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The delicious solution for a gluten-free, allergy-
friendly lifestyle!
Consumer demand for delicious
allergy-friendly and gluten-free
foods is exploding!
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$697
$229
$821
$280
$914
$320
$-
$200
$400
$600
$800
$1,000
$1,200
$1,400
MILLIONS
2007 2008 2009
CHANNEL
FDM NATURAL
Source: SPINSscan Natural and SPINSscan Conventional 2007, 2008 and 2009
GLUTEN FREE SALES REACHED $1.2 BILLION IN 2009
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Natural26%
FDM74%
GF segment is growing and growing!
Channel growth ‘08 to ‘09– 14% Natural channel– 11% FDM– Almost 3 out of every
4 dollars spent on gluten-free products are in the FDM channel
Source: SPINS 7/08
% of sales by channel
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gluten free BOOM!
Packaged Facts’ 2009 Gluten-Free Food and Beverage Market Report
Sales of gluten free foods are
expected to reach $2.6 billion by 2012
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Many are affected…
1 out of 3 people modify their diets because they, or a loved one, have a food allergy
~12 million people have food allergies
~3 million have Celiac Disease
~1-1.5 million have Autism Spectrum Disorders
100+ million people
Sources: National Institutes of Health; Food Allergy Anaphylaxis Network (FAAN); Dr. Peter Green, Celiac Disease Center at Columbia University; Autism Society of America
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four key populations
Enjoy Life appeals to all!
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people with food allergies
one key population…
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food allergies: growing concern
Sources: Food Allergy Anaphylaxis Network (FAAN); National Institutes of Health Center for Disease Control and Prevention (CDC)
• prevalence of food allergies and anaphylaxis appears to be on the rise (reasons for increase are poorly understood)
• more than 12 million Americans have food allergies; that’s one in 25, or 4% of the population
• about 3 million children in U.S. have food allergies
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food allergies: culprits and symptoms
Sources: Food Allergy Anaphylaxis Network (FAAN); National Institutes of Health Center for Disease Control and Prevention (CDC)
• 8 foods account for 90% of all food allergic reactions– milk, eggs, peanuts, tree nuts, wheat,
soy, fish and shellfish (“the big 8”). – Big 11 Canada: adds sesame, sulfites and mustard seed– Big 12 UK: adds celery
• Symptoms– Rash, hives and/or itchy skin– Nausea, stomach pain, diarrhea– Shortness of breath, chest pain– Swelling of mucosal tissue– Anaphylaxis
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Game Time!
What is the most common food allergy
among adults?
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Game Time!
Answer: Fish / Shellfish
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A Deadly Condition
• Even the smallest amount of trigger food can cause anaphylaxis
• In U.S., food-induced anaphylaxis is believed to cause 30,000 trips to emergency room and 150-200 deaths/year
• 1/44,000 of a peanut can trigger reaction
• Sabrina’s Law - Canada
Source: FAAN (www.foodallergy.org)
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people with food intolerances
second key population…
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food intolerances: growing concern
• Estimated to affect over 50 million Americans• Digestive system lacks ability to digest or process
food properly• Any food can be suspect but common triggers are:
– Lactose intolerance– Food dyes (ex: yellow dye #5 (tartrazine), red dye #5)– Sulfites– MSG– Corn– Gluten & Casein (Leaky Gut Syndrome) – Amino acid phenylalanine (PKU*)*inability to digest protein
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food intolerances: symptoms
• Nausea• Stomach pain• Gas, cramps or bloating• Vomiting• Heartburn• Headaches• Irritability
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Game Time!
What is the most common food intolerance?
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game time – answer!
• DAIRY – specifically lactose• nearly 75% of the adults in the world are lactose
intolerant• Nearly 50 million Americans are lactose
intolerant but varies for different populations– 80% of Asian and Native Americans are lactose
intolerant, – 75% of African Americans, – 51% of Hispanic Americans – 21% of Caucasian Americans.
• Most infants produce lactase enzyme from birth, but the amount tends to decrease by adulthood.
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people with celiac disease
third key population…
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Factoid!
• CD affects more people in the US than Crohn’s Disease, Cystic Fibrosis, Multiple Sclerosis and Parkinson’s disease combined
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celiac disease (CD): growing concern• now known that 1 in 100 Americans
(or 3 million people) have celiac disease
• diagnosis rates are still low--only 3% of celiacs are diagnosed
• celiac disease (CD) is an inherited autoimmune disorder that requires lifelong avoidance of gluten
• gluten free diet means NO wheat, barley or rye – entire aisles of the stores are off limits!
