Management Strength and Depth:

Nestle: Nestle’s executive management and board is composed of highly-qualified leaders in business,
technology, nutrition, fast-moving consumer goods and other relevant disciplines. Each member has
proven experience, skills and current expertise aligned to Nestle’s business goals. The members, in the
past, have had leadership roles like former CEOs and CFOs of Amway, Adidas, EPFL, Avon, Xerox etc.

Kraft

Miguel Patricio (CEO), Nina Barton (CGO), Paulo Basilio (CFO), Marcos Eloi Lima (CPO), Flavio Torres
(Head of Global Operations) etc., each and every member of the senior management team has years of
experience in FMCG and consumer goods industry, in a senior leadership role in various domains such as
IT, marketing, innovation, strategy, finance etc.

Kind

KIND bolstered its executive management team recently to further propel health and wellness
leadership. Mike Barkley, Chief Executive Officer brought to KIND an impressive track record at a variety
of food and beverage consumer packaged goods companies, including Pinnacle Foods, Campbell Soup
and PepsiCo. Dan Poland, Chief Operating Officer, brings a wealth of experience leading a broad range of
operating functions at fast growing and mature businesses.

Doug Behrens, President and Chief Customer Officer has extensive Sales leadership and General
Management expertise within the health & wellness space. Rebecca Bagin, Chief Human Resources
Office, has deep experience building scalable HR practices both within food and founder-led spaces.
Rebecca served most recently as Chief Human Resources Officer at Tory Burch. Prior to that, as VP of
Human Resources for Campbell North America.

Financial and Functional resources:

Nestle:

R&D: Nestle invests CHF 1.7 billion every year in R&D to meet the needs of the modern consumer with
healthy, delicious, convenient products for conscious, time-constrained lifestyles. Specific to energy
bars, Nestle is innovating at a high pace. Nestlé launched a new range of its YES! bars, with each bar
containing 10 grams of plant protein from a delicious natural combination of nuts and peas, launched in
new recyclable paper wrapper. In a breakthrough innovation, for the first time a confectionery bar has
been packaged in paper using a high-speed flow wrap technology. Up until now, high-speed production
of shelf-stable snacks was only achieved using plastic films and laminate. Nestlé has filed a patent for
high-carb and high-protein bite-size dough snacks for athletes and health-conscious consumers looking
to manage nutritional intake before and during exercise.

Manufacturing: Nestle has strong manufacturing capabilities with over 418 factories in 86 countries. Its
not only the sheer scale of manufacturing that gives Nestle an edge over its competitors but, the
innovation in the manufacturing processes and the multidisciplinary team working behind the various
aspects of manufacturing such as engineering, safety, health & environment, operations excellence,
regulatory and quality.
Distribution: Nestle has a multi-channel distribution network, from manufacturing unit to distributors
and stockists to re-distributors and wholesalers and retailers, appointed their own major distribution
points and transportation appointed by and dedicated to Nestle. Hypermarkets, Supermarkets, specialty
retail, online retail are the main distribution channels.

Marketing: Nestle, being a global company, essentially has a heterogeneous consumer market since
people in different regions and with varying demographics have difference needs, tastes and
preferences. Despite these difference, in the various market segment form homogenous groups that can
help in making marketing efforts more coherent, especially for its energy bar business. Nestle has
presence is almost all the marketing channels, offline to online and the marketing strategies, from the
form of promotion, channels where to promote, creative are carefully chosen as per the target market
and the product which is to be positioned.

Financials: In 2020, Nestle’s net sales was CHF 84 Billion, earnings per share increased by 3.5% in
constant currency, growth reached 3.6%, supported by strong momentum in the Americas, Purina
PetCare and Nestlé Health Science. Free cash flow was CHF 10.2 billion.

Kraft:

R&D: Kraft has approximately 2,300 world-class scientists and engineers in seven R&D centers and 40
satellite laboratories around the world. The R&D center in Munich, one of its seven global R&D centers
focuses on the energy bar product category. Blending sharp consumer insights with advanced
technologies to develop dozens of innovative new products that people want, to deliver a higher rate of
revenue from new products, Kraft Foods' increased investments in its R&D centers, its people and its
ways of working have led to new products that better seize upon emerging consumer trends. The
company's R&D team recently has created Kraft MilkBite Milk & Granola Bars.

Manufacturing: Kraft Foods' products are made at more than 220 manufacturing facilities around the
world. In 2020, 38 of The Kraft Heinz Company’s manufacturing facilities were located in the United
States. One facility is located in neighboring country, Canada. Using innovation to not only better its
products and coming up with new products but also focusing sustainability and protection of
environment. For example, over the past three years, Kraft Foods has reduced water used in
manufacturing processes by more than 3 billion gallons (nearly 12 billion liters) – enough water to fill
nearly 5,000 Olympic swimming pools. That’s a 21 percent reduction since 2005, exceeding the
company’s goal two years early.

