FOASC Presentation

Transcription

1 FOASC Presentation

2 Probiotics are surging in popularity 2

3 Kombucha will be $1.8 Billion in annual sales in 2020 $1.8 Billion $600 Million Data Source: SPINS scan (powered by Nielsen Scantrack) L12 Weeks Ending 1/24/16 3

4 Probiotic Beverages today are what Vitamin Water was 20 years ago on trend to be the next generation of health and wellness! Forbes Magazine: Top 25 Innovative CPG Brands of 2014 KeVita is rivaling brands such as Chobani and KIND for their innovation in the CPG industry 4

5 Brand Architecture: KeVita Brand Product Portfolio 5

6 KEVITA MASTER BREW KOMBUCHA Leading the category with the fastest growing kombucha in the market! Bold, Effervescent On Trend Flavors 2 Strains of Live active probiotics with 4 billion CFU s Energizing with 80mg of caffeine Skews Male 5x the organic acids of the leading brand Organic, Non-GMO Certified Verified Non-Alcohol Filtered and Yeast Free Vitamin B Fortified 6

7 Kombucha Brand Comparison Chart MASTER BREW KOMBUCHA MBK contains 4 billion CFUs per bottle (2X MORE) MBK contains 450mg of Organic Acids (5X MORE) Organic Acids are the functional cleansing ingredient in Kombucha. OTHER BRANDS OF KOMBUCHA GT Dave states 2 billion probiotics per bottle. Health Ade has no declared amount of probiotics. GT claims 65 mg of Organic Acids per bottle. Health Ade has no declared amount of Organic Acids. MBK is filtered and contains no floaties The floaties, are cellulose particles called pellicles. These floaties provide little to no health benefits. Filtration results in yeast free Kombucha. Excessive yeast may contribute to Dysbiosis which is an unhealthy imbalance of the body. Master Brew Kombucha supports yeast free candida diet.* MBK is Verified Non-Alcoholic. To be labeled as Non-Alcoholic in compliance with the law, a product must contain less than 0.49% alcohol by volume. MBK is SAFE to drink while pregnant or nursing. MBK s Sugar content stated on our nutritional fact panel is accurate. MBK is Naturally Energizing Brewed with Green and Black teas Quantify the caffeine on the label at 40mg per serving (2 servings per bottle) GT Dave and Health Ade is unfiltered and contains floaties. Consuming too much yeast may contribute to Dysbiosis which is an unhealthy imbalance of the body. GT and Health Ade Kombucha are involved in class action lawsuits for allegedly improperly labeling product as Non-Alcoholic. GT s Kombucha was pulled from shelves in 2010 for concerns surrounding alcohol compliancy and product allegedly exceeding 0.49% alcohol by volume. GT Dave openly states that: if you are pregnant or breast feeding, please consult with your health care professional before consuming our products. Both GT Dave and Health Ade Kombuchas have a class action lawsuit brought against them for allegedly understating the sugar content in their Kombucha.* Both GT Dave and Health Ade: Do not say that they are naturally energizing Do not quantify the caffeine levels on their labels 7

8 Kombucha and Sparkling Probiotic are over 3x the size of cold pressed juice and still growing faster Segments within Premium Chilled Wholesome Category YTD Dec 27 th IRI, MULOC $ Share of Premium Chilled Wholesome Category SPJ UPJ Chilled Functional 84% (-5.1%) 4% (+1.6%) 12% (+3.7%) Segment $ % Chg YA +8.2% +60.6% +61.3% Including Non-Measured + Natural (estimated) annualized retail $ Key players $1.5B+ $150MM+ $500MM+ 8

9 KeVita outperforms the category in all channels 140.0% 52 Week Growth Cross Channels 120.0% 121.6% 100.0% 80.0% 81.7% 60.0% 56.2 % 40.0% 20.0% 0.0% 15.4% 10.0% 4.3% Natural Gourmet Conventional Category KeVita SPINS Data 1/24/16 9

10 Growth rate continues to accelerate in all channels In the last 52 weeks, KeVita is up 102% vs. prior year. Natural Channel is up +78.5% Conventional Channel is up +121% KeVita made successful cross over from natural to conventional with the latest 12 week sales rate putting KeVita on pace to generate $64MM in per annum retail sales. At Whole Foods Market, where KeVita first launched 6+ years ago, $ sales are $12.8MM over the L52 weeks and growing +47%! KeVita has also penetrated Food Service, Mass, Club, Military, and Drug Channels Data Source: SPINS Weeks Ending 1/24/16 10

11 CLUB & MASS SUPERMARKET NATURAL Consumer demand is driving national distribution DRUG MILITARY C-STORE E-COMMERCE 11

12 SKU Ranking Guidelines Sparkling Probiotic Drink Ranking 1. Lemon Cayenne 2. Mojita 3. Lemon Ginger 4. Strawberry 5. Mango Coconut 6. Tangerine 7. Blueberry Cherry 8. Pomegranate 9. Coconut 10. Hibiscus Berry 11. Pineapple Coconut Master Brew Kombucha Ranking 1. Ginger 2. Pineapple Peach 3. Raspberry Lemon 4. Tart Cherry 5. Citrus 6. Mango Habanero 7. Lavender Melon 8. Dragon Fruit Lemongrass 9. Grapefruit