FOASC Presentation 6.8.16 1
Probiotics are surging in popularity 2
Kombucha will be $1.8 Billion in annual sales in 2020 $1.8 Billion $600 Million 3 Data Source: SPINS scan (powered by Nielsen Scantrack) L12 Weeks Ending 1/24/16
Probiotic Beverages today are what Vitamin Water was 20 years ago… on trend to be the next generation of health and wellness! Forbes Magazine: “Top 25 Innovative CPG Brands of 2014” KeVita is rivaling brands such as Chobani and KIND for their innovation in the CPG industry 4
Brand Architecture: KeVita Brand Product Portfolio 5
KEVITA MASTER BREW KOMBUCHA Leading the category with the fastest growing kombucha in the market! • Bold, Effervescent On Trend Flavors • 5x the organic acids of the leading brand • 2 Strains of Live active probiotics • Organic, Non-GMO Certified • Verified Non-Alcohol with 4 billion CFU’s • Energizing with 80mg of caffeine • Filtered and Yeast Free • Vitamin B Fortified • Skews Male 6
Kombucha Brand Comparison Chart MASTER BREW KOMBUCHA OTHER BRANDS OF KOMBUCHA GT Dave states 2 billion probiotics per bottle. MBK contains 4 billion CFUs per bottle (2X MORE) Health Ade has no declared amount of probiotics. MBK contains 450mg of Organic Acids (5X MORE) GT claims 65 mg of Organic Acids per bottle. Organic Acids are the functional “cleansing” ingredient in Kombucha. Health Ade has no declared amount of Organic Acids. MBK is filtered and contains no “floaties” The “floaties,” are cellulose particles called pellicles. These “floaties” GT Dave and Health Ade is unfiltered and contains “floaties” . provide little to no health benefits. Filtration results in yeast free Kombucha. Consuming too much yeast may contribute to Dysbiosis which is an • Excessive yeast may contribute to Dysbiosis which is an unhealthy unhealthy imbalance of the body. imbalance of the body. • Master Brew Kombucha supports “yeast free” candida diet.* GT and Health Ade Kombucha are involved in class action lawsuits for MBK is Verified Non-Alcoholic. allegedly improperly labeling product as Non- Alcoholic. GT’s Kombucha • To be labeled as Non-Alcoholic in compliance with the law, a product was pulled from shelves in 2010 for concerns surrounding alcohol must contain less than 0.49% alcohol by volume. compliancy and product allegedly exceeding 0.49% alcohol by volume. GT Dave openly states that: “if you are pregnant or breast feeding, please MBK is SAFE to drink while pregnant or nursing. consult with your health care professional before consuming our products.” Both GT Dave and Health Ade Kombuchas have a class action lawsuit MBK’s Sugar content stated on our nutritional fact panel is accurate. brought against them for allegedly understating the sugar content in their Kombucha.* MBK is Naturally Energizing Both GT Dave and Health Ade: • • Brewed with Green and Black teas Do not say that they are naturally energizing • • Quantify the caffeine on the label at 40mg per serving (2 servings per bottle) Do not quantify the caffeine levels on their labels 7
Kombucha and Sparkling Probiotic are over 3x the size of cold pressed juice and still growing faster Segments within Premium Chilled Wholesome Category YTD Dec 27 th – IRI, MULOC SPJ UPJ Chilled Functional $ Share of Premium 84% (-5.1%) 4% (+1.6%) 12% (+3.7%) Chilled Wholesome Category Segment $ % Chg YA +8.2% +60.6% +61.3% Including Non-Measured $1.5B+ $150MM+ $500MM+ + Natural (estimated) annualized retail $ Key players 8
KeVita outperforms the category in all channels 52 Week Growth Cross Channels 140.0% 121.6% 120.0% 100.0% 81.7% 80.0% 60.0% 56.2 % 40.0% 20.0% 15.4% 10.0% 4.3% 0.0% Natural Gourmet Conventional Category KeVita 9 SPINS Data 1/24/16
Growth rate continues to accelerate in all channels • In the last 52 weeks, KeVita is up 102% vs. prior year. • Natural Channel is up +78.5% • Conventional Channel is up +121% • KeVita made successful cross over from natural to conventional with the latest 12 week sales rate putting KeVita on pace to generate $64MM in per annum retail sales. • At Whole Foods Market, where KeVita first launched 6+ years ago, $ sales are $12.8MM over the L52 weeks and growing +47%! • KeVita has also penetrated Food Service, Mass, Club, Military, and Drug Channels 10 Data Source: SPINS Weeks Ending 1/24/16
CLUB & MASS SUPERMARKET NATURAL Consumer demand is driving national distribution DRUG MILITARY C-STORE E-COMMERCE 11
SKU Ranking Guidelines Sparkling Probiotic Drink Ranking 1. Lemon Cayenne 5. Mango Coconut 9. Coconut 2. Mojita 6. Tangerine 10. Hibiscus Berry 3. Lemon Ginger 7. Blueberry Cherry 11. Pineapple Coconut 4. Strawberry 8. Pomegranate Master Brew Kombucha Ranking 1. Ginger 5. Citrus 2. Pineapple Peach 6. Mango Habanero 3. Raspberry Lemon 7. Lavender Melon 4. Tart Cherry 8. Dragon Fruit Lemongrass 9. Grapefruit
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