SKU Rationalization Research STRATEGY ANALYTICS VARIETY FLAVORS SKU

SKU Rationalization Research STRATEGY ANALYTICS VARIETY FLAVORS SKU RATIONALIZATION 2016 1 1

Table of Contents CONTENT PAGE # Background & Methodology 3 Research Methodology and Stimuli 4 -6 Executive Summary 7 -9 Detailed Findings Prioritization 10 Product Diagnostics 16 Cluster Analysis 24 Turf Analysis 33 Appendix 39 VARIETY FLAVORS SKU RATIONALIZATION 2016 2 2

Background and Objectives The Rice-a-Roni brand is well-established in the market and offers a wide variety of side dishes that have been positively accepted by consumers. Similar to other Pepsi. Co brands, the line of Rice-a-Roni products and flavors has expanded substantially. Given the large number of offerings, Pepsi. Co is looking to rationalize the product offerings and to identify a consumerdriven portfolio strategy for both current and potential future product offerings. VARIETY FLAVORS SKU RATIONALIZATION 2016 3 3

Research Methodology Approach Key Areas Explored • 20 minute online survey with qualified respondents, using Strategy Analytics • Fieldwork was conducted in Oct 2016 • A Max. Diff choice exercise was included to prioritize features • Product concept reaction • Consumption Behaviour • Prioritization of Product/ Offering • Brand Alignment • Classification of Products • Demographics Sample • n=3092 • Market- US VARIETY FLAVORS SKU RATIONALIZATION 2016 Target Respondents • Male: Female: 50% • Ages 18 -64 years • Non-rejecters of the category 4 4

37 Product options were Prioritized 1 Angel Hair Pasta with Herbs 2 Angel Hair Primavera Pasta 3 BBQ Mac & Cheese 4 Beef Rice 5 Butter & Garlic Pasta 6 Butter & Herb Italiano Pasta 7 Cheddar Broccoli Rice 8 Cheesy Pizzeria Pasta 9 Chicken & Broccoli Rice 10 Chicken & Garlic Rice 11 Chicken & Mushroom Rice 12 Chicken Pasta 13 Chicken Rice 14 Chicken Teriyaki Rice 15 Chili Mac & Cheese 16 Cilantro Lime Rice 17 Country Cheddar Rice 18 Creamy Four Cheese Rice 19 Fettuccine Alfredo 20 Four Cheese Corkscrew Pasta 21 Garlic & Olive Oil Vermicelli 22 Garlic Alfredo Pasta 23 Herb & Butter Rice 24 Long Grain & Wild Rice 25 Mexican Style Rice 26 Parmesan Cheese Pasta 27 Red Beans & Rice 28 Rice Pilaf 29 Rustic Long Grain & Wild Rice 30 Rustic Olive Oil & Italian Herb Pasta 31 Rustic Parmesan & Romano Cheese Rice 32 Shells & White Cheddar Pasta 33 Sour Cream & Chives Pasta 34 Spanish Rice 35 Stir Fry Rice 36 Tomato Parmesan Pasta 37 White Cheddar & Broccoli Pasta VARIETY FLAVORS SKU RATIONALIZATION 2016 5 5

Brand Positioning Statement Brings you delicious meals that please the entire family. Easy to prepare, flavored rice and pasta dishes that you can always rely on. Note: no images were shown to respondents VARIETY FLAVORS SKU RATIONALIZATION 2016 6 6

Executive summary

Summary of Findings: Flavor Preferences and Brand Fit Flavor Preferences Brand Fit • Text • Text VARIETY FLAVORS SKU RATIONALIZATION 2016 8 8

Summary of Findings: Clusters and Reach Clusters Reach • Text • Text VARIETY FLAVORS SKU RATIONALIZATION 2016 9 9

Prioritization

Quantitative Methodology: Max. Diff Exercise A choice exercise called Max. Diff was conducted in this research to understand true consumer prioritization of Products Easy-to-prepare rice and pasta side dishes that offer a variety of flavor options the whole family will enjoy. BENEFITS • • • THE OUTPUT Strong discrimination power • It is a simple task for the respondent Allows testing a large number of items Eliminates scaling bias Allows for diversity of sample Provides ratio data and a measure of magnitude The standard output of Max. Diff analysis is a probability of choice of each of the items tested based on rescaled utilities • The output is referred to as a probability of choice which gives an indication of its likelihood relative to other products Most Interested Example When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? Least Interested Fettuccine Alfredo Garlic & Olive Oil Vermicelli Parmesan Cheese Pasta Rustic Long Grain & Wild Rice VARIETY FLAVORS SKU RATIONALIZATION 2016 11 11

Insights Product Rankings (Top 19 Products) Consumer Priority Score - Overall 61 Fettuccine Alfredo 60 Shells & White Cheddar Pasta 59 Chicken & Garlic Rice 59 Chicken & Broccoli Rice 58 Garlic Alfredo Pasta 57 Parmesan Cheese Pasta 56 White Cheddar & Broccoli Pasta 54 Chicken Teriyaki Rice 53 Four Cheese Corkscrew Pasta 53 Creamy Four Cheese Rice 52 Cheddar Broccoli Rice 52 Stir Fry Rice 50 Butter & Garlic Pasta 50 Chicken Pasta 49 Chicken Rice 49 Angel Hair Pasta with Herbs 48 Butter & Herb Italiano Pasta 47 Rustic Parmesan & Romano Cheese Rice 45 Angel Hair Primavera Pasta Likely to Buy Might Buy 1 2 4 3 5 6 7 8 9 10 11 12 14 13 15 17 18 16 19 1 4 2 5 3 7 11 8 15 17 16 6 9 12 14 10 13 23 19 Consumers of… Rice 1 2 4 3 5 6 7 8 10 9 11 12 13 14 15 16 18 17 19 Pasta 1 2 4 5 3 6 7 10 8 9 11 12 13 15 18 14 16 17 19 Couscous 1 3 4 10 2 6 11 7 9 13 16 12 17 25 23 14 15 8 18 Quinoa 8 1 7 9 3 6 10 5 13 16 17 11 18 28 29 12 14 4 15 Likely to Buy: Respondents who are Very/Extremely likely to buy the product, Might Buy: Respondents who are Not very/ Somewhat likely to buy product, Product Consumption : Respondents who have personally eaten Rice/ Pasta/ Couscous/ Quinoa in past month Denotes a higher ranking from Base: Overall=3092, Likely to Buy=2517, Might Buy=575, Product Consumption : Rice=2789, Pasta=2841, Couscous=690, Quinoa=839 others in the group by a I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? difference of 4 or more VARIETY FLAVORS SKU RATIONALIZATION 2016 12 12

