Muddy Buddy Bars

Marketing Planning Assessment

Ms. Carol DavisBus 306 - Marketing

By: Joseph Goldberg, Susan Laccabue, Kirby Riecks, Siobhan Scott

10/20/2013

Table of ContentsSituation Analysis........................................................................................................................................2

Market Summary.........................................................................................................................................3

Geographics.................................................................................................................................................4

Demographics..............................................................................................................................................4

Psychographics/Behavioral..........................................................................................................................5

Market Needs..............................................................................................................................................6

Market Trends.............................................................................................................................................6

Market Growth............................................................................................................................................7

Weaknesses.................................................................................................................................................8

Opportunities..............................................................................................................................................8

Threats........................................................................................................................................................9

Competition.................................................................................................................................................9

Product Offering........................................................................................................................................10

Packaging...................................................................................................................................................11

Keys to Success..........................................................................................................................................11

Critical Issues.............................................................................................................................................12

Marketing Strategy....................................................................................................................................12

Mission..................................................................................................................................................13

Marketing Objectives.............................................................................................................................13

Financial Objectives...............................................................................................................................13

Target Markets......................................................................................................................................13

Positioning.............................................................................................................................................13

Strategies...............................................................................................................................................13

Marketing Mix.......................................................................................................................................13

Distribution........................................................................................................................................14

Marketing Communications..............................................................................................................14

Marketing Research...........................................................................................................................15

Financials...............................................................................................................................................15

Break-even Analysis...............................................................................................................................15

Sales Forecast........................................................................................................................................15

Expense Forecast...................................................................................................................................15

1

Controls.................................................................................................................................................16

Implementation.....................................................................................................................................16

Marketing Organization.........................................................................................................................16

Contingency Planning............................................................................................................................16

Bibliography...............................................................................................................................................17

Appendix...................................................................................................................................................19

1) Don’t forget you will need a List of Tables and Figures in the final version of the paper (see the Sample Plan). It is required when you have five or more illustrations, which you will have. You could have used several in this part of the paper by using your survey info.

Situation AnalysisWe propose to introduce a food bar into the market that would capitalize on the booming

industry and the popular gluten free Chex product called Muddy Buddy’s. The food bar market

is classified into two categories: cereal bar/granola bar and energy nutrition bar. (PR Newswire,

2012) The U.S. Food Bars market is projected to reach 8.3 billion by 2016. (Press, 2013) Due to

continued growth in this market, we seek opportunity within it. We will introduce a gluten free

bar that can be classified as both a cereal and a nutrition bar with new innovative flavor

combinations.

Chex currently offers a variety of Muddy Buddy recipes on line. There are many home

consumers who are creating this product on their own. By creating it for them, our product will

enter a market that is already booming. Using the already successful Muddy Buddy recipes, we

will develop a product in a convenient to-go form. This bar will be a cereal bar, with its ready to

go convenience, and energy bar, catering to healthy minded individuals seeking a nutritional

option. Our bars will be a mix or organic and/or natural ingredients and cater to those who have

gluten sensitiveness. Additionally, our bars will help the consumer practice portion control by

establishing an appropriate serving size. This allows for ease of consumption, without over-

indulgence.  

2

Competition in the market is strong, with Nature Valley being the leader in the industry.

(Statista, 2013) However, our product will carry an advantage because of its gluten free

differentiation, Chex current brand recognition, and consumer motivation towards variety and

alternative healthy options.

Market Summary

The food bar market began in early 2000 with sales reaching record levels in 2006-2007

to 1.7 billion. (Purcell, 2010) Although it suffered a brief stagnation in 2007, it is once again

growing. Its sales flattened in 2008 and remained flat through 2009. It is reported the declining

economy and a movement towards healthier alternatives were the cause. (Purcell, 2010) In

2011, cereal bar sales reached record levels with sales at 5.669 million per year. (Press, 2013) In

2012, sales increased once again at a rate of 9.6% to 6.211 billion per year. (Press, 2013) Again,

projections are expected to reach new levels in 2016 to 8.3 billion.

We will market our product towards families, college students, single adults, and the

healthy minded. Parents with young children are looking for a quick and easy way to

incorporate breakfast into their morning routine.  College students and single adults tend to lead

busy schedules and look for a quick energy alternative.  Healthy minded people will be

motivated by our product as more Americans are following the megatrend that smaller food

portions eaten frequently throughout the day leads to a greater wellbeing (Packaged Food, 2013).