Distribution: Kraft Foods has its presence in most parts of US. Its international presence accounts for 170
countries like India, Germany, etc. It has wide distribution network as well and includes intermediaries
as well like distributors, retailers and consumers via convenience stores, supermarkets, etc. Adding to
this, it has for its brands personalized distribution network. With the growth in e-commerce Kraft Foods’
products are now available at even doorsteps through online orders.

Marketing: Kraft Foods has adopted aggressive and extensive promotional plans for its product and
brands. It distributes circulars, advertises nationally via television, radios and newspapers. One of the
highlights in its marketing strategy is that it uses content marketing technique in its recipes found on the
company’s website. The company creates positive association with the brand by letting its users take
create a large portion of content and the hints are dropped to aid them. As opposed to this strategy,
Kraft Foods also uses direct marketing strategy. In addition to this, it advertises heavily on social media
platforms and has associated itself with several sports and events to create awareness among its
consumers. Due to a reduction in consumer spending on packaged goods, Kraft decided to tap the
mobile channel to promote its products as this channel had the capacity to enable value-added
marketing. The company's mobile marketing campaigns were designed to meet the needs of customers
and to help them integrate the company's brands into their everyday lives.

Financials: Krafts foods have over $26.0 billion in annual sales as of 2020 with a net income $ 1 billion.
Net cash provided by operating activities increased to $4.9 billion in 2020, up 38.7 percent versus the
prior year reflecting Adjusted EBITDA growth, as well as favorable changes in current liabilities, primarily
due to the timing of payments. These factors, together with lower capital expenditures versus the prior
year period, resulted in Free Cash Flow of $4.3 billion in 2020, up 55.5 percent versus the prior year.

Kind:

R&D: Kind’s R&D team keeping in line with Kind snacks no compromise philosophy experimented with
spices instead of using the easy way out options like artificial sweeteners and sugar based alcohols,
which was a major breakthrough for Kind Snacks. KIND fruit bites really disrupted the fruit snacks
category as they are made only with three ingredients and no added sugars, so it is like a real fruit being
pressed into a snack for kids.

Manufacturing: Kind Snacks has no manufacturing facilities, using external manufacturers and co-
packers extensively.

Distribution: KIND Snacks’ distribution network began with one 3PL provider and their inventory in one
place but, as they grew, their distribution management needs grew as well. As it grew it relied on third
party wholesalers. In a recent initiative, KIND’s Wholesale Program is a self-service ecommerce platform
that is exclusively available for wholesale purchasers of KIND product for bulk consumption or resale,
that are unable to reasonably purchase KIND products through third party distribution partners.

Marketing: Kind energy bar promotes its bars by focusing on functional (healthy option for snacking),
emotional (makes you feel better about eating something good) and self-expressive (you are disciplined
in wanting to eat something beneficial for your health). In an edgy campaign, Kind is sending out its
competitors' products to 10,000 consumers in an edgy marketing stunt. Kind Snacks is shipping its
competitors' products alongside its own to 10,000 consumers for them to the two try side-by-side. The
stunt is to mark its foray into the protein bar category, which is the fastest-growing category within the
energy and nutrition bar category as a whole. It is also running a digital ad featuring Anna Faris modeled
after Jimmy Kimmel's infamous 'Celebrities read mean tweets' video series, in which she reads a series
of unsavory Amazon consumer reviews about other protein bars on the market.

Financials: It is estimates that Kind is conservatively worth $2.9 billion and has had an estimated $800
million in sales overall. It generated $110.17 million in sales last year.
Brand image:

Nestle: Nestle aims for ‘Innovative, Health and Sustainability ’as their brand image for customers. To
attain this aim, those products such as coffee, healthy cereals and pure mineral waters are used to
resonate with those brand offering. The ways that Nestle used to increase its brand image through
always attain customer expectation and met customer satisfaction all the time by their products. The
interaction between Nestle brand and sensory emotions and feeling of the people can be served as an
additional advantage by its simplicity and secure prices. Nestle perceived by customers as an innovative
food market player in recent years and also gain its global image through strong branding and marketing
practices. Nestle has positioned itself to the extent of providing superior value to gain competitive
advantages.

Kraft: Kraft foods has an image of globally-trusted producer of delicious foods, that provides high-
quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go
with a long and deep relationship with consumers. By focusing on renovating brands by leaning into
emerging trends with clear purpose, Kraft’s diverse portfolio allows them to be sharp on defining the
spaces for their brands so that they continue their relevance with today’s consumers.

Kind: The brand image of KIND is that of a the snacks manufacturer that believes the quality of its
products is more important to most shoppers than its underlying brand purpose, which is based around
recognizing everyday acts of altruism and generosity. Kind cares about the whole being, being kind with
no compromises to your taste buds, to your body, and to the world.