case study
TRANSCRIPT
Transforming Transforming Breakfast for Indian Breakfast for Indian
ConsumersConsumers
P iC P iC A Gl b l P hA Gl b l P hPepsiCo PepsiCo -- A Global PowerhouseA Global Powerhouse
In our field of play… … And on the FMCG landscapeIn our field of play… … And on the FMCG landscape
PepsiCo Global 2010 F&B Revenue: US$ 57.838 BIlion
A Portfolio Promise Of Refreshment, A Portfolio Promise Of Refreshment, ,,Fun & NutritionFun & Nutrition
A spectrum of beverages delivering fun and refreshment Snacks offering plenty of good food and 'good fun'p g g
Dairy
The Quaker range of healthy food choices Tropicana, the best of fruit
Re-hydration and sports nutrition expertise
A A Culture Of Excellence That Builds Powerful Culture Of Excellence That Builds Powerful Trademarks, While Incubating InnovationTrademarks, While Incubating Innovation
PepsiCo India: Young Vibrant & UpbeatPepsiCo India: Young Vibrant & UpbeatPepsiCo India: Young, Vibrant & UpbeatPepsiCo India: Young, Vibrant & Upbeat
th2010: 20th Anniversary
Strong market share
40 plants across
Diverse portfolio
Employment impact p y p
180,000
$>$1Bn investments
5
Powered By A Soaring VisionPowered By A Soaring VisionPowered By A Soaring VisionPowered By A Soaring Vision
TOMORROW BETTER THAN TODAYTOMORROW BETTER THAN TODAY
Guided By A Strong Values CompassGuided By A Strong Values CompassGuided By A Strong Values CompassGuided By A Strong Values Compass
PERFORMANCE WITH PURPOSEPERFORMANCE WITH PURPOSE
Committed to Building An Organization Committed to Building An Organization
Thought leadership
Recognized for Recognized for
InnovationThought leadership Innovation
Stakeholder TrustConsumer Regard Stakeholder TrustConsumer Regard
We Are Building A Portfolio To Address A We Are Building A Portfolio To Address A
Beverage Need States Snack Need States
Range Of Beverage And Range Of Beverage And Snack Needs Snack Needs
Hydration Enjoyment
Beverage Need States
Sustenance Enjoyment
Snack Need States
Refresh RefreshHydration Enjoyment Sustenance Enjoyment
TransformationNourishment EnhancementNourishmentIndulgenceHealth IndulgenceHealth
Energy Energy
Driven By Muscular ConsumerDriven By Muscular Consumer--Preferred BrandsPreferred BrandsDriven By Muscular, ConsumerDriven By Muscular, Consumer--Preferred BrandsPreferred Brands
Our Two Building BlocksOur Two Building Blocks
1 RELEVANCE
Our Two Building BlocksOur Two Building Blocks
… Resonant with their values, attitudes, lifestyles
How our brands integrate into consumers’ lives…… Resonant with their values, attitudes, lifestyles
… Reflective of their physical and emotional needs, today and tomorrow
… Integrated into their daily rituals
INNOVATION2 INNOVATION
How we craft our portfolio to be…
2
… Aligned with consumers’ beverage and food Need-States
… Appropriate for the Occasions they consume us in
… Cognizant of consumers’ concerns on Value, Health & Affordability
Our Third Building BlockOur Third Building Block
THINKING OUTSIDE THE BOX!
Our Third Building BlockOur Third Building Block
3 THINKING OUTSIDE THE BOX!3
To Find A Unique Position In The Consumer’s Mind, To Find A Unique Position In The Consumer’s Mind, To Find A Unique Position In The Consumer s Mind, To Find A Unique Position In The Consumer s Mind, You Must Ignore Conventional LogicYou Must Ignore Conventional Logic
Conventional logic says you must
find the concept inside the productfind the concept inside the product.
That’s not necessarily true.
Look inside the prospect’s mind…
Th Uncola id i idThe Uncola idea was not inside
the
It was inside the cola drinkers head!
Conventional Logic Says To Successfully Market Your Conventional Logic Says To Successfully Market Your Product, You Have To Integrate It Into Product, You Have To Integrate It Into ExistingExisting RitualsRituals
Conventional Approach
Step A : Identify a Large Food Occasion: “Tea Accompaniment”
Step B : Develop products with high complementarity
Kurkure flipped the logic
Step 3: Proceed to pay the “Maximizing Conversions” game
It created a whole new Ritual, challenging and subverting existing Tea rituals and codes ( “Tea+ Sweet biscuit”) and focused entirely around
romancing its unique product experience
• It created a whole new tea time experience – wicked multi‐sensorial undeniably IndianIt created a whole new tea time experience wicked, multi‐sensorial, undeniably Indian• It introduced a delightfully idiosyncratic Family that everyone wanted to be a part of!• Tea Times were never the same again!
Subverting An Orthodoxy Can Reap Juicy DividendSubverting An Orthodoxy Can Reap Juicy Dividend
Orthodoxy
Subverting An Orthodoxy Can Reap Juicy DividendSubverting An Orthodoxy Can Reap Juicy Dividend
xyThe mango experience is one of childhood nostalgia . Its about
playfulness, fun with the family, and the honest-to-goodness taste of ripe, juicy mangoes.
Mango is The Familiar Taste of The King Of Fruits
SliSliceThe mango experience is a highly indulgent one. Its taste,
ll l d f l d th ki it smell, colour and feel seduce the senses making it irresistible to God and man alike.
Mango is so much more than a fruit. Mango is so much more than a fruit. It is pure sensual pleasure.
When The Going Gets Tough, The Tough ReWhen The Going Gets Tough, The Tough Re--write write g g , gg g , gThe Rules The Rules
Turning Adversity into Advantage with flair & with classic Pepsi Irreverence
How Do You Stamp Your Ownership Of A How Do You Stamp Your Ownership Of A p pp pPlatform So Huge, That Its A Religion?Platform So Huge, That Its A Religion?
Create The Give Them The hSymbols
i h m hChants
C i k t Th R li i Of
Give Them A Gateway to
Cricket – The Religion Of a Billion
iv h m y oTheir Gods
How Do You Constantly Refresh & Revitalize This How Do You Constantly Refresh & Revitalize This Association Such That You Own The Platform Association Such That You Own The Platform Association Such That You Own The Platform Association Such That You Own The Platform
Differentially, Powerfully? Differentially, Powerfully?
