Abstract
This teaching case presents the trajectory of Roots do Go which was born from an opportunity to explore the healthy category in Brazil. It goes through the market introduction of a to-go product, ready for consumption, bringing data of sharp growth in this snacks market – which is no longer an exclusive resource for those with busy routines and becomes an ally of everyone who wants to consume small and healthy portions between meals. The main objective is to lead students to bring a solution to Roots’ challenge of maintaining a relevant and attractive brand, standing up to the competition, to continue developing the snack market. The solution must be proposed through the diagnostic, strategy, and action plan stages, covering four business pillars, marketing, commercial, supply, and product; and foster the student’s critical perspective regarding the real impact of the presented solution