Page 39 - Global EM Granola Best Practice Book - Draft Version 24
P. 39

Consumer Price Pyramid




                                                                               Granola is proven to
                                                                              command a premium

                                                                                  in EM markets




                                                                Premium ($8-9/kg)        Granola
                                                                                         Granola Bars




                                                                Core ($4-6/kg)           RTEC






                                                                Accessible ($2-3/kg) Porridge
                                                                                         Noodles












                                              LATAM EXCEPTION




       •   While almost all our Ems sell Granola at a premium there are a few exceptions
           within the LATAM region
       •   In these few markets granola is dominated by private label brands that sell
           granola at a discount to RTEC brands
       •   In this case the local teams are seeling to drive a two-tier strategy with premium
           offerings including special hero grains and ingredients that justify a price
           premium over the category
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