Cricket isn't what it used to be…
COLD, PERFECT BOWLINGTEXTBOOK MECHANICAL
UMPIRING
BOWLING AND
FIELDINGACTIONS
TEXTBOOK TECHNIQUE
WELL
New age cricket is Cricket with PEP!Irreverent, Unorthodox, Fun, CHALLENGING, Inclusive…rewriting the rule book
WELL BEHAVED,
KNOWLEDGEABLE
AUDIENCESCOLD,
MECHANICAL TEXTBOOK
INFORMAL UMPIRING
INNOVATIVE NEW
BOWLING AND FIELDING
UN ‐ORTHODOX
SHOTS AUDIENCESUMPIRINGK
TECHNIQUE
TECHNIQUES
PEPSI CELEBRATES THIS DYNAMIC CHANGE IN CRICKET AND YOUTH ATTITUDE
GIVE INDIA A NEW LEXICONGIVE INDIA A NEW LEXICON
Result: Highest TopResult: Highest Top--OfOf--Mind Association With The Mind Association With The Result: Highest TopResult: Highest Top--OfOf--Mind Association With The Mind Association With The
17
Result: Highest TopResult: Highest Top--OfOf--Mind Association With The Mind Association With The World CupWorld Cup
Result: Highest TopResult: Highest Top--OfOf--Mind Association With The Mind Association With The World CupWorld Cup
17CRICKET SURVEY FINDINGS: ICC WORLD CUP
9
56667
R e lia n c eH e ro H o n d aN o k iaA irte lL GV o d a fo n eP e p si
Our Case Study Issue Today Requires Our Case Study Issue Today Requires YOUYOUYOUYOU
To Think Outside The BoxTo Think Outside The Box
Case SummaryCase Summary
h d d i i d h d f i ifi l i h
Case SummaryCase Summary
• The Food Industry is poised on the edge of some significant evolutionary changes. Consumer awareness of the importance of Healthier Lifestyles, and their receptivity to making pro‐health choices has increased significantly.
• Although action is yet to echo intent, and the leading parameter of Health for most consumers is still “Freedom from Disease”; Vitality and Wellness are concepts that will soon start percolating down the socio economic ladderwill soon start percolating down the socio‐economic ladder.
• This awakening cannot happen soon enough, given India’s alarming scorecard on Health and its galloping statistics on lifestyle related diseasesHealth, and its galloping statistics on lifestyle related diseases.
• Two PepsiCo brands are perfectly in tune with the consumer’s need for Vitality and Wellness Tropicana the World Leader in Juice and Quaker the World’s No 1Wellness ‐ Tropicana, the World Leader in Juice and Quaker, the World s No. 1 branded hot cereal.
• The currently nascent market for these categories will require several important• The currently nascent market for these categories will require several important unlocks at both the consumer, and the category end.
Understanding The ConsumerUnderstanding The ConsumerUnderstanding The ConsumerUnderstanding The Consumer
India’s Journey From A Protectionist Past To A Resurgent, India’s Journey From A Protectionist Past To A Resurgent, Consumerist Economy Has Fashioned the Values And Consumerist Economy Has Fashioned the Values And Consumerist Economy Has Fashioned the Values And Consumerist Economy Has Fashioned the Values And
Attitudes of Key Consumer CohortsAttitudes of Key Consumer Cohorts
B Af 1999 1999 1983 1983 1972 1951 1971
Kids ( 6‐12) Millennials ( 13‐28) Young Families ( 29‐39) Boomers ( 40‐60)
Born: After 1999 1999‐1983 1983‐1972 1951‐1971
• Globalisation
• Pride in India
• Globalisation
•Media Penetration
• India in evolution
• Economic Uncertainty to
• India making its presence felt
Key Influences
• Communication Technologies
• Diversity
• Economic Boom
• Consumerism, Mobile Telephony
• Steady Economic Growth
Progress • Technology leapfrogging
• Environment and Conservation
Values &
Economic Boom
• Experimentation
•Materialism
• Generation of transitioners
• Thrift & Value Orientation, but Propensity to Spend
• Economics of Plenty
• Competitiveness
•Materialism• Consumerism
• Socio‐centrism
Attitudes • Individualism
• Unabashed Consumerism
but Propensity to Spend
• High achievers•Me‐centrism
• Confidence• Early Adopters
For The Purpose For The Purpose Of This CaseOf This Case, , We Shall Focus On Some We Shall Focus On Some pp ,,Key Segments Within These CohortsKey Segments Within These Cohorts
( ) ili ( 29 39 ) ( 0 60 )
24 – 50 years
Millennials ( 13‐28 yrs.) Young Families ( 29‐39 yrs.) Boomers ( 40‐60 yrs.)
24 50 years
Lets take a closer look at themLets take a closer look at them…
Defined as much by a mindset as by birth year, Defined as much by a mindset as by birth year, MillennialsMillennials are are people who were shaped by demographics parenting styles people who were shaped by demographics parenting styles people who were shaped by demographics, parenting styles, people who were shaped by demographics, parenting styles,
economic conditions and prevailing cultural normseconomic conditions and prevailing cultural norms
The Most Important Influencer For Millenials : The Internet
Hunger To Expand HorizonsHunger To Expand Horizons, Fear Of Being Left Behind
Flag Bearers of Optimism, Adventure*Image courtesy‐MTV Youth Study
Families Are The Anchor Of The Indian SocioFamilies Are The Anchor Of The Indian Socio--Economic Fabric. Economic Fabric. Structures Have Evolved, However Kinship Remains A Key Need..Structures Have Evolved, However Kinship Remains A Key Need..
The Churning Of Tradition: Roles, Food Habits
The Family is still the scorecard, evenThe Family is still the scorecard, even for new age, individualistic moms
The Resource‐ Rich, Time‐Poor Family: need for coping mechanisms
Boomers Boomers –– A Large, Heterogeneous Group With Differences In A Large, Heterogeneous Group With Differences In “Quality Of Life/Attitudes Towards Life/Physical & Mental “Quality Of Life/Attitudes Towards Life/Physical & Mental Quality Of Life/Attitudes Towards Life/Physical & Mental Quality Of Life/Attitudes Towards Life/Physical & Mental
Abilities To Negotiate The Gains & Losses In Life. Abilities To Negotiate The Gains & Losses In Life. They vary in their attitudes & value systems, but share a workThey vary in their attitudes & value systems, but share a work‐‐horse culture, horse culture, are are
selfself‐‐motivatedmotivated, value, value‐‐conscious, pragmatic and family oriented.conscious, pragmatic and family oriented.
