2
Long Box 225g
Vinta 250/200g
Short Box 112g
Water Crackers 125g
Gluten Free 135g
Gluten Free is a meaningful consumer opportunity and is growing! Bigger than just Celiacs
Fastest growing food intolerance products group
Canadians buying GF products
7.3M Canadians requiring GF products
2.3M Celiacs
300K Source: Canadian Celiac Association, September 2012 Source: Canada’s Global Food Intolerance Report, September 2012 (2011 estimate based on partial-year data)
2015: +38% since 2011
Breton Gluten Free is better and differentiated vs. other Gluten Free crackers! 56% of consumer believe their current Gluten Free cracker does not taste good • • •
Unique ingredients set Breton apart from other Gluten Free crackers and drive great taste
77% of consumers are looking for Gluten Free cracker products 71% of consumers would purchase Breton Gluten Free 68% of consumers would purchase Breton Gluten Free more than 1x per month
Source: Canada’s Global Food Intolerance Report, September 2012 (2011 estimate based on partial-year data)
Breton Bites
NEW: Breton Cheese Bites • Source of calcium • 2g protein per serving • No artificial colours or flavours • Low in saturated fat • 0g trans fat • Only 90 calories per serving • Cheese bites: Jan-14 Delicious, thin and crispy snack-sized crackers topped with authentic, baked cheese. Each cracker is generously sprinkled with cheese and then oven-baked until the cheese melts to a crispy golden brown.
Breton Bites Displays
Introducing Breton Popped! with Supergrains Great Taste & Superior Nutrition vs. Competition! •
“Consumers are looking to eat well without derailing their dietary efforts”
•
Breton Popped! with Supergrains delivers what consumers want!
Healthy Attributes: • 10 Supergrains base (first ingredient) • Air Popped (not baked ) • 16g Whole Grains/serving • Whole grain council stamp • +33% of daily recommendations • 2g Fiber/serving • Low in Saturated Fat • 0g Trans Fat • No artificial flavors • 26 crackers = 120 calories (Cheddar) Source: Food Navigators July 23, 2012 IRI New product Pacesetters
Consumers Love Supergrains! Increase in Snacking Occasions +19%
Supergrains are highly motivating Most Motivating Concept Phrases
Breton Popped! is Preferred vs. Special K
Source: IPSOS Innoscreen, February 2012
Source: CTI Central Location Test, June 2012
Breton Popped! Packaging Re-fresh New graphics will improve communication of snacking occasion and ‘Supergrains’ point of difference!
Innovation Display/Distribution Tools
Popped 60 count 2 flavour display 30 SC&O, 30 BBQ ICN : 66730 SCC: 30055653659304 17
Popped 270 count Mix Half Pallet 81 SC&O, 81 BBQ, 54 Cheddar, 54 Sea Salt ICN : 69630 SCC: 40055653696306
Gluten Free!
Gluten Free is a meaningful opportunity in Canada and is a strong fit under the Breton brand The Gluten-Free opportunity is bigger than just Celiacs. A growing number of consumers eat Gluten Free for perceived health benefits.
Canadian Celiacs:
Canadians requiring GF products:
Canadians buying GF products:
Est. 300K
Est. 2.3M
Est. 7.3M
~1%
~7%
~22%
of Canadians
of Canadians
of Canadians
Source: Canadian Celiac Association, September 2012
Gluten-Free has been the fastest growing food intolerance products group since 2006 and is forecasted to continue to lead in growth
Internal Use Only
2015: +38% since 2011
Source: Canada’s Global Food Intolerance Report, September 2012 (2011 estimate based on partial-year data)
Gluten Free is a meaningful consumer opportunity and is growing! Bigger than just Celiacs
Fastest growing food intolerance products group
Canadians buying GF products
7.3M Canadians requiring GF products
2.3M Celiacs
300K Source: Canadian Celiac Association, September 2012 Source: Canada’s Global Food Intolerance Report, September 2012 (2011 estimate based on partial-year data)
2015: +38% since 2011
Breton will be certified Gluten Free by the Canadian Celiac Association! •
The Gluten-Free Certification Program (GFCP) was created by and is the only certification program endorsed by the CCA in Canada
•
GFCP is designed to differentiate products from the increasing clutter of gluten-free claims and provide consumers with safe, trusted and easily identifiable gluten-free products at point of purchase
•
The GFCP mark provides consumers with an added level of assurance that participating products are manufactured in a facility which successfully passes routine third-party audits to verify that their gluten-free management system consistently meets the requirements of the GFCP
•
For more info: www.glutenfreecertification.ca
Breton Gluten Free is better and differentiated vs. other Gluten Free crackers! Consumers believe Gluten Free crackers do not taste good!
