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Pasteurized/ UHT

Not chilled (ambient temp storage)

6-9 months shelf life

Available in: super markets, gyms, local stores, ending machines

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Sarah consumes this product when:

She doesn't have time and looking for convenient option

She wants to make guilt-free choices

She doesn't want to sacrifice her & her children's nutirion goals

She and her kids are outdoor and need to refuel

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Sarah is:

Energized

Fullfilled

Relieved

Gulit-free

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Convenient, nutritious, on-the-go solution

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Nutrition declaration is present on the FOP

Nutrition claims: High protein, High fibre, High in Vit B12 and Vit C

Health claims: Protein muscle mass, Reduction of tiredness & fatigue

Additional claims:

Vegan

Gluten free

Free from (allergens)

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Product Group III (Boosters / Fortified)

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Product Group III (Boosters / Fortified)

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Goody protein powder / shake/ soup

Goody muffin/ cake powder

Goody oat meal

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Goody Bread (High protein)

Burgers (frozen/chilled)

Pizza (frozen/chilled)

Fingers/Sticks (frozen/chilled)

Sausages (frozen/chilled)

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Attractive packaging for kids (with fairy tale character, colouful)

Multi pack in a box

Recyclable packaging material

Squeezables

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QR code for further information on ingredients, recipes

FOP nutrition labelling (for quick glimpse of nutritional profile)

Free From Claims

Vegan

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On the go snack /meal

Ready to eat

Convenient

Nutritious

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Preparation

Product Concept/ format

Shelf life

Packaging

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Clean label

Claims (free from (allergens), nutrition claims, health claims)

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Tasty (for her & kids)

Variety of flavours

Colour (green for kids: negative association)

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to eat healthy food

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Taste (bitter nutty taste) - needs to be appealing for children

High Cost

Food safety (allergen/intolerance due to new ingredient)

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It fulfills her needs (nutrition - high protein, fibre, low sugar)

Try new concepts (i.e. new formats like powder, gummies), ingredients

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She wants to make sustainable choices but doesn't have time/budget for it as she has other priorities (i.e. kids, convenience)

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High protein & on the go snacks/meals

Pays attention to FOP nutrition labelling (Nutri-score)

Looking for less costly options

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Concerned about children's nutrition (what they'll eat etc.)

Looking for Convenience (but not sacrificing the nutrition as much as possible)

Is the one shopping for family

Is the one preparing the meals

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Happy

Outdoorsy

Fit

Fond of family

Food concious (i.e. reads labels, researches ingredients)

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Married, 2 children

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Smoothie in a bottle (recyclable)

Greenish colour

Alternative flavours: Berries (purple-brownish), Savoury (localized version)

Ingredients: Goody, mix of fruits & vegetables (kale, banana, lemon), rice protein, sunflower/rapeseed oil, Vitamin B12, Vitamin C.

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Product Group I (on the go, nutritious, convenient)

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Product Group I (on the go, nutritious, convenient)

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Protein/ Energy/ Raw Bars/ Balls (on the go, nutritious, convenient)

Gummy Bears (+vitamins)

Crackers / Crisps

Smoothies

Squeezables (yogurt, porridge, fruit moose)

Protein Cookies