flintstones new product exploration and line development prepared for: prepared by: july, 2012

FLINTSTONESNEW PRODUCT EXPLORATION

AND LINE DEVELOPMENT

Prepared For:

Prepared By:

July, 2012

2

BACKGROUND

Flintstones is considering various options for filling/strengthening its pipeline with a number of potential new products. These potentially include upgrades to current multivitamin products, brand new multivitamin products and “other” nutritional supplements designed to be taken along with Multivitamins.

A number of ideas for each of the different types of products were developed for testing. Of note, products where two forms were available were tested as separate ideas.

• Multivitamins: 23 New Potential Products• Supplements: 24 New Potential Products

Additionally, several current products (including key Flintstones brands) were included to serve as the benchmark against which to measure strength of new product ideas.

• Multivitamins: 13 Current Products (7 Flintstones)• Supplements: 6 Current Products (no Flintstones)

3

PURPOSE

The objective of this research is to identify and prioritize the most compelling and unique ideas for further development in the multivitamin and supplement arenas. Multivitamins and Supplements will be examined separately as they represent two distinct categories.

Additionally, for each category, this research will examine the relative consumer interest in the new products currently being considered on the additional dimensions of:

• How they would interact with each other and with the current Flintstones product line (for Multivitamins)

• How alternative Flintstones product line-ups can be expected to interact with other products currently in each category.

4

METHOD

A discrete choice approach was used with two separate arrays, one for multivitamins and one for supplements.

Respondents were shown different groups of products from within one of the arrays (either CMV or Supplements) and asked to sum 10 allocations across the alternatives, followed by calibration questions. After completing the tasks for one product array, they did same for the other product array.

Order of category was rotated to minimize effect of order bias.

Research was conducted June 11 – June 15, 2012 among 1004 moms of children, ages 2-12, as follows:

• 803 Children’s Multivitamin Users or Supplement User past 6 months (only 31 did not use CMV)

• 201 who have not used Children’s Multivitamin or Supplement in past 6 months but are Extremely/Very Likely to use in future

• Age of mom within each group was as follows:o 18-34 N=402o 35-49 N=521o 50-64 N= 81

MULTIVITAMINS SCREEN SHOT

37409_Citracal DCM_rev for pres dec.10 6

SUPPLEMENTS SCREEN SHOT

7

SIMULATED SHARE OF CHOICE

The key measure being used in this study is SIMULATED SHARE OF CHOICE. SIMULATED SHARE OF CHOICE does not equate to market share – it is merely one component of what ultimately would be share of market

The major difference between SIMULATED SHARE OF CHOICE and an estimate of market share is that the simulated measure assumes that every single product under consideration has universal awareness and universal distribution. It further assumes that all products were merchandised identically (same number of facings, same placement) and that nothing was on deal – a set of circumstances that will never be replicated in market.

What SIMULATED SHARE OF CHOICE can be used for is to estimate the relative potential of individual products and groups of products relative to each other – with the knowledge that ultimate share of market will ALWAYS be lower than SIMULATED SHARE OF CHOICE.

RELATIVE VARIETY APPEAL FOR NEW CMV PRODUCTS“SIMULATED SHARE OF CHOICE”*

-Total Random-

6.5%5.0%

4.7%4.5%

3.8%3.3%

3.1%2.9%2.9%2.8%2.7%2.7%2.7%2.6%2.5%2.4%

2.2%2.2%2.1%2.1%2.1%2.0%2.0%

1.8%1.8%1.8%1.7%1.7%1.7%1.6%1.6%1.5%1.4%1.3%

1.0%1.0%

Average 2.5%

Red – New Flintstones ProductsPurple – Current Flintstones ProductsGreen – Current Competitors

8

Lil Critters *Store Brand Gummies*

Disney Princess * Disney Cars *

Flintstones Complete Chewable MORE Ca/k2Flintstones Complete Chewable MORE Ca/k

Store Brand Chewable *Flintstones Complete Gummies Ca/k2

Centrum (Chewable) *Flintstones Chewable -Immunity *

Flintstones Complete Gummies Fruit/VegFlintstones Complete Gummies Fruit Immune

Flintstones Complete Chewable *Flintstones Complete Gummies Ca/k

Flintstones Gummies- Immunity *Flintstones Complete Vitapops

Flintstones Complete Gummies Fruit A,C,EFlintstones Complete Gummies Natl Flv

Flintstones Complete SF Chewable TeethFlintstones Complete Layer Chews

My First Flintstones Chewable *Flintstones Complete Gummies *

Flintstones w/ Iron Chewable *Flintstones Complete Gum Fiber

Flintstones Plus Omega Gummies*Flintstones Complete Chewable Natl Flv

Flintstones Complete Gummies Sugar FreeFlintstones Complete Gum Fruit Balanced

Flintstones Complete Chewable Sugar FreeFlintstones Complete Gummies Fiber Relief

Flintstones Complete Sugar Free Choc Chew Flintstones Complete SF GummiesTeeth

Flintstones Complete Gummy Bursts Flintstones Complete Sugar Free Choc Chews Teeth

Flintstones Complete Gummies VegetarianFlintstones Complete PopStones

NOTE: This is NOT an estimated share of market * Items market with an asterisk are currently in market

The most compelling CMV products are lower priced gummies.

Current Flintstones products interest seems suppressed by relative strength of some potential new varieties, among them bone and fruit.

RELATIVE VARIETY APPEAL FOR NEW SUPP PRODUCTS“SIMULATED SHARE OF CHOICE”*

-Total Random-

8.4%7.7%

6.5%6.3%

5.4%5.3%

4.1%4.1%

3.4%3.0%

2.2%1.9%1.9%1.8%1.7%1.6%1.5%1.4%

1.2%1.2%1.2%

1.0%0.9%0.9%0.8%0.7%0.7%0.7%0.6%0.5%

Average 2.6%

9

Lil Critters Immune-S -*

Lil Critters Omega-S *

Lil Critters Vit D-S -*

Flintstones Brain Support Gummies - S

Flintstones Brain Support Chewable-S

Flintstones Fruit Snacks-S

Flintstones Bone Fruit Chews - S

Flintstones Brain Essence - Gummies -S

Flintstones Bone Choc Chews -S

Flintstones Concentration - Gummies -S

Flintstones Sleep - Gummies -S

Flintstones Probiotic Relief Gummies -S

Flintstones Concentration - Chewable-S

Flintstones Probiotic DH Gummies -S

Flintstones Brain Essence - Chewable-S

Flintstones Probiotic +Immune & DH - Chewable-S

Lil Critters Pribiotics-S -*

Flintstones Probiotic Immune Chewable-S

Flintstones Probiotic + Immune Chewable-S

Flintstones Pro/Prebiotic Chewable-S

Flintstones Sleep - Chewable-S

Flintstones Bone Liquid-S

Culturelle KIDS!-S -*

Flintstones Muscle Shot-S

Flintstones Probiotic DH Chewable-S

Flintstones Muscle Liquid

Flintstones Pro/Prebiotic Powder-S

Flintstones Probiotic Relief Chewable-S

Flintstones Muscle Liquid + Prot-S

Forastor Kids-S -*

Red – New Flintstones ProductsPurple - Current Flintstones ProductsGreen – Current Competitors

Current L’il Critters are the most popular supplements tested.

Brain support and bone are areas of high potential.

Probiotics tend to be among the weakest ideas.

NOTE: This is NOT an estimated share of market * Items market with an asterisk are currently in market

10

PURCHASE APPEAL

As the SIMULATED SHARE OF CHOICE was done separately for CMV’s and Supplements, no comparison of the two types of products can be made using that measure.

To allow for cross category analysis, a Purchase Appeal score was developed for each product -- which was ascertained for both CMV’s and Supplements. It was developed using each respondents patterns of preference within each of the two product arrays, calibrated to the scores each respondent gave for a limited number of products. In some way, purchase appeal is potentially more relevant than share of choice as it differentiates between preferences that are motivated by strong differences between products and those that are less clear cut. It the only key evaluative measure on which CMV’s and Supplements can be compared.

1137409_Citracal DCM_rev for pres dec.10

PURCHASE APPEAL FOR ALL PRODUCTS

50.7%49.1%48.2%48.0%47.9%47.8%47.4%46.8%46.3%45.6%45.1%44.9%44.7%44.3%44.0%43.3%43.2%42.8%42.8%41.9%41.7%41.5%41.3%41.2%40.6%40.6%

38.2%38.2%37.7%37.6%37.5%37.2%36.9%

Disney Cars Gummy *

Flintstones Brain Support Gummies-S

Lil Critters Gummy Vites *

Disney Priness Gummy *

Flintstones Fruit Snacks-S

Flintstones Complete Gummy w/CA &K2



Lil Critters Immune-S *

Flintstones Plus Immunity Support Chewtab *

Flintstones Comp. Chewable w/MORE CA & K

Flintstones Complete Gummy w/CA & K

Flintstones Plus Immunity Support Gummy- *

Lil Critters Vit D-S *

Flintstones Complete + Real Fruit Gummy

Flintstones Comp. Chewable w/MORE CA & K2

Flintstones Bone Fruit Chews

Flintstones Comp. Plus Fruit & Veggie Gummy

Flintstones Complete Chewable *

Flintstones Complete Plus Real Fruit Gummy

Flintstones Complete Natural Flvrs. Gummy

Flintstones Complete Gummy*

Store Brand Kids Gummy*

Centrum Kids Chewable *

Flintstones w/ Iron Chewable*

Flintstones Brain Essence - GummiesFlintstones Comp + Real Fruit Gummy Balanced

Flintstones Complete Plus Fiber Gummy

My First Flintstones Chewable *

Flintstones Complete Natural Chewable

Flintstones Complete Flavor Layer Chews

Flintstones Concentration - Gummies-S

Flintstones Complete SF Chewable

36.9%36.4%36.2%35.9%35.5%35.0%

34.0%33.9%

31.9%30.9%30.6%30.4%30.0%29.6%29.1%

27.5%26.9%26.4%26.2%25.9%25.7%25.3%

23.9%23.5%22.6%22.6%21.7%

20.7%19.5%19.0%18.2%17.9%

16.9%

Flintstones Complete Vita-pops Lollipop

Flintstones Bone Chews Choc-S

Flintstones Comp Plus Fiber Gummy

Flintstones Complete Sugar Free Gummy

Flintstones Complete Sugar Free Chewable

Flintstones Comp Sugar Free Gummy

Flintstones Sleep - Gummies-S

Flintstones Plus Omega-3 DHA Gummy *

Flintstones Complete GUMMY BURST

Flintstones Probiotic Relief Gummies-S



Flintstones Probiotic DH Gummies-S

Flintstones Comp. Vegetarian Gummy

Flintstones Comp. Sugar Free Choc Chews

Store Brand Kids Chewable *

Flintstones Complete PopStones

Flintstones Comp. Sugar Free Choc Chews

Flintstones Sleep - Chewable-S

Lil Critters Pribiotics-S -*

Flintstones Probiotic Immune Chewable-S

FS Probiotic +Immune & DH - Chewable-S

Flintstones Probiotic + Immune Chewable-S

Flintstones Pro/Prebiotic Chewable-S


Culturelle KIDS!-S -*

Flintstones Muscle Shot-S

Flintstones Probiotic Relief Chewable-S

Flintstones Probiotic DH Chewable-S

Flintstones Muscle Liquid

Flintstones Pro/Prebiotic Powder-S

Flintstones Muscle Liquid + Prot-S

Forastor Kids-S -*

Red – New Flintstones ProductsPurple – Current Flintstones ProductsGreen – Current Competitors

CMV’s TEND to be more inherently appealing than supps – but SOME of the stronger potential supps appear to have as much potential as the strongest CMV’s – again, brain and fruit snacks lead the pack.

