Between November 2018 and November 2019, Gates Foundation and Mars Edge discussed collaboration opportunities to accelerate the urban go-to-market strategy of Mars Edge’s nutritious savory snack GoMo™, specifically designed to help address nutritional deficiencies of 6-18 year olds in India, with a focus on reaching low-income consumers. The Growth for Growth (G4G) network of service providers set up by the Foundation’s PSP program co-designed this strategy to reach lower-income urban areas. In December 2019, the PSP approved a grant to assess and adapt the model during a market test. As part of the grant, the collaboration between G4G and Mars then continued until December 2020. This case study aims to share the lessons learned throughout this journey, in terms of public-private collaboration and innovation process.