AGENDA. 1. Food trends. 2. Pre campaign research. 3. Product trial research

SILVER SPOON

AGENDA 1. Food trends 2. Pre campaign research 3. Product trial research

FOOD TRENDS

Source: 1 Mintel Trends: Brand review 2Mintel Premiumization and Indulgence UK Sept 12 3 TGI NET Q4 2012- based on Immediate Media consumers measured in the silver spoon campaign 4 Mintel Trends: The real thing The rise of own label products Recession based trend Private- label food and drink 24% worth 37.4 billion 1 61,000 global own- label new product launches in 2011 1 Premiunization for all Recession based trend Luxury items are not now just for the wealthy 2 6 in 10 agree it is worth paying extra for good quality goods 3 The real thing Globalisation enhanced desire for the real thing 4 - travel - migration 66% of consumers prioritize authentic or traditional flavours 4

PRE CAMPAIGN RESEARCH Analysis

METHODOLOGY Pre campaign research We conducted pre campaign research, using the Immediate Insiders panel to measure our : Audiences shopping behaviour Baking habits Brand impression for the following brands: - Allinsons Flour - Silver Spoon create - Silver Spoon sugar - Billingtons sugar - Nielsen Massey The survey was sent out via email to regular readers and online users of the following brands: Radio Times, Gardeners World Good Food olive Easy Cook delicious magazine Visitors bbcgoodfood.com

Pre campaign analysis BAKING SHOPPING BEHAVIOUR

BAKING PRODUCTS PURCHASED Over 7 in 10 are purchasing more specialist baking ingredients such as bicarbonate of soda and gelatine Plain Flour Self-Raising Flour Baking ingredients such as baking soda/bicarbonate of soda Vanilla flavourings/extracts/paste/pods Baking powder Chocolate for baking Products used to decorate or go in baking products Chocolate chips Marshmallows Other flavourings, pastes or extracts Colourings Marzipan Ready to roll/ ready rolled icing Edible cake decorations Tubes of icing for decorating or writing Cake mixes/ baking kits/ decorating kits Ready to use icing- butter cream/frosting None of these 6% 15% 25% 24% 28% 43% 43% 42% 41% 36% 35% 34% 74% 71% 67% 63% 84% 89% 1 2 3 4 5 6 7 8 9 10 Source: Silverspoon pre survey Immediate Insiders: 1100 respondents Q. Which of these have you bought in the last 12 months?

FREQUENCY BAKE Over 7 in 10 are purchasing more specialist baking ingredients such as bicarbonate of soda and gelatine Nearly 3 in 10 of our audience are baking things such as Victoria sponges or cheesecakes about once a week 3 25% 27% 26% 2 15% 14% 1 12% 9% 5% About once a week About once every few weeks About once a month About once every few months Couple of times a week 5% About once every 6 months 3% 2% 2% About once a year I don t bake at all Less often Source: Silverspoon pre survey Immediate Insiders: 1031 respondents Question 3 Thinking about things you can bake in the oven, such as whole cakes (e.g. victoria sponge, carrot cake or baked cheesecakes), individual cakes (e.g. cupcakes, fairy cakes, muffins or brownies), biscuits or cookies. How often do you personally bake things such as these at home, either from scratch (when we refer to scratch we mean making it yourself using raw ingredients such as flour, eggs, sugar) or using a mix bought from a shop

BAKING STATEMENTS Confident and experimental bakers with 66% considering themselves as confident bakers I would say I am a confident baker 66% I like experimenting with different ingredients when I bake 63% I wish I had more time to bake 61% I'm really passionate about baking 57% I work hard to make time to bake, as I enjoy the process 5 Any agree I always tend to stick to the same one or two recipes as I know how to make them 31% I m often put off baking because I don t have all the baking products/ ingredients needed in stock at home 2 I only really bake when I have to 11% 1 2 3 4 5 6 7 Source: Silverspoon pre survey Immediate Insiders: 1010 respondents Question 4 How much do you agree with the following statements?

FLOUR & YEAST MARKET Pre analysis

KEY FINDINGS - FLOUR Brand Awareness Highest level of brand awareness was for Hompride Frequency of purchase Homepride is the most frequently purchased flour 10 8 96% 92% 91% 87% 10 8 Every 6 months or more fequently10 8 Will definitely/ probably buy 6 4 2 6 4 2 53% 46% 42% 43% 6 4 2 55% 5 46% 46% Homepride McDougalls Hovis Allinson Flour Homepride McDougalls Hovis Allinsons Homepride McDougalls Allinson Flour Hovis Brand Impression Hovis and Homepride scored the highest for brand impression 10 Very good/good impression 8 6 74% 74% 72% 71% 4 2 Hovis Homepride Allinsons McDougalls Source: Silverspoon pre survey Immediate Insiders: 1010 respondents

8 6 4 2 45% 39% 42% 36% 56% 5 42% 4 1 4% 4% 5% 28% 22% 22% 17% 41% 37% 35% Word Association Allinson Flour Homepride McDougalls Hovis 49% 17% 19% 21% 16% 17% 14% 11% 8% 32% 3 28% 3 19% 17% 17% 4% 4% 3% 4% 13% 22% 22% 2 22% 41% 45% 26% 25% 8% 5% 4% 8% Quality British Expensive Good value Traditional Trusting Great taste Professional Innovative Approachable Expert Wholesome Locally Sourced 10 8 6 4 2 Brand statements 76% Allinsons is a high quality flour Any agree 63% Allinsons is milled in a traditional, hands on way Open ended feedback More expensive than supermarket own brands or Homepride. Readily available and always produces good results. tasty rich flour perfect for bread. They are expert in their field. A brand I trust. Best flour for making bread. Allinons flour makes me think of healthy, natural ingredients. Expensive but good quality.