* Items market with an asterisk are currently in market

12

1004 803 201

% % %

Disney Cars Gummy 50.7 1 51.9 1 45.8 2

Lil' Critters Gummy Vites 48.2 3 50.1 3 40.8 13

Disney Princess - Gummy 48.0 4 48.4 6 46.3 1

Flintstones Plus Immunity Support Chewable 45.6 10 45.6 12 45.8 2

Flintstones Plus Immunity Support Gummy 44.7 13 45.0 13 43.8 7

Flintstones Complete Chewable 42.8 18 43.6 17 39.8 17

Flintstones Complete Gummy 41.5 22 42.7 20 36.8 29

Store Brand Kids - Gummy 41.3 23 41.7 24 39.8 17

Centrum Kids Chewable 41.2 24 40.1 26 45.8 2

Flintstones with Iron Chewable 40.6 25 41.1 25 38.8 25

My First Flintstones Chewable 37.7 29 36.6 35 42.3 10

Flintstones Plus Omega-3 DHA Gummy 33.9 41 35.6 40 26.9 48

Store Brand Kids Chewable 27.5 49 25.9 53 33.8 34

41.8 42.2 40.5

Category Usage

Total User Non-User

1004 Rank 803 Rank 201 Rank% % %

Kids Complete Gummy w/CA & K2 47.8 6 49.6 4 40.8 13Kids Comp. Chewable w/MORE CA & K 45.1 11 45.0 13 45.8 2Kids Complete Gummy w/CA & K 44.9 12 46.7 10 37.8 27Complete + Real Fruit Gummy 44.0 15 44.7 15 41.3 12Kids Comp. Chewable w/MORE CA & K2 43.3 16 43.0 18 44.8 6Complete Plus Fruit and Veggie Gummy 42.8 18 43.0 18 42.3 10Complete Plus Real Fruit Gummy 41.9 20 42.2 23 40.8 13Complete Natural Flvrs. Gummy 41.7 21 42.3 21 39.3 22Comp. + Real Fruit Gummy - Balanced 38.2 27 38.6 28 36.8 29Complete Plus Fiber Gummy 38.2 27 38.4 29 37.8 27Complete Natural Chewable 37.6 30 37.2 31 39.3 22Kids Complete Flavor Layer CHEWS 37.5 31 38.0 30 35.3 32Kids Complete Sugar-Free Chewable 36.9 33 36.2 38 39.3 22Kids Complete Vita-Pops Lollipop 36.9 33 37.2 31 35.3 32Complete Plus Fiber Gummy 36.2 36 36.7 33 33.8 34Kids Complete Sugar-Free Gummy 35.9 37 36.7 33 32.3 39Kids Complete Sugar-Free Chewable 35.5 38 36.1 39 32.8 38Kids Complete Sugar-Free Gummy 35.0 39 36.4 36 29.4 42Kids Comp. GUMMY BURST 31.9 42 33.1 42 26.9 48Complete Vegetarian Gummy 29.6 47 28.6 47 33.3 37Kids C omp Sugar-Free Choc Chews 29.1 48 28.6 47 30.8 40Kids Complete PopStones 26.9 50 26.8 49 27.4 45Kids Comp Sugar-Free Chocolate CHEWS 26.4 51 26.2 51 27.4 45

37.5 37.9 36.1

Total User Non-User

P6M UsageCategory Usage

CURRENT CMV’s NEW FLINTSTONES CMV’s

MULTIVITAMIN PURCHASE APPEAL BY CATEGORY USAGE

Generally, non-users who are accepting of the category do not appear to be rejecting any single product or type of product – and, in fact differ from the users primarily in their acceptance of store brands.

NOTE: This and the following slides show a rank for each item. This is the rank order of appeal of each item within each group. Rank is within all 66 items tested – Current AND New, MV’s AND Supps

DW – like here

Also – can you change these headings on this page and the next, and do the same thing as appropaiate on subsequent pages..ALSO – I changed the title on this page and the next…if you can do the same thing for the subsequent pages..

13

1004 803 201 % % %

Lil' Critters Omega-3 Gummy Fish Gummy 47.4 7 48.4 6 43.3 9Lil' Critters Vitamin D Gummy Bears Gummy 44.3 14 45.7 11 38.8 25Lil' Critters Immune C Plus Zinc Gummy Bears 46.3 9 47.9 9 39.8 17Lil' Critters Probiotic Acidophilus Chewable 25.9 53 26.0 52 25.4 52Culturelle KIDS! Chewable 22.6 58 22.9 58 21.4 61Florastor Kids Powder 16.9 66 16.7 66 17.9 64

Total User Non-UserCategory UsageCURRENT

SUPPLEMENT PURCHASE APPEAL BY CATEGORY USAGE

1004 Rank 803 Rank 201 Rank% % %

Brain Support Gummy 49.1 2 51.4 2 39.8 17Vitamin C Fruit Snacks Gummy 47.9 5 48.9 5 43.8 7Brain Support Chewable 46.8 8 48.4 6 40.3 16Bone Building Support FRUIT CHEWS 43.2 17 44.1 16 39.8 17Brain Essence Gummy 40.6 25 42.3 21 33.8 34Concentration Support Gummy 37.2 32 39.4 27 28.4 43Healthy Bone Building Support Choc CHEWS 36.4 35 36.4 36 36.3 31Sleep Support Gummy 34.0 40 35.5 41 27.9 44Probiotic Dig. Support Gummy-- relieves 30.9 43 32.1 43 25.9 51Brain Essence Chewable 30.6 44 31.6 44 26.4 50Concentration Support Chewable 30.4 45 30.5 46 29.9 41Probiotic Dig. Support Gummy-- Dig. Hlth 30.0 46 31.3 45 24.9 53Sleep Support Chewable 26.2 52 26.7 50 24.4 56Flint Probiotic Immune Support Chewable 25.7 54 25.9 53 24.9 53Pro. + Immune & Digestive Chewable 25.3 55 24.8 55 27.4 45Probiotic + Immune Support Chewable 23.9 56 23.8 56 24.4 56Pro + Prebiotic DH Chewable 23.5 57 23.2 57 24.9 53Healthy Bone Building LIQUID 22.6 58 22.5 59 22.9 59Muscle Support LIQUID SHOT 21.7 60 21.3 60 23.4 58Probiotic Dig. Support Chewable-- relieves 20.7 61 20.8 61 20.4 62Probiotic Dig. Support Chewable Mg-- Dig. Hlth 19.5 62 18.7 63 22.9 59Muscle Support Mg LIQUID 19.0 63 19.3 62 17.9 64Pro + Prebiotic DH POWDER 18.2 64 18.1 65 18.9 63Muscle Support Mg +Protein LIQUID 17.9 65 18.6 64 15.4 66

30.1 30.7 27.7

Total User Non-UserCategory Usage

Similarly, there are no potential supps that appear to have significant incremental potential among non users – patterns are surprisingly similar to what they are among category users.

CURRENT SUPPLEMENTS NEW FLINTSTONES SUPPS

14

NEW (FLINTSTONES)

PURCHASE APPEAL BY FLINTSTONES USAGEMultivitamins

1004 Rank 181 Rank 210 381 Rank 1004 Rank 181 Rank 210 Rank 381 Rank% % % % % % % %

(G) (H) (J) (G) (H) (J)Disney Cars Gummy 50.7 1 43.1 26 66.7 GJ 7 48.8 2 Kids Complete Gummy w/CA & K2 47.8 6 62.4 J 3 64.8 J 14 36.2 5Lil' Critters Gummy Vites 48.2 3 28.7 46 60.0 G 27 55.4 G 1 Kids Comp. Chewable w/MORE CA & K 45.1 11 63.5 J 2 64.8 J 14 27.6 21Disney Princess - Gummy 48.0 4 34.3 41 65.2 GJ 12 47.5 G 3 Kids Complete Gummy w/CA & K 44.9 12 59.7 J 8 62.9 J 19 33.3 9Flintstones Plus Immunity Support Chewable 45.6 10 61.9 J 5 66.2 J 8 27.6 21 Complete + Real Fruit Gummy 44.0 15 48.1 J 16 66.2 GJ 8 31.8 10Flintstones Plus Immunity Support Gummy 44.7 13 47.5 J 17 62.4 GJ 20 34.9 7 Kids Comp. Chewable w/MORE CA & K2 43.3 16 65.7 HJ 1 55.2 J 38 27.6 21Flintstones Complete Chewable 42.8 18 61.9 J 5 61.9 J 22 26.8 26 Complete Plus Fruit and Veggie Gummy 42.8 18 43.1 J 26 63.8 GJ 16 31.8 10Flintstones Complete Gummy 41.5 22 51.4 J 14 61.4 GJ 24 29.9 17 Complete Plus Real Fruit Gummy 41.9 20 47.5 J 17 61.9 GJ 22 29.1 19Store Brand Kids - Gummy 41.3 23 27.6 47 52.4 GJ 43 43.8 G 4 Complete Natural Flvrs. Gummy 41.7 21 40.9 J 32 65.2 GJ 12 31.0 14Centrum Kids Chewable 41.2 24 44.8 J 23 56.2 GJ 37 30.4 16 Comp. + Real Fruit Gummy - Balanced 38.2 27 35.9 J 40 61.4 GJ 24 28.1 20Flintstones with Iron Chewable 40.6 25 53.6 J 11 60.5 J 26 25.5 27 Complete Plus Fiber Gummy 38.2 27 37.0 J 37 63.3 GJ 17 27.0 24My First Flintstones Chewable 37.7 29 47.5 J 17 53.3 J 41 23.9 33 Complete Natural Chewable 37.6 30 44.8 J 23 57.1 GJ 34 23.6 37Flintstones Plus Omega-3 DHA Gummy 33.9 41 30.9 J 44 63.3 GJ 17 23.4 38 Kids Complete Flavor Layer CHEWS 37.5 31 41.4 J 31 58.1 GJ 31 24.7 31Store Brand Kids Chewable 27.5 49 17.7 61 39.0 GJ 62 23.4 38 Kids Complete Sugar-Free Chewable 36.9 33 43.6 J 25 48.1 J 49 27.0 24

41.8 42.4 59.1 33.9 Kids Complete Vita-Pops Lollipop 36.9 33 45.3 J 21 56.7 GJ 35 23.1 40Complete Plus Fiber Gummy 36.2 36 42.0 J 29 57.6 GJ 32 23.9 33Kids Complete Sugar-Free Gummy 35.9 37 36.5 J 39 58.6 GJ 29 24.9 29Kids Complete Sugar-Free Chewable 35.5 38 42.0 J 29 52.4 GJ 43 24.9 29Kids Complete Sugar-Free Gummy 35.0 39 38.1 J 36 56.7 GJ 35 24.7 31Kids Comp. GUMMY BURST 31.9 42 37.0 J 37 49.0 GJ 48 22.3 41Complete Vegetarian Gummy 29.6 47 19.3 57 49.5 GJ 47 21.3 42Kids C omp Sugar-Free Choc Chews 29.1 48 24.3 52 46.7 GJ 52 19.7 44Kids Complete PopStones 26.9 50 25.4 J 50 47.6 GJ 50 17.6 46Kids Comp Sugar-Free Chocolate CHEWS 26.4 51 17.1 62 47.1 GJ 51 17.6 46

37.5 41.8 57.2 26.0

Flintstones Brand Usage Flintstones Brand UsageTotal FS Loyalists FS Switcher Non-FS Only Total FS Loyalists FS Switcher Non-FS Only

CURRENT PRODUCTS

For FS Loyalists, the current Flintstones Chewable and Immune Chewable are the strongest of the current products -- but some of the potential new bone CMV’s do at least as well as they do. For Switchers, the bone messages of Ca/K/K2 OR the “real fruit” gummy add traction to the CMV Brand.Among non-users, the Ca/K2 message is the strongest of the potential new benefits – but they are still less compelling to these people than strong competitive items.

15

CURRENT NEW (FLINTSTONES)

PURCHASE APPEAL BY FLINTSTONES USAGE Supplements

The new FS Supplements have appeal across these user groups.Among Loyalists, Brain Support (both forms) and Vit C Fruit Snacks rise to the top with high interest.Switchers are most interested in Brain Support Gummies (highest of all supplements) along with Fruit Snacks and Bone Building Fruit Chews.Non-FS are also motivated by Brain Support, at levels competitive with Lil Critters.

1004 Rank 181 Rank 210 Rank 381 Rank 1004 Rank 181 Rank 210 Rank 381 Rank% % % % % % % %

(G) (H) (J) (G) (H) (J)Lil' Critters Omega-3 Gummy Fish Gummy 47.4 7 54.7 J 10 71.9 GJ 2 31.8 10 Brain Support Gummy 49.1 2 61.3 J 7 73.3 GJ 1 33.9 8Lil' Critters Immune C Plus Zinc Gummy Bears 46.3 9 47.5 J 17 69.0 GJ 6 36.2 5 Vitamin C Fruit Snacks Gummy 47.9 5 62.4 J 3 69.5 J 5 29.9 17Lil' Critters Vitamin D Gummy Bears Gummy 44.3 14 50.3 J 15 66.2 GJ 8 31.8 10 Brain Support Chewable 46.8 8 59.7 J 8 70.0 GJ 3 31.0 14Lil' Critters Probiotic Acidophilus Chewable 25.9 53 19.3 57 51.4 GJ 45 14.2 52 Bone Building Support FRUIT CHEWS 43.2 17 51.9 J 13 70.0 GJ 3 25.5 27Culturelle KIDS! Chewable 22.6 58 22.1 J 53 45.2 GJ 54 10.8 59 Brain Essence Gummy 40.6 25 52.5 J 12 66.2 GJ 8 23.9 33Florastor Kids Powder 16.9 66 11.0 66 35.7 GJ 64 8.4 65 Concentration Support Gummy 37.2 32 45.3 J 21 62.4 GJ 20 23.9 33

