What is the relevant sales level to consider when deciding whether to introduce Crunch

| June 11, 2016

Question
Captin’s Cereal is considering introducing a variation of its current breakfast cereal, Crunch Stuff. The new cereal will be similar to the old with the exception that it will contain sugarcoated marshmallows shaped in the form of stars and called Crunch Stuff n’ Stars. It is estimated that the sale for the new cereal will be $25 million; however, 20 percent of those sales will be former Crunch Stuff customers who have switched to Crunch Stuff n’ Stars but who would not have switched if the new product had not been introduced. What is the relevant sales level to consider when deciding whether to introduce Crunch Stuff n’ Stars?

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