Hailed as a marketing magician for successes with Healthy Choice and Tropicana, billion-dollar brand legend Steve Hughes is at it again, Fortune reports. Turning Smart Balance’s “good” cholesterol into an industry-leading line of spreads is the goal, though stiff competition, rocketing commodity prices, and strapped shoppers could work against efforts to expand offerings.
Smart Balance’s heart-healthy (but expensive) approach could price itself out of becoming a household name, one analyst says. "For the portion of the population that cares, it's solid. I don't think you will convince Joe Six-Pack, though.” Investors don't yet seem persuaded, with stock well south of recent highs. No worries, Hughes says: "We're in second gear now, and shifting to third."