Robertet Group was established in 1850 and headquartered in Grasse, France, the world’s perfume capital, specializing in crafting premium natural ingredients for flavours and fragrances. By early 2022, Robertet Group was facing a unique strategic and survival threat from intensifying competition between the industry’s leading Swiss company, Givaudan, and its US challenger, International Flavors & Fragrances Inc., a rising power in the industry that had completed several acquisitions to challenge the ruling Givaudan by quickly gaining market share. As the smallest of the major market leaders in the global flavours and fragrances industry, Robertet Group was suddenly facing the risk of being overtaken and subsequently acquired. The company was caught in what was known as the “Thucydides trap,” and facing a destabilized industry. Robertet Group had to find a way to respond to imminent threats. Could the company remain a leading brand in a natural, sustainable, and environmental flavours and fragrances market, while avoiding being consumed by the industry’s giants?