SUGAR MARKET Pre analysis

KEY FINDINGS- SUGAR Brand Awareness Highest level of brand awareness was for Silver Spoon sugar 10 99% 8 95% 87% 6 59% 4 2 Frequency of purchase Silver Spoon sugar is the most frequently purchased flour 10 10 Every 6 months or more frequently Will definitely/probably buy 8 8 6 7 6 72% 69% 71% 4 53% 4 5 4 4 2 2 Silver Spoon Sugar Tate & Lyle Whitworths Billingtons Brand Impression 10 8 6 Tate & Lyle scored the highest for brand impression Very good/good impression 78% 75% 7 4 51% 2 Tate & Lyle Silver Spoon Sugar Whitworths Billingtons Source: Silverspoon pre survey Immediate Insiders: 1010 respondents

6 5 4 3 2 1 46% 4 37% 34% 48% 45% 18% 32% 2% 9% 3% 6% 29% 26% 22% 4 35% 31% 13% 14% Word Association Silver Spoon Sugar Billingtons Tate & Lyle Whitworths 19% 19% 15% 13% 13% 13% 12% 9% 34% 36% 27% 22% 18% 17% 14% 4% 3% 5% 3% 8% 26% 24% 22% 18% 15% 13% 14% 15% 7% 4% 4% 3% Quality British Expensive Good value Traditional Trusting Great taste Professional Innovative Approachable Expert Wholesome Locally Sourced 10 8 Brand statements - Silver Spoon 10 8 Brand statements - Billingtons 6 4 68% 58% 6 4 2 2 33% 31% Silver Spoon is the home of British sugar Silver Spoon is the expert in sweet ingredients Billington s is worth paying more for Billingtons sugar has a superior taste to other sugar

FURTHER COMMENTS- SUGAR Always in the cupboard Well known product widely available Good British company Has home baking at its heart Silver Spoon Sugar The only name in sugar British, quality, reliable Always excellent product The most famous brand of sugar Good quality at affordable prices Innovative craft sugar Billingtons Sugar A good range of products pampering to current food fashions Is ethically sourced and great-tasting Best for coffee Excellent quality and will always use for special occasions I love all types of Billingtons the aromas and flavours Old-fashioned, traditional I associate this name with fine sugar Unrefined but expensive Natural, delicious and down to earth great everyday, versatile Good quality and great taste A high-end brand of specialist sugars for baking Source: Silverspoon pre survey Immediate Insiders: Do you have any further ways to describe the following brands or how you feel about them? Billingtons 272 respondents Silver Spoon sugar 317

BAKING INGREDIENTS MARKET

KEY FINDINGS- BAKING INGREDIENTS Brand Awareness Highest level of brand awareness was Dr Oetker Frequency of purchase Dr Oetker is the most frequently purchased baking ingredient 10 8 6 4 2 92% 91% 74% 18% 17% Dr Oetker Green & Blacks Betty Crocker Renshaws Silver Spoon Create 10 8 6 4 2 Every 6 months or more frequently 59% Dr Oetker 48% Green & Blacks 18% 13% Betty Crocker Silver Spoon Create 10 8 6 4 2 61% Dr Oetker Will definitely/probably buy 56% Green & Blacks 2 14% Betty Crocker Silver Spoon Create 10 Brand Impression Green & Blacks scored the highest for brand impression 10 8 Word association Silver Spoon Create Dr Oetker Green & Blacks 8 6 4 2 8 7 Very good/good impression 37% 25% Green & Blacks Dr Oetker Betty Crocker Silver Spoon create 6 4 2 61% 51% 42% 38% 31% 3 33% 27% 2 21% 14% 15% 1% 5% 12% 8% 7% 5% 5% 8% 5% 14% 12% 11% 18% 5% 12% 7% 8% 2% 14% 2% 1% 3% Source: Silverspoon pre survey Immediate Insiders: 1010 respondents

VANILLA EXTRACT MARKET Pre analysis

KEY FINDINGS- VANILLA EXTRACTS 8% 6% 4% 2% Brand Awareness Highest level of brand awareness was for Nielsen Massey 7% Nielsen Massey 5% Taylor & Colledge 2% 2% 1% Little pod Star Kay Ndali 10 8 6 4 2 Frequency of purchase Vanilla Extract is purchased less often than other baking products Nielsen Massey 3% 2% 1 11% Every 6 months Less often Taylor & Colledge 85% 4 83% Never 5 3 2 1 4% 3% Will definitely buy Will probably buy Nielsen Massey 19% Might or might not buy 16% Will probably not buy 1 Will definitely not buy 47% Don t know Brand Impression Brand impression for Vanilla extract brands is blurred Nielsen Massey Brand statements 10 8 6 4 2 Nielsen Massey Taylor & Colledge Little pod Star Kay Ndali 1 Very poor impression 2 Poor impression 22% 21% 21% 22% 2 4% 5% 3% 3% 2% 5% 4% 2% 1% 2% 3 Neutral 4 Good Impression 5 Very good impression 69% 68% 72% 72% 73% I m not sure 10 8 6 4 2 Agree strongly/slighty Neither agree nor disagree Disagree strongly/slightly 84% 78% 13% 4% 15% 7% Nielsen Massey has high quality flavoured extracts Nielsen Massey is a Vanilla Extract worth paying more for Source: Silverspoon pre survey Immediate Insiders: 1010 respondents

