Cargill Confidential 04/18/2023Truvia® Ingredient Marketing Update

Cargill Confidential

Truvia® Natural SweetenerGoing Digital to Get to First Trial

09 August 2011

04/18/2023

Cargill Confidential

Things to know about Truvia® Natural Sweetener

Truvia (pronounced Tru-VEE-a) is the brand name for the first great-tasting, natural, zero-calorie sweetener made from rebiana, the best-tasting part of the stevia leaf

Cargill sells Truvia ® natural sweetener as both an ingredient for food and beverages as well as a consumer product

Launched in 2008, Truvia® natural sweetener has already become the #2 sugar substitute in retail sales

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Timeline of the sugar substitute category

04/18/2023

1957-Sweet’n Low (Saccharin) introduced. Tupperware parties are all the rage, an early example of a brand leveraging personal networks to build awareness and move product

1999- Splenda ®(Sucralose) introduced to the US; Napster is released to the delight of a pre-Facebook college student body

1982- Equal (Aspartame) introduced. Bulletin Board Systems trending (if you were fortunate enough to own a 1,200 bit/s modem)

2006- Cargill begins development of a stevia based sweetener. Classmates.com sees an emerging threat from Facebook

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New brand, new product, new sweetness and new marketing

Stage 1: Learning about Truvia® natural sweetener

Stage 2: Deciding to tryTruvia® natural sweetener

Stage 3: Making Truvia® natural sweetener a

household item

Awareness Trial Repurchase

Tastes Great

All natural sweetener

?

Meet the family

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Demographics About Me

Food Habits

• Women

• Married

• College graduate or higher level of education

• Affluent

• I work to keep myself and my family healthy through exercise and eating well

• I count calories and feel guilty when I eat sweets

• However, I love food and enjoy cooking

• I enjoy seeking out and trying new healthy products

• My friends come to me for nutritional advice

• I equate price with quality

• Maintaining health & wellness for herself & her family

• Trend setter when it comes to trying out healthy products

• Thinks about the calories in the food she eats which leads her to make smart choices to live her healthy lifestyle

• Active and engaged shopper, looking for organic or natural foods when she shops

Bringing It Together

Source: Universal McCann Media in Mind 2008 (Simmons 2008)

• I prefer foods without artificial additives and feel most comfortable knowing the ingredients before buying a product

• When shopping I look for organic/natural products

• Fattening food makes me feel guilty

• I take steps to limit the sugar intake in my family

• I will purchase a low calorie sweetener as a safe substitute for sugar (quite often, Splenda)

“Yoga Momma”

6

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Social Media in “Yoga Momma’s” path to purchase

Honestly Sweet® e-club

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Case Study: How the Truvia® brand uses digital media to drive trial with a new target audience

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Lies, Damned Lies, Statistics and a Few Grains of Salto In 2011, 40% of consumers 18-24 reported

drinking coffee daily, up from 31% in 2010 (National Coffee Association)

o 40% of younger coffee drinkers (18-34) are much more likely to prefer sweetened coffee drinks (40% vs. 25% 55-64s and 21% of 65+) (Mintel)

o Over half of adult Americans claim to be on a diet at any given time (Mintel)

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Young Beverage

Experimenter

This Falls Incoming Freshman Class

Born in 1993, the same year Seinfeld won its first Emmy for outstanding series

Heaviest Mobile Video Viewers:

More Receptive to Mobile Advertising

Out-Text All Other Age Groups

Talk Less on the Phone

Grew Up in the Age of Social Media…and It Shows

Watch TV on their computer, iPhone, tablet etc..

Does not appreciate Seinfeld nearly enough

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Barnes & Nobles bookstore sampling

Sorority sampling with Truvia® Natural Sweetener1,200 Sororities nationwide get a chance to sample Truvia® natural sweetener

Free samples of Truvia® natural sweetener and posters/tabletents to be displayed at B&N College Bookstores throughout the US

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Aspretto/Sodexo Honestly Sweet® sweepstakes

175 selected Aspretto/Sodexo College Café locations across the country

In Café marketing materials highlightingthe product attributes of Truvia® natural sweetenerText-to-win sweepstakes

Freshëns yogurt and smoothies sweetened with Truvia® rebianaLargest frozen yogurt and smoothie company in the US

Dedication to natural ingredients, while highlighting the better-for-you nutritional changes to their loyal customer base, which primarily consists of 18-24 year olds living on college campuses

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Finding campus advocates

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The most important thing about these impressions is that they were unsolicited from college students to college students

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On-campus with HerCampus

Truvia® Naturally Sweetened photo contest: Best photo taken at the Barnes & Nobles Café sampling location are entered into local and national giveaways of cosmetics, gift cards, etc…

Her Campus giveaway: Anyone who tweets with the hash tag #TruviaHC is automatically entered into a Her Campus drawing

Her Campus Social Media Inclusion: Cooperative and promotions

Her Campus Web and E-mail spotlight:Use of Her Campus school specific newsletters and microsites highlighting various on-campus sampling opportunities

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Truvia® brand social media “bread and butter”

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Questions?

Chris ObrayInternet Marketing Manager- Truvia®

952.742.1099

chris_obray@cargill.com

Truvia.com, cargill.com

@truvia, @cargill

Cargill Confidential 04/18/2023Truvia® Ingredient Marketing Update