Age is Just a Number “Managing Age” v/s “Fighting Age”
Re‐invent, Re‐discover, Rejuvenate
The “Watch Your Health/Future ” responsibility
Positive Food Attitudes Develop In MidPositive Food Attitudes Develop In Mid--20s When 20s When Busy Lives Impede An Active LifestyleBusy Lives Impede An Active Lifestyle
20‐24 25‐29 30‐34 35+
First jobbers just beginning to get
into organized routines
Health means:
Being on top physically &
Conscious Health choices
Health means:
Being on top physically and
mentally
Family Nutrition tops the
Health‐agenda
Health means:
Not having any pain or
Most conscious about individual
health
Health means:
Being on top physically ande g o op p ys a y
mentally
Health routes:
Believe in sports/exercises
mentally
Health routes:
Food takes precedence over
Exercise, Choose nutritious
disorder
Health routes:
Periodic health checks ups
become important belief in
Being on top physically and
mentally
Health routes:
Calories, Cholesterol a focus,
for health & fitness and start
looking at lighter/safer
versions of food and drinks
Health barriers:
options, think of calories,
Dieting and Yoga preferred
Health barriers:
Unable to completely avoid
become important, belief in
Alternative medicine grows,
Diet control the preferred option
Health barriers:
Reduce meat, Homeopathy &
Traditional, check nutritional
Content, walking, diet control
H lth b iHealth barriers:
High consumption of fast
Food, low consciousness of
Nutritional content of food,
Unable to completely avoid
Fast food, feel stressed, fear ill
health will come in the way
Of performance
Difficult to maintain organized
routines, calorie counting a
chore, busy lifestyle
Health triggers:
Health barriers:
Believe health is about luck,
Brands become less important
Health triggers:
Ignore ill‐health/avoid check ups
Health triggers:
WOM, Buy Best known brands
Health triggers:
Keen on having a healthy diet,
Buy Best known brands
Health triggers:
Health in own hands, home‐
made solutions the best
Health problems, Family
nutrition
Health Also Manifests Differently By Gender Health Also Manifests Differently By Gender -- WomenWomenBelieve In Regimen & Advice While Men Need Performance Believe In Regimen & Advice While Men Need Performance Believe In Regimen & Advice While Men Need Performance Believe In Regimen & Advice While Men Need Performance
Benefit Benefit
More likely to69% claim
More likely to follow a well organized routine for health
healthy physical health, 58% on mental fitness
Believe that busy lifestyles leave little
space for health
71% claim healthy physical health, 60% on mental fitness
Food the biggest source of health,
followed byHealth means
Believe in sports/exercise as source of health, followed by health followed by
alternative medicineHealth means being top of physical and mental demands
Health means not having any pain or disease
followed by health check ups
Health barriers:Worry about family nutrition, Feel more stressed ,but more likely to ignore problems till they go away
Health barriers:Higher consumption of fast Food, ignore health problems, Self‐medicationHealth triggers:
Health triggers:Ask people for advice, use Home‐made remedies
Health triggers:Health problems, diet, indulgence With control,Periodical health check ups
Food & Beverage Food & Beverage Category DynamicsCategory DynamicsCategory DynamicsCategory Dynamics
Food Food And And Beverage Trends Continue To Be Beverage Trends Continue To Be Shaped By Fundamental Drivers Shaped By Fundamental Drivers
Health Sensory
Convenience ComfortConvenience Comfort
IndividualismIndividualism
Two Recurrent Themes In Two Recurrent Themes In Particular, Particular, Are Are Expected To Intensify As The Market EvolvesExpected To Intensify As The Market Evolves
Shift in H&W Attitudes
Health• More proactive
• Health as a means of transforming life
• Women’s nutrition
• Therapeutic Nutrition
• Convalescence & Slimming Products
Meal Deconstruction
Bl i b d i M l S k
• Convalescence & Slimming Products
• Blurring boundaries: Mealy Snacks
and Snacky Meals
• Growth of Quasi MealsConvenience
• Food on the go, process simplifiers
• Drinkable Food
34
Outlook: The “Individualism” theme will also grow. An illustrative example is the Indian personal care industry, where products are tailored to age/ gender/ need state‐specific requirements. Such product selection behavior is expected to become far stronger in F&B choices too.
Regional Cuisine Will Continue Regional Cuisine Will Continue TTo o ggBBe A Big e A Big DDriverriver
The desire to experiment and bed s o e pe e dadventurous.
The desire to hold on to or rediscover ourThe desire to hold on to or rediscover ourregional cuisine.
Th d l A l i f i diThe end result: A melting pot of ingredients,flavors, textures and a possiblereinvention of what is ‘our’ food.
Categories Investing Behind These Trends Categories Investing Behind These Trends Are Experiencing Strong Momentum Are Experiencing Strong Momentum
36Source: AC Nielsen. Growth is ‘10/’09
F&B F&B Brands Brands AAre Leveraging re Leveraging FFunctional unctional g gg gMessaging To Build AdoptionMessaging To Build Adoption
Promise of larger benefit Key dietary ingredients Endorsement by Authority
• Oil, atta, cereal : Heart Care • Packaged Salt: Iodine, low sodium
• Chewing gum : Indian Dental Association
• MFD cereal : Special benefits • Cornflakes: Kelloggs Iron shakti • Juices : Protein foods and Nutrition • MFD, cereal : Special benefits
( women, kids)
• Cornflakes: Kelloggs Iron shakti Ju ces o e oods a d u o
• Biscuits : “Healthier” snack • Chywanprash : Ayurveda • Horlicks Nutrition Academy /
Saffola Heart Health foundation
However, Food Marketing Requires Many More Triggers
Our Relationship With Food Is Unique Our Relationship With Food Is Unique ––Driven As Much By Our Taste Buds…Driven As Much By Our Taste Buds…
As It Is By Our Cache Of Childhood MemoriesAs It Is By Our Cache Of Childhood Memories…As It Is By Our Cache Of Childhood Memories…As It Is By Our Cache Of Childhood Memories
Lets Examine Some Levers Brands Employ To Drive Lets Examine Some Levers Brands Employ To Drive
1 Ingredient I i h
Category Integration into Rituals
p yp yCategory HabitCategory Habit
2 31 Insights AdjacenciesRituals 2
Occasion StrategicBrand4 5 6Occasion Build
Strategic Partnerships
Brand Semiotics
4 5 6
Rit li i Th Wh & H Of C tiRit li i Th Wh & H Of C ti1 Ritualizing The When & How Of ConsumptionRitualizing The When & How Of Consumption1
Axe Spray More Get MoreCorona + Lime
Wrigley’s Better to ShareAllen Solly
Friday Dressing
Corona + Lime
Kit Kat Fingers & The Kit Kat Break Oreo Twist..Lick..Dunk
Movies , Popcorn &The Kit Kat Break Popcorn &
PepsiStarbucks –Third Place
Shake the Bottle, Wake the taste Tim Tam SlamHorlicks Epang Opang ChapangAfter Eight Post
Dinner Mints
Interestingly, Some Rituals Are Born Organically, And Not Interestingly, Some Rituals Are Born Organically, And Not As The Result of A Marketing Effort As The Result of A Marketing Effort –– Gatorade ShowerGatorade Shower
At the end of an important win, American football players show their gratitude d l f l l ti hi ith th h b d ki hi ith b k t fand playful relationship with the coach by dunking him with a bucket of
Gatorade, in a ritual known as the Gatorade shower.
