Kashi Company Re-established in Solana Beach Solana Beach is where Kashi Co. first sampled food in 1984 Passionate Team of specialists aligned to a Company Purpose Awesome mix of experience and diversity Realizing Kashi Co. s full potential Kashi 2 1
Leadership Team Kashi 3 Kashi Company Re-established in Solana Beach Solana Beach is where Kashi Co. first sampled food in 1984 Passionate Team of specialists aligned to a Company Purpose Awesome mix of experience and diversity Realizing Kashi Co. s full potential Kashi 4 2
Kashi Company Operating Model Category participation prioritization and focus Different economic model aligned with peer group Returned to successful Kellogg leverage model Scale economies in manufacturing and logistics Procurement and supplier validation Global Business Services back office functions Highly autonomous and focused structure Kashi 5 Kashi Company Our soul purpose is to enable powerful uplifting health through plant-based foods. 15 Created a strong foundation 16 Stabilize business, moderate growth, complete non-gmo renovation 17 Strong, sustainable growth Selectively pursue acquisitions Billion dollar business opportunity Kashi 6 3
Stabilize the business in 2016 and drive toward $1 Billion 1. Market Leading Food Innovation 2. Customer Thought Leadership via Unique Levels of Customer Engagement 3. Move from Exposure to Engaged Exposure Marketing Model Kashi 7 RTEC improvement already underway in 2015 Nielsen Scandata 4-week ending 10/31/15 Kashi 8 4
Kashi Roadmap Ambition Marketing Goal Reinstate Kashi as a Leader in the Food Movement Win back the hearts, carts, and minds of Holistics Strategies 1 HEARTS Re-establish our identity in the natural foods movement 2 3 CARTS MINDS Re-assert our next- Pioneer a new level nutrition communications model credentials New Brand Purpose & Positioning Next-Level New Visual Identity Food Values Influencer + Data Driven Storytelling Kashi 9 Food-Forward consumer trends drive our innovation and renovation plans Plant Based 60% Of Chefs list meatless/ vegetarian as a top culinary trend Savory Snacking 35% of total consumers really enjoy trying new kinds of ethnic cuisine Gluten Free + Nutrient Dense Gluten Free RTEC is up 21% this year, but many gluten free options are lacking in nutrition Good Fats 64% of consumers are deliberately adding good fats to their diets Less Sugar 46% of US consumers are trying to reduce the amount of sugar they eat Digestive Health Gut Health is the foundation of all wellness Kashi 10 5
Kashi Marketing Evolution The New Marketing World CONVERSATIONS CONTENT DATA 82% of consumers believe recommendations over all forms of advertising (a) Kashi s Unique Opportunity 22x more online conversations about Kashi than competitor natural / organic brands (b) 1 in 10 US consumers have ad blocking software (c) 79% increase in engagement in Kashi content on Facebook (d) 79% of US consumers expect personalized experiences from the brands they purchase (e) CONVERSATIONS CONTENT DATA 2 years developing custom data driven ecosystem with Kellogg enabling audience segmentation strategies (a) Nielsen Global Trust In Advertising Report 2015, (b) Radian 6 Q12013-Q4 2014 Comparison of Kind, Cascadian, Clif, Amy s, Bear Naked, Natures Path (c) Comscore Sept 2015 (d) Like for like comparison June vs Oct 2015 (e) Momentology Dec 2014 Kashi 11 The new world of marketing Engaged Exposure CONVERSATIONS CONTENT DATA Engage Expose We seek the talk-worthy stories and experience that emanate from our food and connect those stories with influencers to create conversations. 1 million people can be reached through the Kashi influencer program Kashi amplifies owned and earned content at scale. Using data to target what, where, when and how the message is delivered. $1 billion opportunity can be targeted through buyer data in the natural organic, cereal, wholesome snacks and lifestyle bars categories Kashi 12 6
