£676M

Birds Eye Category Vision, Kantar Retail

Who are

How are working with our customers

●Leading branded frozen food player in

Western Europe with sales of €2 billion

●No 1 Market shares in 9 countries

●Iconic portfolio of brands including Iglo,

Findus and Birds Eye

Share in Frozen Food RSV YOY

Established

Savoury Frozen Category

57%30%

5%

4%

4%

0%

Birds Eye

Mccain

Aunt Bessies

Dr Oetker

Youngs

Goodfellas

2017 SOV

Frozen Savoury Brands: Media Investment 31 Dec YTD YOY

Nielsen to 31st Dec 2017

Media Investment YTD

£0

£5,000,000

£10,000,000

£15,000,000

£20,000,000

£25,000,000

£30,000,000

£35,000,000

£40,000,000

↑4

→

→

→

↓1↓1

Arrows indicate positions

climbed/dropped YOY

↓1 ↓1

→

Total Food FMCG UK

Nielsen to 31st Dec 2017

86%

66%

90%

99%

Investment focussed on core frozen

categories to put frozen front of mind for

consumers

51%

39%

35%

74%

Kantar 52w/e 31st Dec 2017

Growth in

convenience

& online

Retailers

range

rationalisation

Importance of

millennials and

the grey pound

Basket size, trip

type and

frequency

Nielsen State of the Nation 2017

£676M

3Yr Category Growth to be unlocked by

addressing key areas……

Birds Eye Category Vision, Kantar Retail

% of European homes own a

freezer?

% HH penetration of frozen

% large grocery stores have at least

a frozen fixture?

% does a frozen product feature in?

Rainmakers U&A 2014

4.1

2.8 2.7

1.7

1.1

1.7

Frozen Chilled Produce Ambient Meat,Fish,Poultry Total Grocery

Value Sales Change vs LY – 52 w/e

Nielsen 52 w/e 31 Dec 2017, Grocery Mults

is often Fresher than Fresh

– frozen veg retains more

nutrients than fresh

(Favell study 1998)

Better for the planet - Frozen

generates half the CO2

emissions per kg vs fresh(Committee for climate change)

0% of artificial

preservatives required for

the freezing process

(Birds Eye Category Vision Work)

Frozen Food is twice as likely

to be served for ease of

preparation(Frozen vs total food, Kantar Usage 2017)

Value and Quality are key

shopper considerations(IGD 2017)

Up to 1/3 of food waste can

be avoided using frozen

food(Manchester Food Research Centre, 2010)

Nielsen & Kantar - EPOS projections with discount channel factor

Activate Category

Plan

Macro Trends

Accelerate Growth

Current Category

Trend

Iceland, Clapham

June 2017Sainsbury’s, Hampton

Feb 2017

Morrisons, Bradford

April 2017

Asda, Barnsley

December 2017

Aldi, Manchester

September 2017

Tesco, Swansea

September 2017

Nielsen 30th Dec 2017

IGD 2017

Activating our category strategy with the P.U.S.H drivers is central

to unlocking a £6/7bn category vision

• Determine a joint plan

• Make it everyday not twice yearly

• No silver bullet – it’s 1 degree shifts!

➢ … and trial it