Freefrom the distributors approach Graeme Mckenzie Head of Offer Development

Numbers that make us sit up and take notice…

Outlets serve gluten free*

Outlets would consider adapting dishes to make

gluten free **

Growth in number of gluten free menu lines*

Menurama*, Eating outlook operator service base 2014**

… and we are seeing growth across all Freefrom

Customers attitude to the Freefrom opportunity

are changing

NICE TO DO NEED TO DO

HIDDEN PROMINENT

SERVICE PROMOTE

DRIVING CONSUMER CHOICE

WHERE TO DINE

Legislation will put Freefrom firmly on

the agenda for all outlets

Our approach

Our key ingredients

KEY BRAND

DISTRIBUTOR CONSULTANT /

ADVISOR

CHOICE

QUALITY

PRICE

PROMOTION

SERVICE

DELIVERY

INSIGHT & TRENDS

MENU & RECIPE

DEVELOPMENT

ADVICE CENTRE

DATA

OWN

BRAND

We are in a unique position to inspire

customers and help them to grow their

Freefrom offer

Our NPD Process

STRATEGIC

CATEGORY

DEVELOPMENT

PROJECTS

LATEST

INSIGHT AND

TRENDS

SALES FORCE

GAP REVIEW

CUSTOMER

SPECIFIC

RECIPE

DEVELOPMENT

3

2

4

Validation / approval

Making it happen

Launch

1 Scoping

Wave 1 Wave 2

BRANDED NPD

To be part of our range

QUALITY

RELEVANT

CREDIBLE

INNOVATIVE

SUPPORTED

• Freefrom identified as a key strategic category

development opportunity

– Market trends, Customers, Salesforce

• Working with Coeliac UK, we launched a

range 50 great tasting Gluten Free products

• Start of an on-going programme

• Each range review we continue to add more

• Now @ 300 products in available for coeliac

diets

• In addition we have a wide range of products

which are naturally gluten free

What did we do with GF?

Suppliers & partners have been

critical:

, .

Dr Schar

Doves Farm

Honey Buns

Aulds

Hungry yet?

Our Freefrom range offers both

scratch and time saving solutions • Bakery

• Breakfast items

• Store cupboard essentials

• Children’s mains & Ice-cream

• Tempting cheesecakes

• Sweet treats- individually wrapped and

traybakes

• Single wrapped and multi portion

Validated against specifications to

ensure they are less than 20ppm

In addition to gluten free we also

cover. • Vegan and vegetarian (Meat free)

• Dairy free

• Nut free

• Soya free

• Positive steps

Adding Value

Bringing freefrom opportunity to life

Inspiring recipes

Exhibitions

Product & sector

Brochures

Sales training/tastings

Sampling & promotions

Website

E-publications

Social Media

INSIGHT & TRENDS MENU & RECIPE

DEVELOPMENT

Adding Value

Educating and supporting customers

Adding Value

Making Freefrom easier to digest

Guidance

Fact Sheets

Rapid Ingredients Checker

Freefrom product lists on-line

• Updated product information in price lists and on-line for over 15,000 products

• Updated Freefrom and allergen lists

• Updated packaging

• Updated specifications and new product development

• Advice Centre, Sales, Telesales training

• Customer and supplier education and guidance

• Rapid ingredients checker (RIC)

• New tools and templates

• Substitute and contract management processes

Adding Value

Making new food information regulations easier

Freefrom becomes a widescale lifestyle choice

Active positive choice for

consumers

Greater demand and expectation

fuels innovation

Growth in choice and

quality

Menu profile increases

Consumer thirst for

information

Outlets look for new ways to showcase

Freefrom set to follow the path of

the vegetarian revolution

Freefrom – where next

Execution becomes a

differentiator between outlets

The future

More discerning freefrom consumer

Influencing choice of destination…

…but experience must be good

How long before QR

codes printed on the menu become the

norm?

Smart technology

Google Glasses

Demand for instant

information

Check out our Gluten

free Cheesecake

The future

Information is king

thank you for listening