Kashi GOLEAN 2.0 - Plant Powered Clusters Inventor s Mindset Plant-based cereal made from progressive, nutrient dense ingredients & plant-based protein Next Level Plant Power-Sorghum, Red Beans, Pea Crisps & Pepitas Good Source of Protein 8g (non-soy) Excellent Source of Fiber 6g (no inulin) Good Source of Whole Grains Clean & Green Gluten & Soy Free Food Love Light and crispy clusters of popped & rolled whole grains, pepitas, red beans, pea crisps and vanilla extract Kashi 13 GOLEAN 2.0 Plant Powered Bars Inventor s Mindset Plant-based protein bars made from progressive, nutrient-dense ingredients Whole Body Health Next Level Plant Power Nuts, Seeds, Pea Crisps, Oats, Buckwheat & Millet Good Source of Protein 8g (non-soy) Good Source of Fiber 4g (no inulin) Clean & Green Gluten & Soy Free Fair Trade Certified Cocoa Food Love Smooth nut & seed butter layered bars with a crunchy & chewy blend of grains, seeds, nuts and legumes Kashi 14 7
Kashi Organic Breakfast Super Blend Inventor s Mindset Blend of diverse, plant-based nutrition with category leading taste & texture Next Gen holistic breakfast versatility Nutrient Density & On-the-Go Convenience Next Level 15g Plant Protein from Hemp & Legumes Organic SuperGreens & Superfruits Healthy Fats from Heirloom Kaniwa Seed (Bolivian Farmer Partnership) Clean & Green USDA Organic Certified Gluten & Soy Free Vegan Fair Trade Cacao Food Love Creamy and delicious blends 3 Varieties Kashi 15 Kashi Savory Culturally Inspired Snack Bars Inventor s Mindset Savory snack bar platform grounded in native food wisdom and culinary traditions. Ethnic & native foods are gateway to unique plant-based nutrition and extraordinary, savory flavor experiences Next Level Protein, Good Fats, Quality Carbs, Beneficial Phytonutrients Less sugar than category Clean & Green Gluten Free Food Love New dimension of exciting savory flavors in a much less sweet & sugary eating experience than the category 3 Varieties Incan, Ikarian, Indian Kashi 16 8
Kashi Culturally Inspired Teff Crackers Inventor s Mindset Savory platform grounded in native food wisdom and culinary traditions Ethnic & native foods are gateway to unique plant-based nutrition and extraordinary, savory flavor experiences Next Level A synergistic blend of unique ingredients with inherent nutrition Protein, Good Fats, Quality Carbs, Beneficial Phytonutrients 0 grams/ no added sugar Clean & Green Gluten Free Bolivian Quinoa Partnership Fair Trade Ingredients Food Love Savory and delicious combinations of whole grains, legumes, roasted veggies and aromatic herbs/spices Kashi 17 Dedicated Sales Team 3 Core Priorities More Targeted Investments Increase Thought Leadership Improve Sales Execution Targeted Retailers QM on Innovation Experts on Food Forwards Focus & Accountability Kashi 18 9
Bear Naked Kashi 19 Bear Naked Granolas Insights & Trends Nut butters are exploding in popularity Nuts & Seeds increasingly seen as healthy fats Idea Irresistible Nut-Butter Granolas with Sprouted Seed and clean, progressive ingredients Bear Naked Cacao + Cashew Butter Cinnamon + Sunflower Seed Butter Sprouted Seeds + Sunflower Seed Butter Gluten Free Clean, simple ingredients (no soy, no inulin, no fillers) Truth Organic, Fair Trade Chocolate Kashi 20 10
Stretch Island Organic Fruit Strips Food Vision Delicious, Organic fruit strips made from real fruit purees with a simple list of ingredients Progressive No Added Sugar ¼ Cup of Fruit Per Serving Clean Food USDA Organic Gluten Free Food Experience SIFCO Organic Fruit strips deliver improved texture and flavor Kashi 21 Well positioned to return Kashi Co. to GROWTH! Awesome Team + Strong Operating Model Powerful Innovation Unique and exciting approach to Marketing and Sales Kashi 22 11
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