The geographic area to market our product will be within major cities and its neighboring

cities.  These regions are more densely populated with families, college students, singles, and the

healthy conscious consumer. Within these densely populated areas, there are no certain ethnic

groups to aim our products towards, although statistics report a higher rate of consumption

among Hispanics. This is largely due to the higher rate of Hispanics in the overall population

and that Hispanics are more likely than the population as a whole to have children. (Heller,

2006) Food bars have proven to be a product bought by all types of people, regardless of

diversity and culture.  Although diversity is not a factor, our consumers will most likely maintain

certain lifestyles.  They will be on-the-go type personalities looking for an easy substitute for a

3

bowl of cereal or quick snack throughout the day. (Statista, 2013) They will be early risers who

are looking to minimize the morning routine.  Lastly, they will be families with children.

GeographicsThe geographic areas our product will appeal to primarily are cities and its surrounding

suburban cities. These areas have a higher population density and appeal to the determined target

market. The urban areas will host singles, and the on-the-go types, whereas the suburban areas

will host more families with children. Muddy Buddy’s in an established brand with its products

already on store shelves. We will introduce the Muddy Buddy bars into retail grocery stores as

an expansion of its Muddy Buddy line. The map below shows the major cities in the United

States. This will be the target focus and will include surrounding urban and suburban locations.

Figure 1: Target Markets in the United States

(Beattie, 2012)

Demographics We will target families looking to add a healthy snack to their children’s lunchboxes and

active individuals and students because they are typical looking for snack on-the-go. This bar

will also appeal to the health conscious and endurance athletes due to the portability of the snack.

4

It is great for individuals with gluten intolerance as many cereals and snack bars contain gluten.

Since it is targeting people on-the-go it will appeal to individuals who own homes, as they are

likely to have children or be employed. Students in college or young adults recently on their own

will purchase this product because it is a quick snack and easy to consume on-the-go. Consumers

have “cited reasons for eating cereal bars were to replace meals or as a snack, consumers also

state they use bars for weight loss, as an energy boost, and to maintain metabolism or blood

sugar” (Heller, 2006). Furthermore, Hispanics and parents with children are two demographics

that are heavy consumers of food bars. Marketing research shows that the food bar market is

typically targeted to men between the ages of 18-24, and that [single] dads are left out. (Wright,

2011) Targeting attention towards single fathers and Hispanics will open up another segment that

is potentially untapped.

Psychographics/BehavioralThe social factors impacted will be reference groups, family, role, and status. Because

we expect to see Muddy Buddy’s in lunch boxes, gym bags, on hand in cupboards, and available

in all box stores, we anticipate the influence of these reference groups to be high. Buying

influence from family such as the mother or father will be a primary focus in our marketing

campaign. The roles and status to focus on will be the health minded, active and hard working

professionals. With the influence of healthy active people we can spread the word of how

Muddy Buddy Bars should be perceived. The perception of Muddy Buddy’s should be a healthy

on-the-go meal replacement. Gaining recognition with the brand as such will change the nature

of how the product is viewed.

Consumers with Celiac Disease look for a gluten free diet. Gluten causes inflammation

in the small intestine of people with this disease. (Mayo Clinic Staff, 2011) Our product is not

only gluten free, but offers all-natural and/or organic ingredients. Informing the population

about the benefits of a gluten free product will be something we can sell our product on.

Another behavior focus of our campaign will be based on budget and pricing. The target

market includes professions, students, singles, and families. The pricing structure must appeal to

each of these classifications and also be priced within its competing brands. The product will be

5

available in single servings and bulk packaging in order to appeal to different price points and

availabilities.

Market NeedsA market survey was conducted using Survey Monkey. Several questions were asked,

one of which being, “What would make you most likely to use our product?” Of the 68 people

questioned, the responses indicate that a healthy, good tasting, low calorie, and gluten free

product would be appealing. The following is an example of typical feedback:

 10/16/2013 1:23 PM – Good taste and texture

10/16/2013 1:08 PM – Knowing the nutrition content, especially the protein and carbs/sugar

levels.