33.9 34.2 56.6 22.2 Healthy Bone Building Support Choc CHEWS 36.4 35 40.3 J 33 58.6 GJ 29 21.3 42Sleep Support Gummy 34.0 40 38.7 J 35 60.0 GJ 27 19.4 45Probiotic Dig. Support Gummy-- relieves 30.9 43 39.2 J 34 55.2 GJ 38 15.5 48Brain Essence Chewable 30.6 44 42.5 J 28 51.4 GJ 45 15.0 51Concentration Support Chewable 30.4 45 33.7 J 42 54.3 GJ 40 15.5 48Probiotic Dig. Support Gummy-- Dig. Hlth 30.0 46 33.7 J 42 57.6 GJ 32 15.2 50Sleep Support Chewable 26.2 52 25.4 J 50 52.9 GJ 42 12.6 55Flint Probiotic Immune Support Chewable 25.7 54 29.3 J 45 45.2 GJ 54 13.4 53Pro. + Immune & Digestive Chewable 25.3 55 26.0 J 49 45.2 GJ 54 13.4 53Probiotic + Immune Support Chewable 23.9 56 27.1 J 48 41.9 GJ 59 12.3 56Pro + Prebiotic DH Chewable 23.5 57 21.5 J 54 45.7 GJ 53 11.5 57Healthy Bone Building LIQUID 22.6 58 19.9 J 56 43.8 GJ 58 11.5 57Muscle Support LIQUID SHOT 21.7 60 19.3 J 57 44.3 GJ 57 8.9 63Probiotic Dig. Support Chewable-- relieves 20.7 61 21.5 J 54 41.4 GJ 60 9.4 60Probiotic Dig. Support Chewable Mg-- Dig. Hlth 19.5 62 19.3 J 57 34.3 GJ 65 9.4 60Muscle Support Mg LIQUID 19.0 63 14.9 J 65 40.5 GJ 61 8.9 63Pro + Prebiotic DH POWDER 18.2 64 17.1 J 62 38.1 GJ 63 7.6 66Muscle Support Mg +Protein LIQUID 17.9 65 17.1 J 62 33.8 GJ 66 9.4 60

30.1 34.2 52.3 16.6

Flintstones Brand Usage Flintstones Brand UsageTotl FS Loyalists FS Switchers Non-FS Only Totl FS Loyalists FS Switchers Non-FS Only

FORM IMPACT ON PURCHASE APPEAL

16

41.1

32.8

34.5

42.8

41.5

37.5

36.9

31.9

26.9

Gummies

Chewables

Chew

Flintstones Chewables- C

Flintstone Gummies- C

Flavor layers

Lollipop

Burst

Popstone

18

22

31

33

42

50

AVERAGE Appeal by Form

Purchase Appeal of Alternative Flintstones Complete CMV Forms

Top Rank #for that Form*

1

8

17

Rank #

* So the strongest gummy was the highest ranked product overall; the strongest chewable was ranked number 8

Generally, Gummies are more popular than chewables. A couple of concepts describe an alternative form of “chews” – these have high appeal as well (maybe less “candy” sounding than the other new options?)

For comparable products (Flintstones Complete) Chewables and Gummies are more compelling than any alternative forms – and, of note, Chewables is slightly MORE compelling than are Gummies

FORM COMPARISON

17

MULTIVITAMINS Pos. PI Rank Pos. PI Rank Pos. PI RankCalcium/K 45.1 11 44.9 12Calcium/K2 43.3 16 47.8 6Sugar Free 35.5 38 35.9 37 Choc Chew 26.4 51Natural Flavor 37.6 30 41.7 21Teeth 36.9 33 35.0 39 Choc Chew 29.1 48Current Flintstones 42.8 18 41.5 22Current SB 27.5 49 41.3 23

SUPPLEMENTSBrain 46.8 8 49.1 2Brain Essence 30.6 44 40.6 25Concentration 30.4 45 37.2 32Probiotic DH 19.5 62 30.0 46Probiotic Relief 20.7 61 30.9 43Pro/Prebiotic 23.5 57 Powder 18.2 64Sleep 26.2 52 34.0 40Muscle + Protein Liquid 17.9 65

Shot 21.7 60Bone Fruit Chew 43.2 17

Choc Chew 36.4 35Liquid 22.6 58

Chewable Gummy Other FormsTotal

Examining specific benefit areas that were offered as either chewables or gummies indicates that form SOMETIMES helps, when it does it is ALWAYS the gummy form that does better; and, other than chews, alternative forms do not seem to drive interest.In the one case where a chocolate chew was tested versus a fruit chew, the fruit chew is a good deal more compelling.

CONCEPTS APPEAL BY BENEFIT AREAPurchase Appeal

18

46.345.644.744.0

42.841.9

38.2

47.433.9

41.737.6

49.146.8

40.637.2

30.630.4

38.236.2

47.845.144.944.343.343.2

36.422.6

Rank #Immunity (45.2)

Lil Critters Immune-S -*

Flintstones Chewable -Immunity *

Flintstones Gum - Immunity *

Flintstones Complete Gum Fruit Immun

Real Fruit/Veg (41.0)

Flintstones Complete Gum Fruit/Veg

Flintstones Complete Gum Fruit A,C,E

Flintstones Comp. Gum Fruit Balanced

Omega (40.7)


Flintstones Plus Omega Gum *

Natural (39.7)

Flint Complete Gum Natl Flv

Flint Complete Chew Natl Flv

Brain (39.1)

Flintstones Brain Support Gum-S


Flintstones Brain Essence - Gum-S

Flintstones Concentration - Gum-S



Fiber (37.2)

Flintstones Complete Gum Fiber

Flintstones Complete Gum Fiber Relief

Bone (36.6)

Flintstones Complete Gum Ca/k2

Flint. Comp.Chewable MORE Ca/k

Flintstones Complete Gum Ca/k

Lil Critters Vit D-S -*

Flint. Comp.Chewable MORE Ca/k2

Flintstones Bone Chews Fruit-S

Flintstones Bone Chews Choc-S


36.935.0

29.1

37.536.9

31.926.9

35.935.5

26.4

34.026.2

30.930.0

25.925.725.323.923.522.6

20.719.518.216.9

21.719.017.9

47.940.6

29.6

Rank #Teeth (33.7)Flintstones Complete SF Chewable Teeth

Flintstones Complete SF Gum TeethFlintstones Complete SF Choc Teeth

New Form (33.3)Flint Complete Layer Chews

Flint Complete Vitapops Flint Complete Gummy Bursts

Flint Complete PopStones Sugar Free (32.6)

Flintstones Complete Gum SFFlintstones Complete Chewable SF

Flintstones Complete SF Choc Sleep (30.1)

Flintstones Sleep - Gum-SFlintstones Sleep - Chewable-S

Probiotic (23.6)Flintstones Probiotic Relief Gum-S

Flintstones Probiotic DH Gum-SLil Critters Pribiotics-S -*

Flintstones Probiotic Immune Chewable-SFlintstones Probiotic +Immune & DH - Chewable-S

Flintstones Probiotic + Immune Chewable-SFlintstones Pro/Prebiotic Chewable-S

Culturelle Kids! -S -(C)Flintstones Probiotic Relief Chewable-S

Flintstones Probiotic DH Chewable-SFlintstones Pro/Prebiotic Powder-S

Forastor Kids -S -(C)Muscle (19.5)

Flintstones Muscle Shot-SFlintstones Muscle Liquid

Flintstones Muscle Liquid + Prot-SMisc

Flint Fruit Snacks-SFlint w/ Iron (C)

Flint Complete Gum Vegetarian

The relative appeal of each product by benefit area confirms the strength of the current L’il Critters varieties, indicates that Flintstones might be able to do a bit better than L’il Critters with a probiotic, but not much, and that the relationship between chewables and gummies is fairly consistent. Brain, Omegas, Immunity, Calcium, Bone and Fruit/Veg all provide opportunity. Additionally, positioning matters, even within benefit area.

9

10

13

15

18

20

27

7

41

21

30

2

8

25

32

44

45

27

36

6

11

12

14

16

17

35

58

333948

31334250

373851

4052

434653545556575861626466

606365

52547

ANTICIPATED INCREMENTAL VERSUS REPLACEMENT USAGE FOR SUPPLEMENTS

In place of CMV

With CMV Not at all

Who would use IN ADDITION to CMV's

SUPPLEMENTSFlint Muscle Support MG + Protein Liq 34 8 58 81Flint Muscle Support MG LIQUID 38 11 52 78Muscle Support LIQUID SHOT 33 9 58 79Healthy Bone Building Support Choc CHEWS 47 20 33 70Bone Building Support FRUIT CHEWS 47 29 25 62Healthy Bone Building LIQUID 32 10 58 76Brain Support Gummy 44 31 25 59 Brain Support Chewable 55 23 22 71Probiotic Dig. Support Chewable-- Dig. Hlth 39 17 44 70Probiotic Dig. Support Gummy-- Dig. Hlth 46 17 37 73Probiotic Dig. Support Chewable-- relieves 46 17 37 73Probiotic Dig. Support Gummy-- relieves 41 23 35 64Pro + Prebiotic DH Chewable 41 20 40 67Pro + Prebiotic DH POWDER 29 9 62 76Flint Probiotic Immune Support Chewable 38 28 34 58Probiotic + Immune Support Chewable 40 24 36 63Pro. + Immune & Digestive Chewable 40 16 44 71Brain Essence Chewable 43 22 35 66Brain Essence Gummy 53 19 28 74Concentration Support Chewable 47 19 34 71Concentration Support Gummy 54 19 27 74Sleep Support Chewable 36 11 53 77Sleep Support Gummy 52 20 28 72Vitamin C Fruit Snacks Gummy 64 15 21 81

Lil Critters Omega-S (C) 49 23 28 68Lil Critters Vit D-S -(C) 52 31 18 63Lil Critters Immune-S -(C) 41 28 31 59Lil Critters Pribiotics-S -(C) 42 19 39 69Culturelle KIDS!-S -(C) 29 18 52 62Forastor Kids-S -(C) 23 13 64 64

Would Use

At least 6 of 10 who said they would use each of the supplements feel they would use them in addition to vitamins, representing the possibility of increased volume for FS.

19

20

CONSUMER PREFERENCE SEGMENTATION

Consumers were grouped to reflect the way they responded to the entire array of products that they evaluated. The groupings were done in such a way that a consumer within a group is more like the other consumers in that group than they are like consumers in any other group.

While these segments are not developed to represent strategic targets (as would be done for a segmentation study), a similar statistical approach is undertaken to group consumers.

The purpose of this analysis is to identify consumers with similar patterns of product interest and rejection with the primary objective if identifying ideas that might be compelling to a small group of consumers – even if not particularly compelling overall. It serves a further purpose of illustrating those patterns of product interest that underlie category purchase behavior.

21

PREFERENCE SEGMENTS

*Names of segments are based on reactions to the concepts+Segment too small to consider

Branded Gummies

41%Partial to

Flintstones25%

Value Brand Gummies

14%

Chewable Loyalists9%

MV Brand Re-jectors*

9%

2%+

Segment names are based on reactions to concepts VERSUS those who are not in that segment

“Branded Gummies” represents those who are differentially interested in products that are branded (Centrum and Flintstones) and gravitate somewhat toward gummies.

“Partial to Flintstones” represents those who are differentially drawn to ANY Flintstones idea.

“Value Brand Gummies” represents those who differentially favor Disney and Lil Critters.

“Chewable Loyalists” represent those who differentially want a chewable form.

“MV Brand Rejectors” are those who differentially reject anything that is not Lil’ Critters or Disney.

22

0.41 0.4458438287153650.3984063745019920.375 0.3730158730158730.4563758389261750.4329004329004330.4059196617336150.4113110539845760.4

0.484716157205240.377019748653501

0.429003021148036

0.250.259445843828715

0.2450199203187250.250.333333333333333

0.2617449664429530.2251082251082250.238900634249472

0.2982005141388180.255629139072848

0.2882096069869

0.2764811490125670.250755287009063

0.140.151133501259446

0.1354581673306770.15

0.1507936507936510.1476510067114090.177489177489178

0.12262156448203

0.1208226221079690.148344370860927

0.126637554585153

0.181328545780970.0966767371601208

0.090.0730478589420655

0.1095617529880480.13750.07142857142857140.06711409395973160.0865800865800866

0.118393234672304

0.1311053984575840.090066225165563

0.02620087336244540.03590664272890490.175226586102719

0.09 0.07052896725440810.1115537848605580.08750.07142857142857140.06711409395973160.07792207792207790.1141649048625790.038560411311054

0.1059602649006620.0742358078602620.129263913824057

0.0483383685800604

Branded Gummies Partial to Flintstones Value Brand Gummies Chewable Loyalists MV Brand Rejectors*

PREFERENCE SEGMENTSBy Key Demographic and Behavioral Groups

Age of Oldest KidAge of Mom

*Names of segments are based on reactions to the concepts

23

TARGETS FOR NEW PRODUCTS IDEAS

Three segments emerge as possible targets for new products offered by Flintstones, based on current cmv/supp behavior, attitudes and responses to the new ideas.

Branded Gummies: They are open, but not loyal to current Flintstones CMV’s. The current top CMV is Disney and this is the only group where a new CMV (Ca/K(2) or Real Fruit Immunity) might represent “new” business.

Partial to Flintstones: These are your users and they spark to anything Flintstones. Targeting new vitamins would probably result in cannibalization; whereas Flintstones Supplements (Brain Support, Fruit Snack, ) might increase Flintstones occasions, since supplements are understood to be additions to CMV’s.

Chewable Loyalists: These are differentially Flintstones Chewable users. Although the Calcium/K(2) Chewables are appealing, it may draw from base business. However, exploring ways to heighten interest in chewable supplements (they are not very involved in the category) may be an area of opportunity.

24

TARGETS FOR NEW PRODUCTS IDEAS

Two segments would be very difficult for the Flintstones brand to convert with the product ideas offered.

Value Brand and MV Brand Rejectors

They are users of Lil’Critters and Disney and see NO merit in the new or old Flintstones options.