Insights Product Rankings (Bottom 18 Products) Consumer Priority Score - Overall 43 Chicken & Mushroom Rice 42 Rustic Olive Oil & Italian Herb Pasta 42 Mexican Style Rice Country Cheddar Rice 41 Herb & Butter Rice 39 Red Beans & Rice 38 Spanish Rice 38 Cheesy Pizzeria Pasta 37 Garlic & Olive Oil Vermicelli 36 Long Grain & Wild Rice 34 Chili Mac & Cheese 32 Rustic Long Grain & Wild Rice 32 Sour Cream & Chives Pasta 31 Tomato Parmesan Pasta 30 Rice Pilaf 29 Beef Rice 29 Cilantro Lime Rice 25 BBQ Mac & Cheese 25 Likely to Buy Might Buy 20 22 23 21 25 26 27 24 28 30 29 32 31 33 35 34 37 36 24 20 18 28 21 25 22 30 26 27 32 29 36 33 31 34 35 37 Consumers of… Rice 20 21 22 23 24 26 25 28 27 29 31 30 32 34 33 35 36 37 Pasta 20 21 23 22 24 26 25 28 27 29 30 31 32 33 34 35 36 37 Couscous 19 5 21 29 28 22 26 34 20 24 35 27 32 31 33 37 30 36 Quinoa 21 2 20 31 27 24 25 34 19 23 35 22 32 30 33 37 26 36 Likely to Buy: Respondents who are Very/Extremely likely to buy the product, Might Buy: Respondents who are Not very/ Somewhat likely to buy product, Product Consumption : Respondents who have personally eaten Rice/ Pasta/ Couscous/ Quinoa in past month Denotes a higher ranking from Base: Overall=3092, Likely to Buy=2517, Might Buy=575, Product Consumption : Rice=2789, Pasta=2841, Couscous=690, Quinoa=839 others in the group by a I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? difference of 4 or more VARIETY FLAVORS SKU RATIONALIZATION 2016 13 13

Insights Product Rankings (Top 19 Products) Consumer Priority Score - Overall Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta 61 60 59 59 58 57 56 54 53 53 52 52 50 50 49 49 48 47 45 Brands Purchased Rice-a- Not Rice-a Not Pasta Roni -Roni 2 1 1 1 3 2 2 3 4 4 7 2 1 6 3 4 6 3 6 5 7 5 4 6 5 7 5 8 9 9 10 9 11 10 9 12 8 15 8 14 10 16 11 11 12 11 14 7 15 8 15 10 13 13 14 17 17 15 16 14 16 16 18 12 18 17 17 18 12 18 20 19 19 19 Rice & Not Rice & Near East Pasta 1 1 1 2 3 2 8 4 7 3 6 12 6 2 3 5 5 6 4 7 13 10 9 9 9 11 10 7 16 16 11 14 25 13 10 5 16 8 19 14 15 30 17 17 28 15 13 11 19 12 14 12 18 8 20 19 17 Diet Restrictions in household Yes No 1 3 4 2 6 7 5 9 11 12 10 8 13 16 15 14 17 18 21 1 2 3 5 4 6 7 8 9 10 11 12 14 13 15 16 17 18 19 Brand Purchased : Respondents who have purchased Near East/ Rice-a-Roni/ Pasta Roni in past month. Diet Restrictions Yes : Respondent or Someone in household is on Diet restriction, Diet Restrictions No : No one in household has diet restrictions Base: Overall=3092, Brand Purchased: Rice-a-Roni=1709, Not Rice-a-Roni=1383, Pasta Roni=1314, Not Pasta Roni=1778, Rice-a-Roni & Pasta Roni=1037, Not Rice-a-Roni & Pasta Roni=1106, Near East=393, Diet Restrictions: Yes=922, No=2170 Denotes a higher ranking from others in I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? the group by a difference of 4 or more VARIETY FLAVORS SKU RATIONALIZATION 2016 14 14

Insights Product Rankings (Bottom 18 Products) Consumer Priority Score - Overall Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 43 42 42 41 39 38 38 37 36 34 32 32 31 30 29 29 25 25 Brands Purchased Rice-a- Not Rice-a Not Pasta Roni -Roni 19 22 20 22 23 20 22 21 24 20 21 26 26 23 27 24 25 25 28 25 24 28 23 29 28 27 25 27 30 29 32 28 29 32 29 31 32 30 34 30 31 34 30 35 35 31 31 34 34 33 35 32 33 35 33 33 37 36 36 37 Rice & Not Rice & Near East Pasta 21 24 15 22 20 4 23 21 18 18 27 32 26 22 27 28 23 23 27 25 24 24 30 34 25 26 22 32 28 20 29 33 35 34 29 21 30 34 33 31 31 31 33 32 26 35 35 37 37 36 29 36 37 36 Diet Restrictions in household Yes No 22 20 19 29 25 23 24 30 27 26 31 28 34 32 33 35 36 37 20 22 23 21 24 27 25 26 28 30 29 32 31 33 35 34 37 36 Brand Purchased : Respondents who have purchased Near East/ Rice-a-Roni/ Pasta Roni in past month. Diet Restrictions Yes : Respondent or Someone in household is on Diet restriction, Diet Restrictions No : No one in household has diet restrictions Base: Overall=3092, Brand Purchased: Rice-a-Roni=1709, Not Rice-a-Roni=1383, Pasta Roni=1314, Not Pasta Roni=1778, Rice-a-Roni & Pasta Roni=1037, Not Rice-a-Roni & Pasta Roni=1106, Near East=393, Diet Restrictions: Yes=922, No=2170 Denotes a higher ranking from others in I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? the group by a difference of 4 or more VARIETY FLAVORS SKU RATIONALIZATION 2016 15 15

Product Diagnostic

xxxx (below average) Brand Alignment (Pasta Roni) (above average) Pasta Only Products Alignment with Pasta Roni Butter & Herb Italiano Pasta Angel Hair Pasta with Herbs Butter & Garlic Pasta Chicken Pasta Sour Cream & Chives Pasta Angel Hair Primavera Pasta Tomato Parmesan Pasta Cheesy Pizzeria Pasta Stronger Alignment Garlic Alfredo Pasta Parmesan Cheese Pasta Fettuccine Alfredo Four Cheese Corkscrew Pasta White Cheddar & Broccoli Pasta Shells & White Cheddar Pasta Rustic Olive Oil & Italian Herb Pasta Garlic & Olive Oil Vermicelli Fit with Brand Positioning Above Average Below Average Chili Mac & Cheese BBQ Mac & Cheese Weaker Alignment (below average) CPS Prioritization Base: I 1 X-axis=3092, I 2 Y-axis=822 - 849 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 CPS: 25 to 61 Near East Alignment : 32% to 64% Origin Coordinates: (46, 55%) 17 17

xxxx (below average) Brand Alignment (Pasta Roni) (above average) Rice Only Products Alignment with Rice-a-Roni Chicken Rice Beef Rice Stronger Alignment Herb & Butter Rice Chicken & Broccoli Rice Spanish Rice Pilaf Cheddar Broccoli Rice Chicken & Mushroom Rice Stir Fry Rice Country Cheddar Rice Long Grain & Wild Rice Mexican Style Rice Chicken & Garlic Rice Chicken Teriyaki Rice Creamy Four Cheese Rice Rustic Long Grain & Wild Rice Rustic Parmesan & Romano Cheese Rice Cilantro Lime Rice Fit with Brand Positioning Above Average Below Average Red Beans & Rice Weaker Alignment (below average) CPS Prioritization Base: I 1 X-axis=3092, I 2 Y-axis=827 - 848 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 (above average) CPS: 25 to 59 Near East Alignment : 41% to 67% Origin Coordinates: (43, 60%) 18 18

xxxx (below average) Brand Alignment (Pasta Roni) (above average) All Products Alignment with Rice-a-Roni & Pasta Roni Beef Rice Cilantro Lime Rice Chicken & Cheddar Broccoli Rice Fettuccine Butter & Garlic Alfredo Pasta Chicken & Mushroom Rice Pilaf Alfredo Garlic Pasta Chicken Spanish Rice Angel Hair Pasta Country Cheddar Rice Teriyaki Rice Chicken & Garlic Rice Stir Fry Rice with Herbs Parmesan Stronger Alignment Sour Cream & Chives Pasta Long Grain & Wild Rice Chicken Pasta Cheese Pasta Mexican Style Rice White Cheddar Four Cheese Angel Hair Primavera Pasta Rustic Long Grain & Wild Rice Creamy Four Corkscrew Pasta Broccoli Pasta Shells & White Cheddar Pasta Cheese Rice Cheesy Pizzeria Pasta Tomato Parmesan Pasta Rustic Olive Oil & Italian Herb Pasta Rustic Parmesan & Romano Cheese Rice Herb & Butter Rice Butter & Herb Italiano Pasta Garlic & Olive Oil Vermicelli Red Beans & Rice Chili Mac & Cheese Fit with Brand Positioning Above Average Below Average BBQ Mac & Cheese Weaker Alignment (below average) CPS Prioritization Base: I 1 X-axis=3092, I 2 Y-axis=822 - 849 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 (above average) CPS: 25 to 61 Near East Alignment : 32% to 67% Origin Coordinates: (44, 58%) 19 19

