June  13th  2013    1  

June  13th  2013    2  

June  13th  2013    

1. Low price – Industrial production – Commodity -  Heinz -  Private Label -  Conventional -  Non Organic -  No Mother or bits

2. Mid Range – Semi Industrial production – Remedy -  Braggs -  Spectrum/Eden/365 -  Natural and some Conventional distribution -  Organic/Non GMO -  Mother and bits are key selling Feature

3. Premium– Hand Crafted – Taste and Refinement -  Gingras/Maille -  Specialty, Conventional and some Natural -  Non Organic/Non GMO -  Mother, some small bits and age claim t

June  13th  2013    

                   1. Low Price – Just want Apple Cider Vinegar at the best price.

-  Traditional Eaters – Just need something for the marinade -  “Going in a Marinade so it doesn’t matter “ -  “It’s a staple in the cupboard” -  “Boiling eggs”

2. Mid Range – All about the mother, read about the benefits. -  Self healers – looking for Organic brands that have mother -  “My grandma took it and lived to 98” -  “Braggs has the most mother” -  “The bits are good for you”

                     3.  Premium – Packaging appeal, Recommendation and Trade up.

-  Home Gourmets shopping vinegar category -  “I always use good ingredients” -  “Good vinegar makes a salad” -  “It tastes Fresh “

June  13th  2013    

-  Rising awareness of the benefits and versatility of Apple Cider Vinegar is translating into growth in the category

-  Braggs OOS last summer -  Regularly featured on DR OZ -  Increasing selection at all price points

-  Clear category leaders in Apple Cider Vinegar -  Low price – Heinz -  Mid Range – Braggs -  Premium – Gingras

-  Very little innovation in the Apple Cider Vinegar category -  New lines are often based on reduced price v’s existing players -  Similar packaging and labelling -  Is the retailer gaining more value from increasing the range v’s existing players ?

-  Speciality vinegar as a category is seeing a decline in value and rise in volume -  Rebalancing of shelf sets as slower premium priced slower moving lines are de-listed -  Challenge remains to get turns on +$10 vinegar in conventional grocery -  Private label is becoming more prevalent in Balsamic and wine vinegars at all price points -  In Branded well priced and promoted sub $10 branded premium vinegar is providing some growth

June  13th  2013    

Low Price -  Market Leader Heinz -  Private Label opportunity excellent -  Pricing activity - TPR’s – lowest price wins the volume Mid Range -  Market Leader Braggs -  Private Label opportunity modest -  Other SKU’s to consider Eden, Spectrum -  Pricing activity – TPR all SKU’s – Braggs has a loyal customer base so low

switching opportunity Premium -  Market Leader Gingras -  Private Label opportunity low -  Other SKU’s to consider Katz, O Vinegars -  Pricing activity – TPR at key holiday periods when consumers looking to trade

up, Shippers for gifting opportunity if November/December

     

June  13th  2013    

June  13th  2013    

Offering consumers a trade up opportunity in a stable category. -  Authenticity -  Award winning eye Catching packaging -  A tightly focused range of unique flavors

Recipe hub at cidervinegar.com – Cider Vinegar for gourmets. -  Major overhaul of the website for Fall 2013 -  Explains the versatility and and offers some exciting ways to enjoy cider vinegar

Gingras Key Targets 1.  Conventional channel - Raspberry & Original -- stores that have rotation on $6.99+ 375ml

Balsamic and wine vinegars 2.  Specialty retailers – All SKU’s 3.  Natural Cross over stores – Raspberry and Original      

June  13th  2013    

Conventional      

Specialty      

Natural      

June  13th  2013    

- Versatile and interesting category. - 3 clearly defined subsets. 1. Low price – Industrial production – Commodity. 2. Mid Range – Semi Industrial production – Remedy. 3. Premium– Hand Crafted – Taste and Refinement.

- 3 clearly defined consumer purchase occasions. 1. Low price – Just want Apple Cider Vinegar at the best price. 2. Mid Range – All about the mother, read about the benefits. 3. Premium–  Packaging appeal, Recommendation and Trade up.

- Growth opportunity in all categories. - Clear retailer/consumer proposition. - Benchmark manufactures in all 3 categories.