Health Drink A Hit At Annual Kellogg Cup Contest

Capitalizing on another experiential learning opportunity at Kellogg, a student team developed a business plan that whets the appetites of judges at this year's Kellogg Cup. "The easiest thing to market is something that people are already doing," Hegarty said. By finding a consumer habit and substantiating the benefits of that behavior with medical research, he said a product can quickly gain momentum. Hegarty said the course helped the team to develop and expand its plan several times, refining the idea. Another class, Introduction of New Products and Services, also provided a foundation for the team's ideas."