SEGMENT DEFINITIONS

25

For New CMV'S For Supps

Keep FS Chewables Explore

chewable suppsLIMITED

INTERESTLIMITED

INTERESTCONCEPT PREFERENCE PATTERNS: Branded Gummies Partial to Flintstones Chewable Loyalist Value Brand MV Brand Rejector

Size of segment 41% 25% 9% 14% 9%AGE OF MOM Younger Older more 35-49

AGE OF CHILD more very young more 9-12 more 6-8, less 9-12 more 9-12CMV/SUPP USAGE less CMV, more supp less supp more CMV

BRAND USAGE OF CMV more FS Switchers more FS Loyalist more FS Loyalist more non-FS more non-FSmore Disney more FS Gummy more FS Chewables more Disney,

Lil'Crittersmore Lil'Critters,

Yummi, SBmore gummy more chewable more gummy more gummy

BRAND AWARENESS FOR SUPP More aware Less awareINTEREST/CONCERN FOR CHILD less for immunity more for ALL less for DH less concerned

WOULD GIVE MV OR SUPP less for brain, immunity ALL except sleep less for DH, energy, skin

more for focus, concentration

less for bone, brain teeth

PERSONAL USE more probiotics more immunity supplements

DEMOGRAPHICS more minority more Caucasian less educated more Caucasianless married

less employed

TARGET NOT TARGET

SEGMENT DEFINITIONS

26

For New CMV'S For Supps

Keep FS Chewables Explore

chewable suppsLIMITED

INTERESTLIMITED

INTERESTCONCEPT PREFERENCE PATTERNS: Branded Gummies Partial to Flintstones Chewable Loyalist Value Brand MV Brand Rejector

CONCEPTS More interested in new ideasMore interested in new

ideasexcept probiotics or

muscleTOP CMV'S

Calcium/K or K2 gummies Real Fruit - ImmunityCalcium/K or K2

chewables no real interest no real interest

Real Fruit - ImmunityComplete Fruit and

VeggieCalcium K2 gummy

vs TOP CURRENT CMV FOR SEGMENT equal to Disney equal to FS Immun

higher than FS Chewable

FS CMV's below Disney and Lil'Critters

FS CMV's below Lil' Critters

TOP SUPPSVit C Fruit Snacks Health Brain Support no real interest no real interest no real interest

Health Brain Support Vit C SnacksBone Building Fruit Chews Brain Essence

vs TOP CURRENT SUPPS FOR SEGMENT better than Currents much better than Currents

although FS Healthy Brain Support

Chewable is higher than Currents

FS supps below Lil'Critters

FS supps below Lil'Critters

TARGET NOT TARGET

27

NARROWING THE NEW PRODUCTS CONSIDERATION SET

Twenty four new product ideas have been selected for more in-depth analysis.

They were chosen because of :• Strong performance or• Strategic considerations

CMV’s• 4 Calcium/k/k2 items (Bone benefit)• Flavor Layer Chew (best new form)• 4 Sugar frees (gummies/chewables with and without teeth/braces benefit)• Natural Flavor• 3 Key Fruit/Fruit and Vegetable Items

Supplements• 6 Brain Support Items (the 4 with to Omega 3 and 2 Brain Essence with breast milk)• Fruit Snacks• 2 Bone Building Chew• 2 Probiotic Gummies (Digestive Health and Relieves Constipation)

1004 Rank 803 Rank 201 Rank

% % %Brain Support Gummy 49.1 2 51.4 2 39.8 17

Vitamin C Fruit Snacks Gummy 47.9 5 48.9 5 43.8 7

Brain Support Chewable 46.8 8 48.4 6 40.3 16

Bone Building Support FRUIT CHEWS 43.2 17 44.1 16 39.8 17

Brain Essence Gummy 40.6 25 42.3 21 33.8 34

Concentration Support Gummy 37.2 32 39.4 27 28.4 43

Healthy Bone Building Support Choc CHEWS 36.4 35 36.4 36 36.3 31

Sleep Support Gummy 34.0 40 35.5 41 27.9 44

Probiotic Dig. Support Gummy-- relieves 30.9 43 32.1 43 25.9 51

Brain Essence Chewable 30.6 44 31.6 44 26.4 50

Concentration Support Chewable 30.4 45 30.5 46 29.9 41

Probiotic Dig. Support Gummy-- Dig. Hlth 30.0 46 31.3 45 24.9 53

Sleep Support Chewable 26.2 52 26.7 50 24.4 56

Flint Probiotic Immune Support Chewable 25.7 54 25.9 53 24.9 53

Pro. + Immune & Digestive Chewable 25.3 55 24.8 55 27.4 45

Probiotic + Immune Support Chewable 23.9 56 23.8 56 24.4 56

Pro + Prebiotic DH Chewable 23.5 57 23.2 57 24.9 53

Healthy Bone Building LIQUID 22.6 58 22.5 59 22.9 59

Muscle Support LIQUID SHOT 21.7 60 21.3 60 23.4 58

Probiotic Dig. Support Chewable-- relieves 20.7 61 20.8 61 20.4 62

Probiotic Dig. Support Chewable Mg-- Dig. Hlth 19.5 62 18.7 63 22.9 59

Muscle Support Mg LIQUID 19.0 63 19.3 62 17.9 64

Pro + Prebiotic DH POWDER 18.2 64 18.1 65 18.9 63

Muscle Support Mg +Protein LIQUID 17.9 65 18.6 64 15.4 66

30.1 30.7 27.7

Total User Non-UserCategory Usage

Supplements

1004 803 201

% % %Kids Complete Gummy w/CA & K2 47.8 6 49.6 4 40.8 13

Kids Comp. Chewable w/MORE CA & K 45.1 11 45.0 13 45.8 2

Kids Complete Gummy w/CA & K 44.9 12 46.7 10 37.8 27

Complete + Real Fruit Gummy Immunity 44.0 15 44.7 15 41.3 12

Kids Comp. Chewable w/MORE CA & K2 43.3 16 43.0 18 44.8 6

Complete Plus Fruit and Veggie Gummy 42.8 18 43.0 18 42.3 10

Complete Plus Real Fruit Gummy w/A,C,E 41.9 20 42.2 23 40.8 13

Complete Natural Flvrs. Gummy 41.7 21 42.3 21 39.3 22

Comp. + Real Fruit Gummy - Balanced 38.2 27 38.6 28 36.8 29

Complete Plus Fiber Gummy 38.2 27 38.4 29 37.8 27

Complete Natural Chewable 37.6 30 37.2 31 39.3 22

Kids Complete Flavor Layer CHEWS 37.5 31 38.0 30 35.3 32

Kids Complete Sugar-Free Chewable 36.9 33 36.2 38 39.3 22

Kids Complete Vita-Pops Lollipop 36.9 33 37.2 31 35.3 32

Complete Plus Fiber Gummy 36.2 36 36.7 33 33.8 34

Kids Complete Sugar-Free Gummy 35.9 37 36.7 33 32.3 39

Kids Complete Sugar-Free Chewable Teeth 35.5 38 36.1 39 32.8 38

Kids Complete Sugar-Free Gummy Teeth 35.0 39 36.4 36 29.4 42

Kids Comp. GUMMY BURST 31.9 42 33.1 42 26.9 48

Complete Vegetarian Gummy 29.6 47 28.6 47 33.3 37

Kids C omp Sugar-Free Choc Chews 29.1 48 28.6 47 30.8 40

Kids Complete PopStones 26.9 50 26.8 49 27.4 45

Kids Comp Sugar-Free Chocolate CHEWS 26.4 51 26.2 51 27.4 45

37.5 37.9 36.1

Total User Non-User

P6M UsageCategory Usage

Multis

NEW PRODUCTS TO BE CONSIDERED

28

Looks stretched out….fix

AGE APPROPRIATENESS FOR POTENTIAL NEW PRODUCTS

29

Rank Under 3 3-4 5-6 7-9 10-12 None% % % % % %

POTENTIAL NEW CMV'SFlint Complete Gum Ca/k2 6 21 57 71 62 45 5Flint Complete Chew MORE Ca/k 11 22 58 69 75 57 2Flint Complete Gum Ca/k 12 28 57 73 64 53 4Flint Complete Chew MORE Ca/k2 15 28 62 76 73 62 4Flint Complete Gum Fruit/Veg 18 32 68 72 69 63 5Flint Complete Gum Fruit A,C,E 20 36 62 74 69 58 5Flint Complete Gum Natl Flv 22 23 62 74 69 56 5Flint Complete Layer Chews 33 14 39 66 62 54 9Flint Complete Gum SF 39 28 64 69 60 43 8Flint Complete Chew SF 40 32 55 72 64 47 4Flint Complete SF Gum Teeth 41 33 62 73 63 53 4POTENTIAL NEW SUPPLEMENTSFlint Healthy Brain Support-S 2 27 57 66 61 49 6Flint Fruit Snacks-S 5 33 71 74 72 59 4Flint Brain Support Chew-S 8 22 56 63 63 51 5Flint Bone Chews Fruit-S 17 17 44 68 66 56 4Flint Brain Essence - Gum-S 26 28 58 63 62 49 9Flint Concentration - Gum-S 34 11 42 62 63 55 13Flint Bone Chews Choc-S 37 14 37 61 69 56 7Flint Probiotic Relief Gum-S 45 24 60 63 64 48 11Flint Brain Essence - Chew-S 46 23 55 65 68 57 5Flint Concentration - Chew-S 47 15 38 61 64 61 10Flint Probiotic DH Gum-S 48 20 56 61 59 46 11CURRENT FLINTSTONESFlint Chew -Immunity (C) 10 23 62 73 78 59 4Flint Gum - Immunity (C) 13 24 57 73 66 52 5Flint Complete Chew (C) 18 20 63 74 72 60 2Flint Complete Gummies (C) 23 31 69 71 64 53 3Flint w/ Iron (C) 26 18 60 74 76 65 3My First Flint (C) 30 46 62 47 33 28 3Flint Plus Omega (C) 43 29 63 77 70 55 4

Appropriate Age

Green = above average for that age groupRed = below average for that age group

What is this data?Not from the thing I am working with so don’t know if ranking is good

PROFILE OF CONCEPT ACCEPTORS OF NEW CMV'S

Average of Top Concepts

Flint Complete Chewable

MORE Ca/k

Flint Complete Gum Ca/k


MORE Ca/k2

Flint Complete

Gum Ca/k2


SF

Flint Complete Gum SF

Flint Complete SF

Chewable Teeth

Flint Complete SF Gum

TeethBase: Total Respondents 453 451 435 480 356 360 370 351

% % % % % % % % %Age of Mom18-34 46 43 43 41 43 43 45 43 4635-49 46 48 49 49 49 46 45 47 4450-64 8 9 9 10 9 11 10 10 10

Oldest Child2-3 11 11 12 11 11 10 12 10 114-5 14 13 13 13 11 13 15 14 156-8 25 26 23 26 24 27 23 27 259-12 50 49 52 50 53 51 51 49 48

P6M UsageCMV/Supp User 82 80 83 79 83 81 82 79 83

Non-User 18 20 17 21 17 19 18 21 17

CMV User 79 79 81 78 81 79 79 76 80Non-User 21 21 19 22 19 21 21 24 20

Supp User 30 23 25 23 26 28 31 24 29Non-User 70 77 75 77 74 72 69 76 71

FS/Non-FS FS only 22 25 24 27 24 21 18 21 20FS and Non-FS 32 30 29 27 28 31 34 27 34Non-FS only 24 23 28 24 29 27 26 28 27

FS Gummy User 31 28 33 25 33 26 33 23 33Non-User 69 72 67 75 68 74 67 77 67

FS Chewable User 34 38 29 38 29 37 32 33 32Non-User 66 62 71 62 71 63 68 67 68

Any Gummy User 61 54 67 52 66 54 65 51 64Non-User 39 46 33 48 34 46 35 49 36

Any Chewable User 46 48 38 50 39 51 43 47 44Non-User 54 52 62 50 61 49 57 53 56

Ca/K/K2, Bone Sugar Free

30

The next few pages contain profiles of the acceptors of the different

PROFILE OF CONCEPT ACCEPTORS OF NEW CMV'S

Natural Layer Chews


Flint Complete Gum Fruit

A,C,E

Flint Complete

Gum Fruit/Veg

Flint Complete Gum Fruit

Immun

Flint Complete Gum Natl

Flv

Flint Complete

Layer Chews Base: Total Respondents 421 430 442 419 376

% % % % % %Age of Mom18-34 46 46 48 46 47 4635-49 46 45 44 45 44 4650-64 8 8 9 9 9 8

Oldest Child2-3 11 11 13 12 12 94-5 14 14 14 12 13 156-8 25 25 25 25 27 269-12 50 50 48 50 49 51

P6M UsageCMV/Supp User 82 81 80 81 81 81

Non-User 18 19 20 19 19 19

CMV User 79 78 77 79 79 77Non-User 21 22 23 21 21 23

Supp User 30 29 30 29 31 31Non-User 70 71 70 71 69 69

FS/Non-FS FS only 22 20 18 20 18 20FS and Non-FS 32 31 31 31 33 32Non-FS only 24 26 28 27 28 25

