This document summarizes a presentation given at the 2nd Food Innovation Conference at ESADE Creapolis in Barcelona. It discusses exploring consumer perspectives on health and communicating health benefits. It also examines innovating beyond products to influence consumer habits through social media and mobile communication. Finally, it asks what drivers could accelerate new healthy food product development and what partners could help speed time-to-market for health-related products.

1. JORNADA ALIMENTACIÓ
ESADE CREAPOLIS
Barcelona, nov 24th 2011
Mònica Mateu. Innovation Office GBST. mmateua@gallinablancastar.com
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2. 2º Jornada de Innovación en Alimentación: RETOS
¿Conocemos al consumidor desde la perspectiva salud? ¿Cuáles son sus actitudes y preferencias?
¿Cómo le comunicamos de forma entendible los beneficios de salud?
¿Hay que innovar más allá del producto? ¿Cómo captamos al consumidor y transformamos sus
hábitos? ¿Qué papel juegan las redes sociales y la comunicación móvil?
¿Qué drivers pueden potenciar la creación de nuevos productos alimentarios en base a salud?
¿Qué empresas pueden ayudarnos a acelerar el time-to-market en el lanzamiento de productos
con claims de salud?
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3. 2º Jornada de Innovación en Alimentación: RETOS
1. ¿por qué Gallina Blanca Star?
2. ¿hay que innovar más allá del producto? ¿Cómo captamos al consumidor y transformamos sus
hábitos?
• Innovacion beyond product and beyond today.
• Nuevas estrategias de innovación con partners.
• Nuevas organizaciones para innovar.
3. ¿qué drivers pueden potenciar la creación de nuevos productos alimentarios en base a salud?
• Nuevas realidades, nuevos productos más saludables, qué nos depara el futuro?
• El consumidor exigirá marcas éticas, sostenibles, que ofrezcan productos saludables.
• Nuevo paradigma de salud
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4. GBST’s Shareholders
Findim
Italo-Swiss Holding Co., Spanish industrial Group,
owned 100% by Fosatti family owned 100% by Carulla family
50 % 50 % 50 % 100 % 100 % 100 % 100 %
PRIVATE
FOOD HYGIENE PET FOOD RETAIL OTHER
EQUITY
GBST
Group
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5. Our Brands
GLOBAL BRANDS
LOCAL BRANDS
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6. Industrial Organization
8 own factories and 3 licensee factories in Europe and Africa
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7. Mission GBST
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8. Vision GBST
Accelerate the switch from homemade to our products
100% homemade Assembly solutions 100% Ready
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9. Russia
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10. Holland
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11. Spain
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12. Italy
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13. Algeria
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14. West Africa
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15. GBST’s Product Portfolio
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16. … innovation in all business units – major launches
ITALY
Bio Wet Wet
cubes Bouillon Soups
SPAIN
Wet Bases Wet Fried
Risotto
for Cooking Soups Tomato
AFME
Algeria Algeria
Jumbo Deubalé Jumbo Super Monoingredients Tomato
HOLLAND
Frozen Wet Premium
Pizza Creams pasta
RUSSIA
Monoingre- Specific Bouillon in Pasta sauces
dients seasonings powder (Ragu) 16

