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The product in question is organic infant nutrition made from cow milk and originating in the European Alps region. The product is clearly distinguished from competition through its organic composition, quality brand positioning and pricing. Spora Global is the owner of the formula as well as the brand name, design and equity. Production has been secured through the commitment of one of Europe’s largest white label producer. The branding of the product is around the European Alps region, appealing to the Indonesian upper middle class with affection for Europe and the natural attributes of the Alps. Indonesia as the target market offers particular potential given its size, macroeconomic developments, underlying consumer dynamics in the field of infant nutrition and a particular product and quality awareness due to various food scandals in recent years. Early quick wins are possible through initial focus on selected retail groups and a lean distribution network.