FS Gummy User 31 33 29 31 31 31Non-User 69 67 71 69 69 69

FS Chewable User 34 29 31 30 29 32Non-User 66 71 69 70 71 68

Any Gummy User 61 64 61 64 64 61Non-User 39 36 39 36 36 39

Any Chewable User 46 41 43 41 41 44Non-User 54 59 57 59 59 56

Fruit/Veg

31

PROFILE OF CONCEPT ACCEPTORS OF NEW SUPPS


Flint Bone

Chews Choc-S

Flint Bone

Chews Fruit-S

Flint Brain

Support Gum-S

Flint Brain Support

Chewable-S

Flint Brain Essence - Chewable-

S

Flint Brain

Essence - Gum-S

Flint Concen-tration -

Chewable-S

Flint Concentration - Gum-S

Flint Probiotic DH Gum-

S

Flint Probiotic

Relief Gum-S

Base: Total Respondents 365 434 493 470 307 408 305 373 301 310% % % % % % % % % % %

Age of Mom18-34 46 47 46 46 45 47 48 46 47 50 50

35-49 46 46 47 47 47 47 46 48 46 44 4550-64 8 7 8 7 8 7 6 7 7 6 5

Oldest Child2-3 11 9 12 13 11 10 14 8 12 13 114-5 14 15 14 15 17 11 13 13 13 14 116-8 25 25 22 23 24 24 23 25 26 24 269-12 50 51 51 48 48 55 50 54 49 49 52

P6M UsageCMV/Supp User 82 80 82 84 83 83 83 80 85 83 83

Non-User 18 20 18 16 17 17 17 20 15 17 17

CMV User 79 76 78 80 79 79 80 77 82 80 79Non-User 21 24 22 20 21 21 20 23 18 20 21

Supp User 30 34 33 31 30 36 33 36 34 38 36

Non-User 70 66 67 69 70 64 67 64 66 62 64

FS/Non-FS FS only 22 20 22 23 23 25 23 20 22 20 23FS and Non-FS 32 34 34 31 31 35 34 37 35 40 37

Non-FS only 24 22 22 26 25 19 22 19 24 19 19

FS Gummy User 31 31 31 30 29 33 33 32 34 36 36

Non-User 69 69 69 70 71 67 67 68 66 64 64

FS Chewable User 34 35 36 34 36 41 36 40 36 40 39Non-User 66 65 64 66 64 59 64 60 64 60 61

Any Gummy User 61 59 61 63 60 57 63 58 64 66 64

Non-User 39 41 39 37 40 43 37 42 36 34 36

Any Chewable User 46 46 47 45 48 53 46 52 49 50 49Non-User 54 54 53 55 52 47 54 48 51 50 51

Bone Brain DH

32

IMPACT OF REPLACING CURRENT FLINTSTONES GUMMY CMV w/Omega WITH NEW BRAIN SUPPORT GUMMY SUPPLEMENT*

*TO READ: 63.8% of consumers would buy at least one of the current Flintstone’s CMV’s. If Omega were eliminated there would only be a slight loss – to 62.5% of consumers. If the Omega CMV were replaced with a Brain Support Gummy SUPPLEMENT, 73.1% would buy any of the Flintstones products – an increase of 9.3% versus the current line configuration, and an increase of 10.6% versus the reconstructed line excluding the Gummy Product. Additionally, while 33.9% were positive to the current Omega CMV, 49.1% said they would likely buy the brain support gummy under consideration as its replacement.

• Information suggests that replacing the current Omega CMV with a Brain Support Supplement would have a positive impact on the business. This move will enhance Flintstones position among those who current use children's’ supps, and, importantly help the line among moms of younger kids (those whose oldest is 5 or less), a group generally less favorable towards the brand.

TOTAL 63.8 62.5 -1.3 73.1 10.6 9.3 33.9 49.1 15.2

CATEGORY USAGE Use CMV 65.2 63.5 -1.7 74.1 10.6 8.9 36.0 51.0 15.0Use Kids Supps 66.5 64.4 -2.1 79.0 14.6 12.5 46.8 65.7 18.9

Use Any Gummy 64.9 63.3 -1.6 74.5 11.2 9.6 37.5 53.4 15.9Use Any Chewable 76.7 74.3 -2.4 85.4 11.1 8.7 45.8 64.1 18.3

FLINTSTONES USAGE

Use Flintstones only 79.0 77.3 -1.7 88.4 11.1 9.4 30.9 61.3 30.4Use BOTH Flintstones + others 81.9 79.0 -2.9 89.0 10.0 7.1 63.3 73.3 10.0Use other only 49.3 48.3 -1.0 59.1 10.8 9.8 23.4 33.9 10.5

Use Flintstones Gummies 79.6 79.1 -0.5 88.6 9.5 9.0 48.8 71.1 22.3Use Flintstones Chewables 82.8 79.5 -3.3 90.0 10.5 7.2 50.6 69.5 18.9

AGE OF OLDEST CHILD

2-3 57.5 56.7 -0.8 70.1 13.4 12.6 31.5 52.0 20.54-5 57.5 54.9 -2.6 71.2 16.3 13.7 35.3 48.4 13.16-8 70.8 70.3 -0.5 77.5 7.2 6.7 34.3 48.3 14.09-12 64.1 62.7 -1.4 72.3 9.6 8.2 33.8 49.0 15.2

EXCLUDING Omega Difference Difference

CURRENT FLINTSTONES PRODUCTS WITH THE ADDITION OF BRAIN SUPPORT GUMMY INDIVIDUAL PRODUCT PURCHASE APPEAL SCORES

Difference Current Flintstones

With Omega MV - Gummy

NEW Brain Support

Supplement

NO Omega MV, Plus Brain

Support Gummy Supp.

Vs. Current WITHOUT Omega

Vs. Current WITH Omega

INCLUDING Omega

33

MAXIMUM REACH FOR ADDITIONAL CMV'S AND/OR SUPPLEMENTSAlternate Current Line - Brain Support Supp instead of CMV Omega 3

34

• With FS Brain Support Supplement is part of the FS line, the maximum reach for one or two new products is achieved by adding CMV's. However, a combination of one new CMV and one new Supplement may be better. Reach of a CMV/Supp duo is very close to that of two new CMV's; use of supplements is additional to CMV's representing potentially greater volume.

Would buy Any FS Current CMV 73.1PI Increment

Adding CMV'sMaximum with One New CMV * 74.9 1.8Maximum with Two New CMV's 76.3 3.2Maximum with Three New CMV's 77.2 4.1

Adding SupplementsMaximum with One New Supp * 74.4 1.3Maximum with Two New Supps 75.2 2.1Maximum with Three New Supps 75.7 2.6

Adding Both CMV's and SupplementsMaximum with One New CMV's and One New Supps 76.1 3Maximum with Three (Combination) 77.3 4.2

* Best Product(s) Varies by Group

Total Sample

SPECIFIC PRODUCTS TO ACHIEVE MAXIMUM REACHAlternate Current Line - Brain Support Supp instead of CMV Omega 3

35

Would buy Any FS Current CMV 73.1PI Increment

Adding Only One New Product

CMV 104. Gum Ca/k2 74.9 1.8Supplement 224. Fruit Snacks-S 74.4 1.3

Adding Two New ProductsCMV's 102. Gum Ca/k 123. Layer Chews 76.3 3.21 CMV/1 Supplement 224. Fruit Snacks-S 104. Gum Ca/k2 76.1 3Supplements 224. Fruit Snacks-S 205. Bone Fruit-S 75.2 2.1

Adding Three New ProductsCombo of CMV's/Supps 208. Brain Chew-S 102. Gum Ca/k 123. Layer Chews 77.3 4.2CMV's 102. Gum Ca/k 123. Layer Chews 108. Chew Teeth 77.2 4.1Supplements 224. Fruit Snacks-S 208. Brain Chew-S 205. Bone Fruit-S 75.7 2.6

Total Sample

36

MAXIMUM REACH FOR ADDITIONAL CMV'S AND/OR SUPPLEMENTSAlternate Current Line - Brain Support Supp instead of CMV Omega 3

• Same pattern holds true when looking at the segments. Offering both new supplement and new CMV may bring Branded Gummies into the FS CMV franchise while giving FS Loyalists and Chewables an opportunity to expand usage occasions with new supplements.

• Fruit Snacks- S (for everyone - Loyalists), CaK2 (CMV) for Branded Gummies, Chewable Brain (S) for Chewables

Would buy Any FS Current CMV 73.1 68.3 89 86.3PI Increment PI Increment PI Increment PI Increment

Adding CMV'sMaximum with One New CMV * 74.9 1.8 70.8 2.5 90.2 1.2 90.5 4.2Maximum with Two New CMV's 76.3 3.2 72.5 4.2 91.5 2.5 90.5 4.2Maximum with Three New CMV's 77.2 4.1 73.7 5.4 92.3 3.3 90.5 4.2

Adding SupplementsMaximum with One New Supp * 74.4 1.3 70 1.7 89.4 0.4 89.5 3.2Maximum with Two New Supps 75.2 2.1 71.5 3.2 89.4 0.4 90.5 4.2Maximum with Three New Supps 75.7 2.6 72.2 3.9 89.4 0.4 90.5 4.2

Adding Both CMV's and SupplementsMaximum with One New CMV's and One New Supps 76.1 3 72 3.7 90.7 1.7 91.6 5.3Maximum with Three (Combination) 77.3 4.2 73.7 5.4 91.9 2.9 92.6 6.3

* Best Product(s) Varies by Group

Total Sample Branded Gummy Partial to FS Chewable Loyalist

37


Would buy Any FS Current CMV 73.1 68.3 89.0 86.3

Best One PI Increment PI Increment PI Increment PI Increment

CMV's104. Gum Ca/k2 74.9 1.8 70.3 2.0 89.4 0.4 87.4 1.1123. Layer Chews 74.6 1.5 70.8 2.5 90.2 1.2 86.3 0.0103. Chew MORE Ca/k2 73.7 0.6 68.3 0.0 89.4 0.4 90.5 4.2

Supps224. Fruit Snacks-S 74.4 1.3 70 1.7 89.4 0.4 88.4 2.1208. Brain Chew-S 74.4 1.3 70 1.7 89 0 89.5 3.2


38



Best Two PI Increment PI Increment PI Increment PI IncrementCMV's102. Gum Ca/k 123. Layer Chews 76.3 3.2 72.0 3.7 91.5 2.5 87.4 1.1112. Gum Fruit Veg 123. Layer Chews 75.5 2.4 72.5 4.2 90.7 1.7 87.4 1.1101. Chew MORE Ca/k 103. Chew MORE Ca/k2 74.0 0.9 68.8 0.5 89.4 0.4 90.5 4.2

Best Combination (1 and 1)224. Fruit Snacks-S 104. Gum Ca/k2 76.1 3 71.7 3.4 89.8 0.8 89.5 3.2104. Gum Ca/k2 205. Bone Fruit-S 75.8 2.7 72 3.7 89.4 0.4 88.4 2.1224. Fruit Snacks-S 113. Gum Fruit Immun 75.5 2.4 71.5 3.2 90.7 1.7 88.4 2.1208. Brain Chew-S 103. Chew MORE Ca/k2 74.8 1.7 70 1.7 89.4 0.4 91.6 5.3

Supplements224. Fruit Snacks-S 205. Bone Fruit-S 75.2 2.1 71.5 3.2 89.4 0.4 89.5 3.2224. Fruit Snacks-S 219. Brain Essence - Gum-S 74.5 1.4 70.3 2 89.4 0.4 88.4 2.1208. Brain Chew-S 205. Bone Fruit-S 75 1.9 71.3 3 89 0 90.5 4.2


39



PI Increment PI Increment PI Increment PI IncrementBest ThreeCMV's102. Gum Ca/k 123. Layer Chews 108. Chew Teeth 77.2 4.1 73.0 4.7 91.9 2.9 87.4 1.1102. Gum Ca/k 112. Gum Fruit Veg 123. Layer Chews 77.1 4.0 73.7 5.4 91.9 2.9 87.4 1.1102. Gum Ca/k 111. Gum Fruit ACE 123. Layer Chews 76.6 3.5 72.0 3.7 92.3 3.3 87.4 1.1101. Chew MORE Ca/k 103. Chew MORE Ca/k2 108. Chew Teeth 75.1 2.0 70.0 1.7 89.8 0.8 90.5 4.2

Supplementss224. Fruit Snacks-S 208. Brain Chew-S 205. Bone Fruit-S 75.7 2.6 72.2 3.9 89.4 0.4 90.5 4.2224. Fruit Snacks-S 208. Brain Chew-S 219. Brain Essence - Gum-S 75.1 2 71 2.7 89.4 0.4 89.5 3.2

Combination208. Brain Chew-S 102. Gum Ca/k 123. Layer Chews 77.3 4.2 73.2 4.9 91.5 2.5 90.5 4.2224. Fruit Snacks-S 111. Gum Fruit ACE 123. Layer Chews 76 2.9 71.7 3.4 91.9 2.9 88.4 2.1208. Brain Chew-S 112. Gum Fruit Veg 123. Layer Chews 76.5 3.4 73.7 5.4 90.7 1.7 90.5 4.2208. Brain Chew-S 103. Chew MORE Ca/k2 205. Bone Fruit-S 75.4 2.3 71.3 3 89.4 0.4 92.6 6.3


CONCLUSIONS

When faced with selecting a multivitamin there is a strong tendency for category users to select lower priced gummy products.

