Sam Slover Co-Founder & CEO, Sage Project

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2 CONSUMER-FIRST FOOD DATA: Consumers are doing it for themselves

3 WHO WE ARE We re a team of designers, dietitians & data-focused technologists. We ve spent the past few years obsessed with how to make food and nutritional information more open, approachable and personalized for consumers.

4 Our entire approach is from a consumer-first perspective. What do consumers want to know? And how can we personalize it around key/actionable food/dietary questions?

5 Today s Consumer is Different Consumers are asking new and different questions about their food, and are more health and values-driven than ever before.

6 Today s Consumer is Different 66% of Americans now choose products based on personal health needs 80% of Americans stated that they would change their diet in some way in X More consumer interest in foods with specific health benefits than in % want to eat less added sugars

7 36% of American Adults Now Follow a Specific Diet!

8 44% of American Millennials Now Follow a Specific Diet!

9 There s a new long tail of consumer considerations and personas

10 Yet consumers largely still have the same experience as 10 years ago

11 The Big Question That Drives Us: How do we make life truly 10X better for this new type of consumer?

12 The Consumer Dream Platforms and stores of the future are contextual and adapt to you and your needs. Configure your profile (needs, preferences, etc.) and let smart data-aware platforms do the rest.

13 How Do We Do It?

14 We Capture & Classify Food Data Entirely From A Consumer-First Approach

WE KNOW ABOUT EVERY FOOD Keto Paleo ALLERGENS & INTOLERANCES Gluten Dairy Nuts FODMAPs Wheat This depth of data allows us to to build 10X

15 OUR ENGINE CAPTURES & CLASSIFIES EVERY DATAPOINT THAT IS MEANINGFUL TO CONSUMERS INGREDIENTS DIET CLASSIFICATIONS Added Sugars Whole Grains Additives Salts Diabetes Low FODMAP Heart Health Kidney Refined Grains EXAMPLES OF WHAT WE KNOW ABOUT EVERY FOOD EXAMPLES OF WHAT WE KNOW ABOUT EVERY FOOD Keto Paleo ALLERGENS & INTOLERANCES Gluten Dairy Nuts FODMAPs Wheat This depth of data allows us to to build 10X better tools that are targeted at today s modern consumer use cases. MORE NUANCED NUTRITION Carb Exchanges Fiber Ratios Net Carbs Glycemic Index

16 Examples of Top Drivers For Consumers

17 Examples of Top Dietary Classifications & Personas

18 This consumer-first approach to data leads to 10X better experiences for end users.

19 On our platform. & for our partners.

20 Our platform is all about modern, personalized nutrition.

21 Our app & platform is contextualto every user Our tools provide the most relevant info, analysis and user experience for each user based on their dietary needs and health goals. It s individualized nutrition that sets a new paradigm beyond existing one-size-fits-all approaches.

22 We have fine-tuned profiles covering the long tail of consumer use cases.

23 Our Platform Adapts to Each User s Profile & Unique Needs Heart Health (DASH Diet) vs. Keto

24 Demo: Heart Health

25 Demo: Paleo

26 We Help Simplify Information To What s Most Relevant To Each User.

27 Evaluation & Comparisons of Foods. Can I eat this? Is this the best option for me?

28 Blue = Excellent Blue is the best of the best! These foods are excellent for a given food profile.

29 Green = Good If you see green, that means it s a good fit for your profile

30 Yellow = Moderation If you see yellow, that means it s a food to eat in moderation.

31 Red = Warn If you see red, that means the food is not a great fit for your profile.

32 Tracking & Insights How am I doing? Where am I going right? What s been problematic?

33 Search What can I eat? What are good potential substitutes if something isn t quite right?

34 We Also Surface Top Consumer Interests in an Objective Way

35 Via Data Exports Added Sugars We programmatically identify and communicate added sugars across all products. z

36 GMOs We programmatically identify and communicate GMOs across all products.

37 Via Data Exports Ingredient Explainers We explain tricky ingredients & additives and make ingredient lists sortable. z

38 Via Data Exports Ingredient Explainers We explain tricky ingredients & additives and make ingredient lists sortable. z

39 Allergens & Intolerances We tag every allergen & intolerance and pinpoint the troublesome ingredients. z

40 Exercise Equivalence We relay nutrition concepts via fun data concepts, like how much exercise does it take to burn off a product. z

41 Via Data Exports Badges We show consumers what s good about a product with succinct visual representations (badges). z

42 Our partners also leverage the data to build smarter, modern experiences for their customers.

43 Personalized & Data-Driven E- commerce Whole Foods Market leverages our data for personalized product info & search.

44 Organic Heart Healthy Cereals

Health & Wellness 45 Kroger leverages our

OptUp looks at past purchasing behavior and

45 Health & Wellness 45 Kroger leverages our data for the OptUp app, which is designed to help customers improve their personal health by making healthier grocery purchases. OptUp looks at past purchasing behavior and provides helpful insights and smart substitutions.

46 Consumer-facing nutrition & transparency CPGs like Campbell s leverage our tools for consumer-facing transparency & personalized nutrition.

47 What are some of the benefits of this approach?

48 1. More Sales!

49 Via Data Exports The Big Benefit: Significant Sales Lift In a 5,000-product A/B test on a major ecomm site, products with our deeper tagging/badges had 1.8% increased sales over products with no tags z

50 2. Richer data + modern UXs = transformed storefront based around digital product info.

51 As a design technique, badging is incredibly effective in digital.

52 EACH DATA BADGE CAN BE SHOWN ON A PRODUCT PAGE OR USED AS A SEARCH FILTER

55 3. More nuanced search + filtering = a better shopping experience than brick & mortar.

57 Organic Heart Healthy Cereals

58 Healthy Fats Snacks

59 Gluten Free Pastas

60 4. The Holy Grail = True Personalization.

61 Huge new opportunity to build highly personalized digital experiences: The Store of You!

A New Concept of Aisles and Storefronts B E

A R B D I A B E T I C F R I E N D L Y L O W

High Fiber, Low Sugar, Healthy Products.

N L Y N O N - G M O O N L Y H A L A L O N L

62 A New Concept of Aisles and Storefronts B E S T F O R Y O U P A L E O K E T O / L O W C A R B D I A B E T I C F R I E N D L Y L O W F O D M A P A tailored selection personalized for you. Protein- friendly, avoiding added sugars/hfcs, grains, dairy, etc. Low carbs, high protein and fat offerings. High Fiber, Low Sugar, Healthy Products. A curated mix for those on the Low FODMAP diet for irritable stomachs. O N L Y K O S H E R O N L Y O R G A N I C O N L Y N O N - G M O O N L Y H A L A L O N L Y G L U T E N F R E E Products that conform to Jewish dietary law. Products produced according to USDA standards for organic. No genetically modified organisms (3rd- party certified). For those following Halal practices. Free from gluten- based ingredients + crosscontamination.

63 The Paleo Storefront is curated to only Paleo products

64 The Sam Slover Storefront is curated and sorted to my interests

65 WANT TO SIGN UP FOR THE LATEST PLATFORM?

66 CONSUMER-FIRST FOOD DATA: Consumers are doing it for themselves

UNDERSTANDING THE FREE FROM MARKET. a consumer s perspective.

UNDERSTANDING THE FREE FROM MARKET a consumer s perspective. My journey into the world of free from... The many faces of the free from lifestyle.. Carly, Coeliac Disease Sarah, IBS+Low FODMAP Midge, Bloating