Insights Fit with Brand Positioning and Brand Alignment – Top 19 products Consumer Priority Score Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta 61 60 59 59 58 57 56 54 53 53 52 52 50 50 49 49 48 47 45 Difference from Average Across All Products (Rice a Roni) Difference from Average Across All Products (Pasta Roni) -19% -24% 25% 18% 22% 24% Brand Positioning Difference from Average Across All Products 7% 7% 5% 6% 7% 6% 5% 4% 4% 3% 5% 6% 9% 2% -16% -11% -19% -20% -17% 26% 25% 20% -17% 18% 22% 21% -10% -11% -19% -24% 20% -16% 24% 20% 26% -15% -22% -15% 26% 12% -23% Average Association across all products is 41% 20% Average Association across all products is 38% -2% -1% Average Brand Fit across all products is 70% Base: Those responding to products = 822 – 849 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) I 3. If a brand were to make the following statement about its products, how well do you think INSERT SAME PRODUCT OPTION AS I 2 (ALL CAPITALS AND UNDERLINED) fits with the statement about the brand? VARIETY FLAVORS SKU RATIONALIZATION 2016 20 20

Insights Fit with Brand Positioning and Brand Alignment – Bottom 18 products Consumer Priority Score Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 43 42 42 41 39 38 38 37 36 34 32 32 31 30 29 29 25 25 Difference from Average Across All Products (Rice a Roni) Difference from Average Across All Products (Pasta Roni) -15% 22% 16% -18% -20% -17% -13% -23% -18% 20% 25% 1% 23% -27% 15% 5% -19% -18% -20% -5% 21% 25% 8% -27% Average Association across all products is 41% 1% -12% -3% 2% 20% 17% -19% -22% 1% 1% -3% -20% -1% -22% 18% -4% -1% 14% 6% -21% -9% Brand Positioning Difference from Average Across All Products Average Association across all products is 38% -10% -6% -7% -2% -3% -14% -16% Average Brand Fit across all products is 70% Base: Those responding to products = 822 – 849 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) I 3. If a brand were to make the following statement about its products, how well do you think INSERT SAME PRODUCT OPTION AS I 2 (ALL CAPITALS AND UNDERLINED) fits with the statement about the brand? VARIETY FLAVORS SKU RATIONALIZATION 2016 21 21

Insights Fit with Brand Positioning and Brand Alignment – Top 19 products Consumer Priority Score Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta 61 60 59 59 58 57 56 54 53 53 52 52 50 50 49 49 48 47 45 Difference from Average Across All Products (Rice a Roni & Pasta Roni) Brand Positioning Difference from Average Across All Products 5% 7% 7% 5% 6% 7% 6% 5% 4% Average Brand 4% Fit across all 3% products is 70% 4% 3% 5% 6% 9% 2% -2% 5% 7% 6% 5% 3% Average Association across all 1% products is 58% 5% 4% 5% 9% 5% 6% -4% 1% Pasta Roni Positive Variance Pasta Roni Negative Variance -2% -1% Rice-a-Roni Positive Variance Rice-a-Roni Negative Variance Base: Those responding to products = 822 – 849 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) I 3. If a brand were to make the following statement about its products, how well do you think INSERT SAME PRODUCT OPTION AS I 2 (ALL CAPITALS AND UNDERLINED) fits with the statement about the brand? VARIETY FLAVORS SKU RATIONALIZATION 2016 22 22

Insights Fit with Brand Positioning and Brand Alignment – Bottom 18 products Consumer Priority Score Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 43 42 42 41 39 38 38 37 36 34 32 32 31 30 29 29 25 25 Difference from Average Across All Products (Rice a Roni & Pasta Roni) Brand Positioning Difference from Average Across All Products -4% 5% 1% 1% -4% 1% -1% 3% 5% 8% -3% -16% 1% 6% Average Association across all products is 58% -6% -14% 1% -21% -12% -3% 2% -10% -6% -7% -2% -3% 4% 8% -14% -16% -9% -25% Pasta Roni Positive Variance Average Brand Fit across all products is 70% Pasta Roni Negative Variance Rice-a-Roni Positive Variance Rice-a-Roni Negative Variance Base: Those responding to products = 822 – 849 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) I 3. If a brand were to make the following statement about its products, how well do you think INSERT SAME PRODUCT OPTION AS I 2 (ALL CAPITALS AND UNDERLINED) fits with the statement about the brand? VARIETY FLAVORS SKU RATIONALIZATION 2016 23 23

Cluster Analysis Cluster 1 Cluster 4 Cluster 2 Cluster 3

Insights Latent Class Mixture Modeling was used (based on the output of the Max. Diff data), to uncover bundles of product SKUs that are prioritized by the same groups of consumers. CLUSTER-MAXDIFF ANALYSIS leverages the benefits of Max. Diff to find a statistically strong and highly differentiated clustering solution. • Practical, actionable and distinct groups are identified • Can be applied to a wide variety of types of stimuli (products, benefits, core needs, attitudes, features, etc. ) Cluster 1 Cluster 4 Cluster 2 • Provides insights into creating consumer-driven platforms, product positioning, innovation, new product development, and targeting marketing efforts Cluster 3 Base: Overall 3092 VARIETY FLAVORS SKU RATIONALIZATION 2016 25 25

Cluster Description Cluster Product Details • • • • • BBQ Mac & Cheese Cheddar Broccoli Rice Cheesy Pizzeria Pasta Chili Mac & Cheese Country Cheddar Rice Creamy Four Cheese Rice Four Cheese Corkscrew Pasta Parmesan Cheese Pasta Shells & White Cheddar Pasta Sour Cream & Chives Pasta White Cheddar & Broccoli Pasta Angel Hair Pasta with Herbs Angel Hair Primavera Pasta Butter & Garlic Pasta Butter & Herb Italiano Pasta Fettuccine Alfredo Garlic Alfredo Pasta Rustic Parmesan & Romano Cheese Rice CHEESES & CREAM 30% ITALIAN BASICS 27% SIMPLE SOPHISTICATION 22% PROTEIN PACK 22% • • Cilantro Lime Rice Garlic & Olive Oil Vermicelli Herb & Butter Rice Long Grain & Wild Rice Pilaf Rustic Long Grain & Wild Rice Rustic Olive Oil & Italian Herb Pasta Tomato Parmesan Pasta • • • Beef Rice Chicken & Broccoli Rice Chicken & Garlic Rice Chicken & Mushroom Rice Chicken Pasta Chicken Rice Chicken Teriyaki Rice Mexican Style Rice Red Beans & Rice Spanish Rice Stir Fry Rice Base: Overall=3092 VARIETY FLAVORS SKU RATIONALIZATION 2016 26 26

