When the numbers came back from the fourth-quarter Simmons audit, Postfetal’s Abruti ploy had almost worked. Ninety-six percent of mothers between the ages of 11 and 18 were buying the jars of mashed carrots or peas or skateboards — it didn’t much matter to them. Unfortunately, the other 80 percent of WBF’s Postfetal customer base shook their mystified heads and flocked, in unprecedented droves, down the aisle to the Gerber jars, still familiarly adorned with baby heads (baby + food = baby food). If you wanted, you could even read the label.
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