downturn in the economy shifted people's desire from a healthy lifestyle to a desire for home and comfort.The new soups were too different from the product they remembered as children.