1. “LIVE FULLY” Katharine Roegiers -PRAD 351: Advertising and Copywriting - Professor Daniel Azzaro - Final Project

2. WHAT IS GLUTEN? “The tough, viscid, nitrogenous substance remaining when the flour of wheat or other grain is washed to remove the starch.”  Households have reportedly purchased gluten-free food products hitting 11% last year, rising from 5% in 2010  Estimates category will produce more than $15 billion in annual sales in 2016  18 million people (around 6%) of the population is believed to have gluten sensitivity

3. WHERE DID GLUTINO COME FROM? Importations DE-RO-MA Ltee. – who owns Glutino - Was founded in 1983 Laval, Canada Operations in America Manufacturing and distributing gluten-free products August 3 rd, 2011, Smart Balance Inc. acquired 100% of the equity of Glutino for $66.3 million dollars.

4. WHAT GLUTINO IS TODAY  Leading manufacturer and marketer of innovative premium-priced, gluten-free foods sold  Annual sales of $53.9 million during its fiscal year  Increased sales around 30% annually over the past 3 years  Demand for gluten-free products is HUGE and now a category of over $2 billion in retail sales  10% compound annual growth rate due to increased awareness and diagnosis of gluten-free induced ailments including celiac disease, gluten intolerance, and wheat allergies  High-quality and great tasting products has enabled the company to pioneer and shape the gluten-free category

5. WHAT IS GLUTINO UP AGAINST?  Some of Glutino’s main competitors:  1.) General Mills  In 2008, General Mills began reformulating it’s Chex cereals  In 2010, General Mills introduced an online store and website  Offering consumers one-stop shopping for gluten-free products of General Mills  2.) Bell & Evans  High quality poultry to the upscale market  3.) Blue Diamond  Has been producing almonds since 1910  Company’s gluten-free specialty  4.) Girl Scout’s  Introduced a chocolate chip shortbread gluten-free cookie

6. CURRENT BELIEF OF THE PRODUCT/WHAT IS YOUR DESIRED BELIEF  I believe that Glutino is an up and coming product, a product that is well known in the gluten-free community, but is becoming known to individuals everywhere. Although I believe that their advertising can be strengthened, I feel that because gluten-free products are in such demand that Glutino is sliding by just fine. Glutino offers a diverse range of products ranging from dinner meals to snacks with everything in-between and because of that I believe they will succeed for years to come. In order to stay around in today’s society a company needs to be aware of what consumers are wanting and needing, but as far as I can see Glutino has done just that.

7. CTB STATEMENT “Convince young women ages 21-28 that Glutino makes great substitutions for your favorite foods because the only think missing is gluten!”

8. OVERALL SELLING IDEA Life is complicated enough, take the gluten out.