Cluster Description Cluster Product Details CHEESES & CREAM 30% ITALIAN BASICS 27% SIMPLE SOPHISTICATION 22% PROTEIN PACK 22% Base: Overall=3092 VARIETY FLAVORS SKU RATIONALIZATION 2016 27 27

Insights SIMPLE SOPHISTICATION Personally Eaten Brand Purchased Key Products Attitudes Gender Average Income • • • • • • Nuts-76% Oats-63% Seeds-48% Quinoa-39% Couscous-30% Barley-24% Taboule-11% Goya-33% Ancient Harvest-19% Near East-18% Seeds of Change-12% Rustic Olive Oil & Italian Herb Pasta-79% Garlic & Olive Oil Vermicelli-73% Angel Hair Pasta with Herbs-71% CLUSTER PROTEIN PACK • Grits-35% ITALIAN BASICS • Pasta-95% • Uncle Ben’s-56% • Goya-32% • Kraft Macaroni & Cheese- • 65% • • Betty Crocker-50% • • • Chicken Rice-85% • Shells & White Cheddar • • Chicken & Broccoli Rice. Pasta-83% • 80% • Garlic Alfredo Pasta-83% • Chicken Teriyaki Rice-79% • Parmesan Cheese Pasta- • 82% I enjoy trying new foods-82% • I enjoy eating ethnic foods- • I wish it were easier to find I enjoy eating ethnic foods-76% 68% affordable healthy food I wish it were easier to find affordable healthy food options-74% • I am a picky eater-39% options-74% I pay attention to what I eat/drink every day because I know it impacts my health-66% • I am willing to give up • I don’t always have I pay close attention to the ingredients on the label of foods that I buy-64% good taste for health enough time to cook a A food or beverage is more natural if there are fewer ingredients on the label-56% benefits-37% proper meal-58% I believe that healthy foods and beverages have only natural ingredients-53% I make almost everything from scratch-43% Prepared foods are not healthy-39% Female – 52% Female – 38% Female – 58% 41 40 40 $66 k $61 k $62 k VARIETY FLAVORS SKU RATIONALIZATION 2016 CHEESES & CREAM NA Kraft Macaroni & Cheese-71% Rice-a-Roni-59% Betty Crocker-53% Pasta Roni-47% Creamy Four Cheese Rice-84% Shells & White Cheddar Pasta 82% Four Cheese Corkscrew Pasta-82% NA Female – 51% 39 $59 k 28 28

SIMPLE SOPHISTICATION Profile At-a-Glance Personally Eaten in past month* Who prepared* Nuts 76% Oats 63% Seeds 48% Quinoa 39% Couscous 30% Barley 24% Taboule 11% Key Products Rustic Olive Oil & Italian Herb Pasta Garlic & Olive Oil Vermicelli Angel Hair Pasta with Herbs 79 73 Ate at restaurant or carryout Attitudes* Key Dietary Restriction (Myself)* Vegetarian / vegan 12% Strictly no preservatives 8% 43% Brands Purchased* Goya 33% Ancient Harvest 19% Near East 18% Demographics Female 52% Employed 69% Married or cohabitating 59% College Graduate+ 50% Avg. Annual HH Income $65. 5 K 71 Seeds of Change 12% Mean Age 40. 6 • I enjoy trying new foods - 82% • I enjoy eating ethnic foods - 76% • I wish it were easier to find affordable healthy food options 74% • I pay attention to what I eat/drink every day because I know it impacts my health - 66% • I pay close attention to the ingredients on the label of foods that I buy - 64% • A food or beverage is more natural if there are fewer ingredients on the label - 56% • I believe that healthy foods and beverages have only natural ingredients - 53% • I make almost everything from scratch - 43% • Prepared foods are not healthy -39% Base: Cluster 1=680 * Significantly Higher S 03. Please record your gender. S 04. Please indicate which of the following age ranges best describes your current age. C 1. Which of the following foods have you personally eaten in the past month? , C 2. For each of these foods, please indicate if you prepared the dish yourself, if someone else prepared it, or if you ate it while out at a restaurant. C 3. Which of the following brands of foods have you purchased in the past month? , I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? , A 1. Please indicate how much you agree or disagree with each of the following statements, A 2. Are you, or anyone in your household, on a special diet or have any dietary restrictions? D 1. What is your employment status? , D 2. What is your marital status? , D 6. What is the highest level of education you have completed? , D 7. Which of these categories best represents your total yearly household income? VARIETY FLAVORS SKU RATIONALIZATION 2016 29 29

PROTEIN PACK Profile At-a-Glance Personally Eaten in past month * Grits Key Products Brands Purchased* 35% Attitudes* Uncle Ben’s 56% Chicken Rice 85 Goya 32% Chicken & Broccoli Rice 80 Chicken Teriyaki Rice 79 Key Dietary Restriction (Myself)* Gluten free Demographics 11% Female I enjoy eating ethnic foods I am a picky eater I am willing to give up good taste for health benefits 68% 39% Diabetic diet 11% Strictly no preservatives 9% 38% Employed 66% Married or cohabitating 55% College Graduate+ 39% Avg. Annual HH Income $61. 1 K 37% Kosher diet 7% Mean Age 40. 4 Base: Cluster 2=677 * Significantly Higher S 03. Please record your gender. S 04. Please indicate which of the following age ranges best describes your current age. C 1. Which of the following foods have you personally eaten in the past month? , C 3. Which of the following brands of foods have you purchased in the past month? , I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? , A 1. Please indicate how much you agree or disagree with each of the following statements, A 2. Are you, or anyone in your household, on a special diet or have any dietary restrictions? D 1. What is your employment status? , D 2. What is your marital status? , D 6. What is the highest level of education you have completed? , D 7. Which of these categories best represents your total yearly household income? VARIETY FLAVORS SKU RATIONALIZATION 2016 30 30

ITALIAN BASICS Profile At-a-Glance Personally Eaten in past month * Pasta Brands Purchased* 95% Key Products Kraft Macaroni & Cheese 65% Shells & White Cheddar Pasta 83 Betty Crocker 50% Garlic Alfredo Pasta 83 Parmesan Cheese Pasta 82 Female Attitudes* I wish it were easier to find affordable healthy food options 74% 58% Demographics Employed 63% Married or cohabitating 62% College Graduate+ 45% I don’t always have enough time to cook a proper meal 58% Avg. Annual HH Income $61. 7 K Mean Age 39. 6 * Significantly Higher Base: Cluster 3=814 S 03. Please record your gender. S 04. Please indicate which of the following age ranges best describes your current age. . C 3. Which of the following brands of foods have you purchased in the past month? , I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? , A 1. Please indicate how much you agree or disagree with each of the following statements, D 1. What is your employment status? , D 2. What is your marital status? , D 6. What is the highest level of education you have completed? , D 7. Which of these categories best represents your total yearly household income? VARIETY FLAVORS SKU RATIONALIZATION 2016 31 31

