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 Perdue Chicken Plus 1 consumer  Perdue Chicken Plus 1 consumer

Perdue Chicken Plus 1 consumer - PowerPoint Presentation

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Perdue Chicken Plus 1 consumer - PPT Presentation

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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Perdue Chicken Plus

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Slide2

consumer

Perdue Chicken Plus

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Slide3

Driven 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.

Slide4

Flexitarians 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

Slide5

Research 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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Slide7

THE category

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Slide8

Frozen 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%

Slide10

THE brand

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Innovation 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

.”

Slide13

Introducing 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

Slide14

Launch 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

Slide15

Quantitative 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

Slide16

National 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”

Slide17

Source: 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

Slide18

Perdue Chicken Plus Vegetable Goodness with Great Nutrition

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Equivalized to 100 Grams

Slide19

Perdue 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

Slide20

Execution plan

Perdue Chicken Plus

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Line 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

Slide22

Competitive 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

Slide23

In-Store Support Materials

To include…..

Shelf StripsShelf DanglersFrozen Door ClingsFreezer Trays w/ StickersFreezer Basket Tags

Slide24

Thank you

Perdue Chicken Plus

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Slide25

APPENDIX

Perdue Chicken Plus

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Internal 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

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Panko 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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Slide28

Panko 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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Slide29

Crispy 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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