In 1980, Colgate began to diversify its production and launched a line of frozen food called "Colgate Kitchen Entrees." They introduced lasagna onto the market. Unsurprisingly, consumers were hesitant to associate a brand known for toothpaste with their food. In the Colgate case, diversification failed as there was no correlation between the two products or the audience they targeted. The idea was to unite two markets that were not compatible from the point of view of consumers. The oral health giant wanted to enter the world of frozen food without anticipating if its consumer was looking for that. If you want to see more interesting stories, follow me on Intershala