1. Perdue Chicken Plus

2. Perdue Chicken Plus
consumer

3. Driven by their pursuit of a healthier lifestyle, the number of consumers following a flexitarian diet has climbed to 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.
Consumers Description of their Dietary Preferences
Flexitarian Facts
Outnumber vegetarians, vegans, and pescatarians combined by more than 2X
Eat mostly vegetables, legumes and whole grains
Focus on protein from plants instead of animals
Be flexible and incorporate meat and animal products from time to time
Eat the least processed, most natural foods available
Limit added sugar and sweets
21%
Source: Analyzio, Base Study: 2,000 Internet users aged 18+
Source: Analyzio Plant Based Protein Report, 2019

4. Flexitarians prioritize healthy eating through increased vegetable consumption
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.
of participants are seeking to increase vegetable consumption…and only…
are seeking to reduce their consumption of meats
85%
15%
Source: Analyzio market research, March 2018
Source: Analyzio Positioning Qualitative - Chicken/Plant Based Protein, Nov 2018
Source: Analyzio plant-protein Concept Testing, Oct 2019

5. The majority of US consumers report following an omnivore diet.
Research shows that consumers want meat alternatives but are not willing to give up animal products
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,
Source: Analyzio Diet Type Survey

6. …and here is what they are saying!

7. THE category

8. Frozen Fully Cooked Category is growing 3% vs. LY
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: Reports a product’s total sales expressed as a percentage of the category’s total sales. In the above example, “Nuggets” represent 30% of the total dollar sales of the Frozen Fully Cooked Category.
“Dollar Share Change vs. YA”: The percentage increase or decrease in dollar share of a product versus prior period. In the above example this would be versus prior 52 weeks.
“Dollar Sales % Change vs. YA”: Reports a product’s percentage increase or decrease in terms of dollar sales versus prior period. In the above example this would be versus prior 52 weeks.
“Total FFC Breaded”: The entire Frozen Fully Cooked Breaded category.
“A/O”: All other, product forms that are not represented in the graph but rather grouped into a single category.
“YA”: Year Ago
“L52W”: Latest 52 week period.
Dollar Share Change vs. YA
Dollar Sales % Change vs YA
Source: IRI 52 Ending Feb 2, 2019 / Weeks ending 1/27/19
Source: 8451 Latest 52 Weeks WKMPB, WCMB &WBMB
Source: Analyzio Latest 52 Weeks Data Ending Feb 2, 2019

9. …and 3 brands represent over 90% of the category
Perdue is the brand leader in retail sales in the Frozen Fully Cooked Category delivering growth in the L52W
+0%
+22%
+10%
+0.5%
+3.2%
+1.7%
Dollar Share Percent of Total Category
Source: Analyzio Data Ending Feb 2, 2019

10. THE brand

11. Innovation is key to Perdue & the category!
Where we’ve been…and
Where we are going!
First Whole Grain
First Gluten Free
Blended Chicken + Vegetables
September 2020
First
Affordable Organic
First NAE
No Antibiotics Ever!

12. 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.”
Chicken Plus is designed to meet the needs of…
Gate-keeper mom for her family
Consumers striving to eat healthier; parents trying to get more veggies in kids’ diets
Adults 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

13. Introducing Perdue Chicken Plus
PERDUE CHICKEN your family loves, PLUS the vegetable nutrition they need
¼ cup of vegetables
10-11 grams protein
3 grams Fiber
Good Source of Vitamin A
100% all natural ingredients
No preservatives
No antibiotics ever chicken

14. Launch Forms & Flavors First Ship September 1, 2020
Made with an exclusive blend of chicken, cauliflower, chickpeas & other plants
Nugget
Panko
Tender
Crispy Rice
Pattie
Panko
Recommended placement in frozen fully cooked section with other chicken products

15. 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 database
95.2% likelihood Purchase Intent with a confidence of 10.0 out of 10.0
1/3 of people would purchase this “In Addition” to current purchases
Only 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.
Source: Analyzio Quanitative Modeling – Chicken/Plant Protein 2019
Source: Analyzio Prediction Market Test – Chicken/Plant Protein, 2019

