• IN IRELAND 1 IN 100 PEOPLE HAVE COELIAC DISEASE

• THIS MEANS 46,000 PEOPLE

• THE RISK RISES TO 1 IN 10 IF YOU

HAVE A FIRST BLOOD RELATIVE

SYMPTOMS INCLUDE:Diarrhoea – Constipation – Bone Pain – Weight Loss – Stomach Pain & Bloating – Chronic Tiredness Anaemia – Infertility – Chronic Mouth Ulcers – Failure to thrive in children

60% of Shoppers like trying New Products

67% of Shoppers recommend to family/friends

46%

61%Penetration

2010

Penetration

2015

INCREASE IN DEMAND FOR FREE

FROM SECTION

Health, Nutrition and Diet are important to Shoppers

OBJECTIVE

DRIVE AWARENESS THROUGH BESPOKE SHOPPER MARKETING ACTIVATION

REDUCE CATEGORY DECLINE (-2.2%) BY AT LEAST 0.5%

BRING A NICHE TREND TO A MASS MARKET BRAND & CATEGORY

PR

EVENTS

TV

SOCIAL MEDIA

DIGITAL

IN STORE POS

Health trends & shopper

retailer concerns

Drive trial & awarenessMedia Value of Coeliac Awareness Week

Coverage €160K

Media Value of Coeliac

Awareness Week

Coverage €160K

Press & Print Media

SOCIAL MEDIA PROMOTION GAINED

Health trends & shopper

retailer concerns

Drive trial & awareness900 Incremental POS Placed

KNORR DUAL SIGHTED IN FREE FROM SECTION

STOCK IN FREE FROM SECTION

DRIVE AWARENESS THROUGH BESPOKE SHOPPER MARKETING ACTIVATION

REDUCE CATEGORY DECLINE (-2.2%) BY AT LEAST 0.5%

BRING A NICHE TREND TO A MASS MARKET BRAND & CATEGORY

900 pieces of incremental

POS displayed

The category is now -1.0%

Knorr Cubes +5.5% 12WE

RSV vs PY

Health trends & shopper

retailer concerns

coeliac awareness weekA success!

THANK YOU