How Birds Eye is helping consumers make healthier meal choices through product innovation. Julie Watson RNutr Head of Nutrition NFE.

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1 How Birds Eye is helping consumers make healthier meal choices through product innovation Julie Watson RNutr Head of Nutrition NFE 23 November 2016

2 Nomad Foods Europe A European frozen food business

3 Our Business at a glance

4 Our Brands Across Europe

5 A Diversified Portfolio

6 Our Philosophy Good Food Makes Life Better

Corporate Social Responsibility Our approach to corporate social responsibility (CSR) is expressed through Forever Food Together, a European wide sustainability initiative.

7 Corporate Social Responsibility Our approach to corporate social responsibility (CSR) is expressed through Forever Food Together, a European wide sustainability initiative. It aims at providing our customers with tasty, nutritious dishes and tackling food waste through sustainable food products. We take responsibility and due care in our operations by working to exceed defined standards that can be validated by third party verification processes. These standards satisfy regulatory obligations, mitigate environmental impact and uphold our social responsibility.

8 Forever Food Together program is built around three goals We plan on achieving the following by the end of 2025: Goal 1 We work to maximize food resources so that our consumers have nutritious food to eat forever Goal 2 We innovate to help consumers make healthier meal choices Goal 3 We work to ensure that our food is responsibly sourced and prepared

9 Overweight and obesity among adults Health Survey for England 2012 to 2014 (three-year average) Almost 7 out of 10 men are overweight or obese (66.4%) Almost 6 out of 10 women are overweight or obese (57.5%) Adult (aged 16+) overweight and obesity: BMI 25kg/m 2 Patterns and trends in adult obesity

10 Obesity among adults Health Survey for England 2012 to 2014 (three-year average) One out of four men is obese (24.9%) One out of four women is obese (25.2%) Adult (aged 16+) obesity: BMI 30kg/m 2 Patterns and trends in adult obesity

11 Prevalence of excess weight among children National Child Measurement Programme 2014/15 One in five children in Reception is overweight or obese (boys 22.6%, girls 21.2%) One in three children in Year 6 is overweight or obese (boys 34.9%, girls 31.5%) Child overweight (including obesity)/ excess weight: BMI 85 th centile of the UK90 growth reference Patterns and trends in child obesity

12 12

13 No surprise! UK diet doesn t meet recommendations TOO MUCH NOT ENOUGH

14 A deeper look at what s wrong Food/nutrient Recommendation Children (11-18 yrs) Adults (19-64 yrs) Older adults (65+) Fruit and veg At least 5 A DAY Oily fish 1 portion/week Total fat No more than 35% food energy Saturated fatty acids No more than 11% food energy Trans fatty acids No more than 2% food energy Non-milk extrinsic sugars No more than 5% food energy Dietary fibre At least 30g/day

15 What the consumer wants Consumers Discussion Breakdown by Topic* Last 2 years Source Signal Brand Equity Playbook *excludes uncategorized mentions UK In Home Dining Ecosystem consistent of Consumers Reviews and Statements

Healthy is a growing topic of conversation Consumer Discussion Trends Breakdown for Healthy All Brands +92% conversation* Healthy is been discussed in the form of good for you features such as Low

16 Healthy is a growing topic of conversation Consumer Discussion Trends Breakdown for Healthy All Brands +92% conversation* Healthy is been discussed in the form of good for you features such as Low carbs, high protein, etc. % of total discussion Source Signal Brand Equity Playbook *Sep,15 -Jul 16 vs Sep 14-Jul 15 UK In Home Dining Ecosystem consistent of Consumers Reviews and Statements

17 IFR Extra Frozen and fresh vegetables: The effect of consumer usage patterns on the nutritional benefits and they also want it fresh! Peas Broccoli Location No of days No of days Field to store (chilled) On shelf in store (ambient) Home storage Total

18 Favell, DJ A comparison of the vitamin C content of fresh and frozen vegetables. Food Chemistry 62 (1): Vitamin C retention in Vegetables By day 7 fresh peas had 30% less Vitamin C than frozen peas. By day 6 fresh broccoli had 30% less vitamin C than frozen broccoli. DJ Favell measured the Vitamin C retention in vegetables harvested from the same field then subjected to different conditions: frozen ambient chill/ambient chill

Forever Food Together program We plan on achieving

maximize food resources so that our consumers have

help consumers make healthier meal choices Goal 3 We

19 Forever Food Together program We plan on achieving the following by the end of 2025: Goal 1 We work to maximize food resources so that our consumers have nutritious food to eat forever Goal 2 We innovate to help consumers make healthier meal choices Goal 3 We work to ensure that our food is responsibly sourced and prepared