Flintstones chewables tend to be virtually as compelling as gummies New forms have limited potential when not coupled with a compelling

reason for being

While complete multivitamins are the most compelling types of products explored, there is certainly room for targeted CMV’s AND for some supplements

CMV’s for Bone, Flintstones Vitamin C Fruit Snacks , Bone supplements and Brain supplements, none of which currently exist, appear to have significant levels of consumer potential

And a majority of consumers plan to use supplements as intended – in addition to CMV’s, suggesting the opportunity for increased volume with the introduction of Supplements.

40

CONCLUSIONS

Overall, there does seem to be an opportunity to expand Flintstones presence in CMV’s with new products. A segmentation conducted on concept preference patterns suggested groups that might differentially benefit from targeted entries.

• Two consumer segments tended to be more positive than most to ALL of the new Flintstones CMV’s • One is a group “Partial to Flintstones,” which represents limited

potential. New CMV’s would most likely cannibalize the base brand.• The other one are the consumers who are currently involved in the

category with branded gummy products – which would suggest that any new Flintstones CMV’s should be gummy to maximize potential

• The other group displaying interest in the new Flintstones CMV’s are the relatively small group (under 10%) who gravitate towards chewable products. This group represents the largest share of Flintstones Chewables users. They are only interested in new CHEWABLE CMV’s, and there are some potential product improvements that might appeal to them.

41

CONCLUSIONS

Notably, the same groups of consumers are interested in the new Flintstones Supplements.

• “Partial to Flintstones” are a key target for these supplements as their use represents increased business.

• “Branded Gummies” are also interested in these new items and along with the CMV’s might solidify their association with Flintstones.

• “Chewable Loyalists” do not express much interest in these offerings.

42

Sc: Do we need Stu to do this? Share of choice simulations WITHIN CMV’s and within supplements, in total and by product interest segment

43

PRODUCT RECOMMENDATIONS

FS should consider replacing the Current FS Omega 3 with the Brain Support Gummy Supplement adds significant penetration for the Brand. • It significantly increases reach across many segments.• It is popular among moms of younger children, who are not typically involved in FS.• It does not pose a risk of cannibalization as it will be used in addition to CMV’s and

therefore represents increased revenue even among Current Users.

Although there are several products that offer some additional penetration, the following appear to be the strongest contenders.

If only one additional product can be developed and all things being equal, FS might concentrate on:• CMV Gummy Ca/K2 – additional reach for all groups OR• CMV Layer Chew – strongest option among “Branded Gummies” segment, the group

you would like to convert away from competition

If two additional products can be developed, then the following represents broad incremental appeal and include a supplement to be used in addition to other FS products:• CMV Gummy Ca/K2• Vit C Fruit Snacks - S

44

PRODUCT RECOMMENDATIONS (con’d)

Finally, if three additional products can be developed, then the following two CMV’s combined with one supplement represents the broadest opportunity:• CMV - Layer Chews• CMV – Gum Ca/K• Brain Support Chewable - S

37409_Citracal DCM_rev for pres dec.10 45

THE CONCEPTS

46

NEW PRODUCT IDEAS - CMV

47


48


49


CURRENT PRODUCTS - CMV

50


51


52

NEW PRODUCT IDEAS - SUPP

53


54


CURRENT PRODUCTS - SUPP

55

56

APPENDIX

PURCHASE APPEAL AMONG HISPANICS

57

HispanicsDiff from

Total

Rank among

Hispanics HispanicsDiff from

Total

Rank among

HispanicsNote: Samll Base Size 101 101

% %Flint Brain Support Gum-S 64.4 15.3 1 My First Flint Chewable (C) 47.5 9.8 34Flint Fruit Snacks-S 63.4 15.5 2 Flint Complete Chewable SF 47.5 12 35Flint Brain Support Chewable-S 61.4 14.6 3 Flint Complete Gum Natl Flv 46.5 4.8 36Flint Bone Chews Fruit-S 58.4 15.2 4 Flint Complete Gum Fruit Balanced 46.5 8.3 37Flint Brain Essence - Gum-S 57.4 16.8 5 Flint Complete Chewable Natl Flv 46.5 8.9 38Lil Critters Omega-S (C) 56.4 9 6 Flint Probiotic Relief Gum-S 46.5 15.6 39Flint Concentration - Gum-S 55.4 18.2 7 Flint Brain Essence - Chewable-S 46.5 15.9 40Lil Critters Immune-S -(C) 54.5 8.2 8 Flint Concentration - Chewable-S 46.5 16.1 41Disney Cars (C) 53.5 2.8 9 Store Brand Gum (C) 42.6 1.3 42Flint Chewable -Immunity (C) 53.5 7.9 10 Flint Complete Gum SF 42.6 6.7 43Flint Complete Vitapops 53.5 16.6 11 Flint Complete SF Gum Teeth 41.6 6.6 44Flint Complete SF Chewable Teeth 53.5 16.6 12 Flint Probiotic DH Gum-S 41.6 11.6 45Flint Bone Chews Choc-S 53.5 17.1 13 Flint Complete PopStones 41.6 14.7 46Flint Complete Gum Ca/k2 52.5 4.7 14 Flint Plus Omega Gum (C) 40.6 6.7 47Flint Complete Chewable MORE Ca/k 52.5 7.4 15 Flint Complete SF Choc 38.6 12.2 48Flint Complete Chewable MORE Ca/k2 52.5 9.2 16 Flint Sleep - Chewable-S 38.6 12.4 49Disney Priness (C) 51.5 3.5 17 Flint Probiotic Immune Chewable-S 37.6 11.9 50Flint Complete Gum Ca/k 51.5 6.6 18 Flint Complete Gum Vegetarian 36.6 7 51Flint Gum - Immunity (C) 51.5 6.8 19 Flint Complete SF Choc Teeth 36.6 7.5 52Lil Critters Vit D-S -(C) 51.5 7.2 20 Lil Critters Probiotics-S -(C) 36.6 10.7 53Centrum (C) 51.5 10.3 21 Flint Probiotic +Immune & DH - Chewable-S 35.6 10.3 54Flint Sleep - Gum-S 51.5 17.5 22 Flint Probiotic + Immune Chewable-S 34.7 10.8 55Flint Complete Gum Fruit Immun 50.5 6.5 23 Flint Bone Liquid-S 34.7 12.1 56Flint Complete Gum Fruit/Veg 50.5 7.7 24 Flint Muscle Shot-S 33.7 12 57Flint Complete Chewable (C) 50.5 7.7 25 Flint Probiotic Relief Chewable-S 31.7 11 58Flint Complete Layer Chews 50.5 13 26 Store Brand Chewable (C) 30.7 3.2 59Flint w/ Iron Chewable (C) 49.5 8.9 27 Flint Pro/Prebiotic Chewable-S 30.7 7.2 60Flint Complete Gum Fiber 49.5 11.3 28 Culturelle KIDS!-S -(C) 30.7 8.1 61Flint Complete Gum Fiber Relief 49.5 13.3 29 Flint Probiotic DH Chewable-S 29.7 10.2 62Flint Complete Gummy Bursts 49.5 17.6 30 Flint Muscle Liquid 27.7 8.7 63Lil Critters (C) 48.5 0.3 31 Flint Pro/Prebiotic Powder-S 26.7 8.5 64Flint Complete Gum Fruit A,C,E 48.5 6.6 32 Flint Muscle Liquid + Prot-S 25.7 7.8 65Flint Complete Gummies (C) 47.5 6 33 Forastor Kids-S -(C) 25.7 8.8 66

CURRENT MV PRODUCT LIKELIHOOD TO BUYBy Preference Segment

TotalBase: Total Respondents 1004 407 246 140 95 91

% % % % % %Flintstones Plus Immunity Support Chewable 45.6 47.2 2.6 52.8 9.5 37.9 -9.0 71.6 28.7 11.0 -38.1Flintstones Plus Immunity Support Gummy 44.7 48.4 6.2 65.9 28.0 39.3 -6.3 17.9 -29.6 18.7 -28.6Flintstones Complete Chewable 42.8 43.2 0.7 47.6 6.3 32.1 -12.5 77.9 38.7 13.2 -32.6Flintstones Complete Gummmies Gummy 41.5 42.8 2.1 61.0 25.8 42.1 0.7 10.5 -34.3 24.2 -19.1Flintstones with Iron Chewable 40.6 42.5 3.1 46.3 7.5 29.3 -13.2 69.5 31.9 11.0 -32.6Flintstones My First Flintstones Chewable 37.7 37.1 -1.1 35.8 -2.6 35.0 -3.2 67.4 32.7 22.0 -17.3Flintstones Plus Omega-3 DHA Gummy 33.9 39.8 10.0 54.1 26.8 22.1 -13.7 6.3 -30.4 7.7 -28.8

Disney Cars Gummy 50.7 47.9 -4.7 56.5 7.7 62.9 14.2 13.7 -40.9 76.9 28.8Lil' Critters Gummy Vites Gummy 48.2 46.2 -3.4 43.9 -5.7 61.4 15.3 11.6 -40.4 90.1 46.1Disney Princess Gummy 48.0 49.1 1.9 49.6 2.1 60.0 13.9 15.8 -35.6 62.6 16.1Store Brand Kid Gummy 41.3 39.6 -2.9 30.1 -14.9 50.7 10.9 15.8 -28.2 86.8 50.0Centrum Kids Chewable 41.2 44.5 5.5 38.6 -3.5 31.4 -11.4 69.5 31.2 17.6 -26.0Store Brand Kid Chewable Chewable 27.5 28.3 1.3 13.4 -18.7 29.3 2.1 31.6 4.5 38.5 12.1

Based on Responses to Concepts

Branded Gummies

Partial to Flintstones

Value Brand Gummies

Chewable Loyalists

MV Brand Rejectors

58

NEW FLINTSTONES MV PRODUCT LIKELIHOOD TO BUYBy Segment


% % % % % %

Flintstones Kids Complete - Calcium and K2 Gummy 47.8 49.1 2.2 65.9 23.9 49.3 1.7 23.2 -27.2 28.6 -21.1Flintstones Kids Complete - More Calcium and K Chewable 45.1 43.7 -2.4 49.6 5.9 39.3 -6.8 83.2 42.1 14.3 -33.9Flintstones Kids Complete More Calcium and K Gummy 44.9 46.2 2.1 65.4 27.1 42.1 -3.3 20.0 -27.5 24.2 -22.8Flintstones Complete Plus Real Fruit - Immun Gummy 44.0 46.7 4.5 69.9 34.3 37.1 -8.0 13.7 -33.5 15.4 -31.5Flintstones Kids Complete Calcium and K2 Chewable 43.3 43.7 0.7 44.7 1.8 34.3 -10.5 85.3 46.4 11.0 -35.5Flintstones Complete Plus Fruit and Veggie Gummy 42.8 46.2 5.7 67.1 32.1 36.4 -7.5 12.6 -33.4 14.3 -31.4Flintstones Complete Plus Real Fruit Gummy 41.9 44.7 4.7 65.4 31.1 35.0 -8.1 11.6 -33.5 18.7 -25.5Flintstones Complete Natural Gummy 41.7 43.2 2.5 63.8 29.2 38.6 -3.6 13.7 -31.0 19.8 -24.1Flintstones Complete Fruit Balanced Gummy 38.2 39.6 2.2 65.0 35.4 31.4 -8.0 7.4 -34.1 12.1 -28.8Flintstones Complete Plus Fiber Gummy 38.2 43.5 8.8 60.6 29.6 28.6 -11.2 7.4 -34.1 11.0 -30.0Flintstones Complete Natural Chewable 37.6 40.5 4.8 41.9 5.6 26.4 -13.1 64.2 29.3 8.8 -31.7Flintstones Kids Complete Flavor Layer Chews Chew 37.5 44.2 11.4 52.4 19.8 31.4 -7.0 9.5 -30.9 14.3 -25.5Flintstones Kids Complete Sugar-Free Chewable 36.9 38.1 2.1 37.8 1.3 34.3 -3.0 58.9 24.4 12.1 -27.2Flintstones Kids CompleteTransforming Vita-Pops lollipop 36.9 42.8 10.0 53.3 21.8 28.6 -9.6 14.7 -24.5 11.0 -28.4Flintstones Complete Plus Fiber Gummy 36.2 40.5 7.3 55.3 25.4 31.4 -5.5 7.4 -31.8 11.0 -27.7Flintstones Kids Complete Sugar-Free Gummy 35.9 39.3 5.8 50.8 19.8 32.9 -3.4 11.6 -26.8 18.7 -18.9Flintstones Kids Complete Sugar-Free Chewable 35.5 39.8 7.3 35.4 -0.1 29.3 -7.2 55.8 22.5 8.8 -29.3Flintstones Kids Complete Sugar-Free - TEETH Gummy 35.0 36.9 3.2 51.2 21.5 31.4 -4.1 10.5 -27.0 22.0 -14.3Flintstones Kids Complete Gummy Bursts Gummy Burst 31.9 37.6 9.6 51.6 26.1 20.0 -13.8 6.3 -28.2 5.5 -29.0Flintstones Complete Vegetarian Gummy 29.6 33.7 6.9 43.1 17.9 25.7 -4.5 6.3 -25.7 12.1 -19.2Flintstones Kids Complete Sugar-Free Chocolate Chews Chew 29.1 36.4 12.3 35.0 7.8 27.1 -2.3 7.4 -24.0 12.1 -18.7Flintstones Kids Complete PopStones packet 26.9 35.1 13.8 36.6 12.9 19.3 -8.8 5.3 -23.9 4.4 -24.7Flintstones Kids Complete Sugar-Free Chocolate Chews Chew 26.4 34.2 13.1 35.8 12.4 20.7 -6.6 3.2 -25.6 5.5 -23.0


