This analysis examines Calbee's decision to release salt-free potato chips as an example of a "subtraction strategy" in marketing. It explains that while salt is conventionally expected in potato chips, consumer demand for healthier options and the desire to enjoy the natural taste of the ingredients prompted Calbee to challenge this norm. By removing the "obvious" element of salt, Calbee aimed to highlight the core value of their product – the flavor and texture of the potato itself – and attract a new customer segment. This approach demonstrates the potential benefits of questioning existing assumptions and focusing on the fundamental value proposition to create new opportunities and meet evolving consumer needs.

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