Squeezing customer perceptions to expand offerings: the case of Lyfe’s Lemonade

Research methodology The case is based on primary and secondary data. Primary data include interviews with Torre Lawson, customer feedback from surveys and insights gathered at local events. Secondary sources, such as market trends and industry research, supplement the analysis. The associative network tool was used to map customer insights and guide product development strategies. Case overview/synopsis This case explores Lyfe’s Lemonade, a small, veteran-owned business in Fayetteville, North Carolina, specializing in nonalcoholic beverages. In 2024, the business faced a critical dilemma following the successful launch of a “less sugar” lemonade, driven by customer demand for healthier options. Owner Torre Lawson contemplated introducing an iced tea–lemonade combination product to attract new customers and diversify offerings. However, he remained cautious, concerned that this innovation might dilute the brand’s identity as a premium lemonade provider. Complexity academic level This case is suitable for advanced undergraduate and graduate courses, including Marketing Strategy, Market Research, Consumer Behavior and Entrepreneurial Marketing. It offers a platform to analyze food marketing, small business strategies and customer insight analysis.