10/16/2013 1:05 PM – Gluten free ingredients

10/15/2013 11:08 AM – healthy snack/low calorie

(Goldberg, Laccabue, Riecks & Scott, survey, October 2013)

These responses are a reflection of what customer expects of a cereal bar. Muddy

Buddy’s will meet this expectation. Chex Rice cereal is gluten free and Muddy Buddy bars will

maintain itself as a gluten free product. Muddy Buddy bars will also be protein packed, a good

source of fiber, and low-calorie. See the Appendix for the entire survey results.

Market Trends Food bar sales have and continue to boom in sales. As previously supported, sales of

food bars are expected to reach 6.8 billion. Muddy Buddy bars may influence the current market

trend by being flavorful and healthy. Many diet bars lack taste and do not fill a dieter’s desire.

“Flavor is the number-one influencer of brand selection for all types of bars. Cost is nearly as

important a decision factor as taste.” (Purcell, 2010)

Muddy Buddy bars will influence the health conscious consumer as it is a gluten free

product. Diet restricted buyers may gravitate to a new option in gluten free consumption. With

many people following the diet trend of a gluten free living, consumers can still eat Muddy

6

Buddy’s without concern. People with celiac disease are unable to eat gluten without health

complications and intestinal distress. It is reported that 1 out of every 133 Americans has Celiac

Disease, that 97% of Americans are have it have not yet been diagnosed, and that the U.S.

Department of Agriculture projected that the Gluten Free industries revenue will reach $1.9

billion by 2012 (Statistic Brain, 2013). In reality, this market reached 4.3 billion 2012 and is

expected to reach 6.6 billion by 2017. (Stone, 2013)

Convenience and packaging are leading trends in the retailer industry. (Burfield, 2013)

Single portions and convenience are both important factors for people looking for a quick and

easy option. Packaging is important that it maintain brand recognition, nutrient information, and

non-plastic material. (Burfield, 2013)

Breakfast itself is becoming more important as people realize that it is the most important

meal of the day. Studies show that children perform better during the day and have less

behavioral issues when they start the day with a meal. (Aubrey, 2006) Furthermore, keeping

blood sugar stable is the key to optimal wellness, starting off the day with breakfast is crucial.

(Lempert, 2012)

Market GrowthThe food bar market while remained flat in 2008 and 2009, it is back and setting record

numbers in sales. (Press, 2013) Muddy Buddy’s bar is a great alternative to the morning meal or

anytime during the day. Targeting attention towards single parents, particularly fathers, and

family oriented Hispanic cultures, will open a potentially untapped revenue opportunity.

Strengths

Healthy Snack – Consumers trends lead toward healthier snack alternatives. Muddy

Buddy’s are gluten free and can be developed to be a low-calorie healthy alternative to those

who have gluten sensitivities.

Brand Recognition – Muddy Buddy’s are already a popular choice at parties and events.

The popularity of a new Muddy Buddy and Chex product will have wider appeal and acceptance

due to its familiarity.

7

Consumer Acceptance – There are literally hundreds of Chex mixes in the market place

with a high a degree of acceptance. Consumers have created blog sites and recipe reviews on

Muddy Buddy bars that they have personally developed. By listening to what consumers want,

Chex can capitalize on the demands of consumers.

Proprietary Blend Established – Muddy Buddy has already established its proprietary

blends. With over 300 mixes on the market, selecting a dozen or so flavors for development

would be just a matter turning its snack bags into snack bars.

WeaknessesNew production facility/modification – A production facility will be needed in order to

prepare the energy bars. Chex will need to add an additional line to its production facility to

accommodate the development and packaging of bars.

Gluten-free certification requirements will need to be established and met. The level of

certification will be established by the Celiac Sprue Association, which has the most stringent

standards of the three primary certification boards. Food must meet the requirement of less than

five parts per million of gluten and be free of oats, including gluten free oats. (Anderson, 2012)

Defined target market – Recipes and blogs devoted to the creation of Muddy Buddy bars

can be found online. This indicates that a desire for this product is already established, however,

it is important to gain more popularity with more adults and those who seek healthy snack

alternatives. In addition to the already recognized adults, a defined target marketing campaign

will be needed in order to raise more popularity among students and other target markets.

OpportunitiesGrowth in cereal bar markets – The popularity of cereal bars in the United States has

become increasingly more consistent. (Statista, 2013) Companies in the market place have

realized continued growth in cereal bar sales, although this has stagnated since the 2007

economic meltdown. (Statista, 2013) The sales have once again gained momentum with 2013

showing record sales and sales projections continuing to rise. (Press, 2013)

8

Society on the Move – Convenience is a growing trend in busy consumer lifestyle.

