Perdue Chicken Plus 2 Driven by their pursuit of a healthier lifestyle the number of consumers following a flexitarian diet has climbed to 21 3 Source Analyzio Plant Based Protein Report 2019 ID: 776445
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Slide1
Perdue Chicken Plus
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Slide2consumer
Perdue Chicken Plus
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Slide3Driven by their pursuit of a healthier lifestyle, the number of consumers following a flexitarian diet has climbed to 21%
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Source: Analyzio Plant Based Protein Report, 2019
Outnumber vegetarians, vegans, and pescatarians combined by more than 2XEat mostly vegetables, legumes and whole grainsFocus on protein from plants instead of animalsBe flexible and incorporate meat and animal products from time to timeEat the least processed, most natural foods availableLimit added sugar and sweets
Source: Analyzio, Base Study: 2,000 Internet users aged 18+
Consumers Description of their Dietary Preferences
Flexitarian Facts
21%
Increasing interest in plant alternatives is being driven by consumers who are
not
avoiding meat completely.
Looking to trade up to a healthier protein without sacrificing taste to clean up and lean familiar recipes.
Slide4Flexitarians prioritize healthy eating through increased vegetable consumption
of participants are seeking to increase vegetable consumption…and only…
Consumers are striving to eat healthier. Families are trying to get more veggies in their diets. And, they are looking for an easy way to have veggies included in their food.
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Source: Analyzio Positioning Qualitative - Chicken/Plant Based Protein, Nov 2018
Source: Analyzio plant-protein Concept Testing, Oct 2019
Source: Analyzio market research
, March 2018
85%
15%
are seeking to reduce their consumption of meats
Slide5Research shows that consumers want meat alternatives but are not willing to give up animal products
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Source: Analyzio Diet Type Survey
The majority of US consumers report following an omnivore diet.
This underscores that uptake of plant alternatives is being driven by consumers who are not avoiding meat completely. Instead, they are looking for convenient ways to incorporate more plants and more diverse proteins in their diets.
“Adding plant-based ingredients to meat can satisfy consumer interest in plant-forward diets and drive category growth.” ~Jesper Peterson, Global Food Analyst,
Slide6…and here is what they are saying!
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Slide7THE category
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Slide8Frozen Fully Cooked Category is growing 3% vs. LY
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Source: IRI 52 Ending Feb 2, 2019 / 8451 52 Weeks ending 1/27/19
Source: 8451 Latest 52 Weeks WKMPB, WCMB &WBMB
Source: Analyzio Latest 52 Weeks Data Ending Feb 2, 2019
Nuggets & tenders represent ~50% of the category & are driving the category growth
Nuggets, chunks & tenders delivered $31.3MM in total dollar growth in the L52W
Dollar Share Change vs. YA
Dollar Sales % Change vs YA
Slide9…and 3 brands represent over 90% of the category
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Perdue is the brand leader in retail sales in the Frozen Fully Cooked Category delivering growth in the L52W
Dollar Share Percent of Total Category
Source: Analyzio Data Ending Feb 2, 2019
+3.2%
+1.7%
+0.5%
+10%
+0%
+22%
Slide10THE brand
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Slide11Innovation is key to Perdue & the category!
Where we’ve been…and
Where we are going!
First Whole Grain
First Gluten Free
First NAE
No Antibiotics Ever!
First
Affordable Organic
Blended Chicken + Vegetables
September 2020
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Chicken Plus is designed to meet the needs of…
Gate-keeper mom for her familyConsumers striving to eat healthier; parents trying to get more veggies in kids’ dietsAdults that want to do better… taste appeals to kids who don’t know better
Source: Analyzio Qualitative Modeling – Chicken/Plant Protein 2019
Source: Analyzio Prediction Market Test – Chicken/Plant Protein, 2019
Consumers are looking for plant-based solutions Chicken Plus will take plant nutrition mainstream
Mom’s say….
“
I try to get my family to eat healthier, but it’s hard!
Real life gets in the way
.”
