Pemberton Products tested the relaunch of its Krispy Natural cracker line in two markets. In Columbus, Ohio, Krispy Natural achieved an 18% market share through heavy promotional activity. However, in the Southeastern US, it only gained a 10% share due to lower discounts and display activity. While sales responses were positive in Columbus, an industry analyst argued the results relied too heavily on unsustainable discounts. Pemberton's executive VP, Fredrick, wanted a national rollout but recognized risks from potential competitive responses and varying consumer tastes. The document recommends an expanded marketing and rollout strategy while addressing these risks.