Apple Unboxing Apple Unboxing –– The fanaticism surrounding the brand, its The fanaticism surrounding the brand, its product range and the beautiful shells they arrive in, led to a product range and the beautiful shells they arrive in, led to a product range and the beautiful shells they arrive in, led to a product range and the beautiful shells they arrive in, led to a
phenomenon called Unboxing phenomenon called Unboxing
Facilitated by sites like YouTube where enthusiasts filmed themselves unveiling their new phone/computer to share online.
Samsung produced an amusing viral spoofing this phenomenon. Check it out at http://bit.ly/samsungunbox
Some Organically Born Rituals Become Part Of Some Organically Born Rituals Become Part Of g yg yCulture: Culture: Volkswagen Slug BugVolkswagen Slug Bug
A simple game - when you see a Beetle on the road, you're supposed to elbow the person next to p g y , y pp pyou while yelling out, "Slug Bug!" Some kids keep a running tally going to see who can spot the
most. The "no tag-backs" line is added by more seasoned players, meaning, “You Can't Elbow Me If You See the Same One”! Dating back to the 1950’s when the Beetle really got popular in America
See how VW leveraged it in their 2010 Super Bowl commercial http://www.youtube.com/watch?v=7I_pOUueifI
In estingIn esting The B and With An Ing edient InsightThe B and With An Ing edient Insight2 InvestingInvesting The Brand With An Ingredient InsightThe Brand With An Ingredient Insight2
Pears GlycerineKurkure made with familiar, wholesome
i di t D l /R j
Kurkure Xtreme – Seriously Thoda Zyaada
ingredients- Dal /Rajma
Garnier ShampooTata Salt Iodine +
Iron
Nimbooz - The AsliIndian Refresher
Garnier Shampoo + Oil
Iron
Lays Chaat Street – the taste of India
Leveraging consumer evangelism – tell us
your flavor
HorlicksWomen’s Horlicks – because women’s nutritional
needs are different
Focusing on Ingredient Efficacy, Gatorade Turned The g g y,Science Of Sweat Into A Cultural Phenomenon
A phenomenon that grew from the practice fields of college football into a true icon of the way we play, watch, and experience sports
Bed‐rocked in Scientific Integrity & Consumer Education
Three Building Blocks Are Guiding the Brand’s FutureThree Building Blocks Are Guiding the Brand s Future
Ingredient Insights Can Be Leveraged to Unlock Ingredient Insights Can Be Leveraged to Unlock B h E d Of Th V l SB h E d Of Th V l SBoth Ends Of The Value SpectrumBoth Ends Of The Value Spectrum
Here’s how two very different PepsiCo Brands have leveraged Ingredient Insights
Naked Juice Naked Juice –– A Super Premium Juice communicates its A Super Premium Juice communicates its ppunique pointunique point--ofof--view on quality, taste and love of life…view on quality, taste and love of life…
Lehar Iron Chusti – An Affordable Snack Aimed At Addressing A Key Health Issue – Iron Deficiency
Towards its commitment to reduce iron deficiency in India, PepsiCo India is concentrating its efforts on a pilot program in two Andhra Pradesh towns, where seven of ten adolescent girls suffer from iron deficiency.in two Andhra Pradesh towns, where seven of ten adolescent girls suffer from iron deficiency.• Intensive school and community‐led educational program focusing on the girl child. • Education program led by educational film on symptoms, causes and explanation of iron deficiency• Simple behaviour change and nutrition tips to reduce iron deficiency over time. • Lehar Iron Chusti ‐ an extruded snack and a sweet biscuit that are richly fortified with EDTA iron delivering 25Lehar Iron Chusti ‐ an extruded snack and a sweet biscuit that are richly fortified with EDTA iron, delivering 25 %of the recommended dietary allowance (RDA) of iron and 50 % RDA of Vitamin B1, B12 and Folate each.
• Products made with wholesome local ingredients like soya, peanuts and jaggery• Affordable pricing at only Rs 2
A Rich Ingredient Insight Combined With An Evocative A Rich Ingredient Insight Combined With An Evocative Cultural Insight, Results In Breakthrough Communication
Lays was faced with category and environment‐related headwinds that were i i hconstraining growth.
The Task: To erase consumer misperceptions, by tapping into consumers’ deep seeded love for this iconic brand.
“Inside every bag of Lay’s is a moment of happiness that reminds us that the best things in life are simple”g p
Happiness Is SimpleHappiness Is SimpleHappiness Is SimpleHappiness Is Simple
Connect Lays To The Community By Communicating A Little Known Fact – Lays Potato Chips Are More Local Little Known Fact – Lays Potato Chips Are More Local
Than “Local” Potato Chip Brands
Remind Consumers That Happiness is A Simple Pleasure, Made With Simple, All Natural Ingredients
E l iti C t Adj iE l iti C t Adj iExploiting Category AdjacenciesExploiting Category Adjacencies3
Dosa disappears with
Pepsi& Pop Corn
Oreo Cookies & Milk
Heinz – Goes with everything
Dosa disappears with Kissan jams
y g
Pepsi Makes Food B ttBetter
Tea and MarieChai Time Masti Bole
Toh … Kurkure! Doritos + DipLays + sandwich
“Leaning Into The Frame” “Leaning Into The Frame” –– Insinuating Your Insinuating Your 4 gg ggBrand Into An Existing OccasionBrand Into An Existing Occasion
4
Transforming Tea TimesTransforming Tea TimesAppropriating “Meetha” Moments Late Night
Snacking
4 pm Hunger Pangs
For When Kids Come Home Hungry
Completing Your Breakfast Nutrition Knorr Soup at
7pmDiwali Gifting
Here’s How Walkers UK Brought Alive The Idea Here’s How Walkers UK Brought Alive The Idea ggThat Sandwiches Go Great With Walkers Crisps! That Sandwiches Go Great With Walkers Crisps!
