Pemberton was a snack food division that had a 14% CAGR over 5 years. It developed a new cracker brand called Krispy Natural with a premium strategy. In a test market in Columbus, it achieved 18% market share by taking share from competitors. However, in the Southeast market it only gained slightly to 10% share with little category growth. The success in Columbus was attributed to the dedicated sales team, while the Southeast result was due to a lower introductory discount. It was recommended that Pemberton expand marketing in Southeast and customize Krispy Natural to different customer needs.