FURTHER COMMENTS- NIELSEN MASSEY Now that I see it, I realise that I have a bottle of their vanilla in my cupboard and like it very much. However, the brand name did not ring any bells Unmemorable brand for an unforgettable product Pure products full of flavour I use their vanilla essence and it's well worth the price, but I did not recognise the brand at all. Love and always buy their vanilla extract and no other brand I don't know this product - neither have I seen it advertised but would like to try it Best flavourings I have ever used A specialist in high end baking ingredients Sounds as though I should try this brand I forgot who they were till I saw the word "extract" in the survey. The vanilla extract is delicious but the branding is forgettable My favourite vanilla extract Expensive but worth it if this is the vanilla extract in a brown bottle with a beige label - than its good and worth it... just didn't know the brand name expensive for the amount you get but the flavouring out weighs the pricing

RECOMMENDATIONS

RECOMMENDATIONS Harness Allinsons key attributes such as tradition and quality to challenge Homepride in the flour market Nearly 1 more consumers said they would purchase Homepride in the future above Allinsons flour 76% agree Allinsons is a high quality flour Increase brand impact for Billingtons sugar as an upmarket sugar 59% of consumers were aware of Billingtons sugar (4 lower than the highest level of brand awareness) Low brand impression compared to other sugar brands Build brand impression for Silver Spoon create Only 17% of consumers were aware of Silver Spoon create Low brand impression compared market leaders Educate consumers of the Vanilla extract market Very low brand awareness for all vanilla extract brands <1 Blurred market and less considered purchase

PRODUCT TRIAL Batch 295 vs Batch 309 Silver spoon vs Dr Oetker

METHODOLOGY Product trial Research We conducted a product trial on behalf of Silver Spoon via our Immediate Insiders panel. Firstly sent out a recruitment survey at the back of the Pre ad effectiveness. MRM selected 200 respondents who were sent the de-branded batches of icing with guidelines on what to do/expect. Fieldwork dates Recruitment survey : 19 th November12-25 th November 12-1127 responses Post trial survey : 11 th December 12-02 nd January 13-138 responses

KEY FINDINGS- PRODUCT TRIAL 1. 2. 3. 4. 5. Important attributes Top 5 most important attributes when buying ready to roll white icing Taste Easy to knead Easy to roll Can be rolled thin Doesn t crack once on cake 8 6 4 2 37% No preference 28% Brands purchased Majority of consumers have no preference of brand when purchasing ready to roll white icing 14% 14% 6% 2% Silver Spoon Dr Oetker Supermarket own brand Renshaws Other Brand Pack size 500g is the most currently bought size of ready to roll white icing Preferred packaging 54% prefer wrapped in foil only Wrapped in foil only No preference Wrapped in foil & packed in a box Other 19% 3% 500g 54% 25% 250g 1kg Other 2 1% 54% 25% Here s why. No unnecessary packing Environmentally better less waste for recycling Keeps well, green packaging Source: Silverspoon post trial survey 138 Batch 295-86 respondents batch 309-52 respondents

KEY FINDINGS- PRODUCT TRIAL Favourite batch Dr Oetker was voted the favourite batch of icing Rating and satisfaction Both Silver Spoon and Dr Oetker were given a rating of 8 out of 10 10 Dr Oetker Silver Spoon Better taste and more malleable 42% 58% Here s why.. This batch didn't crack when being handled Easier to handle and roll out 8 6 4 2 86% 82% Very satisfied/quite satisfied Better colour, easy to use softer & rolled out easier Dr Oetker Silver Spoon 10 8 6 4 2 32% 51% Time expectations Dr Oetker took less than 3 minutes to get into a state ready to use vs 3-6 minutes for Silver Spoon Less than 3 minutes 42% Silver Spoon 28% Dr Oetker 18% 14% 4% 2% 4% 4% 3-6 minutes 7-9 minutes 10 minutes or more Don't know Ease of use Over 2 found Dr Oetker icing easier to tear and to roll than Silver Spoon icing 10 8 6 4 2 Silver Spoon Dr Oetker 69% 69% 73% 57% 46% 43% Very easy/ easy to tear Very easy/ easy to roll Very easy/easy to manipulate into shape wanted Source: Silverspoon post trial survey 138 Batch 295-86 respondents batch 309-52 respondents

