Agenda •Introductions •Justin’s Brand History/Story •The Justin’s Consumer •High Level US Business Overview •Canadian Launch Assortment •Execution & Activation •Initial Canadian Positioning •What do you need from us? 2
Brand History Justin’s genuine growth story is a foundation for significant expansion. 3
Justin Gold Justin remains involved with the brand to this day, and has a personality that resonates with customers and consumers. 4
‘Justine’ Justin’s US consumer target tends to be an educated affluent women in her mid-to-late 30’s with kids in the household. 5
Justin’s brand is strong enough to cross borders. 6
Justin's Performance: Almond + Other 2016 YTD POD Gains: AL/HZ Jars = 4,753 | AL/HZ Packs = 10,727 Across all time frames, Justin's Almond Jars and Packs are growing YOY. +35% +21% +25% 16, 12, & 10oz Jars 1.15oz Squeeze Packs +3% +17% +11% +42% +26% +24% +23% +23% +4% +16% +18% +16% +21% +26% +28% +1% +22% +11% +12% +20% +23% L12, 24, 52W MULO & Natural End 09.04.16 7
Canadian Launch Assortment (3) 454 Gram Jars (3) 32 Gram Squeeze Packs • Tentative SRP of $18.99 to • Tentative SRP of $1.89 to $2.19 $21.99 • Classic -> Maple -> Choc HZ Priority • Classic -> Maple -> Choc HZ • Low Barrier to Entry Trial Driver with Priority ‘Protein on the go’ positioning • Traditional Multi-serve Panty Option 8
Execution & Activation Shelving Principles Trade Plan Marketing Support Shelve in home set with like brands (e.g., Follow US Trade Calendar, where applicable Bilingual digital assets (e.g. webpage, Maranatha & Nuts to You), staying in SWAS (Jan/March/BTS/Oct) while leveraging facebook, etc. in exploratory phase. set only migrating to mainline when Canadian retailer best practices. velocities/price gaps make sense. High-value VIP coupon for influencers is under development. Drive trial using proven US Jar/Pack facing Secondary placements as Work with Justin’s on awareness driving well as squeeze pack system. shopper/customer marketing/distributor multiples have driven marketing programs as appropriate. awareness/velocities in the US. 9
High Level Canadian Competitive Positioning Nuts to You Maranatha Others Justin’s Opportunity • Canadian made quasi private • Top US Competitor (Hain • Kraft is the dominant PB • Justin’s with its iconic Celestial) with several SKUs in label with substantial shelf player and Nutella has a white packaging, premium conventional and Natural. space. strong presence in but accessible branding Conventional. and low barrier to entry • Branding/product similar to US • Offers wide variety of sizes with Peanut, Almond, Coconut, squeeze pack can bring and flavors with organics, • Several other minor players Dark Chocolate offerings. excitement to a category raws, and blends. exist in the market including filled with commodity imports such as Earth Balance and Adams or niche brands and niche players. natural brands such as Buff Bake who offers protein squeeze packs. 10
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