Page 59 - Granola Book Draft VS 21

Our current packaging best practice learnings from our

Emerging Markets includes the following:

1. Stand-up-Pouch format has the largest impact on shelf and offers the
best merchandising solution. The Pouch is highly differentiated from Bag n
Box

2. The Resealable Pack is seen as a value add by consumers as it

addresses freshness and contamination concerns

3. The dominant Masterbrand Banner aids as a key navigation visual for
shoppers in what is a less frequented isle and aids on shelf brand blocking
and impact

4. The Granola Food Descriptor is used in 80% of Emerging Markets and is

the most differentiated and well understood segment name

5. A clear Variant Descriptor is aided by key visuals of the hero ingredients

which drives distinctiveness on shelf

6. An Appealing Food Shot is critical to drive engagement and is proven to
be the first thing shoppers notice. Note that recent packaging impact
studies have shown that a printed visual fro granola is as good as a

transparent window showing the actual food

7. Back of pack graphics should ideally contain two key messages:
7.1 Seed to spoon story
7.2 Usage instructions showing versatility of consumption