KEY FINDINGS- PRODUCT TRIAL 8 6 Texture Over 4 in 10 found the Silver Spoon icing texture a little too hard Silver Spoon Dr Oetker 67% 8 6 Taste Dr Oetker scored the highest for overall satisfaction Silver Spoon Dr Oetker 4 2 46% 41% 22% 9% 4% 3% 7% Much too hard A little too hard Just right A little too soft Much too soft 4 2 35% 3 Very satisfied 36% 39% 19% 17% 11% 8% 4% 1% Quite satisfied Neither satisfied nor dissatisfied Quite dissatisfiedvery dissatisfied Aroma Over 6 in 10 were satisfied with the aroma of both icing products 8 6 4 2 28% 3 Silver Spoon Very satisfied Quite satisfied 32% 35% 29% 26% Neither satisfied nor dissatisfied Dr Oetker 9% 6% 1% 4% Quite dissatisfied Very dissatisfied 29% Problems experienced Majority did not experience any problems with either batch, however nearly 3 in 10 experienced cracking with Silver Spoon icing 8 6 4 2 Silver Spoon Dr Oetker 17% 17% 11% 4% 1% 59% 72% Cracking Sticking Other problems I did not experience any problems Source: Silverspoon post trial survey 138 Batch 295-86 respondents batch 309-52 respondents

FURTHER COMMENTS ON SILVER SPOON BATCH Excellent smell and taste. easy to work with and excellent results. felt, looked and smelt like much better quality beautiful to handle, nice clear white Harder to use but no horrible smell! Not as easy to put on as 309 but better tasting overall. It did not have the unpleasant smell of 309 and the taste was much fainter. Easier to manipulate and tasted much smoother. Smoother finish and more pleasant taste. I liked the taste and upon completion looked very nice

RECOMMENDATIONS

RECOMMENDATIONS Use foil as packaging for your ready to roll white icing 54% said wrapped in foil would be there preferred packaging Less waste and more environmentally friendly Offer a wider variety of pack sizes 500g currently most purchased pack size However offering a 750g pack size or a pack size specifically for cupcake Create brand stand out in the ready to roll icing market 57% have no preference of brand when buying ready to roll white icing Harness Silver Spoons key brand attributes to bring brand name to the forefront of consumers minds

APPENDIX Ad effectiveness

Every week Every fortnight About once a month Every 2-5 months Every 6 months Less often Never 6 5 4 3 2 1

I frequently use ready meals as they are quick and convenient 14% I try to avoid artificial ingredients 76% Agree strongly/ Agree slightly I m really into food and like trying new things 83% I try to lead a healthy lifestyle 88% 1 2 3 4 5 6 7 8 9 10

10 9 8 7 6 5 4 3 2 1 99% 96% 95% 92% 92% 91% 91% 9 87% 87% 74% 66% 59% 36% 34% 18% 17% 15% 15% 1 7% 5% 3% 2% 2% 2% 2% 1%

3 25% 2 15% 1 5% Every week Every fortnight About once a month Every 2-5 months Every 6 months

10 9 8 96% 92% 91% 87% 7 6 66% 5 4 3 2 1 36% 34% Homepride McDougalls Hovis Allinson Flour Be-ro Doves Carrs

7 6 62% 5 4 Allinson Flour Homepride 3 2 1 14% 9% 12% 9% 1% 1% 1% 2% 1% 4% 5% 4% 4% 2% 5% Every week Every fortnight About once a month 29% 31% 26% 27% 28% 26% 27% 19% 21% 15% 17% 17% 15% 14% 13% 12% 12% 8% 4% Every 2-5 months Every 6 months Less often Never McDougalls Hovis Doves

Will definitely/probably buy 6 5 4 55% 5 46% 46% 3 Pre 2 22% 1 Homepride McDougalls Hovis Allinson Flour Doves

I haven't seen any advertising for this baking product I have seen advertising for this baking product brand but TV Sampling- I received a sample of this baking product Radio Outdoor posters Newspapers Magazines Internet In-store Email marketing Mobile device app (e.g. ipad app) 78% 86% 82% 8 8 9% 8% 7% 2% 3% 6% 1% 1% 6% 5% 6% 5% 3% 1% 3% 4% 2% 1% 1 2 3 4 5 6 7 8 9 10 Doves Hovis Homepride McDougalls Allinson Flour

7% 6% 5% 6% 6% 4% 5% 5% 3% 3% Pre 2% 1% Homepride Allinson Flour Hovis McDougalls Doves

6 5 51% 47% 4 41% 42% 43% 39% Allinson Flour Homepride 3 2 1 21% 2 19% 16% 15% 13% 13% 26% 16% 14% 33% 32% 32% 29% 2 18% 1 14% 12% 11% 9% 31% McDougalls Hovis Doves Carrs Be-ro 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1 Very poor impression 2 Poor impression 3 Neutral 4 Good Impression 5 Very good impression I m not sure

7 6 63% 5 5 56% 49% 4 3 2 1 45% 39% 36% 42% 25% 4 42% 16% 1 4% 4% 5% 12% 17% 28% 22% 22% 4% 35% 41% 37% 8% 21% 19% 17% 16% 14% 11% 17% 8% 7% 7% Quality British Expensive Good value Traditional Trusting Great taste Don t know/none of these 22% 17% 24% 16% Allinson Flour Homepride McDougalls Hovis Doves

7 6 66% 5 4 3 2 1 32% 3 3 28% 15% 13% 19% 17% 17% 4% 4% 3% 4% 6% 5% 22% 22% 22% 2 11% 41% 26% 25% 45% 17% 8% 8% 7% 5% 4% 34% 33% Professional Innovative Approachable Expert Wholesome Locally Sourced Don t know/none of these 38% 3 Allinson Flour Homepride McDougalls Hovis Doves