CHEESES & CREAM Profile At-a-Glance Key Products Brands Purchased* Kraft Macaroni & Cheese 71% Rice-a-Roni 59% Betty Crocker 53% Pasta Roni 47% Female Likelihood to buy Product* Very/ Extremely likely to buy a product 84% 51% Creamy Four Cheese Rice 84 Shells & White Cheddar Pasta 82 Four Cheese Corkscrew Pasta 82 Demographics Employed 64% Married or cohabitating 59% College Graduate+ 43% Avg. Annual HH Income $59. 0 K Mean Age 38. 9 * Significantly Higher Base: Cluster 4=921 S 03. Please record your gender. S 04. Please indicate which of the following age ranges best describes your current age. S 05. How likely are you to buy a product like this? C 3. Which of the following brands of foods have you purchased in the past month? , I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? , D 1. What is your employment status? , D 2. What is your marital status? , D 6. What is the highest level of education you have completed? , D 7. Which of these categories best represents your total yearly household income? VARIETY FLAVORS SKU RATIONALIZATION 2016 32 32

Turf Analysis

TURF Methodology TURF, which stands for Total Unduplicated Reach and Frequency, is a tool for understanding the portfolio of alternatives (products) that will maximize the reach (i. e. penetration) among a set of consumers. For this project, a TURF analysis was conducted using the probabilities of choice from the Max. Diff exercise within each cluster. While there are multiple acceptable methods of conducting TURF analysis, in this case a threshold method was conducted, where a consumer is considered “reached” if their probability of choice for a SKU is above threshold. This TURF analysis was conducted only among the consumers within a specific cluster and only for the flavors within each individual cluster. VARIETY FLAVORS SKU RATIONALIZATION 2016 34 34

Cluster 1 SIMPLE SOPHISTICATION – Product Reach Rustic Olive Oil & Italian Herb Pasta Long Grain & Wild Rice Herb & Butter Rice Cilantro Lime Rice Tomato Parmesan Pasta Garlic & Olive Oil Vermicelli Rice Pilaf Rustic Long Grain & Wild Rice Reach 81. 5% 94. 1% 97. 5% 98. 8% 100. 0% Base: Cluster 1=680 TURF Analysis VARIETY FLAVORS SKU RATIONALIZATION 2016 35 35

Cluster 2 PROTEIN PACK – Product Reach Chicken Rice Chicken Teriyaki Rice Spanish Rice Chicken & Chicken Beef Rice Broccoli Mushroom Garlic Rice Pasta Rice Mexican Red Beans Style Rice & Rice Stir Fry Rice Reach 87. 7% 98. 1% 100. 0% Base: Custer 2=677 TURF Analysis VARIETY FLAVORS SKU RATIONALIZATION 2016 36 36

Cluster 3 ITALIAN BASICS – Product Reach Butter & Herb Italiano Pasta Angel Hair Pasta with Herbs Garlic Alfredo Pasta Rustic Parmesan Angel Hair & Romano Primavera Pasta Cheese Rice Butter & Garlic Pasta Fettuccine Alfredo Reach 85. 1% 97. 7% 99. 5% 100. 0% Base: Cluster 3=814 TURF Analysis VARIETY FLAVORS SKU RATIONALIZATION 2016 37 37

Cluster 4 CHEESES & CREAM – Product Reach Creamy Four Cheese Rice Four White Parmesan Cheese Cheddar & BBQ Mac Cheese Corkscrew Broccoli & Cheese Pasta Cheddar Broccoli Rice Cheesy Pizzeria Pasta Chili Mac & Cheese Country Cheddar Rice Shells & White Cheddar Pasta Sour Cream & Chives Pasta Reach 86. 6% 96. 7% 99. 4% 100. 0% Base: Cluster 4=921 TURF Analysis VARIETY FLAVORS SKU RATIONALIZATION 2016 38 38

Appendix

Sample Composition Gender Age. . . Males Females 50% . . Employment Status Employed full-time Homemaker 49% 13% 23% Child/Children 0 -5 Child/Children 13 -17 26% Average no. of members in the HH = 3 Ethnicity Highest Level of Education White or Caucasian Black or African American descent 7% Prefer not to answer 1% Prefer not to answer Retired 8% 40% Mean = 39. 8 3% 9% 57% 20% Student Employed part-time 43% Child/Children 6 -12 Self-employed 10% Marital Status 31% Spanish/Hispanic/Latino East Asian, Southeast Asian, or Pacific Islander descent Native American, American Indian, or First Nation South Asian descent (Indian Subcontinent) Other Unemployed Ages of Children in HH 74% 11% 8% 4% 1% 1% Some college or trade school 32% College graduate High school graduate 59% Si. . . Pr. . . 40% 1% Yearly Household Income Under $20, 000 14% $20, 000 to under $40, 000 22% $40, 000 to under $60, 000 21% $60, 000 to under $75, 000 20% 13% $75, 000 to under $100, 000 16% $100, 000 to under $150, 000 Post-graduate work 12% 1% 1% M. . . Some high school 3% $150, 000 and higher Don't know Prefer not to answer 11% 4% 1% 3% Average Household income: $61625 Base: Overall=3092 , Children in household=1441 S 03. Please record your gender. S 04. Please indicate which of the following age ranges best describes your current age. D 1. What is your employment status? D 2. What is your marital status? D 3. Including yourself, how many people live in your household ? D 5. What are the ages of the children in your household? D 6. What is the highest level of education you have completed? D 7. Which of these categories best represents your total yearly household income ? D 8. Which of the following best describes your ethnic background? VARIETY FLAVORS SKU RATIONALIZATION 2016 40 40

Current Product Consumption Foods Personally Eaten in Past month Prepared By I prepared this myself A friend or family member prepared this for me I ate this at a restaurant or carryout Other Pasta 92% 85% 23% 21% 1% Potatoes 91% 84% 21% 1% Rice 90% 86% 20% 21% 1% 71% Nuts 56% Oats 37% Seeds 77% 10% 14% 7% 77% 11% 79% 16% 87% Grits 30% Quinoa 27% 72% Couscous 22% Barley 18% Taboule 9% 14% 2% 11% 19% 1% 24% 17% 1% 73% 23% 19% 2% 71% 24% 17% 4% 65% 27% 3% None of these 1% Base: Those responding to products = 3092 C 1. Which of the following foods have you personally eaten in the past month? (Please select all that apply ) C 2. For each of these foods, please indicate if you prepared the dish yourself, if someone else prepared it, or if you ate it while out at a restaurant. VARIETY FLAVORS SKU RATIONALIZATION 2016 41 41

Current Brands Purchased Food Brands Purchased in Past Month 63% 55% 52% 48% 42% 40% 34% 28% 16% 13% 9% 8% 7% 6% None of these Don’t know / not sure 6% 3% Base: Those responding to products = 3092 C 3. Which of the following brands of foods have you purchased in the past month? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 42 42

Diet Restrictions in Household. . Me Someone else in household Diabetic diet 9% Diabetic diet 8% Gluten free 7% No carbohydrates 7% Vegetarian / vegan 6% Vegetarian / vegan 7% Allergy or sensitivity to wheat 6% Strictly no preservatives 6% No carbohydrates 6% Allergy or sensitivity to wheat 6% Kosher diet 5% Strictly no preservatives 5% None of these 78% None of these 79% Base: Those responding to products = 3092 A 2. Are you, or anyone in your household, on a special diet or have any dietary restrictions? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 43 43

