PRESENTATION CAVALIER N.V.

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Horace Stafford
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1 PRESENTATION CAVALIER N.V.

2 OVERVIEW 1. The company and its vision 2. Stevia 3. Stevia market situation 4. Brand positioning 5. The product range 6. Channel approach

4 COMPANY HIGHLIGHTS Belgian family owned company Founded: 1996 Employees: 25 Turnover 2015: 6.5 Mio (Turnover 2011: 3,9 Mio )

5 COMPANY HIGHLIGHTS 2 production sites in Belgium Winner of the innovation award ISM 2012 Worldwide sales: in 65 countries Quality label: BRC

6 We re fanatic about the health of our consumers and deliciously tasting chocolate

7 THE CAVALIER TEAM

8 VISION Since the very beginning Cavalier has built up unique know-how in the preparation of no sugars added chocolates. The company can present itself today as a model of quality and taste that pays great attention to health. Consumers must also be able to derive pleasure from the products and not have to worry about their health. Cavalier has invested a lot to become the pioneer and innovator in chocolate with stevia, chocolate that tastes as good as traditional chocolate. By thoroughly selecting the raw materials to be used and only accepting the end product when it meets our own strict quality controls 100%, Cavalier will continue to make further inroads in the future. Over the next 5 years Cavalier expects to double its size to become one of the major worldwide players in the no sugars added and stevia chocolate segments.

10 STEVIA REBAUDIANA Stevia= Stevia rebaudiana Bertoni What? A plant originating from Brazil and Paraguay Natural sweetener 300 times sweeter than ordinary sugar 100% safe

11 STEVIA Benefits No calories Not addictive Contains lots of nutritients and fibers No negative effect on teeth and intestins Does not affect the blood sugar level Remarks Cannot replace all functions of sugar (conservation, carmelisation, creating volume, enhance flavor etc.) Not allowed to be used in its natural presence More expensive No laxative effect (vs. Maltitol)

12 STEVIA AS A SWEETENER IN CHOCOLATE, WHY?

13 STEVIA IN OTHER PRODUCTS

15 STEVIA : HOW TO MARKET IT? SEGMENTATION AND BRAND POSITIONING

food channel In health channel In health food and

17 ROLES OF BRANDS Cavalier stevia Cavalier maltitol Dulcisana Private label In chocolate and natural food channel In health channel In health food and pharmaceutical channel Privata label NSA stevia and maltitol

18 BRAND PROMISE Fine chocolate Belgian craftmanship Intense tasteful Premium priced Warm

19 TARGET GROUP - CONSUMERS Main target groups Chocolate lovers and premium product users People that live healthily and conscientiously Parents that care for their kids Secondary target groups healthy brands Diabetics Curing (hospital) Fitness

pending on the chocolate covering Own patent concerning

20 KEY POINTS OF DIFFERENTIATION CAVALIER Pioneer in the development of chocolate with sweeteners from stevia Patent pending on the chocolate covering Own patent concerning chocolate fillings A full range of stevia products with over 50 varieties.

21 KEY POINTS OF DIFFERENTIATION CAVALIER Chocolate taste has been fine-tuned due to a lot of research and development. Fairtrade label to underline its social dimension. Dedicated No Sugars Added production sites

22 KEY POINTS OF DIFFERENTIATION TASTE Very close to chocolate with sugar Intensive taste vs. «traditional chocolate» Longer taste in mouth Our star products: Stevia dark chocolate and berries Stevia bars with fruit filling 22

TOP 10 SELLING STEVIA ITEMS 1. Dark chocolate tablet 85g 2. Milk chocolate tablet 85g 3. Dark Berries chocolate tablet 85g 4. Hazelnutspread 380g, 360g & 250g 5.

24 TOP 10 SELLING STEVIA ITEMS 1. Dark chocolate tablet 85g 2. Milk chocolate tablet 85g 3. Dark Berries chocolate tablet 85g 4. Hazelnutspread 380g, 360g & 250g 5. Milk Caramel filled chocolate bar 40g 6. Milk Hazelnuts chocolate tablet 85g 7. Milk Praliné filled chocolate tablet 85g 8. Dark Mocha chocolate tablet 85g 9. White Rice chocolate tablet 85g 10. White Mango Raspberry tablet85g

25 CAVALIER STEVIA PRODUCT RANGE 8 tablets 16 bars Loose and box chocolates 4 mini bars Sea shells Hazelnutspread Horeca range Seasonal 25

26 CAVALIER MALTITOL PRODUCT RANGE 8 tablets 10 bars Loose and box chocolates 2 mini bars Sea shells Hazelnutspread Almond biscuits 26

CHANNEL SEGMENTATION Full Service Retail Specialty

Service Internet Hyper and supermarkets Chocolate (Organic)

Proximarkets Fittness Sauna Specialised retail Bakeries

28 CHANNEL SEGMENTATION Full Service Retail Specialty Confectionary Natural Food Shops Health / Parapharmacy Food Service Internet Hyper and supermarkets Chocolate (Organic) Health- food shops Catering Generalist Candy (Organic) Proximarkets Fittness Sauna Specialised retail Bakeries Health Forecourt (Petrol) Duty Free Natural, organic (Para-) pharmacies Wholesale Natural

29 SALES FOCUS PER CHANNEL RETAIL Focus on basic tablets 85g, bar 40gr, Choc. spread, Seashells NATURAL FOOD SHOPS Focus on larger and higher level assortment (extra, light ranges) INTERNET Depending on the positioning (retail = large, natural food, health, or food services) SPECIALTY CONFECTIONARY Focus on pralines (bulk and premium), then solid products FOOD SERVICE/ CASH & CARRY Focus on bulk pralines Droplets 2kg, Neapolitans HEALTH/ PARAPHARMACY Cavalier Maltitol range, DulciSana / Private Label

30 OUR WORLDWIDE PARTNERS

INGREDIENTS

INGREDIENTS www.wisdomnaturalbrands.com WISDOM NATURAL BRANDS INGREDIENTS ABOUT US After many years of successfully offering to consumers in the U.S. market, Wisdom Natural Brands was asked by manufacturers