78% 76% 74% 76% 72% 7 68% 66% Agree strongly/agree slightly 64% 62% 63% 6 58% 56% Allinsons is a high quality flour Allinsons is milled in a traditional, hands on way

10 9 8 92% 91% 7 74% 6 5 4 Pre 3 2 1 Dr Oetker Green & Blacks 18% 17% Betty Crocker Renshaws Silver Spoon Create 15% 15% 1 2% Menier Fiddes Payne Squires Brittania

9 8 7 73% 77% 79% 6 5 4 3 2 1 14% 9% 1% 1% 1% 5% 2% 1% 3% 3% 2% 3% 1% 5% 4% 7% 3% 4% 4% 7% 3% Every week Every fortnight About once a month 22% Every 2-5 months 2 16% 15% 14% 21% 2 21% 13% 13% 29% 62% Every 6 months Less often Never 23% Silver Spoon Create Dr Oetker Renshaws Betty Crocker Menier Green & Blacks

7 6 5 61% Will definitely/probably buy 56% 4 3 Pre 2 1 2 14% 1 5% Dr Oetker Green & Blacks Betty Crocker Silver Spoon Create Renshaws Menier

I haven't seen any advertising for this baking product I have seen advertising for this baking product brand but TV 8% 6% 6% 5% 3% 1% 1% 2 57% 74% 89% 88% Sampling- I received a sample of this baking product 1% Radio Green & Blacks Outdoor posters Betty Crocker Newspapers Magazines Internet In-store 1% 1% 11% 2% 2% 1% 3% 4% 1% 6% 2% 17% Renshaws Dr Oetker Silver Spoon Create Email marketing Mobile device app (e.g. ipad app) 1 2 3 4 5 6 7 8 9 10

2 18% 16% 17% 14% 12% 1 8% 11% Pre 6% 4% 6% 2% 2% 2% Dr Oetker Green & Blacks Betty Crocker Renshaws Silver Spoon Create

8 7 71% 6 65% 62% 61% Silver Spoon Create 5 4 3 2 1 1 1% 1% 3% 1% 1% 1% 2% 1% 1% 1% 1% 1 Very poor impression 21% 22% 23% 24% 21% 22% 14% 8% 38% 31% 32% 49% 16% 13% 9% 1 9% 7% 7% 8% 5% 2 Poor impression 3 Neutral 4 Good Impression 5 Very good impression 53% 27% 13% 1 I m not sure Dr Oetker Renshaws Betty Crocker Menier Green & Blacks Fiddes Payne Brittania

7 6 61% 5 4 3 2 38% 2 51% 31% Silver Spoon Create Dr Oetker Renshaws Betty Crocker Menier Green & Blacks 1 14% 15% 15% 14% 14% 12% 12% 12% 12% 13% 1 8% 8% 7% 8% 7% 1% 5% 4% 1% 5% 3% 3% 3% 5% 5% 5% 3% 5% 2% 1% Quality British Expensive Good value Traditional Trusting

9 8 84% 81% 7 74% 6 5 4 3 2 1 3 42% 27% 21% 17% 18% 14% 12% 12% 12% 11% 1 11% 12% 7% 8% 9% 3% 2% 5% 2% 2% 7% 6% 2% 4% 2% 5% 2% 2% 1% 1% 1% 1% 3% Professional Innovative Approachable Expert Wholesome Locally Sourced Don t know/none of these 33% 42% 63% 33% Silver Spoon Create Dr Oetker Renshaws Betty Crocker Menier Green & Blacks

FURTHER COMMENTS - ALLINSONS A brand I trust Allisons flour makes me think of healthy, natural ingredients More expensive than supermarket own brands or Homepride Readily available and always produces good results tasty rich flour perfect for bread Best flour for making bread They are expert in their field. Seems a high quality brand made with more care and attention Expensive but good quality I always feel that I am baking something wholesome and good for my family when I use Allinsons flour Love this flour but prefer Homeprides box Source: Silverspoon pre survey Immediate Insiders: 322 respondents gave further comments Do you have any further ways to describe the following brands or how you feel about them?please type in your answer below.allinsons Flour

10 9 99% 95% 8 87% 7 6 5 4 59% Pre 3 2 1 Silver Spoon Sugar Tate & Lyle Whitworths Billingtons Napier Brown 3%

5 45% 4 43% 35% 3 25% 2 15% 1 5% 8% 7% 11% 21% 19% 11% 26% 26% 18% 14% 17% 17% 14% 1 25% 19% 17% 17% 26% 11% 11% Billingtons Silver Spoon Sugar Tate & Lyle Whitworths 3% 2% 1% 3% 3% Every week Every fortnight About once a month Every 2-5 months Every 6 months Less often Never

8 Will definitely/probably buy 7 6 7 69% 5 53% 4 3 4 Pre 2 1 Silver Spoon sugar Tate & Lyle Whitworths Billingtons

I haven't seen any advertising for this baking product brand I have seen advertising for this baking product brand but I can't remember where Sampling- I received a sample of this baking product TV 7% 8% 6% 9% 2% 2% 1% 3% 82% 8 85% 75% Radio Outdoor posters Newspapers Magazines Internet In-store Email marketing Mobile device app (e.g. ipad app) 1% 1% 6% 6% 5% 8% 1% 1% 1% 1% 4% 5% 2% 5% Whitworths Tate & Lyle Billingtons Silver Spoon Sugar 1 2 3 4 5 6 7 8 9