17. Bio & Organic – GBST Portfolio
BIO-ORGÀNIC LESS SALT + VITAMINS
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18. Open innovation – Co-create with public platforms
SALUD DIGESTIVA
SALUD CARDIOVASCULAR: ANTIOXIDANTE
SUSTITUTOS SODIO. RESPUESTA HEDÓNICAS.
PÉPTIDOS FUNCIONALES (y esfingolípidos de pollo…)
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19. Clear FP7 European Project
Proposal full title: Consumer Labelling Expertise Advice Research
Proposal acronym: CLEAR
Type of funding scheme : Collaborative project (small or medium-scale focused research project)
Work Programme topics addressed: KBBE.2012.2.1-01: Role of health-related symbols and claims in
consumer behaviour
List of Participants
• 1 (Coordinator) University of Liverpool (UNILIV) UK
• 2 National Institute of Research and Development for Food Bioresources (IBA)RO
• 3 Gallina Blanca (GB) ES
• 4 National Technological Centre for the Food and Canning Industry (CTC) ES
• 5 Food Concept (FOODCP) PL
• 6 Experimental Station for the Food Preserving Industry of Parma (SSICA) IT
• 7 Surgenia (SURG) ES
• 8 CRP Henri Tudor (TUDOR) LU
• 9 University of Kent (UNIKNT) UK
• 10 University of Florence (UNIFI) IT
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20. ESADE CREAPOLIS wellness platform
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21. 2º Jornada de Innovación en Alimentación: RETOS
1. ¿por qué Gallina Blanca Star?
2. ¿hay que innovar más allá del producto? ¿Cómo captamos al consumidor y
transformamos sus hábitos?
• Innovacion beyond product and beyond today.
• Nuevas estrategias de innovación con partners.
• Nuevas organizaciones para innovar.
3. ¿qué drivers pueden potenciar la creación de nuevos productos alimentarios en base a salud?
• Nuevas realidades, nuevos productos más saludables, qué nos depara el futuro?
• El consumidor exigirá marcas éticas, sostenibles, que ofrezcan productos saludables.
• Nuevo paradigma de salud
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22. seeking radical/ beyond product/beyond today innovation
RETURN
Copyright Doblin
INVESTMENT
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23. INCREMENTAL DISRUPTIVE
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24. CORE PERIPHERY
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25. INDUSTRY CLIENT
1
2
3
4
5
6
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26. Innovation Principles
Aligned with Business Consumer-Centred Related to culinary map Searching WOW effect
Strategy Based on unmet needs Relevant recipes In entire experience
1 2 3 M PORTIONS PER YEAR % OCCASIONS INDUSTRIAL VS HOMEMADE 4
Bigger Fewer Better
Pasta 12.464 1,0% 32,0% 6,0% 61,0%
Salad 9.993 9,0% 90,9%
Vegetables 9.856 0,9% 13,0%
Simple
86,1%
Meat&Poultry 7.889 0,3%
4,0% 95,7%
Soups 6.069 3,6% 14,0% 82,4%
Potato
Fish&Sea Food
3.360
2.826 5,0%
16,0%
21,0%
83,9%
74,0% Emphatic
Rice 2.521 3,6% 1,0% 95,4%
Legume
Eggs
1.942
1.651
72,0%
100,0%
28,0%
Good
Culinary solutions Pizza&Pie 1.581 10,8% 5,0% 84,2%
with authentic
homemade taste
Cross functional teams
5 Open Internal and external talent
Co-creation with consumers
6 Cross Global needs & synergic capabililties
Flexible local solutions adapted to culinary map
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27. Key consumer trends
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28. DISCOVERY INSIGHTS
• Fast, simple & clean
• Versatile
FUNCTIONAL
• Varied
• Healthy
• Exciting
• Fun
EMOTIONAL
• Honest
• Guilt-free
• Enabling
EXPERIENCE • Clear
• cool

29. GBST’S Innovation: innovation for growth
INNO CELLS
What should we do?
I place
INNO RADAR
Where should we look?
INNO DNA
How should we be?
Vision: Open innovation across the board….
Mònica Mateu. Innovation Office GBST. mmateua@gallinablancastar.com 29

30. INNO CELLS
Organizing to grow through innovation
1. READY MEALS
2. PACKAGING
INNOCELLS
PROJECTS Units with a focus
3. LIKE HOMEMADE
FBB CHALLENGES AUTHENTIC TECH.
09 JAN 10 JUN 10 JAN 11
4. HOLISTIC
5. CULINARY MAP
OPPORTUNITY
ON STAND BY
Bio/organic B Model
Mood Food
Organise in long term, flexible, multi department units to seek radical and
incremental innovation at a cross level.
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30

31. Open innovation – Inno cells organization
Autonomous open units, to seek radical and incremental
innovation at a cross and cross functional level
Create a new business line
Identify initiatives for business opportunities
Groundbreaking innovation
READY
MEALS
Wow effect Search for homemade taste
Sustainability Natural dry
Optimization LIKE
HOMEMADE Health and wellness (salt and fat)
INNO
PACKAGING Ambient like fresh
TECHNOLO
GY
CELLS
CULINARY
MAP
HOLISTIC
OPPORTUNIT
New channels exploration IES Develop and deploy tools for discovery
Enhance consumer experience Identify opportunities
Innovation in communication Develop culinary expertise within GBST
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32. Inno cells
How: imagination + application + autonomy
Who: leaders+ intrapeneurs+ contributors
What: cross functional + international + open teams
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33. INNO CELLS: members and mission
INNOVATION STRATEGY OUTLINE
1. READY MEALS Find concepts, technologies,
INTERNAL TEAM packaging, uses, so as to define
a powerful new product range
and achieve a new radical and
in
incremental innovation for this
category at a cross and BU
level.
Build the category as a new
Famous cooks strategic category based on
Innovation agencies
out
expertise in opportunity and
Graphic designeres development.
Fundació Alícia
Other FMCG companies
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34. Inno cells
FINANCE SALES HOLLAND
INNO
OFFICE
CONS. INSIGHTS SPAIN
EXT. FACILITATOR
EXT. DESIGNER
EXT. COOK EXT. PLANNER
R&D
MKT AFRICA TRADE ITALY
R&D PACKAGING
MKT ITALY
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35. Our Innovation ecosystem
UNIVERSITIES+RESEARCH CENTERS + PUBLIC AGENTS
COOK CENTERS
INNOVATION BROKERS
NOVAD
GROUP COMPANIES
INNO PARTNERSS
SUPPLIERS
PACKAGING
CONSUMERS
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36. Our open innovation system: our people
Mònica Mateu. Innovation Office GBST. mmateua@gallinablancastar.com

