Presentation on theme: "The delicious solution for a gluten-free, allergy-friendly lifestyle!"— Presentation transcript:
The delicious solution for a gluten-free, allergy-friendly lifestyle!
Consumer demand for delicious allergy-friendly and gluten-free foods is exploding!
US version_ Source: SPINSscan Natural and SPINSscan Conventional 2007, 2008 and 2009 GLUTEN FREE SALES REACHED $1.2 BILLION IN 2009
US version_ GF segment is growing and growing! Channel growth 08 to 09 –14% Natural channel –11% FDM –Almost 3 out of every 4 dollars spent on gluten-free products are in the FDM channel Source: SPINS 7/08 % of sales by channel
US version_ gluten free BOOM! Packaged Facts 2009 Gluten-Free Food and Beverage Market Report Sales of gluten free foods are expected to reach $2.6 billion by 2012
US version_ Many are affected… 1 out of 3 people modify their diets because they, or a loved one, have a food allergy ~12 million people have food allergies ~3 million have Celiac Disease ~1-1.5 million have Autism Spectrum Disorders 100+ million people Sources: National Institutes of Health; Food Allergy Anaphylaxis Network (FAAN); Dr. Peter Green, Celiac Disease Center at Columbia University; Autism Society of America
US version_ four key populations Enjoy Life appeals to all!
US version_ people with food allergies one key population…
US version_ food allergies: growing concern Sources: Food Allergy Anaphylaxis Network (FAAN); National Institutes of Health Center for Disease Control and Prevention (CDC) prevalence of food allergies and anaphylaxis appears to be on the rise (reasons for increase are poorly understood) more than 12 million Americans have food allergies; thats one in 25, or 4% of the population about 3 million children in U.S. have food allergies
US version_ food allergies: culprits and symptoms Sources: Food Allergy Anaphylaxis Network (FAAN); National Institutes of Health Center for Disease Control and Prevention (CDC) 8 foods account for 90% of all food allergic reactions –milk, eggs, peanuts, tree nuts, wheat, soy, fish and shellfish (the big 8). –Big 11 Canada: adds sesame, sulfites and mustard seed –Big 12 UK: adds celery Symptoms –Rash, hives and/or itchy skin –Nausea, stomach pain, diarrhea –Shortness of breath, chest pain –Swelling of mucosal tissue –Anaphylaxis
US version_ Game Time! What is the most common food allergy among adults?
US version_ Game Time! Answer: Fish / Shellfish
US version_ A Deadly Condition Even the smallest amount of trigger food can cause anaphylaxis In U.S., food-induced anaphylaxis is believed to cause 30,000 trips to emergency room and deaths/year 1/44,000 of a peanut can trigger reaction Sabrinas Law - Canada Source: FAAN (www.foodallergy.org)
US version_ people with food intolerances second key population…
US version_ food intolerances: growing concern Estimated to affect over 50 million Americans Digestive system lacks ability to digest or process food properly Any food can be suspect but common triggers are: –Lactose intolerance –Food dyes (ex: yellow dye #5 (tartrazine), red dye #5) –Sulfites –MSG –Corn –Gluten & Casein (Leaky Gut Syndrome) –Amino acid phenylalanine (PKU*) *inability to digest protein
US version_ food intolerances: symptoms Nausea Stomach pain Gas, cramps or bloating Vomiting Heartburn Headaches Irritability
US version_ Game Time! What is the most common food intolerance?
US version_ game time – answer! DAIRY – specifically lactose nearly 75% of the adults in the world are lactose intolerant Nearly 50 million Americans are lactose intolerant but varies for different populations –80% of Asian and Native Americans are lactose intolerant, –75% of African Americans, –51% of Hispanic Americans –21% of Caucasian Americans. Most infants produce lactase enzyme from birth, but the amount tends to decrease by adulthood.