(Burfield, 2013) As people and families take on more responsibility, the tendency is to grab food

on the go. Although most people in society do not have the time to prepare meals, they are still

moving towards healthy alternatives.

Worldwide distribution – E-commerce and increased use of the internet has allowed

companies to grow and expand nationally and internationally. Muddy Buddies is a popular

United States product, created by Chex in 1996. It was originally distributed as a seasonal mix,

but with gained popularity, it was introduced as a year round blend. With distribution channels

opening up, national and international sales and Muddy Buddy popularity can grow. (Hunt,

2010)

ThreatsSaturated Marketplace – The marketplace has many cereal bars on the market. In 2007

cereal bar sales stagnated. This could be due to the economic turmoil and recession. However,

today it is back and booming. Even though this is a growing market, there is a point of

saturation. Determining if the market has reached its saturation will be an important criterion.

Differentiation – Identifying itself in the marketplace will be a challenge due to the

saturation in the cereal bar market. Although this will be a weakness for Chex to address, the

brand recognition of the Muddy Buddy’s will be beneficial in overcoming this weakness as well

as its gluten free ingredients.

Competition“General Mills, the maker of Chex cereal is the largest food company in the world.”

(Hoovers A D&B Company, 2013) . Rice Chex cereal is the main ingredient in Muddy Buddy

bars. General Mills has several competitors when it comes to cereal bars.

1. Kellogg’s brand is General Mill’s toughest competition. Kellogg’s manufactures Special

K Cereal Bars. Kellogg’s markets these bars in the grocery store in the cereal aisle. It

uses aisle end caps during the start of the new year to promote Special K as a low-fat

way to trim the waistline. Special K commercials air at a higher frequency during times

of the year when people are eating more, such as Thanksgiving and Christmas. This

9

reminds consumers to use them as a meal replacement. Special K has tried to create a

synonymous image with fitness. It does this through its various give-away sweepstakes,

fitness challenges and packaging design. Special K Cereal bars are priced competitively

at $3.99 for a box of six bars. (Safeway, 2013)

2. Kellogg also markets Kashi cereal bars. Kashi is marketed as part of a macrobiotic diet.

“The company advertises their products as a blend of seven whole grains and sesame and

emphasizes high protein and fiber content (Kelloggs Kashi, 2013).” While Kashi is not

as prominent of a name as Special K, it has a solid place in the cereal bar market. Kashi is

promoted through television commercials as well as print ads in “Parenting” magazine

and can be found in the cereal aisle at the grocery store. Kashi is priced competitively at

$2.99 for a box of six.

3. Nature Valley Cereal bars is also made by General Mills creating self-competition.

Nature Valley Cereal bars were the “company’s first attempt at a 100 percent natural

ready-to-eat cereal.” (General Mills, 2013) Nature Valley cereal bars are marketed as a

healthy, convenient bar for the person on the go. Nature Valley Cereal bars are promoted

alongside other Nature Valley products often in a buy one gets one free promotion.

Nature Valley cereal bars are priced reasonably at $4.29 for a box of six. (Safeway,

2013)

Product OfferingMuddy Buddy bars are a low calorie cereal bar. Muddy Buddy bars ingredients consist of:

Gluten free Chex cereal Rice Salt Sugar Molasses Vitamin E BHT (preservative) Vanilla Semi-sweet chocolate Unsweetened cocoa powder Butter

10

Powdered sugar Peanut butter (All-natural)

Muddy Buddy bars are made of Rice Chex cereal, a gluten free low calorie snack. A

combination of organic semi-sweet chocolate and unsweetened cocoa powder is combined to

make a low calorie chocolate coating. The chocolate coating is combined with all-natural peanut

butter and it consists of honey instead of high fructose corn syrup and oil. Peanut butter is a

“combination of fiber and protein that fills you up and keeps you feeling full longer, so you eat

less overall” (Perry, 2012). Then, butter and vanilla are combined with the chocolate coating and

peanut butter to drench the Chex cereal and hold the shape of the bar. The bars are then lightly

dusted with powdered sugar to give flavor, eye appeal, and add texture to the product.

