“LIVE

FULLY” Katharine Roegiers- PRAD 351: Advertising and Copywriting

- Professor Daniel Azzaro

- Final Project

WHAT IS GLUTEN?

“The tough, viscid, nitrogenous substance remaining when the flour of wheat or 

other grain is washed to remove the starch.”

Households have reportedly purchased gluten-free food products hitting 11% last year, rising from 5% in 2010

Estimates category will produce more than $15 billion in annual sales in 2016

18 million people (around 6%) of the population is believed to have gluten sensitivity

WHERE DID GLUTINO COME FROM?

• Importations DE-RO-MA Ltee. – who owns Glutino - Was founded in 1983

• Laval, Canada

• Operations in America

• Manufacturing and distributing gluten-free products

• August 3rd, 2011, Smart Balance Inc. acquired 100% of the equity of Glutino for $66.3 million dollars.

WHAT GLUTINO IS TODAY

Leading manufacturer and marketer of innovative premium-priced, gluten-free foods sold

Annual sales of $53.9 million during its fiscal year

Increased sales around 30% annually over the past 3 years

Demand for gluten-free products is HUGE and now a category of over $2 billion in retail sales

10% compound annual growth rate due to increased awareness and diagnosis of gluten-free induced ailments including celiac disease, gluten intolerance, and wheat allergies

High-quality and great tasting products has enabled the company to pioneer and shape the gluten-free category

WHAT IS GLUTINO UP AGAINST?

Some of Glutino’s main competitors:

1.) General Mills In 2008, General Mills began reformulating it’s Chex cereals In 2010, General Mills introduced an online store and website

Offering consumers one-stop shopping for gluten-free products of General Mills

2.) Bell & Evans High quality poultry to the upscale market

3.) Blue Diamond Has been producing almonds since 1910

Company’s gluten-free specialty

4.) Girl Scout’s Introduced a chocolate chip shortbread gluten-free cookie

CURRENT BELIEF OF THE PRODUCT/WHAT IS YOUR DESIRED BELIEF I believe that Glutino is an up and coming product, a product that

is well known in the gluten-free community, but is becoming known to individuals everywhere. Although I believe that their advertising can be strengthened, I feel that because gluten-free products are in such demand that Glutino is sliding by just fine. Glutino offers a diverse range of products ranging from dinner meals to snacks with everything in-between and because of that I believe they will succeed for years to come. In order to stay around in today’s society a company needs to be aware of what consumers are wanting and needing, but as far as I can see Glutino has done just that.

CTB STATEMENT

“Convince young women ages 21-28 that Glutino makes great substitutions for your favorite foods

because the only think missing is gluten!”

OVERALL SELLING IDEA

Life is complicated enough, take the gluten out.