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Exhibit 3: Exhibit 3 - Fresh Pasta Purchase Intent Measure Cucina Fresca (N 300) Industry Median
Exhibit 3: Exhibit 3 - Fresh Pasta Purchase Intent Measure Cucina Fresca (N 300) Industry Median
Cucina
Industry
Measure Fresca
Median*
(N=300)
Favorable Unfavorable
Total
Attributes to Concept to Concept
(N=300)
(N=228) (N=72)
LIKES
Food Qualities
Whole grain 32% 35% 22%
Freshly made and dated 38% 42% 26%
Looks appetizing 22% 25% 13%
Preparation
Product selection 17% 20% 9%
Easy to prepare 21% 24% 12%
Single meal portion size 16% 18% 10%
Other
TruEarth brand name 33% 40% 10%
Good price 18% 22% 7%
DISLIKES
Limited selection 20% 15% 35%
Too expensive 8% 3% 25%
Limited time to product expiration 16% 10% 33%
Respondents are asked to select the attributes that they "like" or "dislike" about the product
concept.
Exhibit 5
* Target households based on addressable market in metropolitan areas with annual household income over $50K
Exhibit 6
Taste attributes
Would taste fresh 9.4 7.2 7.9
Comes in varieties I like 9.1 6.3 6.7
Quality attributes
Is made from high-quality ingredients 7.1 6.2 8.1
Is made from healthy ingredients 6.5 5.9 9.1
% change with
Substitution of TruEarth Pizza for % of Last 10 Pizza Eating % of Next 10 Pizza Eating
introduction of TruEarth
other choices (N=181)* Occasions Occasions
Pizza
TruEarth Whole Grain Pizza N/A 17% 17%
Takeout/delivered pizza 47% 43% -4%
Restaurant pizza 23% 22% -1%
Refrigerated pizza 9% 3% -6%
Frozen pizza 19% 14% -5%
Homemade pizza 2% 1% -1%
Total 100% 100% 0%
* To be read: Among those favorable to the TruEarth Whole Grain Pizza concept, on average, 47% of the last 10 instances of
pizza consumption were takeout. If TruEarth were available, the average respondent indicated that takeout pizza would
account for 43% of their next 10 pizza-eating occasions.
Example comments:
23-year old female: "I rarely eat pizza because it's not very healthy, but I miss it. I would definitely consider it more often if it
were healthier."
35-year old male: "Whole grain crust does not even sound like real pizza. It would probably have to taste better than the stuff I
can get from delivery."
42-year old female: "The whole family loves pizza, but it's important to me to provide something that's not terribly unhealthy. A
good whole grain crust just might do the trick."
Exhibit 7
Preparation
Product selection 16% 20% 9%
Can purchase all items in one place 27% 35% 15%
Can buy toppings separately 23% 31% 11%
Can add amount & type of toppings desired 18% 24% 9%
Easy to prepare 16% 20% 9%
Other
TruEarth brand name 24% 33% 11%
Good price 9% 13% 3%
DISLIKES
Limited selection 23% 18% 31%
Too expensive 27% 20% 38%
Limited time to product expiration 12% 3% 25%
Respondents are asked to select the attributes that they "like" or "dislike" about the product
concept.
Exhibit 9
From the original sample of 300 respondents, 168 participated in the in-home
test. Of these, 109 indicated they were "favorable" to purchasing the product
Exhibit 10
Exhibit 10 - Typical Price Consumers Would Pay for 12” Pizza Serving, After Home Trial
168 109 59
Refrigerated Pizza Other Pizza
Favorable Unfavorable Delivered/
Total Frozen
to Product to Product Takeout min max
(N=168) (N=168)
(N=109) (N=59) (N=168)
$4.00 or less 9.7% 9.5% 10.1% 16.0% 1.2% $0.00 $4.00 $2.00
$4.01 to 6.00 10.9% 8.6% 15.2% 18.3% 4.3% $4.01 $6.00 $5.01
$6.01 to 8.00 17.4% 15.5% 21.0% 25.9% 10.8% $6.01 $8.00 $7.01
$8.01 to 10.00 12.8% 10.8% 16.6% 17.6% 16.0% $8.01 $10.00 $9.01
$10.01 to 12.00 14.5% 12.7% 17.9% 12.5% 18.5% $10.01 $12.00 $11.01
$12.01 to 14.00 12.6% 14.3% 9.5% 4.5% 20.2% $12.01 $14.00 $13.01
$14 to 16.00 8.5% 12.5% 1.1% 3.5% 18.0% $14.00 $16.00 $15.00
$16 to 18.00 7.9% 9.3% 5.2% 1.0% 9.3% $16.00 $18.00 $17.00
Over $18 5.6% 6.8% 3.4% 0.7% 1.7% $20.00
Mean Price $10.09 $10.75 $8.86 $7.43 $11.72
Assuming 1.25 toppings with each pizza, the average retail price for TruEarth Whole Grain Pizza is about $12.38
Table A
Table A
Sauce
Trial Volume 0.9 0.9 0.9
Repeat Purchase Volume 0.8 1.8 2.6
Total Estimated Volume (MM units) 1.7 2.7 3.5
Price
Pasta $ 5.75
Sauce $ 4.50
Market ($M)
Pasta $ 13.4 $ 17.7 $ 20.8
Sauce $ 7.7 $ 12.2 $ 15.8
Table B
Purchase Assumptions
Units per purchase (pizza kit + 1.25 toppings) 1.25
Average spend per purchase (retail) $12.38
Repeat purchase occasions 2.0
% repurchasers (Excellent product) 49%
Student Template (optional)
Non-Customers Customers
Definitely would buy
% of "Definites" who actually buy
"Definite" Purchases 0% 0%
Exhibit 7
Exhibit 5
Table B
Table B
Table B
Table B
Table B
Table B
Table B
Case text