First Flavor\’s sales presentation of the Peel \’n Taste marketing system

1. Driving Trial with
Taste Sampling
Contact:
Jay Minkoff
President & CEO
Office: 610‐785‐1325 x 101
Email: Jay@FirstFlavor.com

2. Peel ‘n Taste®
• Quick dissolving flavored edible film strip
• Able to replicate the flavor of almost any food, beverage or
flavored product
• Easily integrated into sampling and promotional marketing
programs
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

3. Sampling Works!
• Drives trial for consumers for products they have heard of but never bought before
• Reaches a large audience
• Same Day‐Sales Lift
More than 1/3 of consumers who try a sample buy the sampled product during the same shopping
trip.
• Increases purchase intent
More than ½ of consumers who sample the product plan to buy it in the future
• Effectively engages consumers who are not familiar with the product
• Retains customers and builds brand loyalty
• Generates awareness and builds firmer brand identity.
Sources: “Arbiton Product Sampling Study”, Abitron Inc and Edison Media Research, 2008, ”,
Sampling Effectiveness Advisors (SEA), “Why Sampling, Cindy Johnson, April 2006
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

4. Comparison of Peel ‘n Taste® vs.
Traditional Sampling
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5. Why Peel ‘n Taste®?
• Sampling works to drive product trial.
• Peel ‘n Taste® sampling is a fraction of the cost of
traditional event‐based sampling.
• Peel ‘n Taste® allows for the use of traditional print
media (direct mail, magazine advertising, etc.)
which provides a much broader consumer reach.
• Print media using Peel ‘n Taste® provides a much
more targeted consumer base.
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

6. Value Proposition
For marketers of products that are highly
responsive to taste trial, but are very difficult to
sample, Peel ‘n Taste® provides an innovative cost‐
effective sampling solution that uniquely engages
consumers with the product.
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

7. Peel ‘n Taste® Products
Take ‘n Taste™
Taste ‘n Save® Sticky Note
Peel ‘n Taste®
Taste ‘n Save® On‐Pak Teach ‘n Taste™
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8. Past Client Programs
2007 2008
Sunny Delight Arm & Hammer® Old Orchard
CBS Cane Introduction Welch’s® Grape Juice
Elations® Toothpaste Healthy Balance
September 2007 February 2008
October 2007 Fall 2007 January 2008
Florida Anti‐Smoking Campbell’s V8® V‐Fusion® Skyy Spirits, Skyy Infusions™
Beam Global Hornitos
Campaign Pomegranate Blueberry Passion Fruit
July 2008
Spring 2008 Spring 2008 April 2008
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

9. Past Client Programs
2009
Campbell’s V8® V‐ SunnyD®
Finlandia® Tangerine Bacardi® Dragon
Fusion® Smoothies
Fusion Berry
Acai Mixed Berry Orange Whirl
May 2009 June 2009
March 2009 Summer 2009
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

10. Pricing Model
Costs Include:
1. Flavor and edible film development
2. Production:
‐ Minimum quantity of 100,000 units
‐ Price per unit decreases with quantity,
similar to print
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

11. Production Timeline
Week O Week 6 Week 12
Flavor Start Complete
Replication & Production Production
Custom Film
Design
4‐6 weeks 6 weeks
Once a flavor is replicated, the flavor belongs solely to the client
and can be used for multiple future programs.
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

12. Effectiveness of Peel ‘n Taste®
Proven Results* : Welch’s® Grape Juice Peel ‘n Taste® campaign
Ad Insert in People’s Magazine, February 18 2008
Break‐Through Power & ‘Top of Mind’ Brand Awareness
Top brand recall of All ads in issue!
Almost One‐Third of Readers Tried the Taste!
29% of People Magazine readers tried the Peel ‘n Taste® Flavor Strip
Strong Purchase Consideration
59% of those who tried the flavor strip were more likely to purchase Welch’s Grape Juice
Consumers were Driven to the Store
62% of readers took action after reading this ad
Worked as Well as an 8‐Page Insert!
Created Viral Buzz
This unique campaign was mentioned in hundreds of articles and blogs!
* Per Starch Market Research
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

13. Effectiveness of Peel ‘n Taste®
Proven Results : In‐store Sampling
For a national CPG company brand:
Sampled Did not sample
Peel ‘n Taste® Peel ‘n Taste®
Purchased product in the same day 22% 5%
Definitely or would buy the sampled product in the 56% 33%
future
75% of consumers who sampled the flavor with Peel ‘n Taste®
liked the flavor strip as a sampling tool!
61% of consumers felt that Peel ‘n Taste® is a great way to try flavors
they typically would not have tried!
For Church & Dwight’s Arm & Hammer® toothpaste Peel ‘n Taste® campaign in Wegmans:
66% unit sales lift!
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

