1. Our approach for satiety benefit Case study

2. Vitalinea Acceleration Unit - 13th September 2006 Content Why is satiety worth for a weight management brand ?  Consumer need  Nutritionists view Our approach : Shape Lasting satisfaction  Concept  Product execution & reason why  Scientific & consumer proofs on the benefit Communication & business results

3. Vitalinea Acceleration Unit - 13th September 2006 Why is satiety worth for a weight management brand ?  Consumer need  Nutritionists view Our approach : Shape Lasting satisfaction  Concept  Product execution & reason why  Scientific & consumer proofs on the benefit Communication & business results

4. Vitalinea Acceleration Unit - 13th September 2006 It’s a consumer need ! A major benefit for weight conscious women Better control of appetite “Sometimes I just can’t stop snacking throughout the day. I wish I could more easily resist the urge to keep snacking.” “When I feel full I know I am less likely to snack on fatty, high calorie foods” Avoid caloric but non satisfying snacks “When I’m in a healthy eating frame of mind it’s important to find things that help me avoid fatty, high calorie snacks which just leave me feeling hungry again!” “Often when I’m feeling peckish, I nibble on snacks which give me a quick fix, but leave me feeling hungry again soon after.” Discomfort causes by hunger feeling “When I’m eating healthily I sometimes find I don’t feel satisfied for very long.” “I love low fat yogurts which are not only healthy but tasty too. However, they don’t seem to satisfy me for very long.”

5. Vitalinea Acceleration Unit - 13th September 2006 ‘Eating for sensation is just so satisfying but it is always so full of fat’ ‘I want something satisfying – so I feel full in a good way’ ‘I want a product which satisfies me for longer’ A major benefit for weight conscious women To make it short…

6. Vitalinea Acceleration Unit - 13th September 2006 It is supported by nutritionists ! Prevent over-eating is key ! To decrease food intake, necessity to reduce people hunger and permit them to enjoy eating and be conscious of eating. "Many diets have a bad compliance because people are hungry, even in high protein diets“ Dr. Fricker Food company can contribute a lot - always considered as helpful partner if active in this field. How to decrease intakes ? How to decrease intakes ? Reduce physiological hunger:  Increase satiety power of products  Fractioning daily food intakes with healthy snacks (ex: EAT: Egg Apple and Thirst)  Eat mainly low energy dense foods Satisfy psychological hunger:  Propose variety of products, way of consumption and pleasurable foods (anticipate on all pleasurable foods : for sweet but also savoury “lovers) Increase awareness of eating:  Educate people to be conscious of eating. It is important to take a pause for eating  Design products requiring attention to eat

7. Vitalinea Acceleration Unit - 13th September 2006 A great way to promote good habits too !

8. Vitalinea Acceleration Unit - 13th September 2006 Why is satiety worth for a weight management brand ?  Consumer need  Nutritionists view Our approach : Shape Lasting satisfaction  Concept  Product execution & reason why  Scientific & consumer proofs on the benefit Communication & business results

9. Vitalinea Acceleration Unit - 13th September 2006 Shape Lasting Satisfaction Often when I’m feeling peckish, I nibble on snacks which give me a quick fix, but leave me feeling hungry again soon after. New Shape with Lasting Satisfaction is a unique yogurt range that keeps you satisfied for longer. That’s because it contains a unique combination of natural fibres and proteins that have been developed by Danone to keep you satisfied. Shape with Lasting Satisfaction is recognised by UK nutritionists as a good option to help avoid unhealthy snacking; and in a study, 80% of women felt satisfied for longer. And of course it is 0% fat, really fruity and delicious too! Source: TNS Omnibus Tested September 2005 + 29% purchase intention vs current on Shape users +17% purchase intention vs current on non users

10. Vitalinea Acceleration Unit - 13th September 2006 An efficient and credible reason why … Viscous soluble fibre (eg in apples, beans) absorbs water, thereby increasing stomach distension and slowing stomach emptying Guar gum (galactomannan from Indian cluster bean) Protein - increase in satiety-signalling hormones (CCK and GLP1) - postprandial increase in circulating amino acids

11. Vitalinea Acceleration Unit - 13th September 2006 … in an efficient & credible yoghurt ! Spoon-able yoghurt Thick texture & pieces to chew Low in energy, high in nutrients 100g : 64 kcal, 6,6 g proteins, 0g fat, 2g fibres, 190 mg calcium Scientifically proven !!