Category Attitudes Agreement with attitudes Agree Completely Agree Somewhat Disagree Completely I enjoy trying new foods I look for meal ideas that are quick and easy I have a great deal of control over what I eat / my family eats I enjoy cooking I wish it were easier to find affordable healthy food options I enjoy eating ethnic foods I often cook food that I know my family will eat, even though it may not be my first choice I pay attention to what I eat/drink every day because I know it impacts my health I pay close attention to the ingredients on the label of foods that I buy I don’t always have enough time to cook a proper meal A food or beverage is more natural if there are fewer ingredients on the label My eating schedule is sporadic Others in my household are picky eaters I believe that healthy foods and beverages have only natural ingredients I usually plan my meals well in advance I eat out at restaurants often I make almost everything from scratch I am a picky eater I am willing to give up good taste for health benefits Prepared foods are not healthy Neither Agree nor Disagree T 2 B (Agree Completely/ 39% 37% 16% 5% 2% 29% 44% 20% 5% 1% 35% 38% 19% 5% 3% 39% 33% 17% 8% 4% 36% 35% 21% 6% 2% 31% 36% 21% 8% 4% 21% 41% 25% 9% 5% 22% 35% 24% 13% 5% 22% 35% 23% 14% 7% 18% 36% 20% 16% 11% 19% 32% 30% 12% 7% 17% 32% 24% 18% 9% 20% 29% 20% 16% 14% 17% 30% 16% 6% 16% 30% 25% 19% 10% 14% 29% 24% 22% 11% 13% 24% 25% 23% 14% 21% 20% 22% 12% 27% 25% 15% 24% 13% 10% 23% 29% Somewhat) 76% 73% 71% 66% 62% 58% 57% 54% 51% 49% 48% 46% 43% 38% 35% 34% 33% Base: Those responding to products = 3092 A 1. Please indicate how much you agree or disagree with each of the following statements (Please select one for each row) VARIETY FLAVORS SKU RATIONALIZATION 2016 44 44

Insights • Base: Fit with Pasta Roni Top 19 Products Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta Bottom 18 Products 63% 55% 22% 27% 63% 58% 21% 58% 27% 18% 62% 58% 23% 64% 26% 58% Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 23% 53% 18% 21% 24% 15% 20% 52% 44% 18% 36% 16% 58% 55% 19% 20% 17% 32% Base: Those responding to products = 822 -849 I 2. Which brands do you think could offer INSERT PRODUCT OPTION IN ALL CAPITALS AND UNDERLINED? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 45 45

Insights • Base: Fit with Rice-a-Roni Top 19 Products Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta Bottom 18 Products 21% 16% 63% 65% 22% 21% 23% 61% 17% 59% 62% 24% 25% 67% 19% 25% 53% 18% Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 63% 23% 59% 61% 66% 41% 64% 20% 32% 59% 14% 55% 21% 19% 62% 65% 49% 13% Base: Those responding to products = 822 -849 I 2. Which brands do you think could offer INSERT PRODUCT OPTION IN ALL CAPITALS AND UNDERLINED? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 46 46

Insights • Base: Fit with Brand positioning Top 19 Products Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta Bottom 18 Products 76% 74% 75% 76% 74% 73% 73% 74% 73% 75% 76% 79% 71% 68% 69% Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 66% 71% 70% 69% 74% 66% 71% 58% 66% 71% 59% 64% 63% 62% 68% 66% 55% 54% Base: Those responding to products = 3092 I 3. If a brand were to make the following statement about its products, how well do you think INSERT SAME PRODUCT OPTION AS I 2 (ALL CAPITALS AND UNDERLINED) fits with the statement about the brand? (Please select one) VARIETY FLAVORS SKU RATIONALIZATION 2016 47 47

CPS Scores Across Consumer Groups Product Idea Prioritization : Consumer Priority Scores (Top 19 Products) Overall Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta 61 60 59 59 58 57 56 54 53 53 52 52 50 50 49 49 48 47 45 Likely to Buy Might Buy 61 61 59 59 58 58 57 54 54 54 53 51 49 50 48 48 47 48 44 62 59 61 58 61 54 52 54 49 48 49 55 53 51 51 53 51 44 48 Consumers of… Rice 61 60 59 59 58 57 56 55 53 53 50 49 48 48 47 48 45 Pasta 63 61 59 58 57 54 55 54 53 52 51 49 48 50 49 48 46 Couscous 55 55 54 51 55 53 51 52 52 49 46 39 39 49 48 52 46 Quinoa 52 55 52 52 53 49 47 46 51 46 38 38 51 48 53 48 Likely to Buy: Respondents who are Very/Extremely likely to buy the product, Might Buy: Respondents who are Not very/ Somewhat likely to buy product, Product Consumption : Respondents who have personally eaten Rice/ Pasta/ Couscous/ Quinoa in past month Base: Overall=3092, Likely to Buy=2517, Might Buy=575, Product Consumption : Rice=2789, Pasta=2841, Couscous=690, Quinoa=839 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? VARIETY FLAVORS SKU RATIONALIZATION 2016 48 48

CPS Scores Across Consumer Groups Product Idea Prioritization : Consumer Priority Scores (Bottom 18) Overall Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 43 42 42 41 39 38 38 37 36 34 32 32 31 30 29 29 25 25 Likely to Buy Might Buy 43 42 40 42 37 37 36 37 35 32 33 31 32 30 29 29 25 25 42 45 48 37 44 42 44 33 41 39 30 36 25 29 32 28 27 22 Consumers of… Rice 44 43 43 41 39 39 39 35 36 34 32 32 31 29 30 29 26 24 Pasta 43 43 41 42 39 37 38 37 37 33 32 31 31 30 29 28 25 24 Couscous 45 53 45 37 38 41 39 33 45 39 31 38 34 36 33 22 37 24 Quinoa 44 54 45 35 38 41 40 31 45 43 29 43 35 36 34 21 39 25 Likely to Buy: Respondents who are Very/Extremely likely to buy the product, Might Buy: Respondents who are Not very/ Somewhat likely to buy product, Product Consumption : Respondents who have personally eaten Rice/ Pasta/ Couscous/ Quinoa in past month Base: Overall=3092, Likely to Buy=2517, Might Buy=575, Product Consumption : Rice=2789, Pasta=2841, Couscous=690, Quinoa=839 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? VARIETY FLAVORS SKU RATIONALIZATION 2016 49 49

CPS Scores Across Consumer Groups Product Rankings (Top 19 Products) Overall Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta 61 60 59 59 58 57 56 54 53 53 52 52 50 50 49 49 48 47 45 Rice Do not Prepare 61 63 59 64 59 59 60 55 58 60 56 61 56 55 54 55 52 56 53 53 53 51 53 49 50 52 48 55 48 50 48 51 48 48 48 45 45 46 Pasta Do not Prepare 63 57 62 54 59 61 58 60 60 53 58 53 57 52 53 59 55 48 55 47 53 51 51 54 51 45 49 53 47 56 50 43 49 42 49 41 46 40 Couscous Do not Prepare 55 63 53 62 53 60 50 60 55 59 50 58 51 57 54 54 51 54 49 54 46 54 51 52 46 51 37 52 38 51 48 49 48 48 51 46 45 45 Quinoa Do not Prepare 53 64 54 62 51 61 54 59 51 59 52 57 53 54 49 54 47 54 46 54 51 52 46 51 35 54 35 52 51 48 49 47 53 46 48 44 Prepare : Respondents who have prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Do not Prepare : Respondents who have not prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Base: Overall=3092, Prepare: Rice=2412 , Pasta=2414, Couscous=503, Quinoa=603, Do not Prepare : Rice=680, Pasta=678, Couscous=2589, Quinoa=2489 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? VARIETY FLAVORS SKU RATIONALIZATION 2016 50 50