Perception: Consumer Research indicated that British people believe a sandwich is more exciting with a k f lk ipacket of Walkers crisps.
Reality: Less than 1 in 10 people actually do it.
The Walkers team set out to prove that Walkers crisps make a Sandwich more exciting. p p g… Any Sandwich
How a tiny, sleepy village called Sandwich became the most exciting place in Britain
British boy band JLS performed at Sandwich Tech
Triple Michelin Star chef Marco Pierre White made free
sandwiches for the town
Popular comedian Al Murray hosted a quiz night
F1 h J B tt F1 champ Jenson Button gave locals a ride in his taxi
Chelsea Midfielder F nk L m d j in d in f
The local pub got a new barmaid for a day – Pamela Anderson!
Frank Lampard joined in for practice at Sandwich FC
The result: Sandwich received GBP 3.2 million of coverage, the films
Watch the whole story at http://www.youtube.com/watch?v=DClOTJyVQzc
ggenerated 1.6 million views online, Walkers sold an extra 1.5 million
packets of crisps
Brand Semiotics & Sensory SignaturesBrand Semiotics & Sensory Signatures5 Brand Semiotics & Sensory SignaturesBrand Semiotics & Sensory Signatures5
Coffee Source- Integrity, Aroma, Stimulation
St Hi hl S i lStrong, Highly Sensorial Appetite Appeal,
Thirst Stimulation
Cola Craving
Natural, Fruit ProvenanceIndulgence Pleasure-seeking
Sensory Signatures Bring Alive Each Element Sensory Signatures Bring Alive Each Element y g gy g gOf The Marketing Mix, Including Packaging…Of The Marketing Mix, Including Packaging…
… thereby permitting sophisticated Mood Marketingy p g p g
These smooth & spicy notespartner well with Merlot fora surprising peppery finisha surprising peppery finish
This citrus squeeze and Rosemarybl d l h b fblend compliments the buttery notes ofChardonnay to create a vibrant finish
Lays Romances Irresistibility And FlavorsLays Romances Irresistibility And FlavorsLays Romances Irresistibility And FlavorsLays Romances Irresistibility And Flavors
The multi‐sensorial experience of fresh, earthy Potatoes & Flavorful
N t l I di t
The Lays Oasis Moment
Natural Ingredients
Slice Brand Semiotics Have Helped It Own Mango Slice Brand Semiotics Have Helped It Own Mango p gp gCodes DifferentiallyCodes Differentially
The logo is cut out from a perfectly ripe & juicy mango.
In India, mangoes are available & consumed in abundance. Slice gives the experience of
abundant, luscious mangoes.
We wait eagerly for mangoes to ripen so weWe wait eagerly for mangoes to ripen so we can enjoy that ‘first taste’. The first drop of Slice connotes the culmination of this wait.
The irresistibly delicious taste of mangoes allows Indulgence and Guilty Pleasure. Slice
6
users enjoy ‘’Pure Mango Pleasure’’
Associations & Strategic PartnershipsAssociations & Strategic Partnerships6 Associations & Strategic PartnershipsAssociations & Strategic Partnerships6
Red Bull Extreme Sports
Lays - CricketPepsi - Cricket
Vodafone - Movies
Mountain Dew Extreme Sports
Vodafone MoviesNike Chalkbot – Lance Armstrong’s
Live Strong FoundationAdidas - Rugby
Nike And Apple Nike And Apple Created The NIKE Created The NIKE + + Running CommunityRunning Community
http://www.youtube.com/watch?v=nhStKDFGv_s
Strategic Partnerships: WinStrategic Partnerships: Win--Win Alliances That Win Alliances That g pg pHelp Further A Corporate/ Brand Agenda Help Further A Corporate/ Brand Agenda
PepsiCo ‘s 360 degree Farmer connect program
PepsiCo – Exnora Waste to Wealth Program
Q k TOIQuaker –TOI –Apollo Hospitals “Mission To Make
India Heart Healthy”Quaker – BaristaQuaker Barista Healthy Breakfast
Time To Meet The Brands Time To Meet The Brands You Are Working OnYou Are Working On
69
India’s JuiceIndia’s Juice--Based Industry Is At A Massive Based Industry Is At A Massive 1.82 Billion cases, Predominantly Unpackaged1.82 Billion cases, Predominantly Unpackaged
Indian Juice Based Landscape
Unpackaged (88%) Packaged (12%)
NimbuP i
Coconut W t
Sugarcane Juice
Mango D i k
NimbuP i
1 – 19% F it J i
20 ‐ 100% F i J i
Street Juice* Paani Water Juice Drinks Pani Fruit Juice Fruit JuiceJuice*
27% 51% 5% 6% 76% 7% 13%
% of total
4%
% within packaged* Includes homemade Juice
The Packaged Juice/Juice Drinks Industry today represents just g / y y p j12% of the opportunity!
