A Case Study in promoting

healthier food choices

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Healthy spheres of Influence

Government

Social/Cultural Retailer

Brand

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Government

Cultural/Society

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Retailers

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Brands

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Brands

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Brands

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Timeline for JF Rabbit

Refreshed packaging using community input

Brand born on limited budget

Raised funds for launch Our first customers

Spreading the word

2015 2016 Mid - 2016 Autumn - 2016

Summer - 2017 Autumn - 2017

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Consumer Trends

- 63% of adults try to eat healthily most of the time. - 28% of adults have too much sugar in their diets and actively seek alternatives. - 19% of millennials shunning booze altogether and 66% don’t consider it important to their social lives.

- 3 in 10 under 25s have tried to adopt a clean eating diet.

- A NutriBullet was sold every 30 seconds at Christmas.

* Zero Proof Pioneers. The Grocer, 10/12/2017 ** Mintel Attitudes to Healthy Eating Feb 2017 *** Real Business Report Jan 2017 **** Nielsen Scantrack Grocery Multiples 52 w/e data to 31/12/16

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Key Lessons

Flavour

Benefits

Branding

Price

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Flavour – ‘Healthy must be tasty’

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Communicate the Benefits

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Brand

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Price

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Results and future challenges

- Independent distribution nationwide including Wholefoods, Budgens and Revital - Distribution through contract catering into some of the UK’s biggest offices including

Goldman Sachs and… - European Export

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THANK

YOU!