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Frozen Forward Strategy
BRINGING JOY TO GLUTENFREE
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SIMPLE, REAL INGREDIENTS
Gluten Free w/out Compromise
Fun, Unique, Alternative
Best Tasting, Makes GF Living Easier , Authenticity, Community, #1 Gluten Free
Brand
Millennial /PGS
WHO
KEY BRAND IDEA
WHY THIS BRAND
WHY THIS PRODUCT
PRIMARY NEEDS
Our Brands are Positioned to Grow the Frozen Category by Bringing in NEW SHOPPERS - Shoppers With Spending Power
Celiac for Self /PGS
Clean, Taste, Unique
GLUTEN FREEPURE & SIMPLE
Gluten Free w/out CompromiseClean, Taste, Unique
Meat-based, Organic
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Brand Truths
Simplicity
Transparency
Fun
Integrity
Product Truths
Real Food
Taste Rules
Balance
We’re Against
Food Science
Long Ingredient Lines
Artificiality
Empty Promises
Breaking The Compromise!
EVOL’s Mission Reflects a Higher Purpose that Aligns with Trending Consumer Values
EVOL is Simple, Real Food
INGREDIENTS: BROWN RICE, GRILLED CHICKEN (CHICKEN, WATER, POTATO STARCH, SEA SALT), BROCCOLI, CARROTS, SNAP PEAS, RED AND GREEN BELL PEPPERS, WATER, GLUTEN-FREE TAMARI SOY SAUCE (WATER, SOYBEANS, SALT, VINEGAR), BROWN SUGAR, HONEY, CORN STARCH, GINGER, GARLIC.
36 words
INGREDIENTS: BLANCHED ENRICHED LONG GRAIN PARBOILED RICE (WATER, RICE, IRON, NIACIN, THIAMIN MONONITRATE, FOLIC ACID), WATER, COOKED WHITE MEAT CHICKEN (WHITE MEAT CHICKEN, WATER, MODIFIED TAPIOCA STARCH, CHICKEN FLAVOR (DRIED CHICKEN BROTH, CHICKEN POWDER, NATURAL FLAVOR), CARRAGEENAN, WHEY PROTEIN CONCENTRATE, SOYBEAN OIL, CORN SYRUP SOLIDS, SODIUM PHOSPHATE, SALT), SNAP PEAS, CARROTS, RED PEPPERS, SOY SAUCE (WATER, WHEAT, SOYBEANS, SALT), 2% OR LESS OF SUGAR, MODIFIED CORNSTARCH, PINEAPPLE JUICE CONCENTRATE, BROWN SUGAR SYRUP, SHERRY WINE, BALSAMIC VINEGAR (GRAPES, INVERT SUGAR), GINGER PUREE (GINGER, WATER, CITRIC ACID), SESAME OIL, POTASSIUM CHLORIDE, GARLIC PUREE, SALT, CARAMEL COLOR, YEAST EXTRACT, LIME JUICE CONCENTRATE, LACTIC ACID, CALCIUM LACTATE.
102 words
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INCLUSIVE
FOOD SCIENCE
REAL FOOD
NICHE
User: Vitality SeekersProduct: Real Food, Multi- EthnicExperience: PermissiblePersonality: Fun, OptimisticPresentation: Interruptive
EVOL is Uniquely Positioned Against Other Frozen Brands with a More Inclusive Proposition
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Compostable Bowl
FLAVORS ETHNICITIES
• ~50% of SKUs inclusive/familiar
• ~50% of SKUs foodie
PACKAGINGFUNCTIONAL BENEFITS
INGREDIENTS
A thoughtful innovation approach allows EVOL to be both strategic/disciplined and diverse
Focus on Innovation Differentiates EVOL from Other Frozen Brands
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$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
Burrito Entrees Quesadilla
110% CAGR
The EVOL Brand is at an Inflection Point and Thriving in Multiple Adjacent Frozen Categories
Burritos Entrees Snacks Breakfast
EVOL Sales Growth XAOC
*Source: 4 wks Nielsen ending 4.12.14
32 Wks Pre EVOL
32 Wks Post EVOL
$-
$5.0
$10.0
$15.0
$20.0
$25.0
$11.7
$6.4 $3.5
$0.8
($1.2) $21.2
Total Pre EVOL
Total Post EVOL
$-
$5.0
$10.0
$15.0
$20.0
$25.0
32 Wks Pre EVOL
EV Amy GFMS 32 Wks Post Evol
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$6.5
$3.7 $0.7 $1.5
($0.3) ($0.8)
$11.3
EVOL demonstrated substantial impact immediately upon entering Retailer X’s burrito and entree categories, adding new users to the category and outperforming other brands
($ in millions)
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The EVOL Thesis Is Playing Out Attracting New Users to the Frozen Category (Retailer X Case Study)
Impact of Individual Brands on Category Growth
Tota
l Ca
teg
ory
Sa
les
Tota
l Ca
teg
ory
Sa
les
Impact of Individual Brands on Category Growth
Tota
l Ca
teg
ory
Sa
les
Tota
l Ca
teg
ory
Sa
les
Single-Serve Entree Category Growth
Burrito Category Growth
81% Growth
74% Growth79% of
category growth
67% of category growth
*Source: Nielsen ending 12.21.14
$11.7
$21.2
32 Wks Pre EVOL
32 Wks Post Evol
$-
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$6.5
$11.3 ($ in millions)
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The Frozen Category is Ripe for Gluten Free Innovation