Sources: Dr. Peter Green, Celiac Disease Center at Columbia University; SPINS
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CD: what it looks like• Inability to digest gluten - the
protein found in wheat, barley and rye. These grains must be completely eliminated from the diet
• Serious disease with potentially devastating consequences when undiagnosed or untreated
• Multi-system effects with myriad of signs, symptoms and characteristics:Gastrointestinal EndocrineDermatologic NeurologicalPsychological ReproductiveHematological Orthopedic
Gluten: toxic to small intestine
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Factoid!
People with CD dine out 80% less than they used
to before diagnosis …AND believe less than 10%
of eating establishments have a ‘very good’ or
‘good’ understanding of GF diets
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must be sure to eat well
Enrichment– Many GF grain products not
enriched with vitamins & minerals lost through processing
– Recommend enrichment with B Vitamins & Iron to the same level as gluten-containing counterparts
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staying safe…
Identifying safe
ingredients
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gluten-free grains & starches
• Rice (all forms)• Corn (corn bran, grits,
hominy, hasa marina)• Potato (starch & flour)• Soy• Tapioca• Bean• Amaranth• Quinoa
• Buckwheat• Millet• Tef• Nut flours• Montino• Sorghum• Arrowroot• Wild rice
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ingredients to question• Modified food starch*• Citric acid*
– Need to ask if its imported• Caramel coloring*• Flavoring*• Dextrin*• Seasonings• Soy sauce
– Often contains wheat• Mono & Diglycerides
– May have wheat carrier when used in dry ingredients but should be declared
• Brown rice syrup– May be made from barley
* By definition may contain wheat but U.S. manufacturers say they are not using gluten-containing grains
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ingredients eliminated• Barley• Bran• Flour
– All purpose, bleached, bromated, enriched, gluten, graham, wheat, white
• Kamut• Malt
– Extract, flavoring, syrup, vinegar
• Rye
• Oats– Bran, flour, syrup
• Spelt• Triticale• Wheat
– Bran, bulgur, couscous, cracked, durum, einkorn, emmer, farina, faro, flour, germ, gluten, matzo, orzo, pasta, semolina, wheat starch
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Factoid!
• CD has over 300 known symptoms although
some people experience none…
• 97% of Americans estimated to have CD
are not diagnosed
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growing media coverage of gluten free
“My son's struggle against deadly food allergies” 4/3/09
“Gluten-Free Foods For Health” 5/15/09
“A New Diet Villain: Gluten?” 12/03/08
“Gluten-free diets gaining in popularity” 8/18/08
“Elisabeth Hasselbeck explains her Gluten-Free lifestyle” 5/5/09
“Greek's Scott Michael Foster Loses His 'Freshman 15’ after
cutting out Gluten” 4/21/09
“Food Allergies Increasing in US Kids, Study Says” 10/22/08
“Everything you need to know about food allergies” 1/17/08
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Shopping behaviors of the GF consumer• 55% spend 30% or more on their grocery budget for gluten-
free foods• 68% shop at 3 or more stores/month to find gluten-free foods• When asked if they could find the same products at all the
following stores where would they most prefer to shop for gluten-free foods:
• 71% grocery store (where I shop for most of my family’s groceries)• 9% Independent Natural or Health Food Store• 8 % Mass merchandiser (e.g., Wal-Mart, Target)• 7% Natural Food Chain (e.g. Whole Foods)• 5% Club Store (e.g., Sam’s, Costco)• 0.1% Drug store
• Product selection is the most important factor followed by low price, convenience, good service, close to where they live, knowledgeable staff available to help, friendliness of staff and close to where they work.
• The majority (71%) agreed it was hard to find good tasting gluten-free foods.
• More than half (57%) have tried 10 or more new gluten-free products in the last year
Source: 2008 Understanding Gluten-Free Shoppers” survey
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people with other health concerns
fourth key population…
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other medical concernsautism• many autistic children benefit from a gluten-free/casein-
free (GFCF) diet
• one in 91 children in the United States has an autism spectrum disorder, which is higher than previously thought– autism impacts 1-1.5 million Americans and their families
• fastest growing developmental disability, with 10-17% annual growth
other medical• though not scientifically proven, patients with other health
conditions may benefit from special diets– ADHD, fibromyalgia, rheumatoid arthritis, multiple sclerosis,
type 1 diabetes, osteoporosis, down’s syndrome
Sources: Autism Society of America
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Game Time!