77% 56% looking for Gluten Free crackers
believe current Gluten Free cracker doesn’t taste good
Source: Ipsos Innoscreen, Canada, March 2012
Breton’s unique ingredients drive great taste
52% would purchase Breton Gluten Free
Arrowroot flour
Lentil flour
Breton Gluten Free uses Arrowroot and Green Lentil as leading ingredients, not Brown Rice
Nutrition Facts Valeur nutritive Per 4 crackers (18 g) / pour 4 craquelins (18 g) Amount Teneur
% Daily Value % valeur quotidienne
Calories / Calories 90 Fat / Lipides 4.5 g Saturated / saturés 2 g + Trans / trans 0 g Cholesterol / Cholestérol 0 mg Sodium / Sodium 80 mg Carbohydrate / Glucides 12 g Fibre / Fibres 1 g Sugars / Sucres 1 g Protein / Protéines 1 g Vitamin A / Vitamine A Vitamin C / Vitamine C Calcium / Calcium Iron / Fer
7% 10 % 3% 4% 4%
0% 0% 0% 2%
INGREDIENTS: CORN STARCH, ARROWROOT FLOUR, CANOLA AND COCONUT OIL, GREEN LENTIL FLOUR, RICE BRAN, FLAX SEEDS, SUGAR, SALT, SESAME SEEDS, MODIFIED MILK INGREDIENTS, BAKING SODA AMMONIUM BICARBONATE, XANTHAN GUM, SOYA LECITHIN, NATURAL FLAVOUR
Nutrition Facts Valeur nutritive Per 4 crackers (18 g) / pour 4 craquelins (18 g) Amount Teneur
% Daily Value % valeur quotidienne
Calories / Calories 90 Fat / Lipides 4.5 g Saturated / saturés 2 g + Trans / trans 0 g Cholesterol / Cholestérol 0 mg Sodium / Sodium 60 mg Carbohydrate / Glucides 12 g Fibre / Fibres 1 g Sugars / Sucres 1 g Protein / Protéines 1 g Vitamin A / Vitamine A Vitamin C / Vitamine C Calcium / Calcium Iron / Fer
7% 10 % 3% 4% 4%
0% 0% 0% 2%
INGREDIENTS: CORN STARCH, ARROWROOT FLOUR, CANOLA AND COCONUT OIL, GREEN LENTIL FLOUR, RICE BRAN, SUGAR, SALT, MODIFIED MILK INGREDIENTS, SESAME SEEDS, HERBS, BAKING SODA, AMMONIUM BICARBONATE, XANTHAN GUM, SOYA LECITHIN, NATURAL FLAVOUR
Arrowroot is easy to digest and does not contain the protein gluten Lentil’s contain high amounts of soluble fibre, potassium, magnesium, zinc, iron and folate
EXAMPLE Marketing Activity Calendar Oct Launch In-store display Holiday in-store demos • •
shelf ads recipe booklets
full page ad New Years Resolution promotion Sampling PR outreach (Facebook, GF-interested consumers)
Gluten Free consumer shows
Nov
Dec
Jan
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Gluten Free Merchandising Support
Gluten Free 60 count 2 flavour display 30 Original w Flax, 30 Herb + Garlic ICN : 68690 SCC: 300-55653-68690-4
Gluten Free + Breton 425 count Mix Half Pallet 76 Original w Flax, 72 Herb + Garlic 210 LB Original, 67 Mini Original, ICN : 62220 SCC: 400-55653-62220-6
Appendix
Gluten Defined Although gluten is generally defined as any protein derived from a grain, in the context of gluten-free it is defined as any gluten protein, modified protein or protein fraction from rye, barley, oats, triticale, wheat, kamut, spelt oats or any hybridized strain created from them.