12. Vitalinea Acceleration Unit - 13th September 2006 PROSPECTIVE CONSUMPTION APPETITE PhysiologyEnvironmentPsychology HUNGER FULLNESS DESIRE TO EAT Interaction between biology and environment Individual factors External factors FACTORS 3 PARAMETERS: 1)Subjective appetite (or motivations to eat) 2) Food intake 3) Food preferences Food cravings ENERGY, VOLUME, WEIGHT MEAL/SNACK FREQUENCY, INTENSITY OF THE URGE TO EAT SWEET/ SAVOURY Our scientific approach : markers

13. Vitalinea Acceleration Unit - 13th September 2006 Target population : normal- to overweight healthy 18-45 year-old and non restrained females Design :  within-subject, cross-over design : each subject consumes all products including the control tested in the study (1 week between each test = wash-out) Appetite sensations are measured through VAS standardised BREAKFAST 200 kcal Subject departure Subject arrival at the clinic Food intake is measured TEST SNACK 70 - 80 kcal Ad libitum LUNCH time 8.3010.3012.30 Our scientific approach : experimental design

14. Vitalinea Acceleration Unit - 13th September 2006 When compared to control, SHAPE significantly increased fullness (top right panel) significantly decreased hunger (bottom right panel) significantly decreased prospective consumption and desire to eat (data not shown) Control = a marketed fat free yoghurt snack HUNGER 25 50 75 100 060120180240 time (min) after snack before snack p=0.2 P<0.01 Not at all Very Control product Shape breakfast FULLNESS 25 50 75 100 060120180240 time (min) after snack before snack p=0.2 P<0.001 Very full Very empty Our scientific approach : some results

15. Vitalinea Acceleration Unit - 13th September 2006 Satiety benefit is perceived by Spanish consumers after 14 days of use of Saciactiv vs control !!! 7 women out of 10 declare to feel confident in their ability to control their appetite A benefit perceived in real life conditions :

16. Vitalinea Acceleration Unit - 13th September 2006 SaciactivControlp On average, how much hungry have you felt after eating a snack? 5,4±1,34,2±1,4<0,001 On average, how much satisfied have you felt after eating a snack? 5,4±1,34,2±1,5<0,001 On average, how full have you felt after eating a snack? 5,2±1,43,7±1,4<0,001 On average, how great was your desire to eat something else after eating a snack? 5,4±1,44,1±1,8<0,001 SaciactivControlp I often had cravings for sweet or fatty foods during the last 2 weeks. 2,7±1,13,1±0,90,006 I often gave in to these cravings. 2,4±1,02,9±1,10,001 I often ate something unhealthy as a snack 2,6±1,03,0±1,10,002 I felt confident in my ability to control my appetite. 3,7±0,93,3±1,00,019 I have often been distracted by constantly thinking about food. 1,9±0,92,0±01,00,8 (n.s.) I often felt regaining energy after eating the yoghourt. 3,4±0,83, 1±0,90.016 I often felt myself better after eating the yoghourt. 3,7±0,73,2±0,8<0,001 I often felt pacified (soothed) after eating the yoghourt. 3,5±0,73,1±0,9<0,001 I’m satisfied with my daily diet of the past 2 weeks. 3,8±0,73,4±0,80,001 After 2 weeks of consumption, consumers felt less hungry and better capable of controlling their appetite compared to baseline. 12 items significant on 13 in total ! A benefit perceived in real life conditions :

17. Vitalinea Acceleration Unit - 13th September 2006 Why is satiety worth for a weight management brand ?  Consumer need  Nutritionists view Our approach : Shape Lasting satisfaction  Concept  Product execution & reason why  Scientific & consumer proofs on the benefit Communication & business results

18. Vitalinea Acceleration Unit - 13th September 2006 Communication Shape LS Communication Saciactiv

19. Vitalinea Acceleration Unit - 13th September 2006 Dedicated website www.danoneshapewww.danoneshape.com

20. Vitalinea Acceleration Unit - 13th September 2006 At the end, a success ! Launch in April 2006 Status May 07 : 18,8 M packs sold & worth 19,4 M£ (source Nielsen)

21. Vitalinea Acceleration Unit - 13th September 2006 Key learnings A very relevant benefit for both consumers & KOLs A benefit delivered by relevant & efficient ingredients combined in an adequate product’s matrix A tangible benefit, not over-promising and scientifically demonstrated. THANKS !

22. Vitalinea Acceleration Unit - 13th September 2006 Key contributors DANONE UK  Vincent LANG – Claim manager  Birgit FERTSCH – Development manager  Jennifer GARRY – Regulatory manager  Jessica WORLEY – Shape Marketing manager DANONE Spain  Marta OLMOS – Health Marketing manager  Jose Enrique SOLER – Development manager  Antonio MATEOS – Regulatory manager  Claire PINEL – VITALINEA Marketing manager DANONE Research team  Anne LLUCH –Scientific manager  Diane L’HEUREUX BOURON – Scientific manager  Karine TOCCHET – Global Product Manager VITALINEA