1. BENECOL AND THE MIDDLE YEARS CONSUMER ‘To block or not to block, that is the question’? Dr Renny Ison McNeil Nutritionals Ltd 6/9/20151Benecol -FDIN Healthy Middle Years

2. Cardio Vascular Disease. WW Public Enemy No 1 No1 CVD – Approx 17.5 million people die from CVDs annually 30% of all global deaths. 7.6 million due to coronary heart disease. WHO Cardiovascular Facts 2008 http://www.who.int/whosis/whostat/EN_WHS08_Full.pdf 6/9/20152Benecol -FDIN Healthy Middle Years Deaths from Cardio Vascular Disease Deaths from HIV/Aids Deaths from All Cancers Combined

3. 2 out of 3 people in the UK Between 45-65 have high cholesterol. 6/9/20153Benecol -FDIN Healthy Middle Years

4. 73% of men aged 55–64 have high cholesterol 84% of women aged 55 - 64 have high cholesterol A Man’s Disease? 6/9/20154Benecol -FDIN Healthy Middle Years

5. Cholesterol is a waxy, fat-like like substance in our blood. It is essential for good health. 70% 30% 6/9/20155Benecol -FDIN Healthy Middle Years

6. However, too much cholesterol, especially bad ‘LDL’, in the blood can lead to plaque on the arteries, which increases the risk of heart attack or stroke. 6/9/20156Benecol -FDIN Healthy Middle Years

7. ‘ Preventing or delaying illness and death from chronic disease is possible’. At least 80% of all cardiovascular disease... could be avoided through healthy diet, regular physical activity and avoidance of tobacco use.” World Health Organisation ‘Solving the Chronic Disease Problem’ 2005 Good News! we can take action ourselves, but ! 6/9/20157Benecol -FDIN Healthy Middle Years

8. LOWER is BETTER 1% DECREASE in LDL reduces CVD risk by 1% 6/9/20158Benecol -FDIN Healthy Middle Years

9. Meet our Consumers “When my cholesterol was high I panicked … I got shocked at what they said could happen” ‘Life Changers’ Core Target “I’m hoping, seriously, that by taking Benecol it is helping reduce cholesterol … I don’t actually know… just taking it is like a guarantee … like cod liver oil and certain tablets to help my inner body” ‘Investors’ Secondary Target 6/9/20159Benecol -FDIN Healthy Middle Years

10. What do they want ? ‘Too much to remember’ ‘Take control’ ‘Personal goals’ ‘Simple steps’ ‘Fits into an existing routine’ 6/9/201510Benecol -FDIN Healthy Middle Years

11. BENECOL CAN REDUCE LDL CHOLESTEROL BY UP TO 14% WHEN CONSUMED DAILY SIGNIFICANT CHOLESTEROL REDUCTION IN 2 – 3 WEEKS 6/9/201511Benecol -FDIN Healthy Middle Years

12. Normally, 50% of cholesterol is absorbed into the bloodstream. Through plant stanols, Benecol® reduces this amount to about 30% Supported in over 50 Clinical Studies 6/9/201512Benecol -FDIN Healthy Middle Years To Block or not to Block?

13. How do you make the intangible – ‘Tangible’ ? 6/9/201513Benecol -FDIN Healthy Middle Years 3 pillars : Explain the benefit Meet the need - ‘Take Control’ Frequency

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15. HCP is a key stakeholder in getting the message across 6/9/201515Benecol -FDIN Healthy Middle Years Biggest cause of worker sick leave by 2020 In 25 years, Britons living with heart disease to increase from 2.7M to >4MM GP appointments for heart disease to increase 678K per year, 36K hospitalizations (Heart UK Charity)

16. Comparative claims – ‘Eric’ the fish plays his role. They’re both good for your heart. But only one lowers cholesterol. 6/9/201516Benecol -FDIN Healthy Middle Years

17. 6/9/201517Benecol -FDIN Healthy Middle Years Benecol sponsors Classic FM Requests show, 52 weeks of the year, Mon-Fri 1-3pm and Saturdays 11-1pm Telegraph Life ‘Take Control’Take

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19. Where to next? 6/9/201519Benecol -FDIN Healthy Middle Years Benefit focus and consistency EU Health Claims HCP / Statins ‘Take Control’