On Wednesday 15th February, 2012 Neal Cavalier-Smith teamed up with Phillip Siebrecht, Group Brand Manager Wellbeing from the Emmi Group to discuss Capitalising on “Soft Claims” in the Dairy Sector at the FoodNews® Dairy NPD Conference. Even though the dust is beginning to settle in the wake of EFSA regulation, Health Claim implications on marketing strategy continues to be much talked about in the food industry. As Neal observed in his presentation, one very large dairy success story has been the $700m growth of sales from US Greek yogurt company Chobani – a success acquired without using a health claim! This gives us heart that there is more to marketing milk than what you can pour into it! Below is a link to download Neal’s presentation and to view it on slide share.

1. +*12()%134%5*226*738%73%917:;%<%%
!"#$%"$&''"()%*$+",$-".,$$
/,)'012$2.33*22$
=*12%>1?127*:@A07()$
4&,*3%",$"+$5"'2.67'8%
9:;<:$!*)6%=-$>),?*7'8$@*)A$
B",$A",*$&'+",A)7"'C$D6*)2*$3"'%)3%E$'*)6F%=*=A%G3"A$$
###G%=*=A%G3"AHI6"8$
!"#$"%&&&'()*+,-'./0%

2. +/&%(/%8*(%1%B##C%D:*07E0F%
5G-+HI-%1%)*12()%.2170J%
-)*%:78)(%D:/4E.(O%P/:%()*%:78)(%
(1:8*(%8:/EDF%
-)*:*QR%1%8:/ED%/P%D*/D2*%&722738%
(/%D1;% BS%0/:*%(/%P**4%()*7:%.1(%
K#'LM% K"'$$%%
/:%K#'#B%D*:% /:%K#'NM%
$##02% D*:%$##02%
!"#$"%&&&'()*+,-'./0%

3. 5)/%1:*%&*J%
J6"I)6$2D*3&)6&2%2$&'$/,)'0$K''"()7"'C$>),?*7'8$)'0$/,)'0&'8$&'$B""0$L$!*)6%=$
3)%*8",&*2$)'0$#*$0*6&(*,$".,$*MD*,72*$&'$%=,**$0&N*,*'%$#)-2E$
-TUG=G=V%
G3(*:1.W?*%-*10%-:173738%&7()% G=AXGTU-GH=%
/E:%D:/?*3%0/4*2R%134%.1R*% >/3P*:*3.*RO%A*0731:RO%U:W.2*RO%
R(E47*R%P/:%6:134%RE..*RR*R%134% Y//ZRO%[74*/RO%>1R*%R(E47*RO%
P172E:*R'% T*D/:(R%
>H=AI]-G=V%
G33/?1W/3O%A(:1(*8;O%Y:134738%134%>/3.*D(%
9*?*2/D0*3(%D:/^*.(R%P/:%/E:%.ER(/0*:R%
!"#$"%&&&'()*+,-'./0%

4. =*12%>1?127*:@A07()%
O*)6$5)()6&*,PQA&%=$>/R$
4&,*3%",$"+$5"'2.67'8$+",$%=*$!*)6%=-$>),?*7'8$@*)AG$
QD*3&)6&2%$3"'2.6%)'%$&'$,*2D"'0&'8$%"$3=)'8&'8$3"'2.A*,$A"7()7"'2$
),".'0$O.%,&7"'$!*)6%=$)'0$S*66'*22G$T),73.6),$*MD*,72*$&'$+.'37"')6$
+""0$)'0$&'8,*0&*'%$I,)'0&'8G$
@,)(*66*0$%"$A",*$%=)'$U;$3".'%,&*2$)'0$6&(*0$&'$V.,"D*C$R2&)$)'0$%=*$
RA*,&3)2G$
- 5=)&,E$S",60$B""0$@*3='"6"8-$)'0$K'8,*0&*'%2$B",.AC$W"X*,0)A$
- 5=)&,E$R8,)$K''"()7"'2$&'$Y)6.*$R00*0$4)&,-$
- 5=)&,$L$QD*)?*,E$4)&,-$B.%.,*2$3"'+*,*'3*C$/.0)D*2%$
- QD*)?*,E$B.'37"')6$4,&'?2$B",.A2C$Z"'0"'C$J*'*()C$/,.22*62$
- [.08*E$K'%*,')7"')6$/*(*,)8*$K''"()7"'$R#),0$
P$ $[.08*E$B""0/*($4)&,-$K''"()7"'$R#),02$
###G%=*=A%G3"A$$
'*)6F%=*=A%G3"A$$
!"#$"%&&&'()*+,-'./0%

