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No more unsatisfying unauthentic, or time-consuming meal prep

*) ta st e wi th b re ed !

sab or co m ra รงa!*

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Time it’s the biggest luxury we get. It’s always short because we are all…

b

u s

y 2


BRAND’S STATEMENT A smartest way to address a healthier live without sacrificing taste or convenience

5th Range

so good, so tasty so quick, so healthy!

Non GMO’s | Non Conservatives | Made from selected premium meat Up to 30 days on refrigerator; Ready to cook (10’) Suitable to freezer 3


WHY? DID YOU KNOW‌

74%

68%

buy once a month

adopters/considerers

ready meals

natural ingredients

i

Sales of time-saving food grew by 27% in Portugal in 2016

1.372k | 2.744k

portuguese households

(biggest growth in FMCG)

3.027k

Have you met the new consumer - 2017.04

34%

portuguese households

Healthy food is no longer an option, it’s a priority!

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FOR WHO?

exp 2,3m con erience v quaenienc lity e • Age: [37-51] • Carreer peak • “HAVE” • With children (1,5) • Growth economy • 1,7 buying acts/week • €39/food buying act

1,7m

• Age: [22-36] • Early career • “GOOD DEAL” • Living with friends • Sharing economy • 2 buying acts/week • €21/food buying act

2,1m

• Age: [52-70] • Elderly • “HEALTHIER” • With grandchildren • Support family economy • 3,2 buying acts/week • €17/food buying act

1,7m

• Age: [25-55] • Actives • “ENJOY” • Couple • Hedonist economy • 5 days/stay • €55/day (food&beverages)

High and upper middle class, time strapped, foodies

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STORYTELLING

karn is about those who like to enjoy moments of conviviality, extraordinary food honest and authentic-, with fast pace of life, emanating a sophisticated feeling and a healthy, sustainable and harmonious lifestyle, and adopt an elegant, informed, responsible attitude, with strong enthusiasm, energy and a sense of urbanity before life.

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WHICH REAL PROBLEMS SOLVE?

TIME-SAVING

AUTHENTIC

for time-strapped consumers.

only “free-from” ingredients and premium meat (DOP)

WASTE-LESS

packaged in individual SKUs refrigereted&frozen

TASTY and not-guilty pleasure meal! 7


BUSINESS OVERVIEW Local grocery stores ‣ Supermarkets ‣ Companie canteens ‣ E-Commerce ‣ Affiliate digital program ‣

‣ Pre-confectioned refrigerated food ‣ Individual package (~180grs.) ‣ Premium differentiated meat (DOP) ‣ Suitable to freeze ‣ Address meat lovers (90% pop.) (Meat represents ~25% of food shopping basket) ‣ Price points: [6,99€; 12,99€] ‣ Gross margin above 35% (production and logistics in outsourcing) ‣ Revenue share in digital platforms

PRO

REVE

DUC

NUE

T

C

NE HAN

ISSU

LS

ES Production quality control ‣ Chef’s know how ‣ Scalable production DOP meat ‣ Meat less diet ‣ Logistics ‣

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GO2MARKET STRATEGY-GO ALONE

2018

DM

2020

2019

STAND

2022

2021

START

SCALE

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(+16% [Euromonitor UE])

NATURALITY

PLAYERS

by Pedro Vivo

CONVENIENCE +24% [Continente]

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MENTAL MAP

fresh

easy

trustable

urban

sustainable

authentic

farm-to-fork

heritage

#eatwithoutguilt 11


B2C DISTRIBUTION

B&M - PROXIMITY&SUPERMARKETS

DIGITAL unlocking growth in food category

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B2B DISTRIBUTION

UNBOX YOUR FOOD COST 13


INDUSTRY M&A

From efficiency to innovation: As the number of products on grocery store shelves increases, the size of their large corporate owners is growing, too. The reasons for M&A in the food and beverage space have changed, but the activity on the whole has not. M&A in the industry, as well as company and investor motivations tend to be cyclical, depending strongly on world events and larger market activity. The maine reasons are:

Merging for efficiency; Expanding into new categories; Outsourcing R&D 14


A HISTÓRIA “READY MEALS”

USA

1950

UK M&S

1979 PT

PT KARN

PT

CONTINENTE

CONTINENTE

1995

2012

2018 15

KARN_Sabor com Raça_Smart Presentation  
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