Source: PI Industry Construct, Street Juice Quant, CDT ’11
Packaged Juices Are Segmented By Packaged Juices Are Segmented By Juice Content and PricingJuice Content and Pricing
Others
100% Juice(Rs 80‐100)
/4.2mm c/s
20 – 79% F it J iFruit Juice Beverage(Rs 70‐80)
19 2mm c/s19.2mm c/s
0 – 19% JuiceDrinks
(Rs 50 69)(Rs 50 ‐ 69)
16.4 mm c/s
Mango Drink(Rs 50 ‐ 55)
145 mm c/s
Though Small In Volume, Juices Are Though Small In Volume, Juices Are Growing At 32%Growing At 32%
l $
gg
Value $ MM US
In Value Terms, Category is at 1.5X Instant Coffee and 0.8X Noodles
However, Category Penetration and However, Category Penetration and Trials Still LowTrials Still Low
72 70
52
6866
6667
40
49 47
4644
26
2025
32
20
33 7
1
6
3 40
31 3 40
Colas MBD Lemon Lime Clear Orange Pkgd. Nimbu Pani Pkgd Juice
Geographical footprint skewed to North ( 74%) followed by West ( 14%). South and East are at roughly 6% each
100% Juice Is Only 16% of Category Mix, But Is Driving 100% Juice Is Only 16% of Category Mix, But Is Driving Category Growth. Tropicana Enjoys Share DominanceCategory Growth. Tropicana Enjoys Share Dominance
The Rest Of The Range ( < 100%) Constitutes The Rest Of The Range ( < 100%) Constitutes The Bulk At 84%The Bulk At 84%
Juice Category HomeJuice Category Home--TruthsTruths
Fast Growing, Cluttered Category Witnessing High Activity Across SegmentsAcross Segments
Growing Health & Wellness Trends Are Proving Tailwind For Future Growth
Affordability and Relevance are Key Barriers. So Are Taste And Perceived Freshness
Future Growth
Perceived Freshness
Key Benefits are Nutrition, Health, Vitality and Taste
Consumer Awareness and Understanding of Juice Propositions /Benefits/Juice Content Very Fuzzyy y
Consumer Education and Product Differentiation Will Be Key To Unlocking Growthg
In ‘08, Tropicana Embarked On A Well In ‘08, Tropicana Embarked On A Well Considered Strategy To Drive Greater Relevance Considered Strategy To Drive Greater Relevance
Phase 3Phase 2
Gi h d k h d
Phase 1
Celebrate the Product Give the Brand a Relevance Anchor
• Anchor the brand in the most
Make the Brand Integral to Breakfast
• Give the Brand a hook into• Build Consumer Confidence Anchor the brand in the most relevant Occasion
• Tropicana 100% gives you a healthy start
Give the Brand a hook into consumers’ lives
• Tropicana understands the trade‐offs you make
Build Consumer Confidence & Education
• Tropicana 100% is 100% Juice
• Build Reason to Believe • Inherent Nutrients and
Goodness
• Build Reason to Believe • Rushed Breakfast leaves
nutrition gaps
• Build Reason to Believe • Communicate “No
added color, sugar, • Top up your breakfast
with 100%• Combat your hectic
lifestyle with Tropicana 100%
preservatives”
C l b t Phase 1
Celebrate The
Product
Lead with the 100% range:• Communicate Superior
Product Credentials with strong benefit messaging:
• 100% Juice• No Sugar• No ColorNo Color • No Preservatives
Rest of Range To Drive Flavor Experimentation, Taste & Value
Phase 1: Single Minded focus on Phase 1: Single Minded focus on establishing the Core 100% propositionestablishing the Core 100% proposition
.
Desired Consumer Response: If its not 100%, it isn’t good enough
Phase 2: Identifying A Relevant Consumer Phase 2: Identifying A Relevant Consumer Insight To Drive Consumption Relevance Insight To Drive Consumption Relevance
Phase 2
Differentiate The Brand –The Brand –Arm It with R l a Relevance Anchor
“It is now well proven that breakfast is the
most important meal of the day.
Unfortunately, it is also the one meal that is
the most compromised for me due to my
h d i h d l ”rushed morning schedule”
How Do You Unlock A Highly Ritualized Occasion How Do You Unlock A Highly Ritualized Occasion Like Breakfast? Like Breakfast?
Key Challenges
• Breakfast is a highly ritualized occasion• Breakfast is a highly ritualized occasion
• Food & Beverage habits well established
• Key Needs: Nourishment Day Long• Key Needs: Nourishment, Day Long
Vitality, Energy, And Taste
• Juice Not part of the Indian BreakfastJuice Not part of the Indian Breakfast
Culture
Strong Functional Delivery Critical• Stake Claim to Nutritional High ground• Stake Claim to Nutritional High ground• “Tropicana covers up the nutrition gaps in
your breakfast”
Phase 2: Anchoring The Brand In The Breakfast Phase 2: Anchoring The Brand In The Breakfast Occasion to Drive RelevanceOccasion to Drive Relevance
Customized Breakfast Customized Breakfast Promotions Executed For Promotions Executed For Priority Customers To Drive PenetrationPriority Customers To Drive Penetration
83
Disruptive Retail Merchandising To Drive Impact Disruptive Retail Merchandising To Drive Impact
Phase 3 Phase 3 –– Intensify The Strategy…Make The Intensify The Strategy…Make The Brand An Integral Part of Breakfast Brand An Integral Part of Breakfast
Phase 3
Deepen the Brand’s Role – Give it a Role – Give it a
Talking Point in the C ’ Lif Consumer’s Life
.
Phase 3: An Empathetic Tone Of Voice…Building An Phase 3: An Empathetic Tone Of Voice…Building An Integral Role For Tropicana In Consumer’s Lives Integral Role For Tropicana In Consumer’s Lives
86
Quaker Is A $2.8B Global Oats BusinessQuaker Is A $2.8B Global Oats Business
#1 global branded hot cereal Primarily a hot cereal businessBars/ Other 4%
$1.7
$0 9 $RTE cereals
14%
Bars/Biscuits9%
Other 4%
Q k B&G
$0.9
Wh b
$0.8
CPW
$0.6 Hotcereals73%
14%
Present in 38 countriesSkewed to 4 markets
Quaker B&G Whtbx CPW
Skewed to 4 markets
UK 4%
Other 14%
US61%Canada
16%
Mexico 5%UK 4%
Source: Euromonitor; internal financials
Launched in India In 2006, Quaker Occupies Launched in India In 2006, Quaker Occupies Dominant Share Of The Oats SegmentDominant Share Of The Oats Segment
• Launched in the South Zone, where Oats consumption is a well developed habit –category penetration at 30%category penetration at 30%
• Quaker enjoys dominant Share of Market and Strong Consumer KPIsand Strong Consumer KPIs
• Steady growth in Key Consumer Metrics
Top Of Mind 31 +16
2011 Change v/s ‘10
Ever Eaten 62 + 3Controls Cholesterol 95 +17
India Has A Large Breakfast Opportunity, India Has A Large Breakfast Opportunity, Mostly UnbrandedMostly Unbranded
# Last 4 Weeks HH Penetration
Muesli910MT Traditional foods are 12%
Oats 8000MT
at the heart of the Indian breakfast habit
Cornflakes13200MT
Branded Breakfast Market < 50,000 Tons.
