GoRGEOUSLY GLUTEN FREE

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GoRGEOUSLY GLUTEN FREE

• STEVE WALPOLE

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A bit about pasta

• Fresh Pasta is an attractive on-trend market
  with strong and accelerating growth
• UK penetration is low at 24, consumption is 3rd
  lowest in EU lots of growth potential!

FRESH PASTA SPEND (s) PERFORMANCE
Source Kantar Mar 2013/ Nielsen
Scantrack
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So whos selling all that pasta?

• Growth driven by Waitrose JS Waitrose huge
  over-performance vs company share - branded
  performance in JS Waitrose driving
  above-average growth levels

Source Kantar Mar 2013/ Nielsen
Scantrack
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A bit about us

• 1st shop in Gerrard St Soho in 1929
• 1st company to introduce fresh pasta to UK
• 1st Gnocchi range in the UK in 1932
• 1st Organic fresh pasta range in 1967
• 1st Gluten Free fresh pasta range in 2004
• 1st Oriental Noodle manufacturer in the UK
• Business still owned run by 3rd generation of
  the family, Paul Ugo

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Manufacturing Advantage

• Factory in Hertfordshire x 4 units
• Bespoke Italian machinery traditional techniques
• Food miles reduced carbon footprint
• Active CSR policy with targets to reduce CO2 food
  waste and energy consumption/ unit

• Capability for efficient production of ALL filled
  and unfilled pasta types
• Headroom for MS business capacity utilisation
  of 60 - previously locked into exclusive
  contract with Waitrose
• 0.5m investment in additional ravioli capacity

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Consumer Understanding

• UFG have undertaken an extensive consumer
  research insight programme to ensure range
  development meets consumer needs
• Consumers like to have the choice between brand
  and retailer
• brand
• but no brand playing that category role yet

Wow! If I knew this range was in Waitrose Id go
there especially to find it!!
I dont mind if its made in Italy or not.in
fact its nice to know its made here and Im
supporting local
business
Most of the fillings you get are just paste but
this lot tastes like real food
Im looking for convenience and qualitybut from
a brand I can trust. Im happy to pay more for
quality
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A bit about me

• Im Steve Walpole
• Senior executive chef at BA designing all meals
  including Special Meals
• Senior lecturer at Westminster College
• Course co-ordinator and lecturer for Jamie
  Olivers 15 Foundation
• Avid interest in health benefits of free from
• Avid interest in doing things that havent been
  done before!
• Passion for involving everybody in eating
  delicious food

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Chickpea Gluten Free Fresh Pasta

• 3-fold Category Opportunity
• Coeliacs Wheat Intolerant/Allergic
• Sports Market
• Endurance
• Strength
• Health Market

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DellUgos First Gluten Free fresh pasta range
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Chickpea Pasta the story

• Discovered by mistake!
• By virtue of being an innovative and experimental
  company
• Looking at spelt noodles and wholemeal pasta
  options
• Came in a batch of new flours of all kinds
• Proved to work brilliantly for making pasta
• The rest is history
• Launched under the brand Naturopasta with some
  other products
• Chickpea pasta proved to be the Chanel No 5 from
  the range

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Taste Sensation

• Versus other gluten free products, Chickpea pasta
  has taste superiority
• Recently reviewed by Masterchef judges Greg
  Wallace and John Torode who praised the product
• Nutty flavour
• Perceived health benefits of being chilled
• Although currently only 4 of Dell Ugo sales, it
  comprises 20 of web enquiries

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The Healthy Carb Choice

• Unrefined grains and pulses much healthier than
  refined grains
• Growth in these healthy alternatives seen in many
  other categories e.g. breakfast cereals, bread
• High levels of insoluble soluble fibres
• Helps control blood sugar
• Helps in weight loss/maintenance
• Helps lower blood cholesterol
• Promotes bowel regularity

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Coeliac/Gluten intolerant Opportunity

• 1 in 100 people in the UK are diagnosed as
  Coeliacs
• 500k in the UK
• An estimated 1m are undiagnosed Coeliacs
• An additional 15 of the population are believed
  to be Gluten Intolerant (6m)
• Market Opportunity for pasta is, we believe
  around 18m for the coeliac and gluten intolerant
  community
• Growing at 10 per year in line with the growth
  of both the pasta market and the gluten-free
  market