5. HE:%&/:24%6*P/:*%()*%_`AU%:E2738R%
`E3.W/312%`//4R%D,"A&2*0$+.%.,*$D,"2D*,&%-$$#&%=$I"60$"'PD)3?$36)&A2$
4)&,&*2$#*,*$+)66&'8$"(*,$%=*A2*6(*2$%"$)00$%=*$6)%*2%$&'8,*0&*'%2$%"$8*%$A",*P]PD*,P6&%,*$
R'0$%=*-$#*,*$"I2*22*0$#&%=$D,"(*'$!VRZ@!$5ZRK>Q^$"_*'$%=*$3"'2.A*,$#)2$6*22$&AD,*22*0$
!"#$"%&&&'()*+,-'./0%

6. -)*3%12/38%
.10*%_`AUF%
a%3/&%&*%1:*%:*0734*4<%
()*:*QR%0/:*%(/%%
01:Z*W38%072Z%()13%
!"#$%&'()*+,%)-./(%&0"(%01 %
!"#$"%&&&'()*+,-'./0%

7. YE(%/E:%&/:24%1b*:%_`AU%7R%3/(%R/%47:*F%
!"#$"%&&&'()*+,-'./0%

8. VHH9=_AA%H`%,G]c%%
917:;<%A.7*3.*%R70D2;%6//R(R%
_0/W/312%
,;()7.%
7(QR%d31(E:122;%)*12();e%
14?13(18*% T1W/312%
>E2(E:12% A/.712%
!"#$"%&&&'()*+,-'./0%

9. fER(%g34%()*%TGV+-%733/?1W/3%P/:%;/E:%6:134%
` IAU%V:**Z%;/8)E:(%D)*3/0*3/3<%%
$J,**?$-"8=.,%$3)%*8",-$&'$%=*$=)2$a.&3?6-$I""A*0$%"$bc;;$A&66&"'$DG)G$d]e<f$A&66&"'g$
$&'$)$0*(*6"D*0$A),?*%$+",$0)&,-E$$
!"#$"%&&&'()*+,-'./0%

10. G3(:/4E.738<%
%`/E:%R(1Z*)/24*:R%73%)*12()%
134%
%`7?*%733/?1W/3%R(:1(*87*R%
%@&7()%82/612%*S10D2*R%
!"#$"%&&&'()*+,-'./0%

11. ,/672*%D)/3*%01:Z*(%*S10D2*%
4,&(*'$I-$V>h@KhO$
!&8=$$D,&3*PTWV>Kj>$
5"AA.'&3)7"'$ZKBVQ@kZV$
4,&(*'$I-$OVV4$
Y"6.A*$6"#C$D,&3*$!KJ!$
5"AA.'&3)7"'$WR@KhORZ$
5"AA"0&72*0$$4,&(*'$I-$OhW>RZ$
!&8=6-$D,&3*P3"AD*77(*E$6"#$A),8&'$
5"AA.'&3)7"'$"'$Vi@WRQHTWK5V$
!"#$"%&&&'()*+,-'./0%

12. +/&%4/*R%;/E:%./3RE0*:%:*RD/34%(/%733/?1W/3J%
`G-%,h%>H=9G-GH=% `G-%,_% `G-%,h%THI-G=_% `G-%,h%`U,G]h%-TU9G-GH=%
` %`/.ER%/3%3**4R(1(*<% • %-:*34;%738:*47*3(R% • %4""5(-0(,+%?12E*R% • %=/:0127(;%%
U8*738O%>)/2*R(*:/2O% • %G33/?1W?*%D1.Z18738% • %URD7:1W/312% %a%3/(%.)138738%)167(R%
]1.(/R*%73(/2*:13.*F% • %A(/:;%(/%:*k*.(%0;%%% • %-1R(*%i%./3?*37*3.*% • %-1R(*%
` %=**4R%d!$""23( %%%?12E*R%i%6*27*PR% • %_1R;%(/%E34*:R(134% • %[12E*%P/:%0/3*;%
• %%
• j5/:()%()*%D:7.*Q%
5)7.)%R(1Z*)/24*:%4/*R%hHIT%6:134%(1:8*(J%
!"#$"%&&&'()*+,-'./0%