Poha Idli Paratha Daliya
98%
The Breakfast Cereal Category Is Witnessing The Breakfast Cereal Category Is Witnessing High Decibel ActivityHigh Decibel Activity
Key Consumer Trends Have Converged to Grow The Branded Breakfast Market
Health Concerns
Stressed Lifestyles
Quest For Convenience
The Competitive Landscape Is Strong & Expansive
Saffola
Building Off Heart Leveraging Breakfast E i C d i l
Building Health C d i lHealth credentials Expertise Credentials Credentials
Oats Category HomeOats Category Home--TruthsTruths
Large Breakfast Opportunity, But Predominantly Unbranded ( > 95%)
Branded Breakfast Market Small ( 1000 Crs), But Fast Growing ( 30%). Oats Growth 46%, Breakfast Cereal 30%
Growing Health & Wellness Trends And The Convenience Quest Ensure A Strong Growth Outlook
South Contributes Over 70% Of Oats Volume, Followed By West. Low overall Relevance for Oats outside of South
Key Barriers Are Low Awareness & Low Relevance. Consumer push back on Oats Taste &Texture also presents a barrierpush back on Oats Taste &Texture also presents a barrier
Consumer Education and Product Differentiation Will Be Key To Unlocking Growth
Quaker Has Leveraged The “Heart Health” Quaker Has Leveraged The “Heart Health” Promise To Drive Relevance With The ConsumerPromise To Drive Relevance With The Consumer
2007Nutritious Breakfast that helps reduce cholesterol
2008
Heart age more than your age
2009‐10
reduce cholesterol
“I suddenly discovered my cholesterol problem…”
Strongly anchored in the ingredient promise that drives the efficacy of Oats as a Health food.
A Powerful Consumer Education Campaign Has A Powerful Consumer Education Campaign Has Formed The Core Of The Communication StrategyFormed The Core Of The Communication Strategy
Quaker’s Thought Quaker’s Thought LLeadership In Heart Health Has eadership In Heart Health Has Paid Rich DividendPaid Rich Dividend
Delivered Great ResultsHigh ground on Heart Health
The First Source Of Heart Health
The Intent
At 18% of the Breakfast cereal market and over 50% share of the
Breakfast, Leader Reduce cholestrol, Behavior change
market and over 50% share of the Oats Segment, Quaker Oats today enjoys supremacy on both business metrics and on consumer regard
The Idea
Oats, Natural, Expertmetrics and on consumer regard scores.
Mobilize India to adopt Heart Health Over 300,000 have joined the MissionDriving Relevance
in SouthAI Mission
96
Deepening Oats Relevance For The Consumer Deepening Oats Relevance For The Consumer Continues To Be A Critical Success Factor Continues To Be A Critical Success Factor
Consumer Truths Brand TruthsCategory Truths
• Busy lifestyles, lack of time,
acceptance of packaged food, &
rising household incomes are all
• The Branded breakfast category
is registering strong growth.
N B d l h b i
• Quaker’s Heart Health
proposition has resonated with
Consumersrising household incomes are all
creating a groundswell for
Healthier lifestyle choices.
• New Brand launches are being
built on the propositions of
increased convenience or
Consumers.
• However, the triggers to Trial
remain latent awareness, heart
• However, despite Health becoming
an increasingly important factor in
our food choices, Taste remains of
Nutrition or both.
• Outside of the South zone, Oats
penetration at a National level
ailments and medicinal advocacy
• The Brand runs the risk of being
perceived in a problem‐solution,
paramount importance.
• Health is still decoded by the
penetration at a National level
remains very low at only 3%
perceived in a problem‐solution
context, and hence being
regarded as
consumer as freedom from
disease, rather than overall
Vitality.
medicinal/therapeutic.
Having Established Product Efficacy Credentials, Quaker Is Having Established Product Efficacy Credentials, Quaker Is Now Focusing On Enhancing The Relevance Of Heart HealthNow Focusing On Enhancing The Relevance Of Heart Health
Focus on the “So What” of Heart Health
TG 35 yr old seemingly fit city lifer
The pressures of current daily life prevent f i i ime from investing in my tomorrow. Insight
Takes care of your heart (today) so you can realize your heart’s
desires (tomorrow)Proposition
desires (tomorrow)
From “ What it Does” To “ Why That’s Important”
Evolving Brand Tonality From ProblemEvolving Brand Tonality From Problem--Solution To Solution To Proactive, From Instructional to EmpatheticProactive, From Instructional to Empathetic
Q k B fi ( jEducation• Quaker Benefits (not just
for the sick & aged)• Proprietary Ownership of
Heart Health (BETA GLUCAN story)GLUCAN story)
Empathy for 35+ TG
• A physical milestone: You notice subtle changes in your health
• An emotional milestone: Greater urgency to achieve your dreams
Extending Oats Relevance Will Also Be About Extending Oats Relevance Will Also Be About Making Oats Play A Larger Role In People’s LivesMaking Oats Play A Larger Role In People’s Lives
New User Segments Product Innovation
• Mother Brand Benefit: Oats reduce cholesterol and keep you heart‐ healthy
• Quaker Oats Cookies: A Tasty and Healthy Oatilicious snack to fulfill those yin‐between‐meal hunger pangs
Challenge: How do you vivify the benefits of consuming Oats?g
Insight: Fit cops are a rarity in India
Initiative: A 30 day Quaker program in partnership y Q p g p pwith doctors, nutritionists and physical trainers at major police stations in Chennai
Understanding BreakfastUnderstanding Breakfast
A Good Breakfast Marks The Start Of A Good Day!A Good Breakfast Marks The Start Of A Good Day!A Good Breakfast Marks The Start Of A Good Day!A Good Breakfast Marks The Start Of A Good Day!