14. Effectiveness of Peel ‘n Taste®
Proven Results : Peel ‘n Taste® flavor strip experience provided consumers with
enough of a trial experience to make their purchase decision.
The type of sample played little to no difference in the results; the Peel ‘n Taste® sample was just as
effective in driving purchase results as was the actual beverage sample.
PRE POST Difference
Peel ‘n Taste® (144) 13% 46% + 33% *s
Beverage Sample (146) 16% 44% + 28% *s
* s indicates a significant difference between pre & post at the 95% confidence level
The “didn’t like the flavor” response result was similar for both types of samples (15% control cell, 17% test cell).
Didn’t Prefer Too Stocked up on Some Didn’t try
like another Expensiv SunnyD Other sample
flavor beverage e Smoothies Reason
Peel ‘n Taste®(83) 17% 39% 3% 12% 22% 7%
Beverage Sample(86) 15% 41% 10% 10% 20% 4%
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

15. Online Taste Sampling
Powered by Peel’ n Taste®
Online Taste Sampling provides CPG marketers with:
The tools to offer consumers a taste sample using direct mail, online and
integrated social media.
The ability to drive product trial via company, brand and retailer websites.
A unique micro‐site feature that empowers consumers to share their
excitement about your new products and flavors capitalizing on the viral
nature of social media.
Increased number and quality of consumer interactions with your brand.
The potential to reach millions of targeted consumers for a fraction of the
cost of traditional sampling at significantly higher conversion rates.
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

16. Target Markets
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17. Appendix

18. Entertainment Marketing:
CBS – Cane TV Series Launch Promotion
Print Insert – 3‐page print insert in Rolling Stone Magazine, September 2007
Problem
• CBS needed to create buzz and spur viewership for
Cane, a TV series premiering September, 2007
Solution
• A 3‐page ad with a Lucia Duque Gold Premium, the
fictitious rum brand in Cane, Mojito Peel ‘n Taste®
flavor strip adorning the first page
Results
• Greatest viewership ratings for a show occupying
the 10e/9c time slot since 1999
• Cane premier viewed by 11 million people
• Hundreds of websites and blogs carried news of
this innovative promotion
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

19. Welch Foods – Welch’s® 100% Grape Juice
Print Insert – National print insert in PEOPLE Magazine, February 2008
Problem
• Need to shed its traditional grape juice image
• Wanted to break into the health‐craze market
targeted at Generation‐X moms
Solution
• Created 2‐page ad in PEOPLE Magazine
• Ad urged readers to try the Peel ‘n Taste® grape
juice flavored strip and revealed a health fact
Results
• 29% of PEOPLE readers tried the flavor strip
• 70% Noted Awareness
• 60% Purchase Intent
1.5 Million
Tasted Welch’s
Peel ‘n Taste® Strip
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

20. Church & Dwight – Arm & Hammer® Advanced White®
Brilliant Sparkle Toothpaste
Point of Sale – At‐shelf dispenser in all Weggmans Stores, Fall 2007
Problem
• Effectively communicating to shoppers
that Arm & Hammer®’s great new flavor
of baking soda toothpaste tastes great
Solution
• At‐shelf dispenser
• Offered shoppers taste samples
66% lift Results
for • 66% lift in sales for the average store
average store
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

21. Campbell’s Soup Company – V8 V‐Fusion®
Point of Sale – At‐Shelf Dispenser in 300 Kroger Stores, Spring 2008
Problem
• Consumer confusion about a juice with
vegetable nutrition that has a fruity taste
• Consumers unaware of Pomegranate
Blueberry flavor
Solution
• NewsAmerica Marketing (NAM) ShelfTake
One™ dispensers for Pomegranate
Blueberry Peel ‘n Taste® flavor strips
• Test of NAM in‐store dispensers in 300
Kroger retail supermarket stores in and
Sales Lift around Atlanta, GA
3x
NAM Norm
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

22. Beam Global Spirits & Wine, Inc. – Hornitos™ Tequila
On Pack – Bottle Neck Hanger with Margarita Mix Recipe, July 2008
Jim Beam
Problem
• Underdeveloped brand in a large
retail channel, which had strong
sales for another brand, in need of
brand exposure
Solution
• Bottle neck hangers to promote
Hornitos™ tequila brand cross
merchandised on Jim Beam
bourbon bottles
• A margarita flavored Peel ‘n
Taste® accompanied by a
margarita recipe
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

23. SKYY Spirits – SKYY Infusions™
Direct Mail and On‐Premise – Consumer Distribution, April 2008
Problem
• How to gain distribution and create
awareness in the saturated flavor vodka
category
• Low consumer awareness of passion fruit
flavor
• Unsure of how to penetrate into the
saturated fruit‐infused spirits market
Solution
• Direct mailers with recipe and passion fruit
flavored Peel ‘n Taste® affixed sent to
bartenders nationally
• Widely distributed multi‐fold Flappers™ with
passion fruit flavored Peel ‘n Taste® affixed
given out to consumers at bars and liquor
stores
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