13. _S10D2*R%(/%P/22/&%P:/0%%
T=&6&DD$Q&*I,*3=%$%
_007O%A&7(l*:2134%
!"#$"%&&&'()*+,-'./0%

14. `7?*%c*;%G33/?1W/3%A(:1(*87*R%%
917:;%.13%ER*%P/:%47m*:*3(%R*80*3(R%
B&(*$K''"()7"'$Q%,)%*8&*2$#&%=$(),-&'8$K''"()7"'$a."7*'%2$L$>),?*%$0&2,.D7"'$)I&6&%-E$$
G33/?1W/3%A(:1(*8;% T*2*?13.*%
$'%=*&%.1(*8/:;%.:*1W/3% @*3='"6"8-$H$Z&+*2%-6*$"'6-$
"'%=*&%R*80*3(%73%.1(*8/:;%% R66$*M3*D%$6)%*$A)22$
N'%>1(*8/:;%RE6RW(EW/3%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% *3='"6"8-$H$Z&+*2%-6*$
@
L'%]*?*:18738%+744*3%=E(:7W/312%URR*(R% R3,"22$)66$2%)?*="60*,2$
M'%-)*%PE3.W/312%P//4R%01Z*@/?*:%% Z)%*$>)22$>),?*%$
!"#$"%&&&'()*+,-'./0%

15. TERR71%a%31(E:12%8//43*RR%7R%()*%1RR*(%
5)7.)%G33/?1W/3%A(:1(*8;J%
$'%=*&%.1(*8/:;%.:*1W/3%
"'%=*&%R*80*3(%73%.1(*8/:;%%
N'%>1(*8/:;%RE6RW(EW/3%%%%%%%%%%%%%%%%%%%%%%%%%%%
L'%]*?*:18738%+744*3%%
%%%%=E(:7W/312%URR*(R%
M'%`E3.W/312%P//4R%
01Z*/?*:%%
!"#$"%&&&'()*+,-'./0%

16. L'%]*?*:18738%+744*3%=E(:7W/312%URR*(R%%
V)2&*2%$+",$4)&,-$)3,"22$122%R(1Z*)/24*:R%
]+=UE$
• $>),?*%$&'%,&'2&3$=*)6%=&'*22$$.2.)66-$=&8=6&8=7'8$)'$&'8,*0&*'%PI*'*l%$
• $5,*)%*$",$)X)3=$%"$%,*'02$&'$3"'2.A*,$.'0*,2%)'0&'8$
• $5"AA.'&3)%*$23&*'7l3$0&23"(*,&*2$"+$#=)%$&2$&'$A&6?$
5)1(%4/*R%7(%0*13%P/:%417:;<%
!.8*$,*6*()'3*$+",$4)&,-$)A"'82%$A)22$A),?*%$2%)?*="60*,2GGG$$
"N*,&'8$,*)22.,)'3*$%"$%=*$A)22$)I".%$#=-$A&6?$&2$8""0$$)'0$=*)0&'8$"N$m)("&0)'3*1$
P$hDD",%.'&%-$+",$6"3)6$0)&,&*2$%"$!"#$#%&''()#*%)+,!)-!%!.+)#&%=$D,"(*')'3*$2%",&*2$
P$hDD",%.'&%-$+",$,)'8*2$&"/'01(0%2)&%3)1#4560%2)"'$&'0&(&0.)6$I*'*l%2$
P $hDD",%.'&%-$+",$')7"')6$I"0&*2$%"$4#""5%04&+!$I*'*l%2$
!"#$"%&&&'()*+,-'./0%

17. ]/.12%417:7*R%ER*%D:/?*313.*%134%31(E:*%
!"#$"%&&&'()*+,-'./0%

18. U?/30/:*%,72ZR%
S=)%$&2$%=*$2%,)%*8-$I*=&'0$%=*&,$2.33*22n$
!"#$"%&&&'()*+,-'./0%

19. U?/30/:*%AIX_T%a%072ZR%
%
]*?*:18738%134%6E724738%/3%)744*3%3E(:7W/3%
!"#$"%&&&'()*+,-'./0%

20. U?/30/:*%,72ZR%
j2&'8$3"'2.A*,$?'"#6*08*$%"$-7&%3)&%3)#*%)%=*$
.I&a.&%".2$A&6?$I*'*l%$0%)&%)89#%"#7!)*&(%
!"#$"%&&&'()*+,-'./0%

21. IAU%a%P/:%1b*:%1.W?7(;%
P$)3,"22$)66$2%)?*="60*,2$
>&6?$%"$l%$)'$)37(*$6&+*2%-6*$
P$8,"#&'8$)#),*'*22$"+$D,"%*&'$
!"#$"%&&&'()*+,-'./0%

