You re invited. to Spark our imagination. Save the Date. Wednesday, July 27, 2016 Nestlé Purina PetCare Headquarters St. Louis, MO. purinaspark.

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1 1 Checkerboard Square St. Louis, MO You re invited to Spark our imagination Save the Date Wednesday, July 27, 2016 Nestlé Purina PetCare Headquarters St. Louis, MO purinaspark.com

2 Humans have a seemingly innate desire to belong, and food preferences have always been one way to do that, says NYU professor and researcher Marion Nestle (no relation). 44% of adults say that food restrictions, food allergies or avoidance of certain ingredients dictate what they eat (Packaged Facts 2014). Following a specific style of eating has expanded to include lifestyle changes as well and lead to belief in food philosophies and/or joining Food Tribes. More than just diets, Food Tribes are about wellness and energy and being happy.

3 July 27, 2016 What is Spark? A product innovation event, in a super-simplified trade-show format, that provides you a unique opportunity to connect with a cross-section of key Purina marketing, technical and research associates. 3

4 Why you? Your experience and expertise has piqued our interest and prompted us to wonder: Is what you re doing something that can help make what we re doing even better? Spark is your chance to engage and find out. 4

5 Why now? The pet care segment is more competitive than ever. To continue to be a leader in improving the lives of pets, we ve embraced open innovation and, in turn, are opening our doors to you through efforts like Spark. 5

6 What is our challenge to you? There are a growing number of food philosophies that are becoming more popular today. Vegan, Paleo, Slow Food, Gluten-Free, Vegetarian, Mediterranean Diet, Organic, Flexitarian, Pescatarian and Raw are examples of some philosophies that you may be familiar with but there are others as well. These groups share identities based on a specific set of common values and beliefs that shape their food and lifestyle choices. People s personal food philosophies often influence how they feed their pets. For example, some people who follow a gluten-free diet have translated that philosophy into feeding their pets a grain-free diet. Our challenge to you? TAKE INSPIRATION FROM HUMAN FOOD PHILOSOPHIES AND DIETS AND BRING THEM TO LIFE FOR THE PETS WE LOVE Your response to this challenge needs to show a clear link to a food philosophy. While working on a solution to the challenge, consider why and how your solution would be part of a Food Philosophy. Please be prepared to share that link during the Spark event. PARAMETERS What this IS: A holistic solution for pet food, snacks, drinks and/or supplements that links to a guiding philosophy to tie the solution(s) together An edible product(s) - but not necessarily nutritionally complete & balanced Does not need to fit in a can, bag or any other existing packaging format - on the contrary, delight us with a new way to think about the packaging An opportunity for new business models to bring pet food philosophies to life for pet owners Physical prototype(s) - if your prototype(s) meets the challenge and peaks consumers interest, we will work with you to make it perfect Focus Here Not Here Food Philosophy Paleo Vegetarian Gluten Free Etc. What this IS NOT: A literal translation of food tribes into pet (i.e. Paleo or vegetarian for pets) A different flavor, shape, or size of an existing pet product m A replacement of 1-2 ingredients of an existing pet product A different packaging format/option for an existing pet product Different graphics/communications of existing pet products 6

7 What should I bring? Tangible, new-to-the-world or our-category product examples/prototypes for pets that link to food philosophies, as described in the Challenge. 7

8 A little about Pet Nutrition... DOGS Dogs can adapt to a wide-range of ingredients used to make up their diet, and are not dependent on animal-based protein. The level of protein dogs require in their diet is lower than cats. Dogs have adapted through years of domestication, which helps them to better digest carbohydrates and starches. Dogs are able to effectively digest and utilize a variety of food ingredients, including vegetables and grains, and can consume a significant proportion of these in their diet. CATS Cats are obligate carnivores and thus have certain dietary needs that dogs don t have. The level of protein cats require is significantly higher than dogs, and there are nutrients found only in animal-based proteins that cats need in their diet. Cats require high levels of taurine in their diet, an amino acid found in animal tissues. In cats, this amino acid is essential for cardiovascular function and development and function of skeletal muscle, the retina and the central nervous system. Although a portion of the dietary protein cats need can be provided from plant-based proteins, these cannot be used exclusively as they don t provide certain amino acids that are vital for a cat s body to function. 8

9 Welcome Tuesday, July 26, Nestlé Purina PetCare Headquarters Campus Tours 4:00 5:30 p.m. Your opportunity to learn more about Nestlé Purina PetCare Company. Reception 5:30 7:30 p.m. Your chance to meet some of us and your fellow attendees. Main Event Wednesday, July 27, 9 a.m. Noon Nestlé Purina PetCare Headquarters Showcase your product solutions to our innovation challenge to hundreds of Nestlé Purina associates touring the exhibit area. Purina Event Center Tour Wednesday, July 27, 1:30 4:30 p.m. Purina Event Center at Purina Farms Visit and experience our industry-leading Purina Event Center. Transportation provided. more details on following pages 9

10 What next? We are excited about what your participation could add to Spark. If you share our excitement, please sign and return the enclosed indication of interest/ non-confidentiality agreement to us by April 29, 2016, using the pre-paid envelope. Or go to purinaspark.com to access the agreement.* 10 *Participation in Spark is limited. We will confirm your participation, and more details on the schedule and logistics of the event will be provided, after we receive your signed indication of interest/ non-confidentiality agreement.

11 Hotel Accommodations Participants are responsible for their own accommodations/reservations. A list of hotel options will be provided. Display Space Participant display areas include a 4-foot, skirted table with 2 chairs. Tabletop easels are allowed, as are business cards. But please leave display backdrops and promotional items back at the office. Product Prototypes Make sure you have prototypes of each solution you re providing to the challenge that you can leave behind after the event. Questions? Go to purinaspark.com. Or contact Geri Basinski at or geralyn.basinski@purina.nestle.com purinaspark.com 11

12 July 27, 2016