• Multiple choice: boys are ___ more likely to be diagnosed with autism than girls.
• 2% - 4% - 6%
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Game Time!
Answer: 4%
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the delicious solution
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how Enjoy Life began…• Enjoy Life Foods originally started as project for MBA program
• identified unmet need of food allergic & celiac communities for great-tasting allergy-friendly AND gluten-free foods
• co-founder Scott Mandell launched Enjoy Life in November 2002
• first-ever company committed to making foods that are free of the eight most common allergens AND gluten-free
• acquired Perky’s brand in October, 2004
• now grown to 26 products, 50+ employees and distribution throughout the U.S. and Canada
• recently named to 2007 and 2008 Inc. 500 list of fastest growing private companies in U.S.; +783% three year growth
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the Enjoy Life promise• tastes delicious!
• allergy-friendly: free of the 8 most common allergens– NO wheat, dairy, peanuts, tree nuts, egg, soy, fish or
shellfish– also made without casein, potato, sesame and sulfites
• certified gluten-free by the GFCO
• made in a dedicated nut-free and dedicated and/or certified gluten-free bakery
• no artificial ingredients, GMOs, additives
• no trans fats and superior nutrition
• certified Kosher/pareve and vegan (over 80% of products)
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the Enjoy Life advantage• only allergy-friendly AND
gluten- free cookie• delicious soft-baked
cookies…just like homemade• no artificial anything• seven distinct varieties to
satisfy all cookie lovers
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the Enjoy Life advantage
• also available in 2 cookie packs
• popular Snickerdoodle & Chocolate Chip flavors
• convenient snack size for on-the-go munching or lunch boxes
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the Enjoy Life advantage
• new and improved! Crispier/crunchier texture with smaller “granola” clusters. More like “real” granola!
• now in a resealable bag• only allergy-friendly AND gluten-free granola• vitamin fortified• 23g whole grains per serving
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the Enjoy Life advantage
• only allergy-friendly AND gluten-free boxed snack bars
• soft, chewy and delicious!• vitamin fortified• great for school lunches,
breakfast and on-the-go snacks
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the Enjoy Life advantage
• first ever allergy-friendly trail mixes
• no nuts, dairy, soy or gluten!• great on-the-go snack for the
entire family• less fat than other nut-laden
mixes
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the Enjoy Life advantage
• only true allergy-friendly chocolate chip available
• dairy, soy and nut FREE!• made in a dedicated nut-free
facility• real chocolate (not carob)• vegan• made with evaporated cane
juice, not refined sugar
# 1 SKU!
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the Enjoy Life advantage
• first truly allergy-friendly chocolate bar!
• dairy, nut, soy AND gluten free!
• made in a dedicated nut- and gluten-free facility
• dairy-free “milk” and dark chocolate varieties for kids and adults alike
• vegan*
*crispy rice bar is vegetarian - contains honey as sub-ingredient
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the Enjoy Life advantage
• gluten & nut free cereals• 100% natural• crunchy until the last spoonful• sweetened with fruit juice &
honey• Crunchy Flax has added benefit
of whole grains, high fiber and Omega-3’s
• delicious & nutritious start to the day!
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the Enjoy Life advantage• gluten-free bagels that
won’t fall apart!• taste that will fool you• vitamin fortified• sweetened with fruit juice &
honey
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building THE premier brand in category
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connecting with the consumer
www.enjoylifefoods.comEnjoy Life’s Blog
www.enjoylifefoodsblog.com
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advertising to build brand awareness national advertising in targeted magazines• Living Without (special diets)• Kiwi Magazine (healthy families)• Gluten Free Living
newsletter advertising• celiac, food allergy and autism group newsletters
– Gluten Intolerance Group (GIG), Celiac Disease Foundation (CDF), Celiac Sprue Association (CSA)
– Kids with Food Allergies, Allergy Moms• reaches highly engaged readers seeking
information, news and ideas
Cookbook publication
online advertising to drive traffic to website
• Google ad words campaign• website banner advertising
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impactful print advertising
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public relations that compliments our marketing efforts
extensive and strategic PR program:• creates awareness and positive consumer
“buzz” about Enjoy Life and Perky’s brands • expands reach of other marketing programs• includes continuous activity throughout the
year
media targets include:• consumer and business magazines• local and national television stations• newspaper food editors & syndicated food
columnists• internet content editors• bloggers
media highlights include:• Unwrapped show, 8/07• Inc. 500 list 2007, 10/07 , 9/08• Rachael Ray Show, 2/08• Today Show, 10/08• CNN Morning Express, 1/09
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grass roots marketing and sampling - generating trial!