Branded Gummies


Value Brand Gummies

Chewable Loyalists

MV Brand Rejectors

59

CURRENT SUPP PRODUCT LIKELIHOOD TO BUYBy Segment


% % % % % %

Lil' Critters Omega-3 Gummy Fish Gummy 47.4 44.7 -4.5 58.1 14.2 59.3 13.8 21.1 -29.1 47.3 -0.1Lil' Critters Vitamin D Gummy Bears Gummy 44.3 40.3 -6.8 53.3 11.9 57.1 14.9 22.1 -24.5 48.4 4.5Lil' Critters Immune C Plus Zinc & Echinacea Gummy Bears Gummy 46.3 42.0 -7.2 55.3 11.9 60.0 15.9 20.0 -29.1 53.8 8.2Lil' Critters Probiotic Acidophilus Chewable 25.9 33.2 12.3 23.6 -3.0 25.7 -0.2 8.4 -19.3 23.1 -3.1Culturelle KIDS Chewable 22.6 35.4 21.5 22.8 0.2 7.1 -18.0 13.7 -9.8 3.3 -21.2Florastor Kids Powder 16.9 28.0 18.6 15.0 -2.5 6.4 -12.2 5.3 -12.9 4.4 -13.8

Based on Responses to ConceptsBranded Gummies


Value Brand Gummies

Chewable Loyalists

MV Brand Rejectors

60

NEW FLINTSTONES SUPP LIKELIHOOD TO BUYBy Segment


% % % % % %

Flintstones Health Brain Support Gummy 49.1 46.7 -4.1 72.4 30.8 45.0 -4.8 28.4 -22.9 34.1 -16.5Flintstones Vitamin C Fruit Snacks Gummy 47.9 48.6 1.2 67.1 25.4 40.7 -8.4 32.6 -16.9 28.6 -21.2Flintstones Health Brain Support Chewable 46.8 48.2 2.3 64.6 23.6 37.1 -11.3 36.8 -11.1 28.6 -20.0Flintstones Healthy Bone Building Support Fruit Chews Chew 43.2 47.7 7.5 56.9 18.1 35.0 -9.6 27.4 -17.5 25.3 -19.7Flintstones Brain Essence Gummy 40.6 42.5 3.1 66.3 34.0 22.1 -21.5 25.3 -16.9 17.6 -25.3Flintstones Concentration Support Gummy 37.2 40.0 4.8 60.6 31.0 18.6 -21.6 20.0 -18.9 16.5 -22.7Flintstones Healthy Bone Building Support Chocolate Chews Chew 36.4 43.5 12.0 44.7 11.1 27.9 -9.8 21.1 -16.9 19.8 -18.2Flintstones Sleep Support Gummy 34.0 39.3 9.0 52.8 25.0 15.7 -21.2 17.9 -17.7 12.1 -24.0Flintstones Probiotic Digestive Support Gummy 30.9 38.3 12.5 46.3 20.4 12.9 -20.9 15.8 -16.7 6.6 -26.7Flintstones Brain Essence Chewable 30.6 38.6 13.5 42.3 15.5 10.0 -23.9 26.3 -4.7 6.6 -26.4Flintstones Concentration Support Chewable 30.4 41.5 18.7 37.4 9.3 10.0 -23.7 25.3 -5.6 5.5 -27.4Flintstones Probiotic Digestive Support Gummy 30.0 38.1 13.6 44.7 19.5 10.7 -22.4 14.7 -16.9 6.6 -25.7Flintstones Sleep Support Chewable 26.2 37.6 19.2 31.7 7.3 9.3 -19.6 13.7 -13.8 5.5 -22.8Flintstones Probiotic Immune Support Chewable 25.7 39.1 22.5 27.6 2.5 6.4 -22.4 17.9 -8.6 4.4 -23.4Flintstones Probiotic Plus Immune & Digestive Support Chewable 25.3 40.5 25.6 23.2 -2.8 6.4 -22.0 18.9 -7.1 3.3 -24.2Flintstones Probiotic Plus Immune Support Chewable 23.9 36.1 20.5 26.0 2.8 6.4 -20.3 16.8 -7.8 3.3 -22.7Flintstones Probiotic + Prebiotic Digestive Support Chewable 23.5 37.3 23.2 24.0 0.6 6.4 -19.9 12.6 -12.0 3.3 -22.2Flintstones Healthy Bone Building Support Liquid Liquid 22.6 35.6 21.9 21.5 -1.5 10.7 -13.8 8.4 -15.7 5.5 -18.8Flintstones Muscle Support Liquid Shot Liquid Shot 21.7 32.9 18.8 22.4 0.9 10.0 -13.6 11.6 -11.2 3.3 -20.2Flintstones Probiotic Digestive Support Chewable 20.7 32.4 19.7 21.1 0.5 5.7 -17.4 12.6 -9.0 3.3 -19.2Flintstones Probiotic Digestive Support Chewable 19.5 31.9 20.8 17.9 -2.2 5.0 -16.9 12.6 -7.6 2.2 -19.0Flintstones Muscle Support Liquid Liquid 19.0 31.9 21.7 16.3 -3.6 7.1 -13.8 6.3 -14.1 4.4 -16.1Flintstones Probiotic + Prebiotic Digestive Support Powder Powder 18.2 31.2 21.8 15.4 -3.7 5.7 -14.6 7.4 -12.0 2.2 -17.6Flintstones Muscle Support Liquid Liquid 17.9 29.7 19.8 15.4 -3.3 7.1 -12.6 6.3 -12.8 4.4 -14.9Lil' Critters Omega-3 Gummy Fish Gummy 47.4 44.7 -4.5 58.1 14.2 59.3 13.8 21.1 -29.1 47.3 -0.1Lil' Critters Vitamin D Gummy Bears Gummy 44.3 40.3 -6.8 53.3 11.9 57.1 14.9 22.1 -24.5 48.4 4.5Lil' Critters Immune C Plus Zinc & Echinacea Gummy Bears Gummy 46.3 42.0 -7.2 55.3 11.9 60.0 15.9 20.0 -29.1 53.8 8.2Lil' Critters Probiotic Acidophilus Chewable 25.9 33.2 12.3 23.6 -3.0 25.7 -0.2 8.4 -19.3 23.1 -3.1


Branded Gummies


Value Brand Gummies

Chewable Loyalists

MV Brand Rejectors

61

CHILDREN’S MULTIVITAMIN USAGEBy Segment


% % % % % %CATEGORY USAGE IN HOUSEHOLDKids MV's 68 64 -7 71 4 72 3 65 -4 80 13Kids Supps 20 23 6 22 3 18 -3 5 -16 15 -5Infant Vitamin Drops 6 11 7 4 -3 3 -4 4 -3 3 -4

PAST 6 MONTH CMV USAGE IN HHFlintstones Complete Chewable Tablets 17 15 -3 17 0 13 -4 42 28 7 -11Flintstones Gummies (Regular/'Complete') 15 16 2 22 9 17 0 0 -17 8 -8Disney Princess Gummies 14 14 0 17 4 21 6 7 -8 5 -10L'il Critters Gummy Vites 13 10 -6 10 -5 21 6 3 -12 40 29Disney Cars Gummies 12 14 4 11 -1 13 1 5 -7 10 -2Centrum Kids Chewable Tablets 7 8 2 9 3 6 -1 5 -2 1 -7Your store's own brand of children's vitamins Chewable Tablets 6 5 -1 3 -4 3 -3 7 1 11 6Disney Fairies Gummies 5 7 3 5 4 6 0 3 -3 1 -5SpongeBob Gummies 5 5 0 8 -1 7 1 0 -6 2 -3Yummi Bears (Gummies) 5 3 -3 6 1 6 1 2 -3 12 8Your store's own brand of children's vitamins Gummies 5 4 -2 3 -3 6 0 1 -5 20 16Flintstones My First Flintstone's Chewable Tablets 4 5 2 4 0 3 -1 5 1 0 -4Flintstones Plus Immunity Support Gummies 4 4 -1 7 4 3 -2 1 -4 4 0Flintstones Plus Iron Chewable Tablets 4 5 2 4 0 1 -2 7 4 0 -4


Branded Gummies


Value Brand

Chewable Loyalists

MV Brand Rejectors

62

CHILDREN’S SUPPLEMENT AWARENESS AND USAGEBy Segment

TotalBase: Total Respondents 1004 407 246 140 95 91AWARENESS % % % % % %Disney Gummy Calcium and Vitamin D 34 37 5 41 9 34 -1 23 -12 20 -15L'il Critters Omega-3 Gummies 25 25 0 26 2 30 4 15 -11 25 0L'il Critters Calcium and Vitamin D 23 26 6 22 -1 26 2 9 -15 20 -3Li'l Critters Vitamin D Gummies 21 23 4 22 2 24 2 6 -16 20 -1L'il Critters Immune C + Zinc and Echinacea Gummies 18 22 6 18 0 18 -1 9 -10 12 -7Disney Liquid Vitamin D 17 22 9 16 -1 18 0 9 -9 5 -13L'il Critters Probiotic Chewable Tablets 17 19 4 18 2 18 0 6 -12 11 -6Culturelle Chewable Probiotics for Kids 14 19 8 13 -2 13 -2 9 -6 3 -13Any Health Food Store Brand Children's Supplement 9 12 5 8 -1 4 -5 4 -5 8 -1Florastor Kids Probiotic Powder Packets 8 12 6 7 -2 4 -4 7 -1 2 -7

HOUSEHOLD TRIAL % % % % % %Disney Gummy Calcium and Vitamin D 7 9 2 10 3 9 1 2 -6 1 -7L'il Critters Omega-3 Gummies 6 7 1 9 3 7 0 1 -6 4 -3L'il Critters Calcium and Vitamin D 6 5 -1 8 3 8 2 0 -6 5 -1Disney Liquid Vitamin D 4 7 4 3 -2 5 0 1 -4 1 -4L'il Critters Immune C + Zinc and Echinacea Gummies 4 5 2 4 0 5 0 1 -4 2 -2Li'l Critters Vitamin D Gummies 4 6 3 4 0 2 -2 1 -3 2 -2Culturelle Chewable Probiotics for Kids 3 5 4 0 -3 2 -1 0 -3 1 -2L'il Critters Probiotic Chewable Tablets 3 5 3 2 -1 3 0 0 -3 2 -1Florastor Kids Probiotic Powder Packets 2 3 2 2 0 0 -2 0 -2 0 -2


Branded Gummies


Value Brand

Chewable Loyalists

MV Brand Rejectors

63

AGE OF CHILD FOR WHOM CMV’S ARE APPROPRIATE

Under 3 3-4 5-6 7-9 10-12 NoneCMV'S % % % % % %Flint Complete Chew MORE Ca/k 101 22 58 69 75 57 2Flint Complete Gum Ca/k 102 28 57 73 64 53 4Flint Complete Chew MORE Ca/k2 103 28 62 76 73 62 4Flint Complete Gum Ca/k2 104 21 57 71 62 45 5Flint Complete Chew SF 105 32 55 72 64 47 4Flint Complete Gum SF 106 28 64 69 60 43 8Flint Complete SF Choc 107 13 33 50 63 46 15Flint Complete SF Chew Teeth 108 18 53 70 75 61 6Flint Complete SF Gum Teeth 109 33 62 73 63 53 4Flint Complete SF Choc Teeth 110 14 36 58 66 58 11Flint Complete Gum Fruit A,C,E 111 36 62 74 69 58 5Flint Complete Gum Fruit/Veg 112 32 68 72 69 63 5Flint Complete Gum Fruit Immun 113 32 64 72 66 53 6Flint Complete Gum Fruit Balanced 114 22 59 73 68 48 5Flint Complete Chew Natl Flv 115 21 61 75 73 68 3Flint Complete Gum Natl Flv 116 23 62 74 69 56 5Flint Complete Gum Vegetarian 117 27 65 67 66 51 9Flint Complete Gum Fiber Relief 118 30 54 70 69 54 4Flint Complete Gum Fiber 119 26 62 73 75 58 7Flint Complete PopStones 120 10 31 53 61 58 12Flint Complete Vitapops 121 13 48 64 65 48 11Flint Complete Gummy Bursts 122 22 53 66 67 59 7Flint Complete Layer Chews 123 14 39 66 62 54 9Flint Complete Chew (C) 124 20 63 74 72 60 2Flint Chew -Immunity (C) 125 23 62 73 78 59 4Flint w/ Iron (C) 126 18 60 74 76 65 3My First Flint (C) 127 46 62 47 33 28 3Flint Gum - Immunity (C) 128 24 57 73 66 52 5Flint Complete Gummies (C) 129 31 69 71 64 53 3Flint Plus Omega (C) 130 29 63 77 70 55 4Lil Critters (C) 131 31 70 69 66 47 3Store Brand Gum (C) 132 27 67 71 58 48 8Store Brand Chew (C) 133 21 44 63 63 52 15Centrum (C) 134 14 50 73 76 66 5Disney Priness (C) 135 33 61 75 61 49 6Disney Cars (C) 136 27 63 70 62 44 5

