This document summarizes the launch plan for Krispy Natural crackers. It outlines the company's parent organization, leadership team, key strategies, competitors, market research findings, product details, promotional plan, test market results, and a partial competitive analysis. The plan involves summarizing market data, expanding nationally, building attractive brands, acquiring other companies, advertising extensively, offering a reasonably priced improved product, and using an effective direct store delivery system. Test market highlights found that discounting and couponing drove success, failure in the southeast may have been due to poor brand impression, stores may not cooperate with delivery representatives, and premium pricing could be discouraged by the brand's negative presence.