- 1 -

- 1 -ESEG

AGENDA

I. Our journey continues

II. Key achievements of the last months

III. Our Alpro brand vision & strategic priorities

IV. Meet our target – Caroline

- 2 -

- 2 -ESEG

AGENDA

I. Our journey continues

II. Key achievements of the last months

III. Our Alpro brand vision & strategic priorities

IV. Meet our target – Caroline

We want to move …

We want to move…

… by reducing barriers to entry,

Value

Awareness

Emotional cost

Lack of social acceptance

Lack of relevance

Taste perception─ Bad taste expectations, worse than reality

─ Awareness of the brand is still low

─ High price perception – lack of personal value

─ The effort to enter the brand is seen as huge for non users.

Seen as an impact full life change and not a possible

variation

─ Brand is still perceived as being for fanatics or people with

health problems

─ No knowledge on how the brand can play a role in your life

ignorance regarding the product characteristics and usage

WITH APPEALING ADVERTISING

… through the creation of a positive

natural holistic health brand …

Nordics

Cooking

Spain

Creation of a dedicated plus site

Migration of our Facebook pages to 17,000 fans

DRAFT

Alpro Spain “Say si” website

WITH TASTY PRODUCTSIN ATTRACTIVE PACKAGINGS

… through the creation of a positive

natural holistic health brand …

Drinks Desserts Yofu

Cream Meat-free Margarine

WITH PLATFORMSAS A TOOL TO SUPPORT DIFFERENT CATEGORIES TOGETHER

… through the creation of a positive

natural holistic health brand …

Morning

Everywhere

Driver: Good start is half of the work

Positive

Nutrition

Nourishing

Nutritional benefits Pleasure

PlayfulNaugthy

Pleasure

ME time

Need of something

Rest

Driver: guilt-free ME time

Delightful moments

ENJOYABLE UNIQUE TASTE EXPERIENCE

Cooking

Convenience

Light hearted

Fresh and natural

Driver: Healthy touch for everyday favorites

AGENDA

I. Our journey continues

II. Key achievements of the last months

III. Our Alpro brand vision & strategic priorities

IV. Meet our target – Caroline

29,5 MIO peoplespontaneously mention Alpro

when asked for brands of soya productsin our 7 core countries (EU4 + SP + SW + FI)

Brand Awareness EU4

AWARENESS TRACKING Q1 2011 (N = 1800)

3% 3% 4%

10%

21%23% 24%

31%

0%

10%

20%

30%

40%

50%

jan feb march april

Spontaneous spontaneous female aided aided female

Brand awareness SPAIN• Impact on brand awareness shown in April

Source: awareness tracker N = 300/month

> 3 MIO new households in EU4have been recruited in 2010

Over 3 MIO new households recruited in 2010

• Positive results of the marketing investments in 2010: High recruitment in all countries and increasing vs last year (except UK)

19% 40% 59% 26%

+

+

+ -

* CONSUMERS BUYING ALPRO IN 2010 THAT DID NOT BUY IN 2009. SOURCE:

GFK CONSTANT PANEL 2009-2010

Excellent results in the iTQi Superior Taste Award : 26 Alpro products rewarded

Rewarded Alpro products

AGENDA

I. Our journey continues

II. Key achievements of the last months

III. Our Alpro brand vision & strategic priorities

IV. Meet our target – Caroline

NEW BRAND VISIONWHERE DO WE WANT TO GO?

Alpro company mission statement

We create delicious, naturally healthy plant-based foods for the maximum wellbeing of everyone

and the utmost respect for the planet

RTB=soya

Soya bean goodness

Natural energy through plant based

(soy) proteins

Problem solving

Reactive

PAST

CURRENT

Pro-active

Holistic positive health

Feeling light and energized

ENJOY PLANT POWER

FUTURE

Our Alpro brand journey continues…

5. Values & Personality 6. Reasons to Believe

7. Discriminator4. Benefits

8. Essence

1. Competitive Environment

3. Insight

2. Target

Brand vision model

Competitive EnvironmentThe set of alternative choices as seen by the consumer, and against which we need to differentiate

Healthy food and drinks, primarily dairy and dairy alternatives, meat and meat alternatives and margarines

TargetThe person for which the brand is the most likely to be the best choice, defined in terms of their attitudes and values, not just demographics

• Upmarket, urban & educated, primarily women, who shares a common set of attitudes

• A flexible approach to food, looking for a balanced & diverse diet• Nutritionally aware but are not exclusively health fanatics• They are not willing to compromise on taste for health – they want it all (tasty, healthy,

natural)• Fit and active, • They like and aspire to cook with fresh ingredients, but in reality time is short in their busy

lives• Open-minded and curious - connected and sociable• Awareness of the environment and intentions to do something about it

• An important part of our target has specific needs like : lactose intolerance, milk allergies, cholesterol, weight control/obesitas, ....

