PROJECT SHINE VALUE PROPOSITION

BLUE DIAMOND

WHAT DO WE HAVE THAT OUR AUDIENCE VALUES

AND THE COMPETITION CAN’T DELIVER?

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OUR OFFERING OUR COMPETITION OUR AUDIENCE

BLUE DIAMOND ALMOND PROTEIN POWDER

OUR OFFERING

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Energy (Body + Mind)

OUR OFFERING

BLUE DIAMOND ALMOND PROTEIN POWDER IS CLEAN,

PLANT-BASED ENERGY

WITH 12G OF ALMOND PROTEIN, IT FILLS HER UP

AND KEEPS HER ENERGIZED FOR A MORE POSITIVE DAY

BENEFIT

PROOF

EXPERIENCESatiated hunger, stable mood and physical energy to ‘keep stamina’, ‘feel my best’ and ‘be present’

What It Has: • 12g of clean almond protein to feel satiated and energized

- Some formulations also include beauty food

ingredients, like collagen to support skin elasticity

and B-vitamins to help fight fatigue – feel good and

energized, and look it on the outside too

• Made with the highest quality Blue Diamond almonds,

personally cared for by our co-op of Blue Diamond family

Growers in our California orchards

What It Doesn’t: • No added sugar

• No artificial ingredients or sweeteners (TBD)

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Source: Sense Worldwide, Proprietary Blue Diamond Research

OTHER PROTEIN POWDERSOUR COMPETITION

02

OUR COMPETITION

FRANKENFOODMOST PROTEIN POWDERS ARE A MIX OF UNPRONOUNCEABLE CHEMICALS

OR INGREDIENTS SHE KNOWS WILL WEIGH HER DOWN. FROM MUSCLE MILK TO ORGANIC WHEY, IT’S A CATEGORY FOCUSED ON PROTEIN

QUANTITY OVER QUALITY.

02

INSERT TOP COMPETITORS FROM SARA’S RESEARCH

CONSCIOUS CONFIDENT INDEPENDENT WOMEN

OUR AUDIENCE

03

OUR AUDIENCE03

CONSCIOUS CONFIDENT INDEPENDENT WOMEN

28.4MM WOMEN LIKELY TO BUY SUPPLEMENTAL PROTEIN

AFFINITY \ OPENNESS TO ALMONDS

SourceS: Simmons MRI 2018; Sense Worldwide, Proprietary Blue Diamond Research

EDUCATED: ATTENDED GRAD SCHOOL (146) CONNECTED: SOCIAL CONNECTIONS (139)

CONSCIOUS: SEEK FOODS WITHOUT ADDITIVES (132) CONFIDENT: SELF ASSURED, SECURE (120)

OUR AUDIENCE

HER ATTITUDE

I’M A POSITIVE PERSON AND BELIEVE IN KINDNESS. I’M MORE REALIST THAN IDEALIST. LIFE ISN’T PERFECT BUT

IT’S AN EXCITING JOURNEY AND I’M CURIOUS TO SEE WHERE IT TAKES ME NEXT.

I’M A BUSY WOMAN AND CONSTANTLY ON MY FEET. PRESSED FOR TIME YET GRATEFUL. MY CHALLENGE: ME-TIME TO RESET AND RECENTER AND A WAY TO SUSTAIN

MY ENERGY LEVELS SO I CAN POWER THROUGH THE DAY.

CONSCIOUS CONFIDENT INDEPENDENT WOMEN

Source: Sense Worldwide, Proprietary Blue Diamond Research

HER ATTITUDE

MY APPEARANCE DOES MATTER TO ME, BUT I BELIEVE THAT TRUE BEAUTY IS NOT JUST ABOUT HOW YOU LOOK

BUT, MORE IMPORTANTLY, ABOUT HOW YOU FEEL INSIDE.

I PRACTICE A HOLISTIC APPROACH TO WELLBEING. TO FEEL GOOD MEANS BALANCING THE EMOTIONAL,

MENTAL AND PHYSICAL IN EQUAL PARTS.

CONSCIOUS CONFIDENT INDEPENDENT WOMEN

THE TENSION

A FRANKENFOOD CATEGORY THAT ISN’T MEETING HER DESIRE FOR CLEAN FOODS

“Protein powders freak me out because 1. there are SO many of them on the market and 2. most of them have all of these crazy ingredients that aren't even good for you. Finding a clean natural powder that I can trust and isn't tainted with a bunch of harmful ingredients would be awesome. Having a product I feel like I could trust to be good for me would feel great.” - Joanna 30 NYC

“I would very much like to have a more natural protein source to supplement my day to day. I do make compromises on my end right now. While most of my food consumption is on the transparent side, I do consume protein bars with ingredients with long names. If there were new alternatives to consider, I'd love to hear about them!” - Shirley 31 NYC

Source: Sense Worldwide, Proprietary Blue Diamond Research

SHE LOOKS TO PROTEIN TO FILL HER UP AND KEEP HER ENERGIZED, YET ONLY SEES POWDERS LADEN WITH CHEMICALS OR INGREDIENTS THAT WILL WEIGH HER DOWN.

SHE’S AFTER A CLEAN PROTEIN POWDER TO GET HER FEELING GOOD AND ENERGIZED, AND LOOKING IT TOO.