CPS Scores Across Consumer Groups Product Rankings (Bottom 18 Products) Overall Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 43 42 42 41 39 38 38 37 36 34 32 32 31 30 29 29 25 25 Rice Do not Prepare 44 40 43 39 42 40 41 41 39 37 39 35 34 45 37 34 35 30 31 36 33 28 32 26 29 33 31 24 29 30 26 21 24 29 Pasta Do not Prepare 43 44 43 37 41 44 42 38 39 36 36 44 37 41 36 39 38 32 33 37 31 36 31 34 32 26 30 31 29 31 28 35 26 23 24 28 Couscous Do not Prepare 44 43 54 40 45 41 37 42 39 38 43 37 39 38 30 38 45 35 40 32 31 33 39 30 35 30 36 29 35 28 22 31 38 23 24 25 Quinoa Do not Prepare 43 43 55 39 45 41 35 43 39 38 43 37 40 37 30 38 47 34 44 31 29 33 44 29 35 30 36 29 35 28 21 31 39 22 25 25 Prepare : Respondents who have prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Do not Prepare : Respondents who have not prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Base: Overall=3092, Prepare: Rice=2412 , Pasta=2414, Couscous=503, Quinoa=603, Do not Prepare : Rice=680, Pasta=678, Couscous=2589, Quinoa=2489 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? VARIETY FLAVORS SKU RATIONALIZATION 2016 51 51

CPS Scores Across Consumer Groups Product Rankings (Top 19 Products) Overall Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta 61 60 59 59 58 57 56 54 53 53 52 52 50 50 49 49 48 47 45 Brands Purchased Rice-a- Not Rice. Roni a-Roni 60 60 60 61 56 56 58 55 54 52 47 49 49 47 45 47 44 63 61 58 56 61 58 54 53 53 50 50 52 53 51 48 51 51 47 46 Pasta Not Pasta Rice & Not Rice Near East Roni Pasta & Pasta 63 62 58 59 58 55 56 57 54 48 47 49 47 47 45 49 45 60 59 60 58 58 56 54 54 51 50 51 55 52 51 50 50 49 46 45 62 62 57 61 58 58 60 56 56 58 55 49 46 47 45 49 45 62 61 57 57 61 57 54 54 52 50 51 54 54 50 48 52 52 47 46 54 53 51 49 53 51 47 50 49 46 42 52 45 36 39 49 47 51 46 Diet Restrictions in household Yes No 57 56 55 56 54 53 54 51 49 49 51 52 48 46 47 48 46 44 43 63 62 61 60 60 59 57 56 55 55 53 52 51 51 49 49 48 48 46 Brand Purchased : Respondents who have purchased Near East/ Rice-a-Roni/ Pasta Roni in past month. Diet Restrictions Yes : Respondent or Someone in household is on Diet restriction, Diet Restrictions No : No one in household has diet restrictions Base: Overall=3092, Brand Purchased: Rice-a-Roni=1709, Not Rice-a-Roni=1383, Pasta Roni=1314, Not Pasta Roni=1778, Rice-a-Roni & Pasta Roni=1037, Not Rice-a-Roni & Pasta Roni=1106, Near East=393, Diet Restrictions: Yes=922, No=2170 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? VARIETY FLAVORS SKU RATIONALIZATION 2016 52 52

CPS Scores Across Consumer Groups Product Rankings (Bottom 18 Products) Overall Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 43 42 42 41 39 38 38 37 36 34 32 32 31 30 29 29 25 25 Brands Purchased Rice-a- Not Rice. Roni a-Roni 44 40 42 43 37 36 37 38 35 33 33 31 32 28 29 30 25 26 Pasta Not Pasta Rice & Not Rice Near East Roni Pasta & Pasta 41 45 42 38 41 40 39 35 38 35 31 33 29 32 29 28 26 23 44 40 38 43 35 35 34 39 35 29 34 28 33 31 28 28 24 27 42 43 44 39 41 41 40 35 37 37 31 35 29 30 30 30 26 23 44 40 39 45 35 34 35 39 35 30 34 28 33 30 28 27 24 27 40 46 44 39 42 41 40 34 39 37 30 34 28 32 30 27 26 22 46 53 45 35 40 43 42 32 43 44 27 43 34 35 42 24 39 25 Diet Restrictions in household Yes No 43 43 44 37 39 42 40 36 38 39 34 37 30 32 31 30 27 26 43 42 41 43 38 36 37 37 36 31 32 30 31 29 28 29 24 24 Brand Purchased : Respondents who have purchased Near East/ Rice-a-Roni/ Pasta Roni in past month. Diet Restrictions Yes : Respondent or Someone in household is on Diet restriction, Diet Restrictions No : No one in household has diet restrictions Base: Overall=3092, Brand Purchased: Rice-a-Roni=1709, Not Rice-a-Roni=1383, Pasta Roni=1314, Not Pasta Roni=1778, Rice-a-Roni & Pasta Roni=1037, Not Rice-a-Roni & Pasta Roni=1106, Near East=393, Diet Restrictions: Yes=922, No=2170 I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? VARIETY FLAVORS SKU RATIONALIZATION 2016 53 53

Product Rankings By Product Type Preparers Product Rankings (Top 19 Products) Consumer Priority Score - Overall 61 Fettuccine Alfredo 60 Shells & White Cheddar Pasta 59 Chicken & Garlic Rice 59 Chicken & Broccoli Rice 58 Garlic Alfredo Pasta 57 Parmesan Cheese Pasta 56 White Cheddar & Broccoli Pasta 54 Chicken Teriyaki Rice 53 Four Cheese Corkscrew Pasta 53 Creamy Four Cheese Rice 52 Cheddar Broccoli Rice 52 Stir Fry Rice 50 Butter & Garlic Pasta 50 Chicken Pasta 49 Chicken Rice 49 Angel Hair Pasta with Herbs 48 Butter & Herb Italiano Pasta 47 Rustic Parmesan & Romano Cheese Rice 45 Angel Hair Primavera Pasta Rice Do not Prepare 1 2 3 1 4 5 2 7 5 4 7 3 6 10 8 8 12 6 9 11 10 13 11 16 13 12 14 9 15 15 16 14 17 17 18 19 19 18 Pasta Do not Prepare 1 4 2 6 4 1 5 2 3 9 6 10 7 11 10 3 8 13 9 14 11 12 13 7 12 15 16 8 18 5 14 19 15 20 17 21 19 23 Couscous Do not Prepare 1 1 5 2 6 3 12 4 2 5 11 6 9 7 4 8 10 9 13 10 16 11 7 13 17 14 30 12 28 15 15 16 14 17 8 18 20 19 Quinoa Do not Prepare 6 1 3 2 11 3 10 4 2 5 12 6 7 7 4 8 13 9 16 10 19 11 8 13 18 15 32 12 29 14 9 16 14 17 5 18 15 19 Prepare : Respondents who have prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Do not Prepare : Respondents who have not prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Denotes a higher ranking from Base: Overall=3092, Prepare: Rice=2412, Pasta=2414, Couscous=503, Quinoa=603, Do not Prepare : Rice=680, Pasta=678, Couscous=2589, Quinoa=2489 others in the group by a I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? difference of 4 or more VARIETY FLAVORS SKU RATIONALIZATION 2016 54 54

