June 2014

The Modern Vegetarian

A Fresh Take Global Flavors Family Kitchen

Healthy Living Fun Food

Pairing GMI brands with seasonal ingredients – from produce to herbs – capitalizes on

consumers’ increasing desire for freshness and whole foods. An increase in Farmers Markets

and CSA memberships supports cooking with the seasons.

From Middle Eastern street food to authentic Japanese ramen, interest in global cuisines

continues to grow & is a key opportunity for our brands to create new ideas to stay relevant.

Today’s family is food-obsessed. They make and share meals together (often while watching

reality cooking shows). Kids are increasingly part of the family meal process, and our brands can

play an important role here.

Whether consumers are looking to manage a health condition or adopt a healthier lifestyle,

our brands can play a role with ideas that meet their needs—from paleo and grain-free to plant-

based or allergy-friendly.

Fun food ideas capture our attention and imagination. There’s a huge opportunity to be more playful & creative, driving inspiration by connecting our brands to relevant food/pop

culture trends like food art and PR-worthy hybrid desserts.

2

F15 Key Content Focus Areas

Veggie Curious Flexitarian Vegetarian

Vegan Before 6

VB6Vegan Raw Vegan

Various Motivations

• Rising food prices• Overall health • Athletic performance• Food allergies• Environment / sustainability• Animal rights• Religion

Vegetarianism is not new, but it has EVOLVED.

Vegetarian Evolution

• Flexitarians are growing – 30-40% of U.S. population (Hartman Group)

• 1/3 of all vegetarians are now vegan – for many a gradual shift

• “Celebrating the Vegetable” - Shifts in attitude towards meat being the center of the plate – more awareness around alternate sources of protein

• Stereotype of vegetarian and vegan meals being “boring” or lacking flavor has changed, thanks to better restaurant choices, packaged foods, recipes and food content

• Celebrities and food culture influencers have made vegetarian and vegan fare more mainstream

Who’s Driving the Trend?

Best Sellers & Popular Cookbooks

• Well-established, New York Times food writer, cookbook author

• VB6 - Follow a vegan diet before 6 pm, then eat what you want in moderation (Flexitarian) – Best selling Diet Plan, New Cookbook– Mindful eating

“To everyone who makes the daily decisions, large and small, that are changing the way we eat.”

RECIPE: Orange Soup with Apple SalsaSpiced winter squash soup topped with fresh appleand black bean salsa for a flavor and protein boost

Mark Bittman

Giada De Laurentiis

• Celebrity Chef & Food Network Star – Everyday Italian & Giada at Home and recurring guest on NBC’s Today Show

• Most recent cookbook Giada’s Feel Good Food - collection of healthy eating strategies and recipes including vegetarian and vegan recipes

• Adopts a mindful, balanced way of cooking, eating and living that works for her and her family

“Eat a little of everything, but not a lot of anything.”

RECIPE: Vegan Chocolate TrufflesTruffles made with cashew cream, vegan chocolate,

agave nectar, vanilla and fresh orange zest

• Bestselling author of Veganomicon: The Ultimate Vegan Cookbook, Vegan with a Vengeance and Isa Does It

• Fresh, modern, bold approach to vegan cooking

• Incorporates global flavors

"It's all about being accessible, with recipes anyone can do.” “Perhaps the most important thing to get right with

home cooking is to make it satisfying.”

RECIPE: Coconut Chana SaagHearty global inspired dish full of flavor, made with

chickpeas, tomatoes and kale

Isa Chandra Moskowitz

• Popular vegan cookbook author and blogger – Oh She Glows• Writes about her positive journey to health and food

transformation – feels great, higher energy levels with whole foods, plant based, vegan diet

“Feeling good starts with what we eat.”

RECIPE: Two-Layer Raw Chocolate BrowniesProtein-packed, raw brownies made from hemp hearts,

cacao nibs, walnuts, Medjool dates, cocoa powder

Angela Liddon

Plant-Based Food Technology Start-up Companies

What: Meat made from 100% plant proteinFrom: Beyond MeatHow it’s positioned:• Plant-based protein replacement

for animal protein– Pea protein isolate

• Plays in the meat category• 25/20 Vision – 25% reduced

global meat consumption by 2020

What: Just Mayo (Egg-free vegetable oil spread)From: Hampton Creek FoodsHow it’s positioned:• “Vegan-friendly” – products that

are egg-free• Creating tasty, affordable

alternatives to animal-based foods and bringing healthy and affordable food to everyone, everywhere.

Opportunities for General Mills

• Target flexitarian lifestyles, vegetarian diets with food content and recipes

• Create and make accessible convenient, high protein, full flavor recipes and food content

• Promote Meatless Mondays and other food-forward trends• Leverage on-trend labeling and packaging for eligible products• Learn from successes of small food start-up companies

Questions?

Thank You!