In June 2010 Peter Brabeck, chairman of Nestlé, made a presentation to the company’s board of directors outlining what he believed was a major long-term opportunity facing the company. Peter thought that Nestlé should enter the “market space” between the traditional food and beverage industry and the pharmaceutical industry by creating foods that could delay or even prevent illness such as diabetes and Alzheimer’s. Such disease-modifying foods had to date been created by only a few firms. But with aging populations in the developed world, rising health care costs and continued advances in food science, Peter had no doubt that more and more pharmaceutical companies, working from their science base, and food companies, working from their market knowledge and brand strength, would be attracted by the opportunity. The challenge for Nestlé was to move more decisively and quickly to the middle ground between the two existing industries, hence his characterization of the situation as a “the race to the middle.”
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Research Information & Knowledge Hub for additional information on IMD publications