Breakfast Cereal

Breakfast Cereal – Introduction Breakfast - many Iconic Brands around the world 9 in 10 consumers eat breakfast cereals – covers all age ranges, opportunity. Product Innovation is rife in many countries Competition – intensifying, cold cereals down in many countries Hot cereals – Small, but enjoying strong growth Health of oats – understood by consumers New flavours Porridge pots – many new launches Cold cereals dominate the market : But - cold cereals volume declining Switch to porridge and other alternatives (biscuits, yoghurts, cereal bars) Oats – healthy and slow energy boost category, value for money Source : Mintel August 2012

Breakfast Cereal – innovation trends Healthier cereals? Nutrition : fibre, sugar, wholegrain, fat. Content features highly with consumers decision Fibre : Important component of diet by over 52% Interest in high fibre – increases with age Well established benefits – Cholesterol, Cardio disease, blood glucose Health – a key consideration for many. High sugar – under fire in 2012 – shoppers aware? Two thirds excessive (Which?) Vitamin fortification – Kelloggs take lead, add Vit D all childrens products. Tangible measures – contains x spoonfuls of sugar etc Demand for low sugar – not compromise flavour All of this = Opportunities for Edme products Source : Mintel August 2012

Types of Breakfast Cereal eaten Source : Mintel August 2012 Edme materials applicable in all.

Choice Factors for breakfast Edme materials contribute Wholegrain Edme contribute flavour & Sweetness Opportunity for Edme customers - diversify Source : Mintel August 2012 Edme materials contribute fibre

Attitudes towards Breakfast Cereals Edme Extracts provide natural flavour whilst contributing to health, Flakes and Kibbles also help Edme materials contribute fibre, Wholegrain Edme Extracts - Natural flavour Edme flakes & kibbles used for interesting textures Opportunity for Edme customer diversity – brand extension Edme Materials – contribute to health & clean label Malted, Sweetness, Toasted, Cereals. Source : Mintel August 2012

Porridge Pot examples Instant Whey Protein Porridge ……healthy nutritious breakfast on the go. … small enough to be put in your bag …….simply add hot water. with over 20g of protein per serving and………. Each pot contains over 20g of protein (equivalent to 3 WHOLE eggs) provides a hearty and nourishing meal to go. Key messages on pack : Lower than 7% fat Fuller for longer Helps lower cholesterol Convenient (2 minutes) On the go packs:

Edme materials in Porridge ………Rolled Oat Flakes (15%), Sugar, Maltodextrin, Whole Milk Powder (3%), Vegetable Oil, Milk Protein, Barley Malt Extract, Calcium Carbonate, ……… Wholegrain Rolled Oats (50%),Full Cream Milk Powder,Sugar,Raisins (10.5%),Wholegrain Wheat (8.5%),Roasted Chopped Nuts (2%) (Almonds, Hazelnuts),Malted Barley Extract,Salt Benefits of Edme materials: Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch, Wholegrain & nutritional benefits. Dried Extracts & Flours – Sweetness, increased cereal notes, improved colour and flavour, enhanced creaminess and mouthfeel More palatable porridge Dried Extracts Alternative to “Sugar” - not on ingredient labelling Blends and Concentrates - Potential for particulates including various seeds, flakes and Kibbles giving health benefits, flavour, colour, texture Wholegrain options – associate nutrition & health

Edme materials in Cereal Bars Benefits of Edme materials: Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch, Wholegrain & nutritional benefits. Syrups and Dried Extracts – Sweetness, increased cereal notes and flavour enhancement. Important part of binding syrup - hold bar together. Improved colour and flavour. Adds stickiness and chewiness to bars. Flours, Syrups and Dried Extracts – used in recipe for flake production and extruded cereals such as Rice Crispy and flake components. Blends and concentrates – incorporation of healthy seeds and Multigrains with Edme Flakes, Flours, Kibbles. Convenience and tailored options. Wholegrain options – associate nutrition & health Rice & Wheat Flakes contains : Rice, Wheat, Sugar, Barley & Barley Malt Extract, Salt, Niacin, Iron, Pantothenic Acid, Vitamin B6, Riboflavin, Thiamin, Folic Acid, Vitamin D, Vitamin ………………… Crisped Rice contains : Rice Flour, Wheat Flour, Sugar, Barley Malt Flour, Malted Wheat Flour, Rapeseed Oil, …………….. Cornflakes contains: Maize, Sugar, Barley & Barley Malt Extract, Salt, Emulsifier: Mono- and Diglycerides of Fatty Acids.Milk Above example mentions Malted Ingredients 4 times within 3 different components.

