BackgroundLaunched: Jan 2013

Mfg Location: Plant ABC

Product: A veggie burger made with chickpeas and

vegetables.

Executive Summary:• In 6 months, Consumer Affairs received 155 contacts for MSF Veggie burger.

• We received 6,233 Where to Buy inquiries through morningstarfarms.com and the Contact Center, indicating very strong interest by consumers to try it.

•Positive Opinion is the top reason why consumers contacted us about MSF Veggie burger, they liked the chickpeas and the taste of the burger. Many commented that it tasted like a falafel. Consumers also suggested that we make family size packs in the future.

•People who disliked the product, were disappointed by the bland taste, while a few thought the burger was too spicy for a veggie burger.

•MSF Veggie burger comparable to past Frozen Food innovations at 6 months in market for Consumer Affairs Norms, there are no areas of concerns at this time.

Main Contact Categories

# of

Contacts % Total

Defects / Errors 43 28%

Opinions/Suggestions 65 42%

Inquiries* 47 30%

Total 155 100%All values exclude Social Media

*Excludes inquiries on Where to Buy (6233 contacts)

Top 3 States:

1. California

2. New York

3. Texas

(Excludes Social Media)

Column1

I love the flavor of this product. I also

love how much protein and fiber I get for

so few calories! It is filling and healthy! I

LOVE IT! Please keep distributing it!

Excellent flavor! Love the low cal high

protein (as with most Morningstar

products). I'm a vegetarian and I would

be LOST without these products!

OMG! Easy to cook up tastes great! Made

a falafel-like sandwich and it was

soooooooo good.

I loved the extra fiber this product had

compared to other veggie burgers. I also

liked that this was chickpea based and

not solely soy. The whole chickpeas

reinforced the idea that it was made of

chickpeas.

Column2

I did not like these at all, they have absolutely

no flavor to them.

They just were not as flavorful as I had hoped.

Honestly they seemed kind of bland really. :(

My main dislike of this otherwise delicious

product is its very very dry almost chalky

texture due to the whole chickpeas. Any way

you can make it a bit more moist?

Just wish the chick peas were mashed up and

not whole!!!

Positive Negative Food Packaging

Opinion Opinion Quality Quality

MSF Med. Chickpea Burger • • • •Benchmarks

MSF Asian Veggie Pattie • • • •Key:

Performance Against Consumer Affairs Norms First 6 Months in Market (Excludes Social Media)

Excel lent At Norm Monitor Poor

Norms• Compared to past Frozen Food innovations at 6 months in market, MSF Veggie burger is at norm for

most key measures (Positive Opinion, Negative Opinion, Food Quality).

• Packaging Quality was excellent with much less number of contacts than the norm.

MSF Veggie Burger

MSF Comparable Burger

What are Norms?

Norms are calculated from a database of normalized consumer contacts by business units. It was

developed to explain the relative differences of consumer contacts for new products compared to

previous product launches.

The Norms are based on percentiles within the database and reported out by colored performance

indicators:

Positive Negative Food Packaging

Opinion Opinion Quality Quality

10th 6 10th 6 3 1

25th 13 25th 19 7 3

75th 45 75th 53 23 10

90th 78 90th 91 40 19

75th or higher Above Norm 25th or lower Below Norm

25th - 75th At Norm 25th-75th At Norm

10th -25th Caution 75th - 90th Caution

10th or lower Below Norm 90th or more Above Norm Numbers above are examples

Product Relocation Reporting

Product Relocation List

Report Period: Q2 2015

Old

Location

New

LocationProduct

Qual/Startup

Date

Previous

Status

Current

Status Status Comments Report Link on SharePoint

Plant 1 Plant A Product 1 10/18/14 • • No concerns Product 1 Report Link

Plant 1 Plant B Product 2 12/14/14 • • No concerns Product 2 Report Link

Plant 1 Plant C Product 3 10/18/14 • •Low Concern - Packaging Quality is

trending slightly higher due to open

liners.

Product 3 Report Link

Plant 2 Plant A Product 4 8/15/14 • • Alert - High Food Quality due to

missing or low additives.Product 4 Report Link

Plant 2 Plant B Product 5 1/19/15 • • No concerns Product 5 Report Link

Plant 2 Plant C Product 6 1/19/15 • • Low Concern due to low additives Product 6 Report Link

Plant 2 Plant C Product 7 10/18/14 • •Low Concern - Food Quality and

Negative Opinion are trending

slightly higher due to Stale and Dry

contacts, monitoring.

Product 7 Report Link

Product Relocation Reporting

For POSITIVE OPINION:

=> 0% change

Between 0% and -200% change

< -200% change

Status Code Definitions & Guideline*:

Status Comment

Subject

Categories % Change Indicators Ave # of Contacts

All 5 No limit

1 or more < 20

1 or more > 20

1 or more < 20

• Alert 1 or more > 20

• Monitor Special cases, such as advertised food change.

• Low Concern

• No Concerns

Change Indicators:

=< 0% change

Between 0% and 200% change

> 200% change

For FOOD QUALITY, PACKAGING QUALITY, FOREIGN MATERIAL,

NEGATIVE OPINION:

Key Consumer Subject Categories:

FOOD QUALITY

PACKAGING QUALITY

FOREIGN MATERIAL

NEGATIVE OPINION

POSITIVE OPINION

Product Relocation Report – Q2 2015

Relocation Date: Aug 15, 2014Old Location: Plant 2 New Location: Plant A

Kellogg’s Product 4

STATUS: Alert

Executive Summary:

The increase in Food Quality

contacts is driven by Additive

issues (too little and none).

Corrective actions have been taken

to address Additive issues.

Monitoring increase of Negative

Opinion contacts.

Share your insights on Twitter!

#SOCAPdrw