PackagingPackaging will be in three different forms: individual serving, standard size and bulk.

Individual serving will be packaged in foil. A packaged of six individual servings will be

combined to make a standard size product packaged in a cardboard box. Bulk quantities will be

sold in warehouse stores in packages of four bundled standard boxes. Each individual foil

wrapper will include the name, slogan, nutritional information, and the Muddy Buddy brand

recognition. The cardboard box will indicate the same information as the foil packaging as well

as the numbers of serving per container and a section regarding Muddy Buddy benefits and

gluten free awareness.

Keys to SuccessThere are several factors that will make Muddy Buddy bars successful. Muddy Buddy

bars are made of Chex cereal which is wholesome and nutritious. Muddy Buddy bars are mess

free, convenient, and a quick and nutritious snack while on-the-go. The wrappers can easily be

disposed of after consumption. With America’s busy lifestyle many people do not take the time

to stop what they are doing to eat, yet they strive to maintain a healthy lifestyle. A Muddy Buddy

bar allows people to continue their “on-the-go” lifestyle and keep healthy.

One of the more important marketing factors relating to Muddy Buddy bars success is its

gluten free products. With the numbers of people on a gluten free diet, and the numbers yet to

11

be diagnosed, expanded target markets for Muddy Buddy bars will be unwrapped. In America

alone, there are “2.4 million people on a gluten free diet” (CBS News Staff, 2012) .

General Mills strives to be “among the most socially responsible food companies of the

world” (General Mills, 2013). It works to reduce its environmental impact and contribute to the

communities that surround it by addressing social and environmental change. General Mills

contributed over “$118 million to charitable causes during the fiscal year in 2011, amounting to

more than $2 million each week.” (General Mills, 2013) General Mills continues its “Box Tops

for Education” program to help fund schools through the purchase of its products. This type of

customer equity creates a positive relationship with its consumers.

General Mills has strong branding. General Mills products are sold globally which will

allow global expansion of Muddy Buddy bar sales.

Critical IssuesThe most critical issue Muddy Buddy bars face is its entry into a market already saturated

with cereal bars. The food industry today has an abundance of packaged goods creating greater

barriers for new products entering the market. The general public has multiple options for this

type of product; creating an interest in Muddy Buddy bars will come with challenges.

Trying to separate customers that are already loyal to their existing brand or product has

challenges. However, presenting a product that is currently maintains its own brand recognition

as a snack mix may help consumers to branch out and try it as a bar. More

Marketing Strategy What in general is your Marketing Strategy in terms of the value that you will offer your

Target Market? What is your Value Proposition?

Mission

Write a concise mission statement for your organization that relates to your product, you capabilities, your competitors, and your organization’s future direction for growth and prosperity.

12

Marketing Objectives

Describe in a quantitative and qualitative manner what you would like to achieve in terms of your marketing plan.

Financial Objectives

Describe in a quantitative and qualitative manner what you would like to achieve in terms of your financial plan.

sueTarget Markets

Earlier you listed your Target Markets; now you need to describe them in some depth and suggest why they were selected.

Positioning

This section includes the positioning of your product in the marketplace in the minds of your consumers. Therefore, you need to understand what the major product category product attributes are and how your product and your competitors’ product are positioned relative these attributes.

Strategies This section needs to describe how in general you will manipulate your Marketing Mix to

address the specific needs of your Target Market and how the Marketing Mix relates to your Marketing Objectives and the attainment of your Value Proposition.

Marketing Mix Pricing – this section should discuss how the price of your product was determined, what

it is, and how it relates to your target consumers.

As a result of the low cost ingredients it would cost approximately .40 cents to .60 cents

per bar to manufacture. The product is available in box of six bars with a suggested retail price

between $3.99 and $4.99.

Distribution – this section should discuss how the distribution channels for your product were determined, what the channel configuration looks like, and how it relates to your target consumers.

13

Muddy Buddy bars would be introduced to the market through taste trials at various

wholesale markets:

Sam’s Club Costco Wholesale Food Outlets

As well as introductory coupons or discounts at supermarkets nationwide such as: Safeway Vons Nob Hill Kroger Albertsons Wal-Mart Superstore Target Foodmax

Marketing Communications

this section should discuss how the marketing communication mix for your product was determined, what the mix comprises, and how each element of the marketing communications mix relates to your target consumers.