grass roots marketing helps us engage directly with consumers to deliver samples and coupons
– Fundraising walks for Food Allergy & Anaphylaxis Network, celiac groups, autism groups
– Peanut free baseball games with Kane County Cougars, Durham Bulls, Frederick Keys and more (minor league baseball teams)
– Local festivals and family-friendly events
– Kiwi Flies sampling program on American Airlines
– “Discover the Earth” events with Discover Card & Parents Magazine
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unique programs to build strong word of mouth
extensive support group and consumer outreach program
– celiac, food allergy and autism support group initiatives
• sample products & promote local retailers • ongoing dialog with group leaders• event sponsorship, product donations, educational
materials– send monthly email blasts to 20,000+
consumers and health care practitioners • new product news, recipes & tips, new store
announcements– distribute high value coupons– provide consumer education materials: Food
Allergy & Intolerance Survival Guide– conduct training sessions for retailers &
distributors– supply patient starter kits for health care
practitioners– exhibit at annual conferences & shows
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successful GF/AF marketing strategies
• Mention GF / AF products in flyers, ads, newsletters, website, blogs, and social media sites (e.g., Twitter, Facebook).
• Store developed GF / AF list (hard copy and/or online)
• GF / AF shelf tags and icons• A gf section on your website including a product
listing, recipes, FAQs and brochures • Consumer outreach: store tours and cooking
classes
GF
AF
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strategies continued…
• Ongoing sampling program for GF / AF products• Hold an annual GF / AF event• Partner with local support groups
(celiac/autism/food allergy): exhibit at meetings• Hire a store/chain dietitian• Establish a system for receiving and responding
to consumer questions and feedback in a timely manner
• Educate employees about the GF/AF diet and products and their location in the store.
GF
AF
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sku ranking by categorySnack Bars• Cocoa Loco*• Caramel Apple*• Very Berry*• Sunbutter® Crunch*
Cookies• Snickerdoodle• Chewy Chocolate Chip• Double Chocolate Brownie• No-Oats “Oatmeal”®
• Gingerbread Spice• Lively Lemon• Happy Apple®
Chocolate Chips• Semi-sweet chips*
Trail Mixes• Mountain Mambo*• Beach Bash*
Granolas – new & improved!• Cinnamon Crunch*• Very Berry Crunch*• Cranapple Crunch*
Bagels• Classic Original• Cinnamon Raisin
Chocolate Bars• Dairy-Free Rice Milk w/ Crispy
Rice• Dark Chocolate • Dairy-Free Rice Milk
Cereals• Crunchy Rice*• Crunchy Flax*
* Can be purchased in bulkBased on 12 months sales ending 12/31/2009
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compare & contrastglute
n free
wheat free
dairy
free
peanut
free
tree nut free
egg free
soy free
dedicated gf nf bakery
kosher
vegan
Enjoy Life X X X X X X X X (1) X X (2)
Glutino (bkfast bars)
X X X X X may contai
n
Pamela’s (cookies)
X X may contain
may contain
may contain
may contai
n
Mi-del (cookies) X may contain
may contai
n
may contain
may contain
Bakery on Main(granola)
X X may contai
n
may contain
may contain
Tropical Source(chocolate chips)
X X X may contain
may contain
X X
Kinnikinnick (bagels)
X X X X X X
Barbara’s(cereal)
X X X X
Glutino (bagels) X X may contain
may contain
Information above based on product information/claims from company websites and packaging(1) Cereals are produced in a certified gluten free facility (2) Bagels, granolas, Sunbutter Crunch snack bar and Crispy Rice chocolate bar contain honey. Some view honey as acceptable to vegan diet, others do not
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for more information visit:
www.enjoylifefoods.com
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thank you!
