Organix Sales

Challenging the norm

Rachel KingdonHead of Food Exploration

–Who are we?–What do we stand for?– Introducing Goodies– A Taste For Life

Organix History

• Founded in 1992 by Lizzie Vann

• Entrepreneur with background in Food and Finance

• Knew there was an opportunity to improve children's food

• Started making food in her kitchen

• Acquired by Hero Group in Feb 2008 but have kept our identity

• £34M turnover FY10

• Outsource all manufacturing

Organix Mission

• Why we exist:– To give Children the best start in life

• What we want:– A world where healthy, nutritious food is a real

choice for everyone

• What we do:

Our founding philosophies:

• Always Organic

• No Junk!• Nutritious foods• Safe foods for babies/children• Convenient for mum, not niche

Create Great Foods - Introducing Our No Junk Promise• NJP underpins our brand• NJP is a trademarked stamp of reassurance present

on all Organix Foods• It is based on our beliefs and wish “to give Children

the best start in life with no unnecessary ingredients and the best nutritional practices”

• This is not a legal or industry requirement and the definition of “Junk” is set by Organix

• It’s easy to make foods with them, it’s harder to do it without – but not impossible!

We all live & breathe it!

SAFE• We promise that the levels of harmful pesticides in

our foods will be the lowest that can be achieved or detected.

PURE• We promise to only use ingredients you recognise

and no unnecessary additives or thickeners

NUTRITIOUS• We promise to set strict limits on fats, sugars and

salt that are far tighter than any regulations. By using higher quality ingredients to provide natural flavours and sweetness we believe in natural taste without compromise.

So what is the No Junk Promise?

• No to:• Added salt• Added sugar, sucrose, fructose,

lactose, glucose• Colourings or flavourings –

including “natural flavours and colours” as they come out of a bottle! All our flavour and colour comes only from the food ingredients we use.

• Additives • Emulsifiers • MSG, yeast extract or other

flavour enhancers. • Hydrogenated Fats• Minimal processing aids – have to

be ‘kitchen-recognisable’.

What we say Yes or No to.....

Yes to: •100% Organic Ingredients. •Best nutritional practice – Clear targets for saturated fats, sugar and salt•Clear & honest food labelling•Lowest possible levels of pesticides•Ingredients that are recognisable by parents•Sugar from fruit or fruit juice only

Organic Corn 71%, Organic Sunflower Oil 15%, Organic Cheese Powder 12% (50% Organic Mature Cheddar Cheese, 50% Organic Skimmed Milk Powder), Organic Dried Parsley Less than 1%

Maize, Vegetable Oil, Cheese Flavour [Cheese Powder (7%), Lactose (from Milk), Flavour Enhancer (Disodium 5' Ribonucleotide), Colours (Paprika Extract, Annatto), Natural Flavourings], Salt, Potassium Chloride

No Junk Promise – Organix vs Competitors Snacks

* 4 times less sodium* Half the amount of fat & sat fat* Real tastes & colour, not

artificially enhanced

Introducing Goodies!

Born in 2004!

• Range of foods especially created for babies >12 months to take the “perceived” guilt out of snacking

• Our foods are reinventions of adult snacks – recognisable to mum but with a twist

• Our focus is on taste, texture, nutrition & FUN!• Snacking is essential to little ones – they need 2-3

nutritious snacks a day • Our challenge for “good food” is slightly easier as

babies have not yet been exposed to high salt, sugar & fat foods!

About Goodies

•Retail Value of £19M, just over 50% of out total business

• 80% Share of Toddler Snacks (12months +)

• Growing at 15% YOY ahead of total baby food

• Penetration at 37%* of Mums with Toddlers from 12 months up to 4 years

• 2007,2009, 2009, 2010 Voted by mums as their favourite baby food brand!

Cereal Bars - Challenges vs Opportunities!

Our ingredients vs competitors

Organic Wholegrain Oats 45%, Organic Raisins 33%, Organic Sunflower oil 10%, Organic Coconut 5%, Organic Apple juice concentrate 4%, Organic Raspberry juice concentrate 3%

Glucose Syrup, Whole Grains (15%) (Oat Flakes, Wholemeal Wheat Flour) , Raisins (15%) , Vegetable Fat , Sweetened Condensed Skimmed Milk , Maize Sugar , Rice Flour , Humectant (Glycerol) , Hydrogenated Vegetable Fat , Wheat Dextrin , Salt , Demineralised Whey Powder , Emulsifiers (Soya Lecithin, E471) , Vegetable Oil , Barley Malt Extract , Flavouring Wholegrain Oat Flakes (33%), Dried Fruit (25%) (Strawberry & Blueberry Flavoured Diced Cranberries (20%) (Sugar, Cranberries, Natural Flavouring, Blueberry Juice, Grape Juice Concentrate), Raisins (4.5%), Strawberry & Raspberry Flakes (.5%) (Strawberry Puree, Raspberry Puree, Cornflour)), Glucose Syrup, Wholegrain Oat Flour, Raw Cane Sugar, Honey, Vegetable Oil (Rapeseed Oil, Palm Oil), Rice Flour, Chopped Almonds, Natural Flavouring.

Our Audience: 2 Million Toddlers that go to Nurseries every day

12,000 Full time Day Care Nurseries Looking after 700,000 Children

Objectives / Rationale

1. To campaign to the Government to improve the

standards of food served to children in nurseries

(supporting Nursery Food Campaign)

2. To empower parents and nursery workers about

healthier eating for toddlers

3. To build and sustain awareness and trust in the

Organix and the Goodies brand amongst

parents with nursery age toddlers

NURSERY FOOD PROGRAMMESupported by

NURSERY FOOD PROGRAMMESupported by

Taste for LifeNursery Activity Pack(sent once nurseries sign up)

Website for nurseries and parents Downloadable PDFs of the Core Resource Pack plus additional templates and links

More Toddlers across the UK explore and enjoy Fruit

and Vegetables.

Nurseries are empowered to support the Better

Nursery Food Now Campaign to lobby Government to

introduce nutritional standards

Parents are aware and engage with Organix and

Goodies through at home and online activities

Desired Outcomes from Programme

Food for thought……

What have I learnt about being ‘Organix’?

• Give a purpose to what you do – Ask yourself why are you doing something – Do you care if it happens or not

• Think big – Never doubt that a small group of committed

citizens can change the world

• Create a ripple – Think what happens if you don’t do something

• It’s usually very frustrating to yourself• What a missed opportunity.......if only......

– And be inspired by what could happen if you did• It’s usually something amazing that people admire from

outside • And you feel really proud of.......