Frozen Meals are the Next Frontier for GFGluten Free Continues to Grow
$10B$15B
HH’s Purchasing GF
5%
11%
Gluten $ Sales
2010 2016 est. 2010 2013
53%
51%
46%
39%
% GF Buyers Types Purchased
25%
24%
PastaBread
CerealCookiesFZN Pizza
FZN Meals23%
21%
12%
11%
BagelsPretzelsStuffing
Beer
No clear #1 GF
brand in frozen today
*Source: NYT “Bet on Gluten Free” Feb 2014 Udi’s Gluten Free A&U
Nielsen’s 52 wk 12/21/13
Legacy Brands Are Not Meeting the Needs of Consumers Today
Conventional Frozen Continues to Decline
Frozen Pizza -1%Frozen Oriental -7%Frozen Dinner A/O -1%
Frozen Italian Meals -8%Frozen Poultry Meals 0%
Frozen Dinners -9%
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Frozen Forward Destination
Product Rank
Launch Timing Category Brand Segment Product Description Pack Size
1 Oct-14 Entrée's Bowls Truffle Parmesan Mac & Cheese 6 227 g2 Oct-14 Entrée's Bowls Butternut Squash & Sage Ravioli 6 230 g3 Oct-14 Entrée's Bowls Teriyaki Chicken 6 255 g
4 Oct-14 Entrée's Bowls Chicken Tikka Masala 6 255 g
5 Oct-14 Entrée's Burrito's Cilantro Lime Chicken 12 170 g6 Oct-14 Entrée's Burrito's Bean & Rice Cheddar 12 170 g7 Oct-14 Entrée's Burrito's Chicken Bean & Rice 12 170 g8 Oct-14 Entrée's Burrito's Shredded Beef 12 170 g
9 Sep-14 Entrée's Lunch/Dinner Penne & Cheese 6 227g10 Sep-14 Entrée's Lunch/Dinner Italian Sausage Lasagna 6 227g11 Sep-14 Entrée's Lunch/Dinner Broccoli & Kale Lasagna 6 227g12 Sep-14 Entrée's Lunch/Dinner Penne & Cheese with Bacon 6 227g
13 Sep-14 Entrée's Burrito's Bean & Green Chile w/Pinto Bean 12 142g14 Sep-14 Entrée's Burrito's Chicken With Rice 12 142g15 Sep-14 Entrée's Burrito's Spicy South-west Veggie 12 142g16 Sep-14 Entrée's Burrito's Steak With Rice 12 142g
Frozen ForwardProduct Assortment Strategy
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1 2 3 4
5 6 7 8
Frozen ForwardProduct Assortment ~ Udi’s Entrées
• Pricing Criteria– In Grocery channel, target current “market leader’s” pricing in Burrito’s & Entrées:
• Regular & Feature retails on EVOL to be at parity to current category offerings• Udi’s to be at slight premium to EVOL (Gluten Free)
• Grocery Pricing Recommendation– EVOL Burritos: East = $2.99 to $3.49 West = $3.49 to $4.49 (parity to
competition)– UDI’s Burritos: East = $3.29 to $3.99 West = $4.99 to $4.99 (premium to
EVOL)
– EVOL Bowls : EAST = $5.99 to $6.29 West = $6.49 to $6.99 (parity to competition)
– UDI’s Entrées: EAST = $6.29 to $6.49 West = $6.99 to $7.29 (premium to EVOL)
Frozen ForwardPricing Strategy
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Frozen ForwardPricing Strategy ~ EVOL Entrées
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Entrée Pricing / Promo Price PointsCase Pack: 12Delivered Unit Cost: $TBDRegular SRP: $5.99 - $6.99Regular Promo SRP: $4.99 or 2 for $10Mega Promo SRP: $3.99 or 2 for $8
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1
5
432
7 8
“Classic” Burrito / Promo Price • Case Pack: 12• Delivered Unit Cost: $TBD• Regular SRP: $3.29 - $4.49• Promo Price: $2.99 or 2 for $6 • Max Promo Price: 2/$5
1 2 3 4
5 6 7 8
Entrée Promo Price • Case Pack: 12• Delivered Unit Cost: $TBD• Regular SRP: $6.29 to $7.49• Promo Price: $5.49 • Max Promo Price: $4.99
Lunch Dinner Burrito / Promo Price • Case Pack: 10• Delivered Unit Cost: $TBD• Regular SRP: $3.49 - $4.99• Promo Price: 2 for $7 or 2 for $8 • Max Promo Price: 2/$6
Frozen ForwardPricing Strategy ~ UDI’s Entrées
Frozen FocusPromotion Strategy
• Current competitive promotional support for entrées has been lagging ROM trends in Natural, opportunity to reinvigorate with launch of Frozen Forward in 2014
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• Develop promotional program that is aimed at driving brand awareness on-shelf leading to trial & purchase:
– MCB’s at 10-20%, Flyers, Conditional Buys, Etc…
– Achieve “Regular Feature” Pricing (per Pricing strategy)
– Hot Feature 2-3 times per year (per Pricing strategy)
• Recommend Customer Activation programs to engage retailer partners to support the brand & engage consumer trial & purchase
Frozen FocusTimelines For Launch
• Official Launch Nation Wide Q1 2015– Udi’s Burrito’s & Entrées– EVOL Burrito’s & Bowls
• Pilot Launch Select Customers – Oct 13th 2014 – Udi’s Burrito’s & Entrées
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