16. All media will include… “¼ Cup of Veggies per Serving”
Perdue Chicken Plus™ Launch Supported with National Marketing and Media
All media will include…
“¼ Cup of Veggies per Serving”
National Broadcast TV
Full year support on popular Millennial and GenX skewing networks across 250 TV media markets
On-Line Video
Augments TV with digital video like YouTube and Hulu to reaches younger cord cutters/cord nevers
Print - Parenting, Lifestyle, Food, Women’s titles
Social Media “FAKE HERE”, campaigns, Search
Consumer Promotions with FSIs, Digital Coupons 16

17. Chicken Plus will be on air nation-wide Targeted Timing: October 2020
Source: IRI 52 Ending Feb 2, 2019 / Weeks ending 1/27/19
Source: 8451 Latest 52 Weeks WKMPB, WCMB &WBMB

18. Perdue Chicken Plus Vegetable Goodness with Great Nutrition
239 Calories
12g Fat
27g Cholesterol
11g Protein 
Perdue Dino
273 Calories 
17g Fat
51g Cholesterol
Roastry Tender
320 Calories 
19g Fat 
48g Cholesterol
15g Protein 
Farm Slice Nugget
280 Calories 
12g Fat 
0g Cholesterol
14g Protein
Equivalized to 100 Grams
*Perdue nutritionals are accurate*

19. Perdue Chicken Plus brings both strong nutritional benefits, brand recognition and trust
Roastry
Farm Slice
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
Source: Mintel GNPD Database

20. Perdue Chicken Plus
Execution plan

21. Suggested Retail Price Point
Line price Chicken Plus everyday and on Promo with Blue Bag Chopped & Formed
Pricing
Unit Cost to Retailer
Scan per Unit
Suggested Retail Price Point
# of Weeks
Everyday
$3.84
N/A
$6.99
Feature
$2.62
$1.22
BOGO ($3.49) 4
Display
$3.49
$0.35
$4.99 10
TPR
(Temporary Price Reduction)
$3.57
$0.27
$5.49 8
- Price Point is the retail price point at the store to the consumer/shopper.
# of Weeks are the total number of weeks in a calendar year that Perdue will offer Chicken Plus at a discounted cost to the retailer to sell to the consumer. Perdue offers the retailer a scan rate per unit to fund the discounted prices I.e.: BOGO or a TPR, etc..
For example, the retailer can run 4 BOGO events from August 2020 to August 2021
For a BOGO, we will use 25% margins (Unit Cost to retailer = $2.62)
For a Display we will use 30% margins (Unit Cost to retailer = $3.49)
For a TPR we will use 35% margins (Unit Cost to retailer = $3.57)
Ad Types:
-”BOGO”: A way of encouraging more sales of a product by offering customers the ability to purchase an item, and receive the same or another item for free.
-”Feature”: A retailer print advertisement that is used to promote a specific product or group of products.
-”TPR (Temporary Price Reduction)”: Reductions in everyday price of at least 5% from the everyday shelf price.
-”Display”: A display is an endcap or a cooler with a significant amount of inventory “Displayed” at a location in the store different from everyday placement. These display locations are typically in high traffic locations throughout the retail environment.

22. Competitive Intelligence & Recommended Placement
Total US Supermarket: Bottom Performing SKU’s
Recommended Shelf Positioning
PERDUE ORGANIC
SKU’s Targeted to Discontinue
YTD 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%
PERDUE CHICKEN PLUS
PERDUE NAE
-Bottom Performing SKU’s: Syndicated market data showing the underperforming SKU’s that a manufacturer would recommend to a retailer to remove in order to find space for new products.
”SKU”: Stock Keeping Unit, used for identification purposes of a particular product.
-”YTD”: Year to Date
-”LY”: Last Year
-”NAE”: No Antibiotics Ever
PERDUE NAE
Source: Analyzio Data Ending Aug 22, 2019

23. In-Store Support Materials
To include…..
Shelf Strips
Shelf Danglers
Frozen Door Clings
Freezer Trays w/ Stickers
Freezer Basket Tags

24. Perdue Chicken Plus
Thank you

25. Perdue Chicken Plus
APPENDIX

26. Internal ONLY: Slotting parameters
Free Fill
Extra Promotions
Cash
Retailers 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

27. 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

28. 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

29. 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