9% 8% 8% 7% 6% 5% 6% 6% 4% 5% Pre 3% 2% 1% Silver Spoon Sugar Whitworths Tate & Lyle Billingtons

8 7 72% 6 5 Silver Spoon Sugar 4 42% 44% 43% Billingtons Tate & Lyle 3 2 22% 27% 33% 24% 34% 27% 33% Napier Brown Whitworths 1 1% 1% 1% 1% 1% 1% 1% 1 Very poor impression 15% 14% 12% 14% 3% 2% 2 Poor impression 3 Neutral 4 Good Impression 5 Very good impression 14% 1 8% I m not sure

6 5 4 3 2 1 4 34% 46% 37% 45% 18% 48% 32% 2% 9% 6% 3% 29% 13% 26% 22% 35% 14% 4 31% 19% 9% 19% 15% 13% 13% 13% 12% Quality British Expensive Good value Traditional Trusting Great taste Don t know/none of these 17% 47% 16% 27% Silver Spoon Sugar Billingtons Tate & Lyle Whitworths

7 6 57% 5 4 3 2 36% 34% 27% 22% 22% 26% 24% 37% 34% 42% Silver Spoon Sugar Billingtons Tate & Lyle Whitworths 1 18% 17% 14% 15% 18% 14% 15% 13% 4% 3% 5% 3% 8% 7% 4% 4% 3% Professional Innovative Approachable Expert Wholesome Locally Sourced Don t know/none of these

7 Agree strongly/agree slightly 68% 68% 66% 64% 62% 6 Pre 58% 56% 58% 54% 52% Silver Spoon is the home of British sugar Silver Spoon is the expert in sweet ingredients

34% Agree strongly/agree slightly 34% 33% 33% 33% 32% Pre 32% 31% 31% 31% 3 Billingtons sugar has a superior taste to other sugar Billington s is worth paying more for

7% 6% 7% 5% 5% 4% 3% Pre 2% 1% 2% 2% 1% Nielsen Massey Taylor & Colledge Little pod Star Kay Ndali

9 8 85% 83% 7 6 5 4 3 Nielsen Massey Taylor & Colledge 2 1 1% 1% 1% 1% 2% 2% 3% 2% Every week Every fortnight About once a month Every 2-5 months 1 11% Every 6 months Less often Never

6 5 47% 49% 51% 4 3 Nielsen Massey Taylor & Colledge 2 1 19% 2 18% 16% 16% 17% 1 11% 11% Ndali 4% 1% 1% 3% 3% 2% Will definitely buy Will probably buy Might or might not buy Will probably not buy Will definitely not buy Don t know

I haven't seen any advertising for this baking product I have seen advertising for this baking product brand TV Sampling- I received a sample of this baking product Radio Outdoor posters Newspapers Magazines Internet In-store Email marketing Mobile device app (e.g. ipad app) 5% 4% 5% 1% 1% 1% 1% 1% 94% 94% 92% Ndali Taylor & Colledge Nielsen Massey 1 2 3 4 5 6 7 8 9 10

8 7 73% 72% 72% 68% 69% 6 5 4 3 2 21% 21% 22% 22% 2 Nielsen Massey Taylor & Colledge Little pod Star Kay Ndali 1 1% 1% 1% 1% 1% 1% 1% 1 Very poor impression 2 Poor impression 3 Neutral 4 Good Impression 4% 5% 3% 3% 2% 5% 4% 2% 1% 2% 5 Very good impression I m not sure

10 9 8 93% 88% 87% 7 6 5 4 3 Nielsen Massey Taylor & Colledge Ndali 2 1 7% 5% 2% 1% 4% 1% 5% 4% 2% 2% 2% 2% 3% 3% 1% 2% 1% 1% 4% 2% 2% Quality British Expensive Good value Traditional Trusting Great taste Don t know/none of these

10 9 8 93% 9 88% 7 6 5 4 3 Nielsen Massey Taylor & Colledge Ndali 2 1 6% 5% 2% 2% 2% 1% 2% 1% 2% 5% 4% 2% 2% 1% 1% 1% 1% 1% Professional Innovative Approachable Expert Wholesome Locally Sourced Don t know/none of these

9 8 7 6 5 4 3 Nielsen Massey has high quality flavoured extracts Nielsen Massey is a Vanilla Extract worth paying more for 2 1 Agree strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly

45% 4 35% 4 4 3 25% 2 24% 15% 17% 1 5% 9% 5% Silver Spoon Supermarket Own Brand Dr Oetker I don t know Renshaws Other

Most important 1 Taste 2 When choosing which Ready to roll white icing / sugar paste to use, what are the most and least important attributes for you? Easy to knead 3 Easy to roll 4 Can be rolled thin Doesn t crack once on the cake 5 6 Price 7 The right pack size to minimise leftovers 8 Doesn t contain artificial colours Doesn t contain artificial flavours 9 10 Pure white in colour 11 Gives a matt finish 12 Nutritional content 13 Ingredient list 14 Gives a glossy finish Brand name 15 Least important