Slide13Introducing Perdue Chicken Plus
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PERDUE CHICKEN your family loves, PLUS the vegetable nutrition they need
¼ cup of vegetables
10-11 grams protein 3 grams FiberGood Source of Vitamin A100% all natural ingredientsNo preservativesNo antibiotics ever chicken
Slide14Launch Forms & Flavors First Ship September 1, 2020
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NuggetPanko
PattiePanko
TenderCrispy Rice
Made with an exclusive blend of chicken, cauliflower, chickpeas & other plants
Recommended placement in frozen fully cooked section with other chicken products
Slide15Quantitative testing show strength of blended product concept
Perdue Chicken Plus Tenders and Perdue Chicken Plus Kid Nuggets both were Top 25% performers of entire research database95.2% likelihood Purchase Intent with a confidence of 10.0 out of 10.01/3 of people would purchase this “In Addition” to current purchasesOnly 30% of source of volume will come from another chicken product“No Antibiotics Ever,” “Excellent Source of Protein” and “Servings of Vegetables” drove highest interest in the concept. 85% of participants are seeking to increase vegetable consumption while only 15% are seeking to reduce their consumption of meats.
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Source: Analyzio Quanitative Modeling – Chicken/Plant Protein 2019
Source: Analyzio Prediction Market Test – Chicken/Plant Protein, 2019
Slide16National Broadcast TVFull year support on popular Millennial and GenX skewing networks across 250 TV media marketsOn-Line VideoAugments TV with digital video like YouTube and Hulu to reaches younger cord cutters/cord neversPrint - Parenting, Lifestyle, Food, Women’s titlesSocial Media “FAKE HERE”, Email campaigns, SearchConsumer Promotions with FSIs, Digital Coupons
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Perdue Chicken Plus™ Launch Supported with
National Marketing and Media
All media will include…
“
¼
Cup of Veggies per Serving”
Slide17Source: IRI 52 Ending Feb 2, 2019 / 8451 52 Weeks ending 1/27/19
Source: 8451 Latest 52 Weeks WKMPB, WCMB &WBMB
https://www.youtube.com/watch?v=aM4M2s0uEpI
Chicken Plus will be on air nation-wide
Targeted Timing: October 2020
Slide18Perdue Chicken Plus Vegetable Goodness with Great Nutrition
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Equivalized to 100 Grams
Slide19Perdue Chicken Plus brings both strong nutritional benefits, brand recognition and trust
Boneless Chicken Breast with Rib Meat, Water, Wheat Flour, Cauliflower, Chickpea, Yellow Corn Flour, Textured Wheat Protein. Contains 2% or Less of Corn Starch, Salt, Brown Sugar, Dextrose, Sugar, Sunflower Oil, Yeast, Isolated Pea Product, Bamboo Fiber, Onion Powder, Garlic Powder, Spice, White Pepper, Yeast Extract, Psyllium Husk, Soybean Oil, Guar Gum, Natural Extractives of Paprika, Natural Flavors. Boneless Chicken Breast with Rib Meat, Water. Contains Less Than 2% Of Maltodextrin, Salt, Yeast Extract, Spices, Natural Flavor, Garlic Powder, Onion Powder. BREADED WITH: Wheat Flour, Water, Yellow Corn Flour, Corn Starch, Dextrose, Salt, Sugar, Yeast. Contains Less Than 2% of Spice, Garlic Powder, Natural Flavor, Onion Powder, Natural Extractives of Paprika, Guar Gum.Chicken, water, salt, and natural flavor. BREADED WITH: Wheat flour, water, wheat starch, white whole wheat flour, salt, contains 2% or less of the following: yellow corn flour, corn starch, dried onion, dried garlic, dried yeast, brown sugar, extractives of paprika, and spices. Breading set in vegetable oil. Water, Wheat Flour, Soy Flour, Vegetable Oil (Corn Oil, Canola Oil and/or Sunflower Oil), Soy Protein Isolate 2% or less: Wheat Gluten, Wheat Starch, Yellow Corn Flour, Methylcellulose, Potato Starch, Cornstarch, Yeast Extract, Sugar, Salt, Natural Flavors, Dextrose, Spices, Onion Powder, Yeast, Potassium chloride, Glutamic Acid, Paprika (color), Leavening (Sodium Acid Pyrophosphate, Sodium Bicarbonate), Garlic Powder, Citric Acid, Xanthan Gum, Barley Malt Extract