US version_ people with celiac disease third key population…
US version_ Factoid! CD affects more people in the US than Crohns Disease, Cystic Fibrosis, Multiple Sclerosis and Parkinsons disease combined
US version_ celiac disease (CD): growing concern now known that 1 in 100 Americans (or 3 million people) have celiac disease diagnosis rates are still low--only 3% of celiacs are diagnosed celiac disease (CD) is an inherited autoimmune disorder that requires lifelong avoidance of gluten gluten free diet means NO wheat, barley or rye – entire aisles of the stores are off limits! Sources: Dr. Peter Green, Celiac Disease Center at Columbia University; SPINS
US version_ CD: what it looks like Inability to digest gluten - the protein found in wheat, barley and rye. These grains must be completely eliminated from the diet Serious disease with potentially devastating consequences when undiagnosed or untreated Multi-system effects with myriad of signs, symptoms and characteristics: GastrointestinalEndocrine DermatologicNeurological PsychologicalReproductive HematologicalOrthopedic Gluten: toxic to small intestine
US version_ Factoid! People with CD dine out 80% less than they used to before diagnosis … AND believe less than 10% of eating establishments have a very good or good understanding of GF diets
US version_ must be sure to eat well Enrichment –Many GF grain products not enriched with vitamins & minerals lost through processing –Recommend enrichment with B Vitamins & Iron to the same level as gluten-containing counterparts
US version_ staying safe… Identifying safe ingredients
US version_ ingredients to question Modified food starch* Citric acid* –Need to ask if its imported Caramel coloring* Flavoring* Dextrin* Seasonings Soy sauce –Often contains wheat Mono & Diglycerides –May have wheat carrier when used in dry ingredients but should be declared Brown rice syrup –May be made from barley * By definition may contain wheat but U.S. manufacturers say they are not using gluten-containing grains
US version_ Factoid! CD has over 300 known symptoms although some people experience none… 97% of Americans estimated to have CD are not diagnosed
US version_ growing media coverage of gluten free My son's struggle against deadly food allergies 4/3/09 Gluten-Free Foods For Health 5/15/09 A New Diet Villain: Gluten? 12/03/08 Gluten-free diets gaining in popularity 8/18/08 Elisabeth Hasselbeck explains her Gluten-Free lifestyle 5/5/09 Greek's Scott Michael Foster Loses His 'Freshman 15 after cutting out Gluten 4/21/09 Food Allergies Increasing in US Kids, Study Says 10/22/08 Everything you need to know about food allergies 1/17/08
US version_ Shopping behaviors of the GF consumer 55% spend 30% or more on their grocery budget for gluten-free foods 68% shop at 3 or more stores/month to find gluten-free foods When asked if they could find the same products at all the following stores where would they most prefer to shop for gluten-free foods: 71% grocery store (where I shop for most of my familys groceries) 9% Independent Natural or Health Food Store 8 % Mass merchandiser (e.g., Wal-Mart, Target) 7% Natural Food Chain (e.g. Whole Foods) 5% Club Store (e.g., Sams, Costco) 0.1% Drug store Product selection is the most important factor followed by low price, convenience, good service, close to where they live, knowledgeable staff available to help, friendliness of staff and close to where they work. The majority (71%) agreed it was hard to find good tasting gluten-free foods. More than half (57%) have tried 10 or more new gluten-free products in the last year Source: 2008 Understanding Gluten-Free Shoppers survey
US version_ people with other health concerns fourth key population…
US version_ other medical concerns autism many autistic children benefit from a gluten-free/casein-free (GFCF) diet one in 91 children in the United States has an autism spectrum disorder, which is higher than previously thought –autism impacts million Americans and their families fastest growing developmental disability, with 10-17% annual growth other medical though not scientifically proven, patients with other health conditions may benefit from special diets –ADHD, fibromyalgia, rheumatoid arthritis, multiple sclerosis, type 1 diabetes, osteoporosis, downs syndrome Sources: Autism Society of America
US version_ Game Time! Multiple choice: boys are ___ more likely to be diagnosed with autism than girls. 2% - 4% - 6%
US version_ Game Time! Answer: 4%
US version_ the delicious solution
US version_ how Enjoy Life began… Enjoy Life Foods originally started as project for MBA program identified unmet need of food allergic & celiac communities for great- tasting allergy-friendly AND gluten-free foods co-founder Scott Mandell launched Enjoy Life in November 2002 first-ever company committed to making foods that are free of the eight most common allergens AND gluten-free acquired Perkys brand in October, 2004 now grown to 26 products, 50+ employees and distribution throughout the U.S. and Canada recently named to 2007 and 2008 Inc. 500 list of fastest growing private companies in U.S.; +783% three year growth
US version_ the Enjoy Life promise tastes delicious! allergy-friendly: free of the 8 most common allergens –NO wheat, dairy, peanuts, tree nuts, egg, soy, fish or shellfish –also made without casein, potato, sesame and sulfites certified gluten-free by the GFCO made in a dedicated nut-free and dedicated and/or certified gluten-free bakery no artificial ingredients, GMOs, additives no trans fats and superior nutrition certified Kosher/pareve and vegan (over 80% of products)
US version_ the Enjoy Life advantage only allergy-friendly AND gluten- free cookie delicious soft-baked cookies…just like homemade no artificial anything seven distinct varieties to satisfy all cookie lovers
US version_ the Enjoy Life advantage also available in 2 cookie packs popular Snickerdoodle & Chocolate Chip flavors convenient snack size for on-the- go munching or lunch boxes
US version_ the Enjoy Life advantage new and improved! Crispier/crunchier texture with smaller granola clusters. More like real granola! now in a resealable bag only allergy-friendly AND gluten-free granola vitamin fortified 23g whole grains per serving
US version_ the Enjoy Life advantage only allergy-friendly AND gluten-free boxed snack bars soft, chewy and delicious! vitamin fortified great for school lunches, breakfast and on-the-go snacks
US version_ the Enjoy Life advantage first ever allergy-friendly trail mixes no nuts, dairy, soy or gluten! great on-the-go snack for the entire family less fat than other nut-laden mixes
US version_ the Enjoy Life advantage only true allergy-friendly chocolate chip available dairy, soy and nut FREE! made in a dedicated nut-free facility real chocolate (not carob) vegan made with evaporated cane juice, not refined sugar # 1 SKU!