22. AD/:(R%072Z%a%2*?*:18738%D:/(*73%
!"#$"%&&&'()*+,-'./0%

23. $'%=*&%>1(*8/:;%>:*1W/3%
W*6*()'%$+",$4)&,-$&'$-*.)3/2/8;$)'0$]7P*R(;2*%
• $5,*)%*$)'$*'7,*6-$'*#$3)%*8",-$
• $Q)72+-$)'$jO>V@$3"'2.A*,$'**0$$
• $OVS$3"'2.AD7"'$"33)2&"'$
-/E8)*R(%(/%1.)7*?*%%
PI.%$)$8""0$l%$+",$0)&,-$)2$0)&,-$&2$)$=*)6%=-$3),,&*,$"+$I*'*l%2$
P3)'1%$&'%,"0.3*$'*#$=)I&%2$&'$6)%*$A)22$
_S10D2*<$
Z&X6*PI"X6*$0)&6-$0"2*$dD,"I&%"&32$o$o$og$3)%*8",-$
!"#$"%&&&'()*+,-'./0%

24. H3.*%1%41;%P/:%1%)*12();%8E(n%
!"#$"%&&&'()*+,-'./0%

25. Y//R(%;/E:%31(E:12%4*P*3.*R%
!"#$"%&&&'()*+,-'./0%

26. "'%=*&%A*80*3(%>:*1W/3%
4)&,-$+",$RZZ$2%)?*="60*,2$
• $/,&'8$)$OVS$I*'*l%$
• $/.%$&'$)'$*M&27'8$3)%*8",-^$
!"#$"%&&&'()*+,-'./0%

27. V2/612%>)/2*R(*:/2%2/&*:738%%
a%3*&%R*80*3(%&7()73%RD:*14RO%;/8)E:(RF%
!"#$"%&&&'()*+,-'./0%

28. Ic<%G34E28*3(%`*07373*%h/8)E:(%9:73Z%
`:/0%1%dY/EWoE*%917:;e%
/*+",*$
$$$$$$$$$$$$$$$$$$$$R_*,$
!"#$"%&&&'()*+,-'./0%

29. G34/3*R71<%%
`21?/E:*4%417:;<%PE3%01RR%dZ74R%072Ze%R*80*3(%%
!"#$"%&&&'()*+,-'./0%

30. N'%5)/2*%>1(*8/:;%AE6RW(EW/3%%
4)&,-$2%,)%*8-$+",$-*.)3/2/8;%134%]7P*R(;2*%2%)?*="60*,2$
A(*12%()*%6*3*g(R%/P%13/()*:%.1(*8/:;%
5)'$I*$+",A)%$&''"()7"'$$3)'$I*$%=*$+",A.6)$$
!),0$%"$3=)'8*$=)I&%2$&'$%=*$mA)221$$'**02$%"$8,"#$6*_E,&8=%$$
_S10D2*R<%
! /,*)?+)2%$0,&'?2$dA*)6$,*D6)3*A*'%2g$
! QD",%2$'.%,&7"'$
! !*)6%=-$2')3?2$
!"#$"%&&&'()*+,-'./0%

31. ID%134%VHn%A(*12R%P:/0%Y:*1ZP1R(%>*:*12%
$ $p@=*$8""0'*22$"+$%#"$#=*)%$I&2?2$L$A&6?q$
O/E$Q%*)62$+,"A$0)&,-$%""^$
!"#$"%&&&'()*+,-'./0%

32. A5G-p_T]U=9<%,72Z%R(*12R%P:/0%_3*:8;%9:73ZR%
!"#$"%&&&'()*+,-'./0%

33. TIAAGU<%>)E4/%a%R(*12R%P:/0%P:E7(%^E7.*%%
!"#$"%&&&'()*+,-'./0%

34. M'%`E3.W/312%`//4R%,1Z*/?*:%%
4)&,-$&'$Z)%*,$>)22$>),?*%2$
GP(2"$627%&'(6*./0*R%()*(/0-&8-$8(;/E:%6:134%0ER(%P/22/&'%
RI".%$)00&'8$6*q*:%?12E*%%=,".8=E$
P$)00&7"')6$I*'*l%$&'$A),?*%2$#=*,*$pA",*$&2$A",*q$
P $K''"()7(*$D1.Z18738$%"$I,&'8$%=*$I*'*l%$A",*$)DD,"D,&)%*6-$
P $K''"()7(*%_4E.1W/3%%"$*MD6)&'$%=*$I*'*l%$I*X*,$
5)1(%4/*R%7(%0*13%P/:%417:;<%
@=*$3=)66*'8*$&2$%"$3,*)%*$/*X*,$Y)6.*$!$&%$&2$=),0$%"$=)(*$)$2.2%)&')I6*$)0()'%)8*$#&%=$%=&2$2%,)%*8-$$
&%$A"2%$"_*'$6*)02$%"$)'$p&'8,*0&*'%$#),q$
>)'-$3"'2.A*,2$,*r*3%$)00&'8$23&*'3*$%"$>&6?$$:)7&+,!7)+756+)+,!)4#*)+,&%)+,!)640!%$6+$$2"$+",7l3)7"'$
A.2%$,*2D"'0$%"%2/.12%'**02$)'0$.'0*,2%)'0&'8G$
!"#$"%&&&'()*+,-'./0%