24. Diageo – Parrot Bay Key Lime Rum
Off‐Premise Sampling Events – October‐December 2008
Captain Morgan®
Problem:
• Finding an efficient and cost‐effective
solution for sampling a new flavored rum in
states where wet sampling is prohibited in
liquor stores.
• Placebo sampling products were either
messy or unstable.
• Consumers did not easily associate the non‐
alcoholic flavored beverage with the actual
alcoholic product.
Solution:
• Taste ‘n Share™ cassettes with 10 strips of
flavored edible film were handed out at
liquor store sampling events.
• Taste strips incorporated the complete
taste of the alcoholic product without
containing alcohol.
• Created a viral marketing opportunity for
consumers to share with friends and family.
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

25. TobaccoFreeFlorida
Anti‐Smoking Campaign – iCare. iDon’t Smoke.
Promotional Events Hand‐Out – Anti‐Smoking Programs, Spring 2008
Problem
• Middle school students need to
understand the threat posed by
smoking
• Preventing middle school students
from trying cigarettes
Solution
• Handouts with terrible tasting ashtray‐
flavored Peel ‘n Taste® strips as part of
the state’s anti‐smoking campaign
• Distributed at local events, libraries
and school supported prevention
programs
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

26. Sunny Delight Beverages – Elations®
Direct Mail – Direct‐to‐Home Merchandise Package Insert, October 2007
Problem
• Promoting Elations® as a tastier,
more enjoyable alternative to taking
pills for joint pain and discomfort
Solution
• Package inserts with product
information, an Elations® Raspberry
White Grape Peel ‘n Taste® strip and
a coupon
• Inserted in merchandise fulfillment
packages to the “active adult
lifestyle” demographic
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

27. Old Orchard – Healthy Balance Juices
Promotional Events Hand‐Out – Distributed at JDRF Events, January 2008
Problem
• Creating awareness for great tasting
reduced sugar fruit juices
• Driving trial with target market
diabetics and their families
• Creating effective event marketing
campaign without incurring the costs
and logistical obstacles of traditional
product sampling.
Solution
• Coupon handouts with Peel ‘n Taste®
flavor strips affixed
• Distributed during sponsored events
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

28. Sunny Delight Beverages – SunnyD® Smoothies
Point of Sale and Promotional Events Hand‐Out – Consumer Distribution, July 2009
Problem
• Difficult to offer sampling as product
can only be sampled when
refrigerated
• Need to create awareness for this
unique flavored product that is
differentiated within its category
• Driving trial with targeted children
and their mothers
Solution
• Orange Whirl flavor strips distributed
in at‐shelf dispensers in a leading
supermarket chain
• Introductory coupons with flavor
strips were distributed in Mom’s
Matter® Welcome Packages
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

29. Brown Forman– Finlandia® Vodka
Direct Mail and Off‐Premise– Consumer Distribution, May 2009
Problem
• To create a unique branding element
that would generate awareness and
trial
• Needed a tasting medium to appeal to
its target audience, and generate
excitement among important sales
and media partners
Solution
• High‐impact direct mailers and hand‐
outs were sent to sales and media
partners
• Consumer take‐one recipe cards
placed at off‐premise retail outlets
across the United States
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

30. Bacardi® – Dragon Berry™ Rum
Off‐Premise – Point of Sale Dispenser in retail stores nationwide, June 2009
Problem
• Generate awareness and trial for new ,
unknown dragon berry flavor
• Effectively engage consumer with new
flavored liquor
Solution
• Dispenser with Dragon Berry™ Rum
Flavor strips affixed to the header card
of the display at retail
• Recipe for a Dragon Berry™ Rum &
Ginger Ale mixed drink specially
created by First Flavor as a way of
engaging consumers and
communicating how to use Dragon
Berry™ Rum
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

31. Taste ‘n Share™
Viral sampling
Friends share with friends using flavor strips
packed in cassettes.
Viral Marketing Value and Social Endorsement
Cassettes hold 10‐20 edible film
strips and have custom labels
Cassettes can be individually or
bulk packaged in pouches.
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

32. New Solution for
Newspaper Front Page Sampling
Taste ‘n Save® Sticky Note
Innovative front page ‘sticky note’ with a Peel ‘n Taste® flavor sample
and coupon (or other printed literature) inside
• Easy integration through a newspaper’s supply chain network
• Provides unique immediacy and consumer engagement for brands
• Opportunity for newspapers to create incremental advertising revenue
▫ Provides restaurants and food and beverage advertisers a reason to
reconsider newspapers in their marketing plans
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.

33. Taste ‘n Save® On‐Pak
A self‐adhesive label with a Peel ‘n Taste® flavor sample and printed promotional material or an Instant Redeemable
Coupon. Provides targeted cost‐effective sampling with an immediate call‐to‐action to drive purchases.
Constructed Product with Constructed Product with Backside of
Flavor Pack Flavor Pack Removed Constructed Product
Copyright First Flavor, Inc. 2009 – Reproduction with permission only.