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Functional Foods: Opportunities & Challenges

Yogalicious: The Ice Cream Everyone Wants, with the Benefits Everybody Needs.

Why cant desserts be good for you?

Yogalicious is the Perfect Compromise!


Adding probiotics to frozen desserts removes potential guilt & persuades us to indulge in our favourite scoop! Yogalicious moves an indulgent, relatively unhealthy dessert into the healthy-for-you category!

Ingredients & Nutritional Profile

Unique Selling Features


FEATURES: Probiotic No sugar added line or made with raw sugar line Low-fat Made with organic kefir! BENEFITS: Suitable for people with lactose intolerance Contains probiotics that contribute to healthy gut flora 114 mL - portion control, impulse purchase Value-added health product versus a diet-food

Yogalicious is a fun and simple way to incorporate probiotics into everyday life with the same habits, but with better results!

Flavour Expansion We Need Capital Investment!

The Market: Probiotic Functional Foods


Probiotic foods & beverages are expected to grow at a CAGR of 6.8% from 2013 to 2018. Probiotic demand for food & beverage segment is estimated to reach USD 37.9 billion in 2018. Functional Foods and Nutraceuticals Industry: 389 firms in 2004/2005 and Generating $29 billion in revenues and employs over 50,000 persons.

Probiotics Market, Global Analysis, Transparency Market Research: Albany, New York (PRWEB) August 30, 2013

Yogalicious meets market trends grocery sales growing for healthy foods!
Probiotics live micro organisms which contribute to healthy gut flora, and thus
confer a health benefit on the host1

Better For You market category, premium products: term cannot be advertised or
indicated on label

Functional Foods food containing known biologically active compounds having


physiological benefit beyond normal nutrient value, e.g. a reduction of chronic disease

Natural / Naturally Healthy unprocessed or minimally processed foods: term


cannot be advertised on label in any further processed product.

Organic Foodstuff produced without chemical fertilizers, synthetic pesticides,


hormones, irradiation, and genetic engineering2

1 Food and Agriculture Organization (FAO) and the World Health Organization (WHO) 2 Agriculture and Agri-Food Canada (AAFC)

Significant market size $1.8B traditional ice creams


Cdn ice cream / frozen yogurt market has flatlow single digit growth Functional Foods segment growing ~3.5% annually Troinoa products expected to stimulate demand and grow at rates significantly beyond these industry norms due to Troinoas unique food science angle

Demographic trends aging population is health conscious


Aging Population over 65 to climb from 4.8 billion in 2010 to 6.5 billion in 2020 (Canada), from 15% to 20% of total population Women and Children food consumers dominated by women; buying healthy choices for children Lifestyle of Health and Sustainability (LOHAS) Small but growing niche ~41 million globally in 2010

We are Troinoa: An anagram for Ontario. Vision, Mission & Slogan


Troinoas Vision: We make lives happier and healthier! Troinoas Mission: To become the leading producer and provider of beneficial products that will educate, inspire and transform. Troinoas Slogan: ~ Live Gently

Troinoas Guiding Principles:

These principles are worthy of a great organization and we believe we should incorporate each of them as anchor points in every decision we make. Good for the body, Fair to the community, Respectful to the earth.

Recognition for Innovation

Featured in Agri-Food's 2012 Canadian Restaurant and Foodservices Association Report! http://www.ats-sea.agr.gc.ca/eve/6193-eng.htm#d Competitive Insights: The 2012 Canadian Restaurant and Foodservices Association Report www.ats-sea.agr.gc.ca The 2012 Canadian Restaurant and Foodservices Association Show (CRFA Rogers Daytime Toronto Television
www.youtube.com/watch?v=9qKBHsltqG8

The Future: Collaboration is Key!


We must be willing to learn the lesson that cooperation may imply compromise, but if it brings a world advance it is a gain for each individual nation.
Eleanor Roosevelt (1884-1962); U.S. First Lady, diplomat, human rights activist

A robust and resilient food system recognizes value through collaborative partnerships.

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Putting Theory into Practice!

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Catalyst for Commercialization: What food processors need to be successful!

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The Dilemma of Functional Food products

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There is NOTHING wrong with Dessert! Lessons Learned Participants were asked; What would you change about
dessert? Majority response; I wouldnt its perfect just the way it is but I want to be healthier. Translation for Yogalicious: Market to the desire for dessert FIRST Address the health benefit SECOND NEW packaging says INDULGENT that happens to be better-for-you!
Tenmay Design & Informa Research Study:Yogalicious Eatery Study 2012
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Report on Canadian Perception of Functional Foods Report prepared for Summary points: AAFC*
Processed, convenience or packaged foods are a cause for concern, while at the same time there is a demand for these very products. Functional food has the potential to confuse Canadians about the actual nutritional benefits of a food and food technology solutions not understood Participants see manufacturers and processors as primarily motivated by profit and what Health NGOs want is for processors, manufacturers and marketers to intertwine profit and health together. Participants do not trust research. Participants trust farmers. The big issue that participants have with processors is that they say processors come very close to crossing the line of being deceptive in their marketing approaches. Participants want the Functional Food Industry to focus on chronic disease reduction as opposed to a focus on nutrition.
* AAFC, REPORT: Canadian Health NGOs Perceptions of the Food/Health Interface (August 2007, Western Opinion/NRG Research Gro up).

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Conclusions:
Find a shared vision within the food chain: health

Promote local farmers: establish trust


Create visible partnerships: farmers & functional food researchers (Moonbay Biologics is uniquely both) Collaborate with food processors and share funding for product trial: support processors with research AND capital Creating a paradigm shift in profitability: HEALTH CAPITAL that substantiates long-term savings and wellness dividends
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Shift to Health Capital: Addressing Chronic Disease


Engage Public Health Agency of Canada Preventing Chronic Disease Strategic Plan: 2013 2016 The roadmap for an integrative strategy for healthy living*

Tracking Trends and Filling Gaps Healthy Weights: A Priority for Prevention Targeting Specific Diseases Putting Evidence into Action Supporting our Workforce: Results for Canadians
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* Public Health Agency of Canada Report on Chronic Disease

Report on Canadian Perception of Functional Foods Report prepared for AAFC*


Functional ingredients that were well-received: 1) Probiotics or 2) Value-Added Foods Example: Adding Oats or Barley to Reduce Harmful Cholesterol Levels Probiotic Bacteria to Improve Gut Health .Room for the schroom as a value-added food as a product line extension for Troinoa to consider Collaboration is key!
* AAFC, REPORT: Canadian Health NGOs Perceptions of the Food/Health Interface (August 2007, Western Opinion/NRG Research Group )

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Thank you for your time!


Danielle Franz dfranz@troinoa.com Telephone: 416-421-8334

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