Appropriate Age

64

PLANNED USAGE OF CMV BY AGE OF CHILD IN HH

Under 3 3-4 5-6 7-9 10-12 NoneCMV'S % % % % % %Flint Complete Chew MORE Ca/k 101 29 71 84 87 84 14Flint Complete Gum Ca/k 102 44 69 83 74 66 19Flint Complete Chew MORE Ca/k2 103 36 74 76 84 88 17Flint Complete Gum Ca/k2 104 60 85 85 77 85 10Flint Complete Chew SF 105 53 60 71 81 61 24Flint Complete Gum SF 106 45 72 78 84 70 21Flint Complete SF Choc 107 27 48 32 55 47 47Flint Complete SF Chew Teeth 108 37 48 78 73 64 28Flint Complete SF Gum Teeth 109 50 82 85 86 77 17Flint Complete SF Choc Teeth 110 21 34 67 54 55 44Flint Complete Gum Fruit A,C,E 111 56 76 74 80 78 17Flint Complete Gum Fruit/Veg 112 60 81 70 87 81 13Flint Complete Gum Fruit Immun 113 68 68 73 84 62 18Flint Complete Gum Fruit Balanced 114 31 82 78 84 88 13Flint Complete Chew Natl Flv 115 37 75 77 79 83 16Flint Complete Gum Natl Flv 116 53 77 79 88 82 13Flint Complete Gum Vegetarian 117 42 50 62 81 63 24Flint Complete Gum Fiber Relief 118 53 82 89 87 74 13Flint Complete Gum Fiber 119 50 79 83 82 69 18Flint Complete PopStones 120 14 31 54 74 63 43Flint Complete Vitapops 121 33 50 62 71 64 33Flint Complete Gummy Bursts 122 36 56 47 68 77 31Flint Complete Layer Chews 123 17 45 73 76 43 40Flint Complete Chew (C) 124 44 71 82 74 73 14Flint Chew -Immunity (C) 125 43 65 76 84 88 17Flint w/ Iron (C) 126 32 77 68 77 80 23My First Flint (C) 127 61 73 53 56 32 41Flint Gum - Immunity (C) 128 50 69 84 82 79 18Flint Complete Gummies (C) 129 56 87 71 74 83 13Flint Plus Omega (C) 130 62 77 63 79 70 20Lil Critters (C) 131 58 80 74 72 70 18Store Brand Gum (C) 132 53 68 69 79 75 22Store Brand Chew (C) 133 16 39 51 57 52 40Centrum (C) 134 29 50 74 62 72 31Disney Priness (C) 135 38 70 73 66 43 27Disney Cars (C) 136 42 71 79 87 57 22

Would Give to My Child in HH

65

WHETHER WOULD USE CMV REGULARLY OR NOT

Would Use Regularly

CMV'S %Flint Complete Chew MORE Ca/k 101 72Flint Complete Gum Ca/k 102 58Flint Complete Chew MORE Ca/k2 103 71Flint Complete Gum Ca/k2 104 69Flint Complete Chew SF 105 59Flint Complete Gum SF 106 54Flint Complete SF Choc 107 28Flint Complete SF Chew Teeth 108 55Flint Complete SF Gum Teeth 109 67Flint Complete SF Choc Teeth 110 34Flint Complete Gum Fruit A,C,E 111 64Flint Complete Gum Fruit/Veg 112 76Flint Complete Gum Fruit Immun 113 63Flint Complete Gum Fruit Balanced 114 70Flint Complete Chew Natl Flv 115 69Flint Complete Gum Natl Flv 116 72Flint Complete Gum Vegetarian 117 56Flint Complete Gum Fiber Relief 118 60Flint Complete Gum Fiber 119 62Flint Complete PopStones 120 34Flint Complete Vitapops 121 43Flint Complete Gummy Bursts 122 50Flint Complete Layer Chews 123 38Flint Complete Chew (C) 124 70Flint Chew -Immunity (C) 125 64Flint w/ Iron (C) 126 56My First Flint (C) 127 47Flint Gum - Immunity (C) 128 64Flint Complete Gummies (C) 129 68Flint Plus Omega (C) 130 58Lil Critters (C) 131 64Store Brand Gum (C) 132 58Store Brand Chew (C) 133 35Centrum (C) 134 50Disney Priness (C) 135 56Disney Cars (C) 136 59

66

Under 3 3-4 5-6 7-9 10-12 NoneSUPPLEMENTSFlint Muscle Liquid + Prot-S 201 22 38 38 41 42 16Flint Muscle Liquid -S 202 21 34 41 49 39 16Flint Muscle Shot-S 203 23 35 41 49 50 15Flint Bone Chews Choc-S 204 14 37 61 69 56 7Flint Bone Chews Fruit-S 205 17 44 68 66 56 4Flint Bone Liquid-S 206 39 47 52 46 41 12Flint Healthy Brain Support-S 207 27 57 66 61 49 6Flint Brain Support Chew-S 208 22 56 63 63 51 5Flint Probiotic DH Chew-S 209 16 41 57 59 57 15Flint Probiotic DH Gum-S 210 20 56 61 59 46 11Flint Probiotic Relief Chew-S 211 26 52 64 64 55 10Flint Probiotic Relief Gum-S 212 24 60 63 64 48 11Flint Pro/Prebiotic Chew-S 213 17 44 59 59 52 16Flint Pro/Prebiotic Powder-S 214 25 31 44 47 47 19Flint Probiotic Immune Chew-S 215 22 42 63 63 54 13Flint Probiotic + Immune Chew-S 216 15 41 63 64 58 12Flint Probiotic +Immune & DH - Chew-S 217 16 43 58 60 51 15Flint Brain Essence - Chew-S 218 23 55 65 68 57 5Flint Brain Essence - Gum-S 219 28 58 63 62 49 9Flint Concentration - Chew-S 220 15 38 61 64 61 10Flint Concentration - Gum-S 221 11 42 62 63 55 13Flint Sleep - Chew-S 222 21 41 50 47 42 23Flint Sleep - Gum-S 223 26 42 59 64 58 7Flint Fruit Snacks-S 224 33 71 74 72 59 4Lil Critters Omega-S (C) 225 22 58 65 58 52 13Lil Critters Vit D-S -(C) 226 27 68 68 61 58 4Lil Critters Immune-S -(C) 227 30 56 64 62 48 9Lil Critters Pribiotics-S -(C) 228 12 42 59 62 58 11Culturelle KIDS!-S -(C) 229 18 45 61 68 54 10Forastor Kids-S -(C) 230 34 41 50 48 50 15

Appropriate Age

AGE APPROPRIATENESS OF SUPPLEMENTS

67

Under 3 3-4 5-6 7-9 10-12 NoneSUPPLEMENTSFlint Muscle Liquid + Prot-S 201 24 36 38 35 44 57Flint Muscle Liquid -S 202 36 44 31 46 46 49Flint Muscle Shot-S 203 33 26 35 43 53 55Flint Bone Chews Choc-S 204 30 63 66 67 57 32Flint Bone Chews Fruit-S 205 39 53 73 74 79 25Flint Bone Liquid-S 206 36 41 50 51 33 53Flint Healthy Brain Support-S 207 42 79 83 69 66 21Flint Brain Support Chew-S 208 41 83 64 67 80 18Flint Probiotic DH Chew-S 209 21 55 53 63 62 38Flint Probiotic DH Gum-S 210 50 63 66 60 58 33Flint Probiotic Relief Chew-S 211 33 58 72 60 67 30Flint Probiotic Relief Gum-S 212 39 58 31 50 69 38Flint Pro/Prebiotic Chew-S 213 34 50 67 62 50 39Flint Pro/Prebiotic Powder-S 214 32 24 35 41 47 52Flint Probiotic Immune Chew-S 215 31 51 57 70 64 34Flint Probiotic + Immune Chew-S 216 38 58 68 63 55 35Flint Probiotic +Immune & DH - Chew-S 217 29 48 71 63 67 39Flint Brain Essence - Chew-S 218 35 63 62 74 67 30Flint Brain Essence - Gum-S 219 42 73 73 70 76 22Flint Concentration - Chew-S 220 15 51 67 70 76 29Flint Concentration - Gum-S 221 34 54 75 70 66 28Flint Sleep - Chew-S 222 27 42 40 48 44 51Flint Sleep - Gum-S 223 44 65 63 69 72 26Flint Fruit Snacks-S 224 62 78 87 76 74 17Lil Critters Omega-S (C) 225 53 61 75 67 70 27Lil Critters Vit D-S -(C) 226 45 75 83 70 81 21Lil Critters Immune-S -(C) 227 58 67 76 68 64 27Lil Critters Pribiotics-S -(C) 228 22 48 60 58 67 36Culturelle KIDS!-S -(C) 229 24 40 60 46 43 45Forastor Kids-S -(C) 230 29 24 24 42 42 57

Would Give to My Child in HH

PLANNED USAGE OF SUPP BY AGE OF CHILD IN HH

68

APPEAL OF TOP PERFORMERS BY AGE IN HH

69

1004 Rank 127 Rank 153 Rank 236 Rank 488 Rank% % % % %

(V) (W) (X) (Y)POTENTIAL NEW CMV'SFlint Complete Gum Ca/k2 47.8 6 42.5 11 35.9 24 49.6 W 7 52.0 VW 2Flint Complete Chew MORE Ca/k 45.1 11 40.2 18 39.2 14 50.4 VW 4 45.7 11Flint Complete Gum Ca/k 44.9 12 41.7 13 38.6 16 44.1 23 48.2 W 4Flint Complete Chew MORE Ca/k2 44.0 15 42.5 11 35.3 28 47.0 W 14 45.7 W 11Flint Complete Gum Fruit/Veg 42.8 18 45.7 7 38.6 16 44.9 20 42.4 22Flint Complete Gum Fruit A,C,E 41.9 20 37.8 21 37.9 19 44.5 22 43.0 21Flint Complete Gum Natl Flv 41.7 21 38.6 20 35.3 28 47.5 W 13 41.8 23Flint Complete Layer Chews 37.5 31 26.0 41 36.6 V 21 40.7 V 30 39.1 V 29Flint Complete Gum SF 35.9 37 33.1 29 34.6 33 35.2 39 37.3 33Flint Complete Chew SF 35.5 38 27.6 39 30.1 42 40.3 VW 32 36.9 V 36Flint Complete SF Gum Teeth 35.0 39 31.5 32 34.6 33 37.3 37 34.8 40POTENTIAL NEW SUPPLEMENTSFlint Healthy Brain Support-S 49.1 2 52.0 1 48.4 5 48.3 10 49.0 3Flint Fruit Snacks-S 47.9 5 49.6 3 51.6 3 47.0 14 46.7 7Flint Brain Support Chew-S 46.8 8 40.9 15 51.6 V 3 48.7 9 45.9 10Flint Bone Chews Fruit-S 43.2 17 41.7 13 40.5 11 41.1 29 45.5 14Flint Brain Essence - Gum-S 40.6 25 44.9 8 35.3 28 40.3 32 41.4 25Flint Concentration - Gum-S 37.2 32 33.9 27 32.0 40 41.5 W 26 37.5 32Flint Bone Chews Choc-S 36.4 35 25.2 44 35.9 V 24 38.6 V 36 38.3 V 30Flint Probiotic Relief Gum-S 30.9 43 26.0 41 22.9 51 34.7 VW 40 32.8 W 44Flint Brain Essence - Chew-S 30.6 44 25.2 44 21.6 53 31.4 W 46 34.4 VW 41Flint Concentration - Chew-S 30.4 45 19.7 51 26.1 47 31.8 V 44 33.8 VW 42Flint Probiotic DH Gum-S 30.0 46 29.9 35 27.5 44 30.9 47 30.3 48CURRENT FLINTSTONESFlint Chew -Immunity (C) 45.6 10 40.9 15 41.8 8 50.4 VW 4 45.7 11Flint Gum - Immunity (C) 44.7 13 37.8 21 39.9 13 51.7 VWY 3 44.7 16Flint Complete Chew (C) 42.8 18 28.3 37 40.5 V 11 48.3 V 10 44.7 V 16Flint Complete Gummies (C) 41.5 22 40.9 W 15 31.4 41 48.3 WY 10 41.6 W 24Flint w/ Iron (C) 40.6 25 26.8 40 36.6 V 21 49.2 VWY 8 41.4 V 25My First Flint (C) 37.7 29 44.1 Y 9 39.2 14 36.9 38 36.1 37Flint Plus Omega (C) 33.9 41 31.5 32 35.3 28 34.3 41 33.8 42

Oldest Child AgeTotl 9-122-3 4-5 6-8

At least 6 of 10 who said they would use each of the supplements feel they would use them in addition to vitamins, representing increased volume for FS.

flintstones new product exploration and line development prepared for: prepared by: july, 2012

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