What shape cake do you ice most often with white Ready to Roll icing / Sugar Paste? 9 8 7 78% 6 5 4 3 2 1 18% 2% 1% Round Square Other Don't Know

What pack size of white Ready-to-Roll icing / Sugar Paste do you currently buy? 19% 25% 3% 54% 500g 250g 1kg Other

4 Which brand of white Ready to Roll icing / sugar paste do you prefer to buy? 35% 37% 3 25% 28% 2 15% 1 14% 14% 5% No preference Silver Spoon Dr Oetker Supermarket own brand 6% Renshaws 2% Other Brand

Why they prefer silver spoon ready to roll icing? Easier to roll and mould I feel it's the best one Traditional brand, well price matched No failures with this product Name used since I was a child. habit. Good reputation Well known, tried and tested Great flavour and so easy to use

Do you generally like the taste of Ready to Roll icing / sugar paste? 25% Yes No 75%

Should ready to roll icing have a predominant flavour? 14% Yes No 86%

What is your preferred type of packaging for ready to roll icing / sugar paste and why? 6 5 54% 4 3 2 1 25% 2 Wrapped in foil only No preference Wrapped in foil & packed in a box 1% Other Packed in a tray & wrapped in foil

4 prefer wrapped in foil only because it is a less waste of packaging less packaging with less waste less waste for recycling Keeps well, green packaging Can feel icing and less packaging space saving and least waste of packaging Minimal packaging to dispose of No unnecessary packing Environmentally better

10 9 8 88% 88% 7 6 5 4 Silver Spoon Dr Oetker 3 2 1 12% 12% Yes No Source: Silverspoon post trial survey 138 Q. Did you dust the surface before rolling out? Batch 295-86 respondents batch 309-52 respondents

How did you get the icing onto the cake? 6 5 48% 49% 4 43% 43% 3 Silver Spoon Dr Oetker 2 1 9% 7% Using hands and spatula / tools Just using spatula / tools Just using hands Source: Silverspoon post trial survey 138 Q. How did you get the icing onto the cake? Batch 295-86 respondents batch 309-52 respondents

Which batch of ready to roll white icing did you use first? Batch 295- Silver Spoon Batch 309 -Dr Oetker 38% 62% 295 309 Source: Silverspoon post trial survey 138 Q. Which batch of ready to roll white icing did you use first? Batch 295-86 respondents batch 309-52 respondents

How hard or soft was the icing for when you first took it out of the pack? 8 7 6 67% Majority of respondents felt Dr Oetker was just right Over 4 in 10 felt Silver Spoon was a little too hard 5 4 46% 41% Silver Spoon Dr Oetker 3 2 22% 1 9% 4% 3% 7% Much too hard A little too hard Just right A little too soft Much too soft Source: Silverspoon post trial survey 138 Q. How hard or soft was the icing for when you first took it out of the pack? Batch 295-86 respondents batch 309-52 respondents

How hard or easy was it to tear the icing into chunks /pieces / strips? 69% found Dr Oetker icing easy/very easy to tear 4 35% 46% found Silver Spoon icing easy/very easy to tear 37% 3 32% 25% 27% 26% 29% 2 15% 22% 17% Silver Spoon Dr Oetker 1 5% 5% 1% 4% 1- Very hard 2 3 4 5- Very easy Source: Silverspoon post trial survey 138 Q. How hard or easy was it to tear the icing into chunks /pieces / strips? Batch 295-86 respondents batch 309-52 respondents

How long did it take you to get the icing into a state where you could use it? 6 5 51% Dr Oetker, for the majority, took less than 3 minutes to get into a state for use Silver Spoon took 3-6 minutes to get into a state for use 4 42% 3 32% 28% Silver Spoon Dr Oetker 2 1 18% 14% Less than 3 minutes 3-6 minutes 7-9 minutes 10 minutes or more 4% 2% 4% 4% Don't know Source: Silverspoon post trial survey 138 Q. How long did it take you to get the icing into a state where you could use it? Batch 295-86 respondents batch 309-52 respondents

How does this time meet your expectations? 6 For both batches over 5 thought that this was as long as they expected 5 51% 53% However more consumer felt Silver Spoon took longer than expected (29%) 4 3 2 29% Silver Spoon Dr Oetker 17% 1 1 13% 9% 13% 4% A lot longer than I expected A little longer than I expected As long as I expected A little faster than I expected 1% A lot faster than I expected Source: Silverspoon post trial survey 138 Q. How does this time meet your expectations? Batch 295-86 respondents batch 309-52 respondents

How satisfied were you with the aroma of the product? 4 Over 6 in 10 were satisfied with the aroma of both of the icing products 35% 35% 3 25% 28% 3 32% 29% 26% 2 15% Silver Spoon Dr Oetker 1 5% Very satisfied Quite satisfied Neither satisfied nor dissatisfied 9% 6% Quite dissatisfied 1% 4% Very dissatisfied Source: Silverspoon post trial survey 138 Q. How satisfied were you with the aroma of the product? Batch 295-86 respondents batch 309-52 respondents