InsightTruth and knwoledge about the target consumer and their needs

I’m curious to find smarter food choices, that are easy to integrate in my everyday life

Finding smarter choices makes me feel good in body and mind. The better I eat, the better I feel, the more I can enjoy life to the full. It’s also nice to know I’m doing the right choices for the world I live in

Easy to integrate in my everyday life, on different levels

An enjoyable taste experience

Convenience, fitting an active lifestyle

Technical performance (non-curdling, baking, …)

Easy to share with other members of the family

BenefitsThe diferentiating benefits that motivate purchase

Emotional: I feel light and energised, so I am up for anything that life throws my way; I feel better about myself, because I make the smart choices

Functional : naturally healthy and good for your body, easy to digest source of vitality

Sensory: enjoyable unique taste experience

Values & PersonalityThe Brand personality and values – what the brand stands for and believes in

Who we are : inspiring, confident, passionate, caring, optimistic friend

What we stand for: authentic, responsible, open & honest

Reasons to believeThe proof we offer to substantiate the positioning

The goodness of plant-based nutrition

Rich in good things, low in bad things and planet friendly

To be fuelled by concrete elements.

Can be different, depending on the category or key ingredients

Examples :

Rich in good things: complete protein; vitamins, fibres, calcium, good fats

Low in /no bad things: no animal fats, saturated fat, sugar, artificial additives, lactose

Planet friendly : Lower footprint

Substantiating the taste benefit : plain products used in a flavoursome way (ex. breakfast cereals, fruits), flavoured products containing tasty ingredients (vanilla,

chocolate, fruits, ...)

DiscriminatorThe most compelling and competitive reason for the target consumer to choose the Brand.

- We are the most authentic: we have always believed in the goodness of plant nutrition, for you and the planet. We were the first to believe it 30 years ago and we believe it now more than ever. That’s why you can trust Alpro to offer the most tasty and accessible range of plant-based products.

EssenceThe distillation of the Brand’s genetic code into one clear thought, a thought you would be proud to put on your T-shirt

Enjoy plant power The pride to believe in the power, the strength of plant-based nutrition for you and the planet, as a positive choice

Expressing the inspiring, pioneering nature of the brand : we are on a mission for better food, we are passionate and confident on our offer,

no longer will we be apologetic that we “aren’t quite dairy”.

EssenceThe distillation of the Brand’s genetic code into one clear thought, a thought you would be proud to put on your T-shirt

Enjoy plant power

STRATEGIC PRIORITIES

Key priorities to walk the path to growth

Brand

Desire

Enjoyable unique taste

experience

OWN and Leverage

Plant- goodness

Create a multi -

category food brand

Right target - Right

message

Right context

Work on 2 levels

1.Brand level

2.Platform & product

level

Build a strong brand through a strong communication architecture

AGENDA

I. Our journey continues

II. Key achievements of the last months

III. Our Alpro brand vision & strategic priorities

IV. Meet our target – Caroline

Who’s Caroline?

• Attitudinal target from brand key

• Based on input from research input on target

ContextStarting Point

Need

• An inspiring & clear vision on ‘target person’ for internal & external usage

• Based input from local and divisional marketing in Passion Radar

Who does

she spend

time with?

Where does she go

to?

What

does she

do?

SIMPLE CREATIVE

COOKING

• Natural ingredients

• Easy to make (ingredients &

timing)

• classics with a twist

• Possibility to include personal touch

• Surprising

INSPIRE MY BODY,

MIND & SOUL

• Discovery, challenging & inspiring

• Experience

• Including physical activity

• Well-being

• Feeling of mental and/ physical

satisfaction

Enjoy a touch of nature

A touch of esthetics in everything I do

Sharing & living experiences

With a twist

Enjoy life to the fullest