20 Birds Eye commitment

21 Our Nutrient Profiling Tool: How we define Healthy meal choice

We set out to find the right tool Requirements: Externally verified Applicable in all markets Fit with in-house processes and procedures Pragmatic

22 We set out to find the right tool Requirements: Externally verified Applicable in all markets Fit with in-house processes and procedures Pragmatic tool for product developers with a clear outcome Means to classify diverse portfolio of products Identify opportunity for further optimisation of recipes

23 Selected tool: UK OFCOM model Why? Profiles and differentiates foods Recognised as a tool to improve diets through policy* Designed by WHO recognised NP experts Supported by external stakeholders and nutrition experts in the countries we operate Meets business requirements *WHO Regional Office for Europe nutrient profile model (2015) Access to Nutrition Index Global Index Availabl;e at:

How it works To calculate the products overall score the A

together and then the C point must be subtracted from the

Total A points MINUS (Fruit, Vegetables & Nuts) + (Fibre)

score If the total A points is 11, the C points for

24 How it works To calculate the products overall score the A points must be added together and the C points added together and then the C point must be subtracted from the A points (Energy) + (Saturated Fat) + (Sugar) + (Sodium) = Total A points MINUS (Fruit, Vegetables & Nuts) + (Fibre) + (Protein) = Total C Points = Total Nutrient profile score If the total A points is 11, the C points for Protein can not be deducted Score 4 product subject to advertising restrictions

Example: Steamfresh Couscous A Points Energy (kj) Saturated Fat (g) Sugar (g) Sodium (mg) Total A points = 1 + 0 + 0 + 2 =3 Total C points = 1

5 >270 4 >1340 >4 >18 >360 A points - C points = NP Score 3-5 = - 2 Healthier 5 >1675 >5 >22.

25 Example: Steamfresh Couscous A Points Energy (kj) Saturated Fat (g) Sugar (g) Sodium (mg) Total A points = =3 Total C points = = >335 >1 >4.5 >90 2 >670 >2 >9 >180 3 >1005 >3 >13.5 >270 4 >1340 >4 >18 >360 A points - C points = NP Score 3-5 = - 2 Healthier 5 >1675 >5 >22.5 >450 6 >2010 >6 >27 >540 7 >2345 >7 >31 >630 8 >2680 >8 >36 >720 9 >3015 >9 >40 > >3350 >10 >45 >900 C Points Fruit, Veg & Nuts (%) AOAC Fibre (g) Protein (g) >40 >0.9 >1.6 2 >60 >1.9 > >2.8 > >3.7 >6.4 5 >80 >4.7 >8.0

26 Application to Birds Eye portfolio Use 4 and 11 point cut offs to categorise portfolio Improve Review: Improve or delist

27 Governance Check-point during monthly Gate Keeping

28 Innovations

Some consumer feedback Healthy as a growing trend is becoming more and more one of the top values consumers are seeking in their meals. Tasty and quick.

I am always looking out for quick, healthy, tasty meals for when we get home from work and this met our expectations! Easy to cook and serve with vegetables.

Highly recommended as it's very tasty stuff and a big size portion for one person in each of the four sachets. Easy. I am a lazy cook so this is great for me.

29 Some consumer feedback Healthy as a growing trend is becoming more and more one of the top values consumers are seeking in their meals. Tasty and quick. my teenage daughter loves these, the fact I can now get her to eat fish is worth five stars alone. It s quick and healthy and great with mash and peas. Quick and Tasty. I am always looking out for quick, healthy, tasty meals for when we get home from work and this met our expectations! Easy to cook and serve with vegetables. I always have one in the freezer! Very fresh taste and incredibly convenient. I have ME so preparing veggies is a very unwelcome chore This removes all that. Highly recommended as it's very tasty stuff and a big size portion for one person in each of the four sachets. Easy. I am a lazy cook so this is great for me. A zap in the microwave and voila a healthy portion of veg cooked! The veg is tasty and slightly crunchy, can't fault it. Source Signal Brand Equity Playbook UK In Home Dining Ecosystem consistent of Consumers Reviews and Statements

30 THANK YOU

Drink Well & Evidence Base

Drink Well & Evidence Base 12.00 12.30 Birds Eye: helping consumers achieve healthier diets Julie Watson, Head of Nutrition, Iglo Foods Group Limited Peter Lack, Head Chef, Iglo Foods Group Limited Supported