Bar examples Malt used in: Rice and Wheat Flake component Malt Extract as binder with sugar syrup Roasted Barley Malt – flavour & colour Ammonia Caramel – potential…… Good example of versatility of our ingredients “Malt” mentiond twice on pack

Malt ingredients- Binding syrups and bars Nuts (59%) (Whole and Flaked Almonds, Roasted Whole and Chopped Hazelnuts, Chopped Pecan nuts), Glucose Syrup, Raw Cane Sugar, British Wholegrain Oat Flakes(6%), Vegetable Oil (Rapeseed Oil, Palm Oil), Rice Flour, Barley Malt Syrup, Honey. GRANOLA (WHOLE GRAIN ROLLED OATS, BROWNSUGAR, CRISP RICE [RICE FLOUR, SUGAR, SALT, MALTED BARLEY EXTRACT],WHOLE GRAIN ROLLED WHEAT,)………., SEMISWEET CHOCOLATE CHIPS, CORN SYRUP,….. BROWN RICE CRISP(WHOLE GRAIN BROWN RICE, SUGAR, MALTED BARLEY FLOUR, SALT), INVERTSUGAR, SUGAR, CORN SYRUP SOLIDS, GLYCERIN, SOYBEAN OIL. CONTAINS 2% OR LESS OF SORBITOL,CALCIUM CARBONATE, SALT, WATER, SOY LECITHIN,

Edme Materials in Muesli Marks and Spencers Super Luxury Muesli: Malted Rye Flakes Toasted Wheat Flakes – wheat and Malted Barley Benefits of Edme materials: Flakes and Kibbles - Visual appeal, flavour, colour and textural crunch. Particulates. Wholegrain & nutritional benefits. Health. Syrups and Dried Extracts Formulation for flake production and extruded cereals – such as Rice Crispy and flake components. Adds crunch, flavour, colour. Blends and concentrates – incorporation of healthy seeds and Multigrains with Edme Flakes, Flours, Kibbles. Convenience. Marks and Spencers Spelt and Rye Muesli: … seeds, toasted spelt and Malted Rye Flakes

Edme Materials in Cooked Cereal Wholewheat, Wheatbran (21%), Sugar, Salt, Malt Flavouring, Honey, Niacin, Iron, Flour (8%), Salt, Skimmed Milk Powder, Flavouring, Barley Malt Extract, Emulsifiers Malted Flakes with Raspberries Milled Corn, Sugar, Malt Extract….. Benefits of Edme materials: Syrups, Dried Extracts and Flours Used in formulation for flake production and extruded cereals such as Rice Crispy and Corn Flakes Provides natural sweetness, alternatives to sugar Increased cereal notes and flavour enhancement. Binding agent for cooked mass Crisper texture Colour and texture provider – eg Bran Flakes Wholegrain options – associate nutrition & health

Breakfast Biscuit examples Kelloggs All Bran Cereal (31%) (Wheat Bran {27%}, Sugar, Barley Malt Flavouring, Salt), Wheat Flour, Vegetable Oil, Invert Sugar Syrup, Sugar, Oat Fibre (7.5%), Cereals 71.6% [Wheat Flour 51.3%, Wholegrain Cereals 20.3% (Oat Flakes 8.5%, Wholegrain Wheat Flour 6.1%, Wholegrain Barley Flour 2.7%, Wholegrain Rye Flour 2.0%, Wholegrain Spelt Flour 1.0%)],Sugar ………… ……..Wheat Flake (9%) (Wheat Flour, Wheat Bran Flour, Sugar, Barley Malt Extract, Salt, Honey) ……….…. Crisped Cereals (3.5%) [Wholemeal Wheat Flour, Rice Flour, Sugar, Malted Barley Flour, Malted Wheat Flour, Salt, Calcium Carbonate, Vegetable Oil, Emulsifier (Soya Lecithin)],Wholemeal Wheat Flour (3%) …….. This example uses 3 Malted Ingredients