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Source:
Mintel GNPD Database
Roastry
Farm Slice
Slide20Execution plan
Perdue Chicken Plus
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Slide21Line price Chicken Plus everyday and on Promo with Blue Bag Chopped & Formed
PricingUnit Cost to RetailerScan per UnitSuggested Retail Price Point# of WeeksEveryday$3.84N/A$6.99N/AFeature$2.62$1.22BOGO ($3.49)4Display$3.49$0.35$4.9910TPR(Temporary Price Reduction)$3.57$0.27$5.49 8
Slide22Competitive Intelligence & Recommended Placement
Total US Supermarket: Bottom Performing SKU’s
Recommended
Shelf Positioning
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SKU’s Targeted to DiscontinueYTD Performance vs LY(% Change in Units)1. Roastry Tender-10.2%2. Chowable Nugget-8.7%3. Frozeno Strip-7.2%4. Hungryish Patty-6.4%5. Farm Slice Tender-3.2%6. Frozeno Nugget-1.8%
Source: Analyzio Data Ending Aug 22, 2019
PERDUE ORGANIC
PERDUE CHICKEN PLUS
PERDUE NAE
PERDUE NAE
Slide23In-Store Support Materials
To include…..
Shelf StripsShelf DanglersFrozen Door ClingsFreezer Trays w/ StickersFreezer Basket Tags
Slide24Thank you
Perdue Chicken Plus
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Slide25APPENDIX
Perdue Chicken Plus
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Slide26Internal ONLY: Slotting parameters
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Free FillExtra PromotionsCashRetailers will be able to receive one free case, per SKU, per store.We will offer up to four extra promotions across the year in lieu of any slotting fees.We will offer up to $10,000 per SKU as slotting.Min commitment: 1 year on shelf
Slide27Panko Breaded Dino Nuggets - 80700
INGREDIENTS: Boneless Chicken Breast with Rib Meat, Water, Wheat Flour, Cauliflower, Chickpea, Yellow Corn Flour, Textured Wheat Protein. Contains 2% or Less of Corn Starch, Salt, Brown Sugar, Dextrose, Sugar, Sunflower Oil, Yeast, Isolated Pea Product, Bamboo Fiber, Onion Powder, Garlic Powder, Spice, White Pepper, Yeast Extract, Psyllium Husk, Soybean Oil, Guar Gum, Natural Extractives of Paprika, Natural Flavors.
CONTAINS: Wheat
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Slide28Panko Breaded Patties - 80703
INGREDIENTS: Boneless Chicken Breast with Rib Meat, Water, Wheat Flour, Cauliflower, Chickpea, Yellow Corn Flour, Textured Wheat Protein. Contains 2% or Less of Salt, Brown Sugar, Corn Starch, Dextrose, Sunflower Oil, Sugar, Yeast, Isolated Pea Product, Bamboo Fiber, Onion Powder, Garlic Powder, Spice, White Pepper, Yeast Extract, Psyllium Husk, Soybean Oil, Guar Gum, Natural Extractives of Paprika, Natural Flavors.
CONTAINS: Wheat
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Slide29Crispy Rice Breaded Tenders - 80704
INGREDIENTS: Boneless Chicken Breast with Rib Meat, Water, Cauliflower, Chickpea, Rice Flour, Yellow Corn Flour, Textured Wheat Protein. Contains 2% or Less of Yellow Corn Meal, Salt, Brown Sugar, Corn Starch, Sunflower Oil, Garlic Powder, Isolated Pea Product, Raisin Juice Concentrate, Honey, Onion Powder, Bamboo Fiber, Yeast Extract, White Pepper, Spice, Psyllium Husk.
CONTAINS: Wheat
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