Page 21 - McCann's Sales Presentation (9.12)

Consumers recognize McCann’s quality and appreciate it’s health benefits
Drivers of McCann’s Purchasing
I am trying to eat healthier 40%
Perfect flavor and texture 39%
Milled in a traditional steel
cut 37%
Winner of international
awards 35%
Consumer-Identified Brand Strengths
“McCann's Steel Cut Oats is what I purchase most often. It has a heartiness that I do not find with regular quick or rolled old fashioned oats.”
“To me McCann’s is the real deal.”
“McCann’s is for a refined palate, like a micro-brew beer.”
“Sure it’s more expensive, but it’s an investment in our health.”
Grown on small farms
35%
+ +
+ +
+ +
Nutritious
Long, farm-centered history
Made with oats grown in 32% Ireland
Ideal soil and climate for 32% growing oats
Packaged in our classic tin 30%
Bulky, grainy, thick, hearty texture = filling
High standard for quality ingredients – more natural, less preservatives, less processed
Traditional steel cut oats – less processed, more fiber; a better quality oat
Non-GMO labelling
Founded in 1800 by John Mc Ca n n
21% Other 4%
Source: GutCheck, “McCann’s Irish Oatmeal A&U”, February 2018, “Which of the following, if any, made you feel more likely to purchase McCann’s Irish Oatmeal?” n=240; TreeHouse Proprietary Research