Marketing nutrition for the base of the pyramid: introducing successful practices for improved access to nutritious complementary foods: key lessons from case studies

This report presents the potential contribution of market-based solutions to improve the quality of nutrition in the first 1,000 days of a child’s life. It discusses the successes and failures of best practice organisations that successfully sell nutritious complementary foods and supplements for infants (6-24 months) of households at the bottom of the pyramid in developing countries. It presents eight lessons drawn from the analysis of the innovative marketing, sales, and distribution approaches of these successful organisations.

The overall aim of this study was to ensure that new initiatives learn from the lessons of the past, encourage the replication of successful practices, and help more children and mothers access the quality of nutrition their lives depend on.