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© Healthy Kids 2014

Private & Confidential

Packaging Design

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What’s the problem?

A ticking time bomb…

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…and an untapped market opportunity

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Birth

6 months

12 months

Source: *ERC, Baby Nutrition Insight, 2012

4 years

£390m Infant Formula*

£190m Wet Baby

Food*

£1bn potential in Toddler Food

(currently met by home cooking and ‘junk food’)

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Little Dish

Delivering on what’s most important to Mums

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Our mission: Healthier kids

Fresh is best

100% natural ingredients

No added Salt / Sugar

At least 1 of ‘5 a day’

Taste tested by kids

Like home cooking

Guilt-free Mums

Championing nutrition: best in class

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ALL 13 meals provide at

least 1 of 5 a day. 70% of the

range provides 2 of 5 a day.

ALL meals meet targets

for providing a nutritionally

balanced meal for a 1- 3 year

old

ALL meals nutritionally

approved by Lucy Jones (BSc

(Hons) RD MBDA), top UK

dietitian and infant nutrition

expert

PRODUCT

PRODUCT /100g PRODUCT / SERVING

Salt Max 0.3g

kcal 180 - 270kcal

Sugar Max 8.1g

Sat fat Max 3.3g

? of 5

LITTLE DISH COTTAGE PIE WITH SEVEN VEG 0.2 183 5.7 2.6 2

LITTLE DISH SPAGHETTI AND MINI MEATBALLS 0.18 188 4.8 2.6 2

LITTLE DISH BEEF LASAGNE 0.15 187 5.6 3.4 1

LITTLE DISH PORK & APPLE BITES WITH BEANS 0.16 201 5.4 2.2 2

LITTLE DISH BRITISH LAMB HOTPOT 0.18 206 5.6 2.6 2

LITTLE DISH CHICKEN AND BUTTERNUT SQUASH PIE 0.1 191 3.9 3.3 1

LITTLE DISH CHICKEN AND VEG RISOTTO 0.23 211 7.4 1.6 2

LITTLE DISH FISH PIE WITH SALMON AND POLLOCK 0.20 187 5.2 2.6 1

LITTLE DISH CHICKEN CURRY 0.07 226 5.4 2.8 1

LITTLE DISH ALPHABET PASTA BOLOGNESE 0.08 182 6.0 1.8 2

LITTLE DISH MINI CHEESE RAVIOLI IN A TOMATO AND VEG SAUCE 0.14 194 4.8 2.8 2

LITTLE DISH FRUITY LAMB TAGINE WITH COUSCOUS 0.07 210 4.4 2.6 2

LITTLE DISH CREAMY TOMATO AND MASCARPONE PASTA 0.12 197 6.2 2.2 1

TESCO GOODNESS BEEF LASAGNE 0.30 310 4.5 4.5 1

TESCO GOODNESS MILD CHILLI AND RICE 0.30 302 3.6 3.9 1

TESCO GOODNESS COTTAGE PIE 0.50 238 3.9 4.2 1

TESCO GOODNESS PASTA BOLOGNESE 0.30 325 5.3 3.9 1

ANNABEL KARMEL BOLOGNESE PASTA BAKE 0.38 210 7.0 5.5 1

ANNABEL KARMEL CHICKEN AND POTATO PIE 0.32 230 5.2 4.4 0

ANNABEL KARMEL FISH PIE 0.32 200 5.6 3.8 0

ANNABEL KARMEL BEEF LASAGNE 0.25 252 8.0 6.6 1

ANNABEL KARMEL BEEF CASSEROLE AND RICE 0.24 204 4.0 1.5 0

ANNABEL KARMEL PORK SAUSAGES WITH SWEET POTATO MASH 0.46 220 1.2 5.2 1

ANNABEL KARMEL CHICKEN TIKKA AND RICE 0.15 262 4.8 2.8 1

ANNABEL KARMEL CHICKEN AND RICE 0.30 166 4.4 1.0 1

ANNABEL KARMEL VEGGIE BAKE WITH BUTTERNUT SQUASH 0.27 190 6.0 4.4 1

ASDA BEEF LASAGNE 0.40 296 9.6 4.5 1

ASDA CHICKEN PIE 0.30 209 8.6 1.8 1

ASDA COTTAGE PIE 0.30 297 6.6 4.5 1

ASDA FISH PIE 0.40 261 6.6 4.5 1

M&S BEEF LASAGNE 0.35 248 6.3 3.2 1

M&S CHICKEN & RICE 0.20 248 2.5 0.7 1

M&S FISH PIE 0.30 247 4.9 2.6 1

COW & GATE Macaroni with Beef and Sweet Vegetables 0.08 168 3.0 2.1 N/A

COW AND GATE Pasta w Tomato, Spinach & Cheese 0.13 168 6.7 0.7 N/A

HEINZ LITTLE KIDZ Cottage Pie 0.23 161 6.4 0.5 N/A

HEINZ LITTLE KIDZ Sweet & Sour chicken w Rice 0.05 173 12.7 0.7 N/A

HIPP ORGANIC Paella w mixed veg and chicken 0.25 193 2.5 2.3 N/A

HIPP ORGANIC Hearty Veg and Beef Casserole 0.23 166 3.0 1.2 N/A

Standing out from the crowd

Ready meal packaging

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Kids own label

A healthy brand in a traditionally unhealthy category

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Our range of 12 proper meals for 1 to 3 year olds

Mabel and the Zoo Crew

a storybook brand

Involving our consumers in packaging development

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Appealing to Mums and making their lives easier

Ingredient

illustrations

Textured

background

Handwritten

font

Clear

nutritional

signposting

Clear age

communication

Introducing

zoo crew

British

chicken

Freeze at

home

Taking the brand journey inside the packaging…

Keeps kids

amused

Finger

puppet fun

Makes Mums

lives easier

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Consumer interaction

Making our packaging part of an integrated campaign

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Limited edition meal

Little Dish grows up (a bit)

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Entertaining the bigger kids

Hillary’s son, Monty (3)

Success to date

Achieving our social mission through national distribution

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Recognition for innovation

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Award winning

Business:

HSBC Global Connections, Excellence in Innovation

Consumer:

Loved By Parents (3 years running)

Bringing brand values to an own-label category

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Thank you from the Little Dish Team

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Hillary Charlotte Dean Rob Keisha

Emma Nathan Estee Clare Josi