US version_ the Enjoy Life advantage first truly allergy-friendly chocolate bar! dairy, nut, soy AND gluten free! made in a dedicated nut- and gluten-free facility dairy-free milk and dark chocolate varieties for kids and adults alike vegan * *crispy rice bar is vegetarian - contains honey as sub-ingredient
US version_ the Enjoy Life advantage gluten & nut free cereals 100% natural crunchy until the last spoonful sweetened with fruit juice & honey Crunchy Flax has added benefit of whole grains, high fiber and Omega-3s delicious & nutritious start to the day!
US version_ the Enjoy Life advantage gluten-free bagels that wont fall apart! taste that will fool you vitamin fortified sweetened with fruit juice & honey
US version_ building THE premier brand in category
US version_ connecting with the consumer Enjoy Lifes Blog
US version_ advertising to build brand awareness national advertising in targeted magazines Living Without (special diets) Kiwi Magazine (healthy families) Gluten Free Living newsletter advertising celiac, food allergy and autism group newsletters –Gluten Intolerance Group (GIG), Celiac Disease Foundation (CDF), Celiac Sprue Association (CSA) –Kids with Food Allergies, Allergy Moms reaches highly engaged readers seeking information, news and ideas Cookbook publication online advertising to drive traffic to website Google ad words campaign website banner advertising
US version_ impactful print advertising
US version_ public relations that compliments our marketing efforts extensive and strategic PR program: creates awareness and positive consumer buzz about Enjoy Life and Perkys brands expands reach of other marketing programs includes continuous activity throughout the year media targets include: consumer and business magazines local and national television stations newspaper food editors & syndicated food columnists internet content editors bloggers media highlights include: Unwrapped show, 8/07 Inc. 500 list 2007, 10/07, 9/08 Rachael Ray Show, 2/08 Today Show, 10/08 CNN Morning Express, 1/09
US version_ grass roots marketing and sampling - generating trial! grass roots marketing helps us engage directly with consumers to deliver samples and coupons –Fundraising walks for Food Allergy & Anaphylaxis Network, celiac groups, autism groups –Peanut free baseball games with Kane County Cougars, Durham Bulls, Frederick Keys and more (minor league baseball teams) –Local festivals and family-friendly events –Kiwi Flies sampling program on American Airlines –Discover the Earth events with Discover Card & Parents Magazine
US version_ unique programs to build strong word of mouth extensive support group and consumer outreach program –celiac, food allergy and autism support group initiatives sample products & promote local retailers ongoing dialog with group leaders event sponsorship, product donations, educational materials –send monthly blasts to 20,000+ consumers and health care practitioners new product news, recipes & tips, new store announcements –distribute high value coupons –provide consumer education materials: Food Allergy & Intolerance Survival Guide –conduct training sessions for retailers & distributors –supply patient starter kits for health care practitioners –exhibit at annual conferences & shows
US version_ successful GF/AF marketing strategies Mention GF / AF products in flyers, ads, newsletters, website, blogs, and social media sites (e.g., Twitter, Facebook). Store developed GF / AF list (hard copy and/or online) GF / AF shelf tags and icons A gf section on your website including a product listing, recipes, FAQs and brochures Consumer outreach: store tours and cooking classes GFGF AFAF
US version_ strategies continued… Ongoing sampling program for GF / AF products Hold an annual GF / AF event Partner with local support groups (celiac/autism/food allergy): exhibit at meetings Hire a store/chain dietitian Establish a system for receiving and responding to consumer questions and feedback in a timely manner Educate employees about the GF/AF diet and products and their location in the store. GFGF AFAF
US version_ sku ranking by category Snack Bars Cocoa Loco* Caramel Apple* Very Berry* Sunbutter ® Crunch* Cookies Snickerdoodle Chewy Chocolate Chip Double Chocolate Brownie No-Oats Oatmeal ® Gingerbread Spice Lively Lemon Happy Apple ® Chocolate Chips Semi-sweet chips* Trail Mixes Mountain Mambo* Beach Bash* Granolas – new & improved! Cinnamon Crunch* Very Berry Crunch* Cranapple Crunch* Bagels Classic Original Cinnamon Raisin Chocolate Bars Dairy-Free Rice Milk w/ Crispy Rice Dark Chocolate Dairy-Free Rice Milk Cereals Crunchy Rice* Crunchy Flax* * Can be purchased in bulk Based on 12 months sales ending 12/31/2009
US version_ compare & contrast gluten free wheat free dairy free peanut free tree nut free egg free soy free dedicated gf nf bakery koshervegan Enjoy Life XXXXXXXX (1) XX (2) Glutino (bkfast bars) XXXXX may contain Pamelas (cookies) XX may contain Mi-del (cookies) X may contain Bakery on Main (granola) XX may contain Tropical Source (chocolate chips) XXX may contain XX Kinnikinnick (bagels) XXXXX X Barbaras (cereal) XXXX Glutino (bagels) XX may contain Information above based on product information/claims from company websites and packaging (1) Cereals are produced in a certified gluten free facility (2) Bagels, granolas, Sunbutter Crunch snack bar and Crispy Rice chocolate bar contain honey. Some view honey as acceptable to vegan diet, others do not