35. 9*27?*:738%V/24%A(1341:4%,72Z%(/%_?*:;/3*%
K''"()7"'$)%$*(*,-$2%*D$"+$%=*$2.DD6-$3=)&'^$&%2$'"%$r.2%$#=)%12$&'$&%$
=78*:71<% G3471<%
/,)'0&'8$L$(*'0&'8$
4,-C$L$0)&6-$ 6""2*PA&6?$&'$K'0&)$
D",7"'PD)3?$
9*?*2/D*4%01:Z*(R<%
Q&AD6*$=.8*$I"X6*$$
)'0$%),8*%P2D*3&l3$
!"#$"%&&&'()*+,-'./0%

36. G3%RE001:;<%
B&(*$K''"()7"'$Q%,)%*8&*2$#&%=$(),-&'8$K''"()7"'$a."7*'%2$L$>),?*%$0&2,.D7"'$)I&6&%-E$$
G33/?1W/3%A(:1(*8;% T*2*?13.*%
$'%=*&%.1(*8/:;%.:*1W/3% 4KBBK5jZ@E$$$$$$$$$$$$$$$$$$$$@*3='"6"8-$H$Z&+*2%-6*$"'6-$
"'%=*&%R*80*3(%73%.1(*8/:;%% VRQKVWE$$$$$$$$$$$$$$$$$$$$$$$$$$R66$*M3*D%$Z)%*$>)22$
N'%>1(*8/:;%RE6RW(EW/3%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
>k$BRYhjWK@VE$$$$$$$$$$$@*3='"6"8-$H$Z&+*2%-6*$
L'%]*?*:18738%+744*3%
VRQKVQ@E$$$$$$$$$$$$$$$$$$$$$$$$R3,"22$)66$2%)?*="60*,2$
=E(:7W/312%URR*(R%
M'%-)*%PE3.W/312%P//4R%% !RW4$@h$QjQ@RKO$
01Z*@/?*:%% 4KBBVWO@KR@KhOE$$$$$$$$Z)%*$>)22$>),?*%$
!"#$"%&&&'()*+,-'./0%

37. -)*%TE2*R%P/:%1%RE..*RRPE2%733/?1W/3%73%417:;%
<G $$W*A*AI*,$%=*$_RR*3.*%/P%,72Z%
%%$&%$&2$)6,*)0-$+.66$"+$')%.,*12$8""0'*22$$
:G$$j'0*,2%)'0$%=*$3"'2.A*,12$.)138738%*SD*.(1W/3R%+,"A$0)&,-$
$P$$*8$;%!72($)2$)$I*'*l%C$<7#+!0%$)2$)'$&'8,*0&*'%C)=#5$>5!)&'$I,)'0&'8$
sG$$5=""2*$%=*$&''"()7"'$2%,)%*8&*2$:*2*?13(%(/%;/E:%6:134%P$hOZk$
:%)65""&7(?)$
@!+)+#)A%#*)7"#$)4#%65"!7)&%3)0%%#9&+!)1#7)9:;1(
B#7$.4&$#%)0%)/&7$45'&7)4&%)-!)&)!$+)%/%"&(0"".)
#7)&)<.#&0(%&/0$#,+&0C)
!"#$"%&&&'()*+,-'./0%

38. `734%/E(%0/:*%/3%=*+*,0>)",?<."'(
!"#$"%&&&'()*+,-'./0%

39. -)13Z%;/E%
@@@>=*+9A=>)",?<."')
O*)6$5)()6&*,PQA&%=$
4&,*3%",$"+$5"'2.67'8$
9:;<:$!*)6%=-$>),?*7'8$@*)A$
B",$A",*$&'+",A)7"'C$D6*)2*$3"'%)3%$O*)6F%=*=A%G3"A$$$