Product Rankings By Product Type Preparers Product Rankings (Bottom 18 Products) Consumer Priority Score - Overall 43 Chicken & Mushroom Rice 42 Rustic Olive Oil & Italian Herb Pasta 42 Mexican Style Rice Country Cheddar Rice 41 Herb & Butter Rice 39 Red Beans & Rice 38 Spanish Rice 38 Cheesy Pizzeria Pasta 37 Garlic & Olive Oil Vermicelli 36 Long Grain & Wild Rice 34 Chili Mac & Cheese 32 Rustic Long Grain & Wild Rice 32 Sour Cream & Chives Pasta 31 Tomato Parmesan Pasta 30 Rice Pilaf 29 Beef Rice 29 Cilantro Lime Rice 25 BBQ Mac & Cheese 25 Rice Do not Prepare 20 22 21 24 22 23 23 21 24 25 25 28 26 27 29 20 27 29 28 32 32 26 30 34 31 35 34 30 33 36 35 31 36 37 37 33 Pasta Do not Prepare 21 17 20 26 23 16 22 25 24 29 27 18 26 22 28 24 25 32 29 27 31 28 32 31 30 36 33 33 34 34 35 30 36 37 37 35 Couscous Do not Prepare 21 20 3 23 19 22 29 21 24 24 22 27 25 26 35 25 18 28 23 30 34 29 26 32 32 33 31 34 33 35 37 31 27 37 36 36 Quinoa Do not Prepare 23 20 1 23 20 22 30 21 26 24 24 27 25 26 34 25 17 28 22 31 35 29 21 34 31 32 28 33 33 35 37 30 27 37 36 36 Prepare : Respondents who have prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Do not Prepare : Respondents who have not prepared Rice/ Pasta/ Couscous/ Quinoa themselves. Denotes a higher ranking from Base: Overall=3092, Prepare: Rice=2412, Pasta=2414, Couscous=503, Quinoa=603, Do not Prepare : Rice=680, Pasta=678, Couscous=2589, Quinoa=2489 others in the group by a I 1. When thinking about a product like this, which of the following options are you MOST INTERESTED in buying and which are you LEAST INTERESTED in buying? difference of 4 or more VARIETY FLAVORS SKU RATIONALIZATION 2016 55 55

Brand Alignment – Top 19 products Fettuccine Alfredo Shells & White Cheddar Pasta Chicken & Garlic Rice Chicken & Broccoli Rice Garlic Alfredo Pasta Parmesan Cheese Pasta White Cheddar & Broccoli Pasta Chicken Teriyaki Rice Four Cheese Corkscrew Pasta Creamy Four Cheese Rice Cheddar Broccoli Rice Stir Fry Rice Butter & Garlic Pasta Chicken Rice Angel Hair Pasta with Herbs Butter & Herb Italiano Pasta Rustic Parmesan & Romano Cheese Rice Angel Hair Primavera Pasta 21% 16% 63% 65% 22% 21% 23% 61% 17% 59% 62% 24% 25% 67% 19% 25% 53% 18% 63% 55% 22% 27% 63% 58% 21% 58% 27% 18% 62% 58% 23% 64% 26% 58% 17% 13% 54% 52% 17% 19% 21% 48% 16% 43% 48% 52% 23% 56% 14% 16% 39% 16% 40% 28% 36% 43% 38% 34% 37% 31% 36% 37% 29% 37% 36% 39% 33% 31% 35% 32% 25% 28% 32% 34% 31% 21% 32% 30% 28% 19% 31% 34% 26% 28% 23% 25% 14% 8% 30% 28% 13% 15% 31% 11% 24% 26% 39% 12% 16% 33% 11% 13% 25% 14% 30% 63% 11% 14% 25% 40% 36% 9% 50% 26% 18% 9% 22% 23% 11% 17% 18% 16% 17% 11% 7% 18% 16% 10% 9% 10% 14% 10% 12% 11% 16% 11% 13% 17% 9% 10% 12% 11% 12% 10% 12% 14% 13% 9% 13% 10% 9% 11% 14% 12% 13% 14% 11% 13% 10% 7% 10% 11% 8% 7% 10% 7% 9% 8% 14% 9% 9% 10% 11% 8% 11% 7% 5% 13% 11% 6% 6% 6% 18% 6% 8% 9% 23% 6% 7% 10% 7% 7% 8% 7% 9% 5% 10% 8% 7% 8% 8% 9% 6% 7% 9% 9% 6% 8% 8% 7% 8% 8% 10% 6% 7% 6% 8% 9% 7% 6% 6% 6% 4% 6% 7% 7% 9% 5% 4% 7% 7% 5% 6% 6% 5% 5% 6% 6% 8% 5% 5% 7% 7% 6% 4% 6% 6% 6% 5% 5% 6% 6% 7% 6% 8% 6% 5% 7% 6% 4% 7% 7% Base: Those responding to products = 822 - 849 I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 56 56

Brand Alignment – Bottom 18 products Chicken & Mushroom Rice Rustic Olive Oil & Italian Herb Pasta Mexican Style Rice Country Cheddar Rice Herb & Butter Rice Red Beans & Rice Spanish Rice Cheesy Pizzeria Pasta Garlic & Olive Oil Vermicelli Long Grain & Wild Rice Chili Mac & Cheese Rustic Long Grain & Wild Rice Sour Cream & Chives Pasta Tomato Parmesan Pasta Rice Pilaf Beef Rice Cilantro Lime Rice BBQ Mac & Cheese 63% 23% 59% 61% 66% 41% 64% 20% 32% 59% 14% 55% 21% 19% 62% 65% 49% 13% 23% 53% 18% 21% 24% 15% 20% 52% 44% 18% 36% 16% 58% 55% 19% 20% 17% 32% 51% 35% 28% 9% 14% 11% 10% 8% 5% 7% 7% 21% 31% 26% 16% 13% 15% 14% 9% 9% 10% 7% 7% 46% 29% 17% 39% 8% 31% 9% 9% 10% 11% 7% 7% 7% 49% 34% 30% 24% 21% 12% 9% 8% 7% 5% 6% 6% 55% 39% 24% 27% 12% 16% 14% 11% 13% 8% 6% 7% 7% 47% 21% 17% 55% 7% 25% 12% 10% 9% 9% 6% 7% 9% 53% 33% 18% 45% 8% 27% 10% 10% 6% 7% 7% 14% 22% 31% 12% 38% 8% 7% 7% 4% 8% 6% 5% 6% 23% 32% 23% 17% 13% 15% 16% 13% 10% 12% 11% 8% 9% 64% 24% 16% 37% 10% 16% 21% 23% 20% 10% 7% 12% 8% 13% 17% 32% 11% 67% 7% 6% 5% 5% 4% 5% 59% 24% 17% 31% 8% 15% 19% 22% 17% 8% 6% 10% 8% 6% 20% 34% 31% 13% 27% 11% 9% 7% 8% 7% 5% 16% 28% 27% 15% 19% 10% 13% 11% 7% 9% 7% 5% 5% 57% 33% 18% 36% 11% 20% 16% 18% 21% 10% 7% 10% 52% 31% 21% 33% 9% 16% 10% 10% 6% 6% 42% 29% 15% 32% 9% 24% 16% 13% 15% 9% 6% 9% 7% 5% 5% 4% 5% 5% 13% 16% 27% 9% 65% 8% 6% 5% Base: Those responding to products = 822 - 849 I 2. Which brands do you think could offer INSERT PRODUCT OPTION (ALL CAPITALS AND UNDERLINED)? (Please select all that apply) VARIETY FLAVORS SKU RATIONALIZATION 2016 57 57