TASTE , NUTRITION AND SUSTAINABILITY SHELF STABLE PLANT BASED MILK - Western Grocer
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TASTE , NUTRITION AND SUSTAINABILITY SHELF STABLE PLANT BASED MILK
BE SPROUD!
Great Taste & Creamy texture
Consumer taste tests show over 70% of rate Sproud
better or equal to current brand (includes dairy). No
allergens, gluten free. Free from Dairy, Nuts & Soy
Plant-based Nutrition
Multi billion dollar category and growing across the
world. Driven by desire for healthier more balanced
diet , less meat & dairy and natural ingredients
Sustainable
Our yellow pea base is one of most sustainable
source of plant based protein requiring less water
and adds back nutrients. Shelf stable one year shelf
life reduces wastage and avoids chilled distribution
We play in a large, dynamic and growing market • Plant based milk alternative market is worth over $6 billion. • United States is $1.9 billion growing at 6% CAGR in volume and 9% in value. • Western Europe is $1.2 billion growing at similar rates with Spain , UK, Germany and Nordics the largest three markets by value. • Canada is $0.3 billion and growing at 5% CAGR • Asia / Pacific and China represent over a third of the total market New dairy alternative categories are growing faster • Plant based yogurt +24% CAGR and expected to be $1 billion by 2025 • Plant based ice cream +36% CAGR and expected to be $1 billion by 2024
Consumer Trends New ingredients driving growth Top 3 factors in choice for plant based 1. Taste (51%) 2. Health (39%) 3. Environmental / Not Animal (20%) Household penetration is over 40%
Winning proposition Taste & Texture,
Sustainability & Nutrition
Products Land Water Carbon Ambient Sugar Protein
use footprint footprint Allergen
Milk
Almond
Oat
Soy
Rice
Sproud – Pea
LAUNCH RANGE COVERS 80% OF MARKET
THE SPROUD CONSUMER
LOHAS – lifestyle of health and sustainability
• LOHAS – the largest market you have never heard of (New York Times 2003)
• Segmented by values not demographics , income or geography.
• Represents a significant group 20% of European, 24% of North America ( Sweden 40%)
• Sub-groups with perhaps opposing views – vegan vs flexitarian.
• The soul of the new consumer - demanding, creative, active, well informed and influential
• Authenticity rules - are seriously critical to anything that may be labelled as “fake”
• Permission to enjoy - love music, travel, social gatherings, beautiful things
• Food important – its about healthier – may be vegan or vegetarian, clean , organic, natural.
• Radically proactive – Environment counts as does our impact.
• Early adopters - love to share their experiences.
• Who I buy is as important as what I buy
Supermarkets www.besproud.com
Nautural Channel Amazon
C-Stores WalMart.com www.besproud.com
Discounters Ocado
Traditional On line
Direct to
Retailers Consumer
Sources of
Foodservice
& Away
Tenders.
Food Growth
Processors
from home
&OEM
Coffee & barista Government
Cocktails Hospitals
Hotels & Resturants Food Proceesors
OEM (Lofbergs)
Food Service Assumptions
Foodservice market
Foodservice Market Canada
Commercial Beds
Hotels 8,139 400,000
Resturants & Bars 97,000
Full Service Resturants 35,000
QSR 40,000
Coffee Houses 7,000
Licensed Bars 5,222
Institutional
Hospitals 1,400
Care Homes 4,000
Schools 15,500
Universities 96
Other
Convience Stores & Gas Stations 18,000
• Average Starbucks Usage of Milk/Plant Based Milk = 20 gallons/day
• Starbucks 2x Size Of An Independent Coffee Shop/Café So Assume 10 gallons/day
• Plant Based Milk ~20% = 2 gallons/4 liters
• Sproud To Get 25% Share pf plant based
• 300 days = 300 liters @ $5.50 = CAD 1,000 per Coffee Shop/Café
E-Commerce Strategy
Increasing Brand Loyalty
On line store
How do we build capability
(sproud.com)
Speciality Sites Identify key players and engage
where appropriate
(Subscription /Regional /Channel)
Ensure On
line is core in
our plans
Retailer Sites
(Tesco.com, Wegmans.com, Loblaws.com )
On line Market Places
(Amazon , Wal-mart, Alibaba)
Number of customers / usersSproud On-line Amazon UK & US – June sales USD – 25,000 United States • Sproud on line store • Vitacost (Q3) • Wal-mart.com (Q3) • Instacart program (Q3) United Kingdom • Waitrose.com • Ocado.com • Superfoods.com Nordics • Apoteka.se • Green.se Canada • Wellness.ca
SOCIAL MEDIA
Create engagement and reach through our content. Boosted with
bought ads in selected target group.
Influencers
Create reach and build the brand via
1. head ambassador Gaz, Alexandra and Robin Arzon
2. Contracted bigger influencers in prioritized countries
3. Run campaigns via micro-influencers
GLOBAL Sampling
MARKETING Sampling to create trials, aimed towards our target group. Events,
Consumer shows, Sampling& meal delivery .
Public Relations
Frequent actual press releases both pitched and through traditional
MyNewsDesk
PAR T N E R S H I P
J o i n t m a r k e t i n g wi t h C o ff e e C h a i n s ( E s p r e s s o H o u s e )
D i s t r i b u t i o n a n d p r o m o t i o n wi t h C o ff e e b r a n d s ( L o f b e r g ’s )Robust Consumer Centric INNOVATION PLAN
All new innovation must win in
• Taste & Texture.
• Nutrition
• Sustainability
100% Renewable packaging
Yogurts
Organic
Unsweetened & chocolate Range
+
Project NON GMO
Family Pack Deserts
Cooking
Ice Latte Creams
2020 2021 2022 2023FOLLOW OUR JOURNEY @besproud besproud.com
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