Television commercials and print advertisements with the slogan will to help identify the

brand and product and promote recognition. In response to heavy market saturation, Muddy

Buddy bars will be using an emotional approach to gain consumers. The idea will be to develop a

relationship with the consumer by promoting Muddy Buddy bars as a bar that is ideal for the

average, everyday person. Muddy Buddy bars can be incorporated into their daily lives, while

supplying them with the energy they need to get through their busy day.

Marketing Research

This section describes both your secondary and primary market research for this marketing plan. This research should be used and cited throughout your marketing plan. This section should also suggest what ongoing Marketing Research might be necessary in the future.

14

Financials

This section contains a brief statement regarding the results of your Financial Analyses that follow.

SueBreak-even Analysis

This section includes a discussion and portrayal (this is where a BE graph should be inserted) of your product’s projected break-even relative to marketing costs. This assumes that you have acquired a good knowledge of the costs (Fixed and Variable Marketing Costs) that are necessary to achieve your Marketing Objectives especially from Marketing Communications perspective. Most marketing costs are fixed; however, there can be marketing costs that vary and apply to each unit sold. Sue

Sales Forecast

This section describes and portrays in tables, your sales (revenue and units) forecast for the next three years. The first year should be portrayed by quarters while the second and third years should be portrayed by year. This implies that your have a good understanding of the price sensitivity of your Target Market and therefore, the number of products that can be sold. Sue

Expense Forecast

The section portrays the Marketing Expenses that you believe are necessary to reach your Marketing Objectives based primarily on your selection and understanding of your Marketing Communications Mix and costs. Be sure to understand Fixed and Variable marketing costs. Sue

Controls The variables that you intend to measure to monitor your progress and eventual success and

how they will be monitored should be itemized in this section. These variables need to relate to your Marketing Objectives as well as your Marketing Strategy and Marketing Mix.

Implementation In this section you demonstrate the scheduling of your marketing activities. Your schedule

or milestones is based on your Marketing Objectives, Marketing Strategy, and Marketing Mix. You need to show what needs to be done and when it needs to be accomplished.

15

Marketing Organization You should provide an organizational chart in this section that portrays your Marketing

Department Personnel (this most likely does not include the President but relates to Marketing Functions that your organization will perform) including those individuals or organizations that will be contracted with to achieve your Marketing Objectives. This organization needs to address the Strengths and Weaknesses that you noted earlier.

Contingency Planning You should suggest the Difficulties and Risks that you currently foresee AND what you

might do if conditions go badly. These conditions may have been itemized in your Critical Issues section. Additionally, what might be a worst-case scenario and what are a couple of alternative paths that you might take.

16

BibliographyAnderson, J. (2012, January 9). About.com. Retrieved October 20, 2013, from Certified Gluten-

free Products: http://celiacdisease.about.com/od/glutenfreefoodshoppin1/a/Certified-Gluten-Free-Products.htm

Beattie, K. (2012, April 23). The Wonder Years Blog. Retrieved October 18, 2013, from LETSgetEXCITED: http://elizabethannflood.blogspot.com/2012/04/letsgetexcited.html

Burfield, T. (2013, August 27). Produce Retailer. Retrieved October 20, 2013, from Convenience, cstomization lead packaging trends: http://www.produceretailer.com/produce-retailer-news/Convenience-customization-lead-packaging-trends-221321631.html

CBS News Staff. (2012, July 31). CBS.Com. Retrieved October 15, 2013, from Gluten-free diet fad: Are celiac disease rates actually rising?: http://www.cbsnews.com/8301-504763_162-57483789-10391704/gluten-free-diet-fad-are-celiac-disease-rates-actually-rising/

General Mills. (2013). Retrieved October 16, 2013, from Responsibility: http://www.generalmills.com/Responsibility

Hoovers A D&B Company. (2013). Retrieved October 16, 2013, from General Mills, Inc. Competitin: http://www.hoovers.com/company-information/cs/competition.General_Mills_Inc.a90ba57dc8f51a65.html

Hunt, K. (2010). The appeal of Chex Mix. Retrieved October 20, 2013, from Taste of General Mills: http://blog.generalmills.com/2011/12/the-appeal-of-chex-mix/

Perry, M. (2012, November 1). Prevention. Retrieved October 15, 2013, from The Benefits of Peanut Butter: http://www.prevention.com/food/smart-shopping/healthy-eating-why-peanut-butter-good-you

