1. NEW ITEM INTRODUCTION: Extra Lean Line
Italian Turkey Sausage
Turkey Breakfast Sausage Links

2. Consumers are increasing their belief in healthy eating
89% of shoppers are concerned with the nutritional content of their foods
74% put effort into eating healthfully
Source: FMI ~ US Grocery Shopper Trends 2010
I believe there is a definite connection between diet and health
Eating healthy is a vital part of my life
Source: NMI Health and Wellness Trends Database™ (HWTD) © Natural Marketing Institute (NMI), 2010.

3. Percent of Adults Who Indicate They Check for …
Consumers are exhibiting nutrition seeking behaviors in store, with consistent label reading and retailers implementing food rating systems in store and programs online
52% of homemakers frequently check labels to determine whether the foods they buy contain anything they are trying to avoid.
Source: NPD Group’s National Eating Trends® service 2010
Percent of Adults Who Indicate They Check for …
Supervalu-owned Cub Foods has made its “nutrition iQ” labeling program available in its 73 stores in Minnesota, Iowa, Wisconsin and Illinois.
Source: MorningNewsBeat.com
Source: The NPD Group’s Diet Monitor; Avg for Year 2009

4. When trying to improve their diets, 58% of shoppers swap less healthy foods for healthier versions at least half of the time
Source: FMI and Rodale/Prevention Magazine ~ Shopping for Health 2010

5. Jennie-O has capitalized on these consumer trends with lean, healthy and great tasting products in both the Lean and Extra Lean categories

6. Both categories have continued to grow due to differences in the buyer segments

7. Both categories have continued to grow due to differences in the buyer segments

8. Jennie-O has a fully developed “Lean” line to meet the needs of our consumers, but there is opportunity to expand “Extra Lean” offerings
Lean Line
Extra Lean Line
?? Breakfast Sausages ??
?? Dinner Sausages ??

9. Introducing: Extra Lean Italian Turkey Sausage Extra Lean Turkey Breakfast Sausage Links
95/5
Made with all white meat
Italian Turkey Sausage: 85% Less Fat than pork Italian sausage
Italian dinner sausage is the #1 sku in the Lean line after grounds
Turkey Breakfast Sausage: 75% Less Fat than pork sausage
Breakfast sausage links are the #2 sku in the Lean line after grounds

10. Extra Lean Full Line Support
Catalina:
$1 off any Extra Lean tray pack item
Data mining targets households that are predisposed to purchasing healthful products
595,000 prints at top Extra Lean Ground accounts
Prints March
Expires 4/17/11
* List of supported accounts in appendix

11. Extra Lean Full Line Support
The Extra Lean Line will be featured on the Biggest Loser
In addition, a recipe will be created featuring the new Extra Lean Turkey Breakfast Sausage Links
A great choice for those looking to eat healthier
Air date: March 1

12. Launch Details First available ship – February 21
Extra Lean Italian Turkey Sausage
List Price: $3.39/b
At a 19.5 oz unit, this item can be line priced on shelf with Extra Lean Breast Ground
Extra Lean Turkey Breakfast Sausage Links
List Price: $3.63/lb
At a 14 oz unit, this item can be line priced on shelf with Extra Lean White Turkey Burger Patties

13. Target Accounts for New Distribution
Target Accounts determined by a combination of overall volume and sales rates of Extra Lean Ground Breast

14. Appendix 14

15. Extra Lean Italian Turkey Sausage 002755
List of Ingredients:
TURKEY, WATER, SEASONING (SALT, SPICE EXTRACTIVES, INCLUDING PAPRIKA, BHT, BHA, CITRIC ACID). MADE WITH PORK CASING.
NO GLUTEN

16. Extra Lean Turkey Breakfast Sausage Links 002756
List of Ingredients:
TURKEY, WATER, CONTAINS 2% OR LESS SEASONING (SALT, SPICE EXTRACTIVES, BHA, BHT, CITRIC ACID), NATURAL FLAVORING, GROUND SAGE. MADE WITH COLLAGEN CASING.
NO GLUTEN

17. Catalina Support Accounts