A comfort zone
Ritualistic
Positive start
Fuel for the dayFuel for the day
Entry Entry Barriers Are Least For Breakfast Barriers Are Least For Breakfast , , They They Get Tougher As We Move Closer To The Core Get Tougher As We Move Closer To The Core
Entry barriers – least; High
Fi d Sit d
Quasi mealsleast; High
experimentation, adoption and acceptance
Cultural, Ethnic
Fixed, Sit down,Home cooked mealsBreakfast
for some
Eg – Biscuits, Modern snacks/
,Foods;
Main meals : Lunch
Morning tea
Small treatsCelebrations
Snacking
Toughest to enter but once there, its
Lunch for HWWeekend family Lunch
FestivalsEntry barriers – medium
Eg; Breakfast
most deep rooted
Weekend family LunchBreakfast for many
g;cereals, eggs and Bread, Tropicana
The Notion Of Breakfast Is Evolving The Notion Of Breakfast Is Evolving The Notion Of Breakfast Is Evolving The Notion Of Breakfast Is Evolving
From To
SPIRITUAL I have given you my best. Now go out and seek the world. “Shubh Aarambh” . Focus is on Taste
Health is a way of life and everything we do has its impact. Taste still hygiene, but Health Important and
SOCIO‐
Aarambh . Focus is on Taste hygiene, but Health Important and making in‐roads
Eat Like A King: Belly Fill Eat Like A King, but keep it healthyCULTURAL
PSYCHOLOGICAL
Eat Like A King: Belly Fill Eat Like A King, but keep it healthy
Sending the family off with full h d h f i
A happy, light and satisfied stomach h i d i illPSYCHOLOGICAL stomachs and happy faces is a great
feeling for the homemakerthat gives energy and stamina till the next meal
EMOTIONALCare given to my family. My personal effort to get them going the healthy and happy way
I really care, that’s why I give you the best and healthiest breakfast… But convenience is not a sin anymore.
First meal of the day; the right start for a right dayRATIONAL
Within Within The Household, A Varied Breakfast Is Becoming The Household, A Varied Breakfast Is Becoming CommonCommon, , Given Individual Choices , Health ConcernsGiven Individual Choices , Health Concerns; ;
HOMEMAKER HUSBAND ELDERS
CommonCommon, , Given Individual Choices , Health ConcernsGiven Individual Choices , Health Concerns; ; Everyone Seeks NourishmentEveryone Seeks Nourishment
Breakfast has to be hot healthy &
Make it hot, tasty & healthy l h h
Familiar/routine healthy, hot, healthy & appetizing. Everyone must feel happy, content in the stomach charged &
Want to leave home happy & energized. Not fussy about what I eat as long it is fresh & filling
Nourishing & smaller meals. More traditional in their choice & less experimentative
stomach, charged & energized overall
TEENS YOUNG ADULTS
S thi th t i i k t
YOUNG CHILD
Modern in their choice &
TEENS YOUNG ADULTS
Something that is quick to serve, treaty without any rituals. Prefer one food meal rather than a medley. S ll & N l b t
Needs to be light & healthy. Must provide energy & nourishment without feeling stuffed & lazy.
Modern in their choice & wanting high energy but low calories foods. Not averse to traditional foods as long as they cane be had inSmall & Non elaborate
meals
g y as they cane be had in newer, scientific formats
Breakfast Home TruthsBreakfast Home Truths
From a Food & Beverage Need‐state standpoint Breakfast time
Breakfast Home TruthsBreakfast Home Truths
From a Food & Beverage Need‐state standpoint, Breakfast time over‐indexes sharply on healthier need‐states # 1
# 2 Breakfast considered a very important meal ( 87%)
# 3 Breakfast moving from “Relaxed Family Time” to “Rushed Me” Time
Of Sec A/B population, 26% are health conscious. Are seeking Health, Convenience, with a large focus on “Naturalness”,
“Energizing Ability”# 4
Low presence ( 4%) of a “healthy beverage” among Adults at
“Energizing Ability” # 4
Low presence ( 4%) of a healthy beverage among Adults at breakfast.
Sources : 6 W’s, Breakfast U&A,
# 5
You Dream It..You Dream It..We’ll Build And Grow ItWe’ll Build And Grow ItWe ll Build And Grow ItWe ll Build And Grow It
Your ChallengeYour ChallengeYour ChallengeYour Challenge
ii f lf l h illh illDesign Design a a powerful powerful strategy that will strategy that will help PepsiCo help PepsiCo transform breakfast for transform breakfast for
di idi iIndian consumers, creating strong Indian consumers, creating strong loyalty in a currently uncontested spaceloyalty in a currently uncontested space.
The DeliverableThe Deliverable
You must:
1. Deconstruct the Breakfast opportunity ‐ identify a gap/leverage point…
2 Id tif d ti l t t i i ht th t t i l t t iti l f ti l2. Identify and articulate a strong insight that triangulates nutritional x functional x
emotional benefits…
3. Design a product/products that has the potential to create a transformative
experience/build habitexperience/build habit
4. Formulate a relevant, powerful positioning idea for your product/products
5. Design a convenient, innovative pack format to deliver your idea to consumers
6. Tell us how you will advantage your proposition through partnerships and alliances y g y p p g p p
that go beyond products to services/experiences
Execution FormatExecution FormatExecution FormatExecution Format
• Your idea must encompass all 6 deliverables detailed in the previous slide.
• You are free to choose either of the two Trademarks (Tropicana and Quaker) to work
with or design product solutions against both.with, or design product solutions against both.
• While designing your Product Solutions, respect the guardrails that each Brand Team has
spelt out ( refer Appendix A). There are no guardrails for the other 5 deliverables your
team is working on.
• Presenting an Integrated Breakfast Program idea with both Trademarks will carry bonus
points as this mirrors the corporate objective
Your submission should follow the following format:
• An executive summary that precedes your presentation
points, as this mirrors the corporate objective.
An executive summary that precedes your presentation
• Stay within 40 slides or 5000 words ( MS PowerPoint and Word respectively)
What We Are looking ForWhat We Are looking ForWhat We Are looking ForWhat We Are looking For
Be Brave – Think Outside The Box
Be Insightful– Think Consumer Out, Not Brand In
Be Incisive– Foresight, not Fact
Paint The Big Picture– Boldness of Vision
Sweat the Details – Bring Your Idea AliveSweat the Details – Bring Your Idea Alive
Appendix A Appendix A Product Innovation GuardrailsProduct Innovation GuardrailsAppendix A Appendix A –– Product Innovation GuardrailsProduct Innovation Guardrails
Nutritional Goal To Use the Goodness of Whole Grains to Deliver A
Naturally Perfect Start
Nutritional Goal“Revitalizing power of Fruit for Breakfast
Nutrition”
Guardrails on Quaker portfolio
Genuine nutrition Only perceived
Guardrails on TropicanaRich connection with Nature: 20‐100% Juice
Preferably No added sugar. y p
Excessive salt/sugarNatural ingredients
Energy & Special d l tf
No Preservatives
Should offer real fruit Nutrition and can extend to Any inclusions like Fibre or Pulp needs platforms are
both priority to Any inclusions like Fibre or Pulp
Any Vegetable Plus Fruit combinations
Could evaluate a product that “converges” the benefit of Fruit juice & Grain only.
Wi h th Wi h th Wish you the Wish you the very best!very best!