THE TRUTH WE SHARE

POSITIVE ENERGY

HUMAN TRUTH

POSITIVE ENERGY

“An all natural, nutrient rich energy boost that keeps me fuller for longer without feeling heavy. Nutrient Rich, check! Energy boost, check! Staying full, check! These are the core things I am looking for!”

Danica, 40 - San Francisco

“I like products that can adapt to my diet and lifestyle. I want energy and fulfillment. If a product is promoting an energy boost with a feeling of fullness for a long period of time, it will certainly catch my eye.”

Azur-De, 29 - Los Angeles

“I often feel sluggish, so it'd be great to have a supplement that powers me up for the day. Also, if the main ingredient is almonds I'd be more apt to try it because I love almonds and they're not some weird ingredient the "meat head" in the gym is going to go on and on about.”

Kassia 32 NYC

SHE ISN’T LOOKING TO BULK UP, BUT GET HER DAY ON THE RIGHT TRACK. SHE CRAVES CLEAN-BURNING PROTEIN TO ‘FUEL HER BODY’ AND ‘KEEP THE

ENERGY UP’ SO SHE CAN POWER THROUGH THE DAY WITH POSITIVITY.

Source: Sense Worldwide, Proprietary Blue Diamond Research

WE SEE A CATEGORY PROMISING ‘OVERLY ENGINEERED POWER’ – CREATING PROTEIN-TIMIDATION

OUR POSITIONING

SHINE IS ENERGY – NATURALLY OCCURRING, CLEAN, HONEST, ENDURING ENERGY.  

AND THAT’S WHAT OVER 28MM WOMEN ARE LOOKING FOR.

INTRODUCING BLUE DIAMOND ALMOND PROTEIN POWDER

THE CLEANEST, PUREST AND MOST HONEST PROTEIN POWDER ON THE SHELF – SO YOU FEEL POSITIVE ENERGY

PRODUCT PROPOSITION

ALT FOR VALIDATION: ONE OF THE CLEANEST, PUREST AND MOST HONEST PROTEIN POWDERS ON THE SHELF – SO YOU FEEL POSITIVE ENERGY

Blue Diamond’s all-new Almond Protein Powder keeps Conscious, Confident, Independent Women everywhere running on positive energy with (one of) the cleanest, purest and most honest protein powder(s) on the shelf.

With 12g of clean almond protein from our co-op of family Growers in California, it keeps her satiated and energized for a positive day with no artificial ingredients and no added sugar.

Unlike other protein powders with intimidatingly long and indecipherable ingredient lists that fill her up but leave her feeling heavy and bloated, not energized – this is natural energy that nourishes and fuels body and mind, so she’ll feel amazing and look it too.

INTRODUCING BLUE DIAMOND ALMOND PROTEIN POWDER. FEEL POSITIVE ENERGY.

PRODUCT NARRATIVE

PROJECT SHINE VALUE PROPOSITION

Blue Diamond’s all-new Almond Protein Powder keeps Conscious, Confident, Independent Women everywhere running on positive energy with (one of) the cleanest, purest and most honest protein powder(s) on the shelf.

With 12g of clean almond protein from our co-op of family Growers in California, it keeps her satiated and energized for a positive day with no artificial ingredients and no added sugar.

Unlike other protein powders with intimidatingly long and indecipherable ingredient lists that fill her up but leave her feeling heavy and bloated, not energized – this is natural energy that nourishes and fuels body and mind, so she’ll feel amazing and look it too.

INTRODUCING BLUE DIAMOND ALMOND PROTEIN POWDER. FEEL POSITIVE ENERGY.

PRODUCT NARRATIVE

BLUE DIAMOND GIVES US CLEAN, PLANT-BASED ENERGY IN THE FIRST ALMOND PROTEIN POWDER

PRODUCT AWARENESS AND TRIAL

PROPOSITION

GOALS

FILTERS

PROOF

WHAT

A FRANKENFOOD CATEGORY THAT ISN’T MEETING HER DESIRE FOR CLEAN FOODS: SHE LOOKS TO PROTEIN TO FILL HER UP AND KEEP HER ENERGIZED, YET ONLY SEES POWDERS LADEN WITH CHEMICALS OR INGREDIENTS THAT WILL WEIGH HER DOWN. SHE’S AFTER A PROTEIN POWDER TO GET HER FEELING GOOD AND ENERGIZED, AND LOOKING IT TOO.

CATEGORY TENSION

FEEL POSITIVE ENERGY WITH THE CLEANEST, PUREST, MOST HONEST PROTEIN POWDER ON THE SHELF:

• 12g of clean almond protein to feel satiated and energized

- Some formulations also include beauty food ingredients, like collagen to support skin elasticity and

B-vitamins to help fight fatigue – feel good and energized, and look it on the outside too

• Made with the highest quality Blue Diamond almonds, personally cared for by our co-op of Blue Diamond

family Growers in our California orchards

• No added sugar

• No artificial ingredients or sweeteners (TBD)

ENERGETIC | POSITIVE | CLEAN | HONEST | QUALITY

HUMAN TRUTH

28MM+ CONSCIOUS CONFIDENT INDEPENDENT WOMEN: SHE’S NOT

LOOKING TO BULK UP, BUT GET HER DAY ON THE RIGHT TRACK. SHE CRAVES CLEAN-BURNING PROTEIN TO ‘FUEL HER BODY’ AND ‘KEEP THE

ENERGY UP’ SO SHE CAN POWER THROUGH THE DAY WITH POSITIVITY.

(INTERNAL ONLY – NOT CONSUMER FACING)