All But Gluten Product Optimization Process

1. All But Gluten Product Optimization Process • Karen King & Associates Inc. • Defining Critical Performance Drivers • through Sensory Discovery • August 12.2013

2. Background, Objectives & Methodology • Weston has developed a line of “All but Gluten” products including chocolate chip cookies, white and whole grain breads. Recent competitive research against Udi’s products indicated Weston’s chocolate chip cookie and white bread did not receive the desired consumer preference rating, although their whole grain bread did achieve satisfactory results. • To better understand the sensory performance of these products, Karen King and her Sensory team were asked to develop Sensory Product Profiles and identify points of difference for: *ABG and Udi’s white and whole grain breads; plain and toasted *ABG, Udi’s and President Choice Chocolate Chip Cookies; PC to be used as a benchmark for any sensory characteristics that could lead to higher consumer satisfaction and a point of advantage. • Karen King was also asked to moderate a Sensory Discovery Session with the ABG Internal Team to review the Sensory Profiles and identify the range of critical sensory, functional and emotional performance drivers that could provide any points of advantage in the category.

3. The Sensory Discovery Agenda • Introductions - Team members are asked to summarize the current situation of this ABG project and their desired outcome for today’s meeting. - 15 minutes • Using past research results, there was “no optimization warranted” for ABG multigrain bread. However, the “optimization for the flavour and textural profile of ABG white bread and chocolate chip cookies was strongly recommended.” • Review of Sensory Profiles of White and Whole Grain Breads - 20 minutes • Sensory Discovery for Bread - 20 minutes. Address specific direction for product optimization with a focus on the potential sensory drivers and/or annoyance factors for the bread category • Review of Sensory Profiles of Chocolate Chip Cookies - 20 minutes • Sensory Discovery for Chocolate Chip Cookies - 20 minutes • Wrap up and Next Steps - 10 minutes

4. Past Research Executive Summary • Multigrain Bread Performance • All But Gluten Multigrain Bread achieved all action standards for the category both untoasted and toasted. It performed particularly well for the moistness and softness of the slice (untoasted). There were no concerning diagnostic issues, although scores for the colour of the slice were slightly low. • White Bread PerformanceAll But Gluten White Bread did not meet action standards for the category both untoasted and toasted. It performed well for the moistness and softness of the slice (untoasted) but scored low on Overall taste. • Chocolate Chip PerformanceAll But Gluten Chocolate Chip Cookies failed to achieve the action standards. There were many concerning issues with the flavour and textural profile. 4

5. The Sensory Discovery SessionLinking Drivers of PerformanceWhile reviewing each Sensory Profile: • list any sensory attribute that could be Critical Performance Drivers • list its Functional Drivers. How does the product function? • list its Emotional Drivers. How does the product compare to the typical frame of reference? • list any Annoyance Factors or Point of Advantages • list the Justification Drivers for buying or eating this product While evaluating the Sensory Product Profiles;

6. Intensity Scale for Sensory Product Profiles Text

7. Plain White Bread Sensory Product Profiles Udi’s All About Gluten

8. Toasted White Bread Sensory Product Profiles Udi’s All About Gluten

9. Flavour Attributes for White Bread ABG’s Early to Late Sweetness ABG’ s Pound Cake Nuances ABG’s Cooked Rice Note When Toasted ABG’s Off Note

10. Flavour Attributes for White Bread

11. Flavour Attributes for White Bread ABG’s Early to Late Sweetness ABG’s Cooked Rice Note When Toasted ABG’ s Pound Cake Nuances ABG’s Off Note

12. Texture Attributes for White Bread ABG’s pound cake-like texture is softer, smoother, heavier, melts down quicker, and has more cohesiveness, adhesiveness and mouth coating than Udi’s

13. Plain MultiGrain Bread Sensory Product Profiles Udi’s All About Gluten

14. Toasted MultiGrain Bread Sensory Product Profiles Udi’s All About Gluten

15. Flavour Attributes for Whole Grain Bread ABG’ s Toasted Whole Grain has a sweeter note than plain ABG’ s Plain Whole Grain has a cooked rice and milk notes

16. Flavour Attributes for Whole Grain Bread

17. Flavour Attributes for Whole Grain Bread ABG’ s Toasted Whole Grain has a sweeter note than plain ABG’ s Plain Whole Grain has a cooked rice and milk notes

18. The Sensory Discovery SessionLinking Drivers of Performance for Bread • What are meaningful appearance, aromatics, texture and flavour sensory differences? • Review Amplitude: Complexity, Intensity, Balance and Appropriateness of Notes • What are potential critical to performance drivers including Sensory, Emotional, Functional & Justification? • Review the potential importance to satisfaction of the critical performance drivers identified

19. A Sensory Review Sheet for Critical Performance Drivers

20. Chocolate Chip Cookies Sensory Product Profiles Udi’s All About Gluten

21. Chocolate Chip Cookie Sensory Product Profile President’s Choice

22. Flavour Attributes for Chocolate Chip Cookies

23. Flavour Attributes for Chocolate Chip Cookies

24. Flavour Attributes for Chocolate Chip Cookies

25. Texture Attributes for Chocolate Chip Cookies Udi’s soft cookie melted in your mouth with a buttery mouth feel, whereas PC had a crisper cookie and was more firm than ABG. PC and ABG’s darker appearance and larger cookie were more similar.

26. A Sensory Review Sheet for Critical Performance Drivers

27. The Sensory Discovery SessionLinking Drivers of Performance for Cookies • What are meaningful appearance, aromatics, texture and flavour sensory differences? • Review Amplitude: Complexity, Intensity, Balance and Appropriateness of Notes • What are potential critical to performance drivers including Sensory, Emotional, Functional & Justification? • Review the potential importance to satisfaction of the critical performance drivers identified

28. Wrap Up and Next Steps Identify product development or research next stepsIdentify what could be done to: increase the degree of satisfactiondecrease the lack of fulfillmentmake the smallest changes that could make the biggest impact