37. Open innovation. Co-create with consumers
we have started co-Innovating together in an engaging way, iterating with
consumers along the process though website platforms
Verena
Prosumers
Itziar
Paul
GBST Team Juan Experts
Chefs
Mkt
Jenny
MR Tiago Semiologysts
Alison Retailers
R&D
Solving
Marcus challenges Communication
Mkt together agencies
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38. Innovation radar
1. DEFINE SCOPE
Where should we get inputs from? Original challenges
Additional challenges
Specific Challenges
2.WHERE TO LOOK
Our employees/customers
Tech search/inno brokers/trade shows.
Mintel/ Euromonitor, Datamonitor.
Small businesses and new successful products.
Discovering opportunities in advanced countries.
3. PROCESS INPUTS
Define and prioritize.
Disseminate/polinization
Decide where to take action
4. DEVELOP ACTIONS
Develop inside? Setting up a scouting/open attitude + focus+
Copy?Purchase? procedure to constantly be on the
Partner with? lookout…and bring it in through the Inno Place
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39. Open Innovation
DELIVERY
HEALTHY FOOD BRAND IMAGE
Home food
Salt replacement holistic action Mood food
Functional fats
ENVIRONMENTAL
Bio/organic Packaging innovation
Non thermal,
high pressure READY MEALS
technologies
Home food Ready Meals
HOMEMADE
experience PERCEPTION
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40. Open innovation: value added
DISCOVER OPPORTUNITIES CONCEPT EXPLORATION DEVELOPMENT UPSCALING LAUNCH
GO!
Strategic fit Gate Viability Gate Feasibility Gate (Pre-) Clearance Gate Post Launch
Review
Open Innovation VALUE
• New areas of opportunity • Disruptive • Technical • Reducing cost • New shipping &
• Adding external capabilities technologies solutions solved • Manufacturing sales channel
• Innovation faster flexibility strategies
• Higher volume of ideas
platforms beyond • Merchandising
• “Outside the box” starting points
the product
(Business models,
services,…)
Innovation consultants, agencies,...
Suppliers (Packaging, RM, engineering, etc.)
WHO
Custumers/ Consumers
Business partners (co-development partner)
Pre-qualified network : inonovation brokers ,experts, technology parks, food clusters, universities, etc.
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41. INNOVATION STRATEGY OUTLINE
Innovation DNA
Training for successful innovation
1. DEFINE + MEANING +
PURPOSE
POOL OF COMPETENCIES 2. IDENTIFY TARGETS
1. Creativity WITHIN GBST
2. Consumer observation
3. Cross boundaries 3. MATCH TARGETS
4. Business orientation WITH
5. Technology search COMPETENCIES
6. Ideas as opportunities
7. Re-think processes 4. DECIDE ACTIONS
8. Question orthodoxies TO DO
9. Capture disruptions
10. Identify allies 5. PILOT WITH
11. See new scenarios INNOCELL TEAMS
6. TECH SUPPORT
Mònica Mateu. Innovation Office GBST. mmateua@gallinablancastar.com 41

42. The 9 Building Blocks
BUSINESS MODEL CONCEPT
Alexander Osterwalder
Customer
Key Relationships
Activities
Customer
Key
segments
Partnerships
Value
propositions
Key
resources Channels
Cost Revenue
Structure Streams
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43. INNO DNA “inno cells already in action”

44. 2º Jornada de Innovación en Alimentación: RETOS
1. ¿por qué Gallina Blanca Star?
2. ¿hay que innovar más allá del producto? ¿Cómo captamos al consumidor y
transformamos sus hábitos?
3. ¿qué drivers pueden potenciar la creación de nuevos productos alimentarios
en base a salud?
• Nuevas realidades, nuevos productos más saludables, qué nos depara el
futuro?
• El consumidor exigirá marcas éticas, sostenibles, que ofrezcan productos
saludables.
• Nuevo paradigma de salud
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45. Health related trends
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46. Health related innovation drivers
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47. New health paradigm
• Kitchen orphans
• Enabling healthy and tasty home cooking
• Optimal nutrition and balanced diets
• Eating with the family. Healthy habits
• Meaningful brand (ethical, compromised, sustainable, shared
values…)
• Honest, clear, simple and healthy products to prevent illnesses
• Mediterranean diet benefits
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48. Innovating for growth….challenging but not….
Thank you
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49. Gràcies!
Mònica Mateu
mmateua@gallinablancastar.com
Tel. (+34) 93 364 2021
Mobile. (+34)686.15.72.39
www.gallinablancastar.com
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