1. ©2012 www.theHMT.com Capitalising on the Mediterranean Diet From Trend to Revenue Sam Waterfall, Senior Partner HMT London Mediterranean Food & Drink NPD Seminar Food & Drink Innovation Network Daventry, UK 27 June 2012 ©2012 All Rights Reserved.

2. ©2012 www.theHMT.com What’s coming up in the next 25 mins? Previous food trends and how you can use them to profit How to position your Mediterranean Diet concept How to test your Med Diet concept before you launch 4 Rules for successfully commercialising a trend

3. ©2012 www.theHMT.com TRAINING Interactive Team Training with our proven models and case studies for brand successes and failures. INSPIRATION Conferences, Seminars, Articles, Books, Videos, Case studies, Report's CONSULTING Innovation, Strategy, Branding and Concept Development projects for our customers Who are we? Global specialists in Brand Innovation for Food & Health and we deliver our expertise in three different ways:

4. ©2012 www.theHMT.com What do we do? Strategic direction for healthy brands and healthy business… Reposition my brand – it’s going ‘over the hill’ Brand Rescue Improve my existing brand or positioning Brand Direction Help me innovate a new brand or product Brand New 4

5. ©2012 www.theHMT.com Harness The Power of The Food Trend Curve Digestive Health Sustainability Natural Beauty From Within

6. ©2012 www.theHMT.com Positioning Example: UK Spreads Market How The Mediterranean Story Fits In

7. ©2012 www.theHMT.com How to Test Your Mediterranean Diet Concept Before You Launch…

8. ©2012 www.theHMT.com Factors of Permission Factors of Motivation 8

9. ©2012 www.theHMT.com Heinz Tomato Ketchup

10. ©2012 www.theHMT.com Heinz Tomato Ketchup - A FourFactors® Analysis NEED ACCEPT UNDERSTAND TRUST

11. ©2012 www.theHMT.com Now let’s look at a European Launch…

12. ©2012 www.theHMT.com So why not leverage tomato expertise?

13. ©2012 www.theHMT.com Heinz Sunshine - A FourFactors® Analysis NEED ACCEPT UNDERSTAND TRUST ???

14. ©2011 www.theHMT.com Rules for Early Mass market positioning 1. Fit my routine Distribution channels important, aspirational but not exclusive. 2. New Simplicity Short cuts, easy to understand benefit, domestic expert. 3. Reduce risk Focus on elements with high awareness within niche offering, economic cost with offers, leveraging parent brand. 4. Tempting Has to entice, for pleasure, for health, for variety and look of quality.

15. ©2012 www.theHMT.com Thank you Sam@thehmt.com www.thehmt.com