Purcell, D. (2010, July 1). Specialty Food.com. Retrieved October 17, 2013, from http://www.specialtyfood.com/news-trends/featured-articles/article/cereal-and-snack-bar-market/

Safeway. (2013). Retrieved October 16, 2013, from Safeway: http://www.safeway.com/IFL/Grocery/Hom

Statista. (2013). Statista. Retrieved October 15, 2013, from Sales of th leading 10 granola bar brands of the United States in 2012: http://www.statista.com/statistics/188216/top-granola-bar-brands-in-the-united-states/

17

Wright, R. (2011, January 3). Nutraceuticals World. Retrieved October 16, 2013, from http://www.nutraceuticalsworld.com/issues/2011-01/view_features/the-next-frontier-for-nutrition-bars/

AppendixSurvey Questions and Results

18

Addendum A

1) How physically active is your lifestyle?

Very Active –

Moderately Active –

Somewhat Active – Inactive – Total – Average

Rating –22.73% 33.33% 37.88% 6.06%

15 22 25 4 66 2.27

2) What age group are you in?

50+ – 35-49 – 20-34 – 1-19 – Total – Average Rating –

25.37% 32.84% 35.82% 5.97%17 22 24 4 67 2.22

3) How often do you eat cereal bars?

Daily – 2 to 3 times per week –

Less than 1 time per

week –Never – Total – Average

Rating –

0% 12.12% 42.42% 45.45%0 8 28 30 66 3.33

4) Have you ever heard of Muddy Buddy's?

Yes 33.33%22

No 66.67%44

Total 66

5) Have you made Muddy Buddy's for a party or an event in the past?

Yes 14.93%10

No 85.07%57

Total 67

6) Would you be interested in a Muddy Buddy cereal bar?

Yes 60%39

No 40%26

Total 65

7) If our new product were available today, how likely would you be to recommend it to others?

Extremely 3.13%

19

likely 2

Very likely 7.81%5

Moderately likely

34.38%22

Slightly likely

21.88%14

Not at all likely

32.81%21

Total 64

8) What would make you more likely to use our new product?

Nada- I am guessing it is a cereal bar and I don't eat those.A sample of what it tastes like.More information about what exactly a Muddy Buddy is made of.Eat itIf the product was low in sugar and high in protein, I would be inclined to buy it.High Usrda nutrition values with appropriate calsKnowing what it isDiet relatedIf it had high proteinhealthy ingredients- i.e. no high fructose corn syrup. high protein contentI do not know what this product is. I assume a cereal bar, but not enough info given.If it was inexpensiveMaybe if I had tried it, I'd be more open to trying new products or recommending it.To know the ingredients don't include mud.Knowing more about the product (ingredients, uses, benefits, etc.)NothingNothingMore info on productGood taste and a healthy productFlavor, price and convenienceIf it tastes good and is good for me.If I knew more information about it.Simple ingredients, organic & whole ingredients, gluten? Dairy? Sugar and soy free?Better nameKnowing more about it and tasting it. Also knowing what is in itIf it was good and someone recommendedKnowing what it is exactly made of and taste.Good tasteTaste TestPriceGiveaways, samples.High in protein less carbsim not quite sure what your new product is...By tasting it

20

Making it inexpensive, so that I would actually buy it.Free sampleBeing able to eat early in the morning which I know is important although I am never hungry then.avoiding processed foods-but if it had low sugar and more protein it's a possibilitySend out free sample in newspaperJust am not a big cereal bar eaterHealthy barsIf I tried it and really liked it, I would likely use it.attractive packagingIf organic, non gmo ingredients used.If I like it...More advertisingIf I knew it tasted goodnon GMO.. nutritional infoMuddy buddies are too sweet. It's like a dessert. Have you ever had Muddy Buddies for breakfast?More InformationhealthyGood taste and textureKnowing the nutrition content, especially the protein and carbs/sugar levels.Gluten free ingredientshealthy snack/low calorie

9) What do you like most about competing products currently available from other companies?

Overall answers include: convenience, price, and healthy ingredients

10 How important is convenience when choosing this type of product?

Extremely important

26.87%18

Very important

25.37%17

Moderately important

31.34%21

Slightly important

10.45%7

Not at all important

5.97%4

Total 67

21