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The Sports Opportunity

• The high protein in chick peas make it perfect
  for strength based sports
• Low GI index of chick pea makes it perfect for
  stamina based sports (GI index 28)
• Also contains many critical micronutrients
• 6.2m active sports people in UK (source Sport
  England Oct 2011)
• Assume 30 are keen athletes / sports people
• Assume current penetration and drives 30
  incremental eating occasions
• 3.25m RSV and 1.25m Profit opportunity from 3
  SKUS

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Health Opportunity

• Surveys vary but it is estimated that 37 of
  women and 18 of men are dieting most of the time
  (9m)
• Assume current penetration and drives 20
  incremental eating occasions
• 3.9m RSV and 1.5m Profit opportunity from 3
  SKUS

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Category Opportunity for retailers

• Across the 3 target groups represents a category
  opportunity of 25.1m RSV, 9.6m incremental
  profit
• Potential destination shop for Coeliac Gluten
  intolerance
• Attract new consumers into the category
  increasing penetration

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Dell Ugo Gluten Free Pasta activity
Masterchef Endorsement (foodie credentials)
Coeliac
Sports
Health
Enjoy Pasta Again Great Gluten Free
The Perfect Sports Partner
Your Tasty Healthy Carb Choice

• Chris Steele - magazine
• Coeliac society
• Free From website
• Foods you can activity
• Gluten free features
• Gluten Free week
• Gluten free blog sites
• Gluten Free Hamper deals
• Recipe competition

• Cain Leatham
• Athlete endorsement
• Sports magazines
• Virgin gyms

• Jessica Richardson
• Health magazines
• Nutritionist tie ups

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Wheat and Rice Penne Tagliatelle

• A like for like replacement for normal pasta
• Our target was to create a gluten free pasta that
  tasted like pasta (which is now our marketing
  tagline)
• Personally driven by our MD Paul Ugo
• both due to his interest in being able to
• crack a difficult technical challenge for its
  own
• sake but also because his wife became gluten
• intolerant during her second pregnancy
• Running a pasta company and not being able to eat
  pasta together was a strong motivator

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Features Benefits

• A long form for favourite saucy dishes
• A short form perfect for kids and bakes as well
  as sauces
• First fresh gluten free pasta in Europe
• Cooks from fresh or frozen (very convenient for
  busy mums) in 4/5 minutes
• Doesnt fall apart
• No added nasties
• Very difficult to achieve, and a total secret how
  we did it

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Challenges

• Distribution
• Rate of Sale
• Educating the mainstream about health benefits
  without doing down our core product

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Where to next?

• Filled pasta!
• Experimenting with other flours (cassava, banana,
  coconut etc)

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ANY QUESTIONS?
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THANK YOU
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Coeliac/Gluten Free Opportunity Calculations

• 1 in 100 people in the UK are diagnosed as
  Coeliacs
• 500k in the UK
• An estimated 1m are undiagnosed Coeliacs
• An additional 15 of the population are believed
  to be Gluten Intolerant (6m)