How satisfied were you with the taste of the product? 45% 74% were satisfied with the taste of Dr Oetker icing 4 35% 3 3 35% 36% 39% 67% were satisfied with the taste of Silver Spoon icing 25% 2 15% 19% 17% Silver Spoon Dr Oetker 1 11% 5% 8% Very satisfied Quite satisfied Neither satisfied nor dissatisfied Quite dissatisfied 4% 1% Very dissatisfied Source: Silverspoon post trial survey 138 Q. How satisfied were you with the taste of the product? Batch 295-86 respondents batch 309-52 respondents

Majority of resopdents found Dr Oetker easy to roll How easy was the product to roll? 43% found Silver Spoon easy to roll 4 35% 35% 37% 3 32% 25% 2 15% 18% 22% 24% 19% Silver Spoon Dr Oetker 1 5% 4% 4% 5% 1- Very hard 2 3 4 5- Very easy Source: Silverspoon post trial survey 138 Q. How easy was the product to roll? Batch 295-86 respondents batch 309-52 respondents

Did you experience any of the following problems with the icing? Majority did not experience any problems with either icing product Cracking was the most common problem with the Silver Spoon icing 8 7 6 5 Sticking was the most common problem with the Dr Oetker icing 59% 72% 4 3 2 29% Silver Spoon Dr Oetker 1 17% 17% 11% Cracking Sticking Other problems I did not experience any problems 4% 1% Source: Silverspoon post trial survey 138 Q. Did you experience any of the following problems with the icing? Batch 295-86 respondents batch 309-52 respondents

How easy was the icing to manipulate the ready to roll icing into the shape you wanted? 73% found Dr Oetker easy to manipulate 57% found Silver Spoon easy to manipulate 45% 4 41% 35% 3 32% 32% 25% 2 15% 26% 19% 25% Silver Spoon Dr Oetker 1 5% 12% 5% 3% 5% 1- Very hard 2 3 4 5- Very easy Source: Silverspoon post trial survey 138 Q. How easy was the icing to manipulate the ready to roll icing into the shape you wanted? Batch 295-86 respondents batch 309-52 respondents

Did the icing fall apart or stick together well? 8 7 75% Majority felt the icing stuck together well for both icing products 6 65% 5 4 3 Silver Spoon Dr Oetker 2 1 3% 1% 16% 16% 9% 14% Icing fell apart a lot Icing fell apart a little Icing just about stuck together Icing stuck together well Source: Silverspoon post trial survey 138 Q. Did the icing fall apart or stick together well? Batch 295-86 respondents batch 309-52 respondents

5 45% 4 46% 35% 3 25% 2 27% 3 3 33% Silver Spoon Dr Oetker 15% 17% 1 5% 7% 2% 2% 5% 1- Very hard 2 3 4 5- Very easy Source: Silverspoon post trial survey 138 Q. How easy was it to get the icing on the cake in the way that you intended? Batch 295-86 respondents batch 309-52 respondents

How satisfied are you with the look of the cake immediately after you had applied the icing for product xxx? 6 5 53% 86% were satisfied with the cake immediately after they applied Dr Oetker icing 82% were satisfied with the cake immediately after they applied Silver Spoon icing 4 41% 41% 3 2 33% Silver Spoon Dr Oetker 1 1 8% Very satisfied Quite satisfied Neither satisfied nor dissatisfied 6% 3% 2% 3% Quite dissatisfied Very dissatisfied Source: Silverspoon post trial survey 138 Q. How satisfied are you with the look of the cake immediately after you had applied the icing for product xxx? Batch 295-86 respondents batch 309-52 respondents

How satisfied are you with the look of the cake after several hours / days? 6 5 4 3 2 39% 51% 43% 35% 86% were satisfied with the cake several hours/days after they applied Dr Oetker icing 82% were satisfied with the cake several hours/days after they applied Silver Spoon icing Silver Spoon Dr Oetker 1 11% 9% Very satisfied Quite satisfied Neither satisfied nor dissatisfied 5% 3% 2% 2% Quite dissatisfied Very dissatisfied Source: Silverspoon post trial survey 138 Q How satisfied are you with the look of the cake after several hours / days? Batch 295-86 respondents batch 309-52 respondents

Both batches of icing got a rating of 8 24% 10 9 8 7 6 5 4 3 2 1 Excellent Poor 27% Source: Silverspoon post trial survey 138 Q On a scale of 1-10 where 10 = excellent and 1 = poor, how would you rate ready to roll icing product xxx? Batch 295-86 respondents batch 309-52 respondents

Which batch did you prefer and why? 42% Dr Oetker 58% Silver Spoon Source: Silverspoon post trial survey 138 Q Which batch did you prefer and why? Batch 295-58 respondents batch 309-80 respondents

6 5 4 51% 46% 3 2 1 Always Sometimes I don t know 3%

Why they prefer Dr Oetker ready to roll icing? Good texture, easy to handle Excellent quality every time Find it easiest to mould, roll and gives nice finish Easier to work with Seems the best Good quality & value for money Nice flavour very white keeps well A brand I really trust for all things baking

Why they prefer Renshaws ready to roll icing? Buy online in bulk Easiest to work but not easily available where I live Quality and trust name Range of colours Not cheap but performs well Good quality

Why they prefer supermarket own brand ready to roll icing? Tesco good icing to use and not expensive It works well at a reasonable price Morrisons because it is our local supermarket Good enough quality and reasonably priced Tesco cheap so waste doesn't matter Price