Case Configuration
22.5 cm
21.3 cm
30.2 cm
Title 2013 Innovation!
Snacking occasions are growing! Snacking has grown by an average of 1.3% anually since 2000! Snack Occasions - Trended Annual Meals Per Capita – All Venues
311 303 295
300
307
311
299
293
287
285
269 262
2000
•
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Canadians had over 10 billion snack occasions in the 12 months ending March 2011. Source: The NPD Group/National Eating Trends – Canada; years ending March
Healthy Snacking is a huge growth opportunity ! Consumers are snacking more while trying to eat healthier foods. 87% of Consumers want to eat healthier
Over ½ of all consumers snack more than twice per day!
3 Source: IRI State of the Snack industry April 2012
Introducing Breton Popped with Supergrains! Breton Popped offers great taste and superior nutrition to competition!
Made with 10 Super grains 11g Whole Grain per serving Whole grain council stamp No artificial colours or flavours
Transfat Free No Cholesterol Low in Saturated fat
“ Consumers are looking to eat well with out derailing their dietary efforts” – Breton Popped! with Supergrains delivers what consumers want !
Source: Food Navigators July 23, 2012
Introducing Breton Popped 25g • Available P4 2013 • 36 count case • 6 units per perforated caddy • 6 caddies per case • Available in BBQ & Cheddar • Each pouch & caddy will have a UPC
64820
64810
Breton Popped delivers on the key attributes of successful new products! Breton Popped 3 great tasting flavours grain based vs. rice or potato Distinctive super grains
Preferred flavor vs. Special K No artificial colors or flavours peanut free, contains whole grains Perfect size for snacking Only 90calories in 20g/17 chips 11g of Whole grains! Unique lighter and airier popped grain texture! Superior to Special K cracker chips, and traditional chips Source: IRI New product Pacesetters 2011 - April 29012
Consumers prefer Breton Popped with Supergrains! Overall Taste Preference
Benchmark for Success
CTI Research Hedonic findings July 201
Breton Popped will drive incremental category sales! Consumer testing reports minimal cannibalization with in the Cracker Category ! 38% of Consumers will add Breton Popped to snack repertoire
61% of Consumers expect to find Breton Popped in the Cracker section
Consumer Replacement Behaviour New Addition
38%
Totally replace
4%
Partially replace
52%
Partially replaced products include • Pretzels • Baked Chips, Sun Chips • Microwave Popcorn Source: IPSOS Feb 2012
Merchandising Support
36 count shipper displays
½ Pallet Display
Breton Brings the Power of Supergrains to Snacking! • • • • • • • • • •
Amaranth – Recommended by Oprah & Dr. Oz as “one of the best anti-aging super foods of 2011” Quinoa – High in protein, contains all 8 essential amino acids - making it a complete & delicious food! Oats – Well known for lowering cholesterol & high levels of fibre & protein Millet – Recommended for longevity by Dr. Oz: High in B-complex vitamins Buckwheat – Helps you feel full after eating – Part of Oprah’s “Superfoods to Incorporate into your diet now” Barley – Dr. Perricone’s # 3 Superfood from Oprah.com: Low glycemic & high in fibre! Spelt – Good source of protein & manganese – From Oprah’s “Superfoods to Incorporate into your diet now” Sorghum – Significant levels of antioxidants (more than blueberries!) Triticale – High in protein Teff – Another whole grain recommended by Dr. Oz for longevity: High in protein