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Gluten Free PR Coverage
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Gluten Free Coverage Highlights Trade and
Consumer
The Grocer 01/06/2013 Circulation 30,730
Food Business Review - Ugo Foods unveils new
gluten-free pasta products in the UK
The Grocer We are pleased to be bringing to
market a fresh gluten-free pasta that tastes just
like pasta. No more falling apart, sticking
together or compromise. Said Ugo Foods Marketing
head Helena Jevons
Food Business Review 07/06/2013 Circulation
103,000
Zest.co.uk 01/05/013 Circulation 100,000
The Grocer Focus On Free From The
challenge remains to get the rate of sale on
these products to a level where retailers enjoy
sufficient return on investment to continue to
list them says Helena Jevons, head of marketing
at pasta brand DellUgo, which now offers fresh
gluten-free pasta
Zest and Yahoo The winners of the FreeFrom
Food Awards 2013 includefresh chickpea pasta
from DellUgo.
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Continued
Wuthering Bites Blog - 15/05/2013 Followers
3,000
Gluten-free Dairy Blog 19/04/2013 Circulation
7,500
Gluten Dairy Free Blog And the winner of the
Innovation Award went to DellUgo Chickpea
Fusilli. Again, I thought this was a great choice
for a winner because this really does tick all
the boxes. It is truly innovative (a grain free
pasta), incredibly useful for intolerant/allergic
people, and holds together well and tastes great.
Wuthering Bites DellUgos Fresh Chickpea
Fusilli, winner at this years FreeFrom Awards,
which Ive heard rave reviews about all over the
twitterverse!
Zest Twitter - 16/05/2013 Followers 22,000
Healthy Food Guide issue May 2013 Circulation
208,425
Healthy Food Guide - FreeFrom Food Awards 2013
The Innovation Award DellUgo Chickpea Fusilli
Zest For Coeliac Awareness were giving away
a 150 hamper full of _at_Dell_Ugo gluten-free
goodies!
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Continued
Wuthering Bites Blog - Facebook-
15/05/2013 Followers 500
Im GlutenFree Baby Facebook -
15/05/2013 Followers 4,000
Wuthering Bites DellUgos Fresh Chickpea
Fusilli, winner at this years FreeFrom Awards.
DellUgo is the UKs largest fresh pasta brand
and specialises in making filled and unfilled
pasta, based on authentic Italian recipes.
Im Glutenfree baby Blogger post This week is
Coeliac Awareness Weekto celebrate we have a
hamper filled with gluten-free goodies to give
awaythis includes DellUgos Chickpea Fusilli,
winner at this years FreeFrom Awards
Im Glutenfree baby fan comments Fantastic
Fresh pastaabout timewill save time when Im in
a hurry.. looks yummy would love to try
Fresh pasta! I never thought Id be able to try
the stuff again!
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Continued
Italia Magazine July 2013 - 4 takes on pasta
Media Title Food Trade Review Circulation
4,679 Issue June 2013
Media Title Woman and Home 373.000 Issue
August 2013
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What Consumers have to say
EmailMaria.sumner_at_talktalk.netNameMaria
SumnerTelephone01628 671249PostcodeSl6
7bdMessageI bought some of your fabulous gluten
free pasta at the allergy show but have been
unable to find anywhere that stocks it locally to
me in maidenhead. Can you please advise the
closest stockists to me.Many thanks, Maria
I have a wheat allergy, and I have struggled over
the years to find decent gf pasta. I just wanted
to drop you a line to say thank you for making
such delicious fresh pasta.Do you have any plans
to develop the gluten range? Particularly
interested to know if you plan on making gf
ravioli as they look delicious.Thanks again,Kate
I was pleased to taste your amazing gluten free
pasta at the Allergy Fair in London this year.
Today I went to a Waitrose in Kensington and was
disappointed not to find your gluten free range
available despite having checked if the local
Waitrose stocked your produce. I now just checked
online and it seems I can order one type from
Waitrose online and one type from Ocado, but not
both nor am I able to find the tagliatelli ...
Could you please advise me of which shops do
stock your gluten free produce as well as where I
may find a full range available?I look forward
to hearing from you,Kind regards, Katherine
Donaghy
Emailsusanconstant1604_at_gmail.comNameSue
GaleTelephone01983 297479PostcodePO32
6QBMessageHimany thanks for your gluten free
penne pasta.  it was a pleasure to eat.Any chance
of a gluten free spaghetti in the near
future.once again many many thanks
MessagePlease could you tell me how I can obtain
your chick pea fusilli?  My local Waitrose no
longer stocks it, I rang their head office only
to be told that they will not be re-stocking it. 
It is one of the best gluten-free products I have
come across and I really would like to buy more
of it.
Emaildmurphy_at_trowers.comNameDenise
MurphyTelephone0207 423 8255PostcodeEN1
1QXMessage Having been a coeliac for over 30
years just tried your Gluten Free Penne and just
wanted you to know it is the best g/f pasta I
have ever tasted.
I have noticed that Waitrose has stopped selling
your Chickpea fusilli. I hope Ocado will continue
to stock it. What I wanted to know most of all is
will you be continuing to make it? I know that
you stopped making the spaghetti a long time ago
which was a shame as I liked this too. As someone
who has a gluten allergy we don\'t get as much
choice as other people. The rice fusilli is ok
but in all honesty the chickpea is superior
especially when added to soups or stews because
it keeps its texture much better. Plus of course
it has a lovely flavour of its own where as rice
pasta of all sorts tends to be a bit bland.Do you
plan to sell your pasta through health food
stores or to anyone else for instance another
supermarket?
MessageJust discovered your penne pasta at my
local Waitrose, oh boy am I happy thank you so so
much for making veggie gluten free pasta.  Please
please can you develop some more types of gluten
free and veggie pasta I it would be so great if
you could.  Kind Regards  Clare
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