Edme Product Choices - Breakfast Flakes & Kibbles Malt Extracts Dried Extracts Flours Standard Malted Wheat Flakes Edme ME LightEdme SDM LightCristone 30 (Barley) LD Malted Wheat Flakes Edme Barley Syrup Edme SDM Medium Cristone 120 (Barley) Malted Wheat Flakes T, Malted Wheat Flakes III, IV, Malted Wheat Flakes IVT P1000 syrupsEdme SDM DarkBrown Bread Malt Flour (Barley) Bumped Malted Wheat Edme BDM Extra Light and Light Maltone (Barley) Kibbled Malted HD300 Edme BDM DarkExtratone (Barley) Malted Oat FlakesSDM P1900Dextramalt Kibbled Malted OatsZymax Malted Rye FlakesWheatone Malted Rye Flakes BCRyetone 240 Kibbled Malted RyeMF300 Organic Malted Wheat Flakes Dark Malt Flour Don’t forget: Adjustment on thickness, grain used, steam added, flavour, etc etc Innovations Manager Specific to your customer Blends incorporating seeds, flakes, kibbles, flours etc. Edme here to help Organic options

Benefits of Wholegrain

What are Wholegrains? Wholegrains : Germ : (B Vitamins, Protein, Minerals), Endosperm : (starchy carbohydrates) Bran : (Antioxidants, B Vitamins, fibre) Can come from: Wheat Oat (also have Beta Glucans) Barley (also have Beta Glucans) Maize Spelt Rye Millett Etc…..

Benefits of Wholegrain Wholegrains are an important part of a healthy balanced diet for the whole family Purchased for health and nutrition benefits – consumers associate Fibre, Nutrition Have many nutritional benefits: Great source of carbohydrate – source of energy for the body Valuable contribution to our protein content. Contain fibre – maintaining healthy digestive system Fibre helps passage of waste through the body Can be eaten at all daily meal occasions – especially breakfast Researchers advise consumption of three daily servings of bread and cereal containing whole grain. – Opportunity for manufacturers. – only 15% do this. Adds Flavour, Colour, Texture, Visual piece identity

Benefits of MALTED Wholegrain Increased Digestibility - Malting breaks down starches in grains into simple sugars so your body can digest them easily. Increased Absorption of Minerals – Malting breaks down enzyme inhibitors, so your body can more easily adsorb calcium, magnesium, iron, copper and zinc. Increased Antioxidants – malting releases more antioxidants that are naturally stored in the grains and seeds. Increased Vitamin C - Malting produces vitamin C. Increased Vitamin B - Malting increases the vitamin B2, B5 & B6

Benefits of MALTED Wholegrain Research results done by Knight Scientific on EDME products

Wholegrain Cereals – on Pack. With 100% Wholegrain Wholegrain Guaranteed – Nestle Green Banner = Wholegrain New ! Contains 35% more Wholegrain – Kelloggs Nutrigrain Biscuits Multigrain & High Source of Fibre Eat Better Forever, Wholegrain Real Fruit and Whole Grains

Summary of Edme materials in Breakfast Cereals Proven use Cereal Bars, Cooked Cereals, Porridge, Extruded Cereals, Breakfast Biscuits, Muesli…….. Wide application benefits : Visual, textural, colour, flavour appeal, creaminess, aroma, Used in various components (Wheat Flakes, Rice Crispies, Cornflakes etc) Used as binding syrup component in Cereal Bars, Clusters - chewiness, stickiness Multi-ingredient use – malted ingredients are present several times in one product. Edme products - can be a Flake, or an ingredient to help make a Flake. Wholegrain – Many Edme materials lend themselves to such benefits. Sugar alternative – sweetness and flavour enhancement from malt, rather than sugar “Malted” on pack – malt flavour to your advantage “Malted Rye Flakes”, “Malted Wheat” etc Convenient blends - incorporation of healthy seeds and other ingredients and Multigrains with Edme Flakes, Flours, Kibbles. Clean Label, Natural Ingredients & Wide Portfolio