2010 report final

Proprietary and Confidential – For Discussion Purposes Only

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Spring – Summer 2010 Clif Bar

and LUNA Bar Sampling Report


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SUMMARY

We participated in over 25 events that reached more than 100,000 health-conscious fitness enthusiasts at

Health clubs & fitness centersSpecial EventsCompetitive events including games & racesCharity fundraisersTeam practicesClasses

We established relationships with event producers through which we have identified an unlimited # of future opportunities

With the exception of the major charity events & a few of the special events and road races, Clif Bar & LUNA Bar were almost always the only national brand at the events at which they were distributed

Clif Bar & LUNA Bar received premium exposure at these eventsMost of the other participating sponsors were local restaurants or beverage companies


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Summary (cont.)

EventsRaces including the 13.1 Marathon, the women’s 10K, the NYRR Club Championships & the Century Racing Club Assn ChampionshipsNational charity events such as the American Diabetes Association Tour de Cure and the MS Society’s Bike MSLocal charity events such as Puppy Powerstrike (animal rights), BentOn Learning (yoga in schools) & Women Sports’ Foundation spinning fundraiser for childhood obesityAnnual events including Summer Solstice (Yoga in Times Square), COPA NYC (citywide soccer tournament) and Women’s Health Magazine festival, JCC Multisport ExpoSpecial events such as Pilates Palooza (olympics for pilates instructors), DLife Fitness Class for diabetics, Dance New Amsterdam’s Free Class DayRealFN’s Fitness Professionals’ Forums

Health Clubs, Fitness Professionals & Organized Teams & ClubsEquinox, JCC Manhattan Health Club, 92Y, Nimble FitnessUrban Escapes Outdoor Adventure and Outdoor Bound (hiking, rock climbing trips, etc.)Numerous individual instructors including Megan Barnwart (MB Fitness), Kristin McGee, Sara Dimmick (Physical Equilibrium), Marie Jasmin, Richard Lehman & Barefoot BennyEndurance Sports teams such as the Adidas Run Club, the Western Union Cycling team and the NY Cycling Club


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2011 Opportunities

RealFN is merging with YogaLocal to form BodyLocala NYC-based geo-locating iPhone App yoga directory that contains the daily schedules of over 210 yoga studios and has over 2,500 users Ben Fleisher

Founder, YogaLocal & owner of a yoga studio in Downtown BrooklynWill manage our outreach to the Yoga community which will help us identify numerous sampling opportunities including

Yoga EventsMajor annual events like Yoga in Times Square, Yoga at the Great Lawn, and future national and international events with Flavorpill.comTeacher Trainings which many studios offer twice a year Fundraisers such as BentOn Learning which supports yoga in NYC schoolsNumerous special events such as studio grand openings Free yoga classes including the numerous free outdoor yoga classes in the parks


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2011 Opportunities (cont.)

BodyLocal’s E-Commerce platformWe are launching an e-commerce enabled website later this month which will enable consumers to purchase products & services on our sitePrivate Label E-commerce

Our platform will enable small business owners & fitness professionals to sell products, equipment & apparel from our online marketplace on their websites to their clientsEx: a yoga instructor will be able to sell boxes of LUNA Bars on her website to her students & clients, have that transaction processed on via our website & receive a small transactional fee from us

Fitness Professionals ForumsIn Sept 2010, we began producing free continuing education events for local fitness professionals and these events will occur monthly in 2011We anticipate 150 – 200 fitness professionals attending each event


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2011 Opportunities (cont.)

NYC’s Racing SeasonBegins in Jan when local running clubs & charities begin recruiting teams to participate in the NYC Half Marathon in March Ends in November with the NYC Marathon which is always held on the 1st

Sunday in November There are approximately 30 local running clubs, 10 triathlon / cycling teams & 50 local charities that sponsor teams that compete in both racesWhile there is moderate turnover in the triathlon / cycling teams year-to-year, the turnover among the running clubs exceeds 50% which provides a recurring sampling opportunity for Clif BarThe NY Road Runners Assn provides blitzing opportunities at its

Grand Prix series consists of a Half Marathon in each of NYC’s 5 borough Races every two weeks including the annual Women’s-only 10K and the Club Championships

This market segment presents a HUGE opportunity for Clif Bar in 2011


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Untapped Opportunities

NYC Parks Department - we met with the Deputy Commissioner for NYC Parks Dept which manages 51 recreation centers throughout NYC

Queens & Brooklyn – we conducted minimal outreach to the fitness communities in these 2 boroughs which have 4.5 million residents combined

Team Sports Leagues – we had a minimal presence in NYC’s numerous sports leagues which include Urban Professional Basketball / Volleyball, Softball, soccer, rugby and alternative sports like dodgeball & kickball

Outdoor Adventure – we provided Clif Bars to the 2 most prolific event producers in this community, but they produce multiple events every weekend year-round which presents a significant opportunity for Clif Bar

Health Clubs & Fitness Centersour business development efforts were focused on independently owned fitness studios, but we began making inroads at Equinox for specific fundraiserswe provided LUNA Bars to Lucille Roberts for gift bags at a continuing education seminar for their personal trainers & there are more opportunities here for LUNAChelsea Piers just launched a new triathlon training program & Asphalt Green is opening a new location in Battery Park


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Photo Gallery


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13.1 Half MarathonApril 2010

The inaugural 13.1 was a new Half Marathon that was produced by Dallas-based US Road Sports & Entertainment GroupRace was one of the few road races in NYC not produced by the NY Road RunnersApproximately 3200 runners competedCraft was the apparel brand partner & it provided the official race shirtOur street team gave away Clif Bars to runners after they crossed the finish line and before they entered the pavilion 2011 race will be held on April 2nd


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Multisport Expo at JCC ManhattanApril 2010

1000 attendees, both JCC members and the publicEvent included an expo and multiple seminars held simultaneously on 4 different floorsBuilders, Clif Bars & LUNA bars were distributed at the registration table, on exhibit tables in the expo and in each of the seminar roomsOne exhibitor was NRG Bar, a new gluten free protein bar company based in Boston (www.nrg-bar.com) No were no other food manufacturers present


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Bendi Girl Yoga Classat Little Miss Match

May 2010

LittleMissMatched, a retailer for pre-teen girls, hosted an in-store yoga class with celebrity yoga instructor, Kristin McGee, www.kristinmcgee.com

Approx 30 girls participated in the event

Cliz KidZ was the only national food manufacturer that present


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Alvin AileyMay 2010

Kat Wildish (www.katwildish.com) is the most prominent ballet instructor in NYCKat teaches group lessons at The Alvin Ailey Dance Center which is internationally known because of its world famous dance groupWe provided hundreds of samples throughout the Spring & Summer to dancers like those pictured hereLUNA Bar received double platinum exposure because of its introduction by Kat Wildish & its association with Alvin AileyLUNA Bar was the exclusive protein bar distributed to Kat’s students


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NY Road Runner’s Women’s 10KJune 2010

Our street team distributed over 100 LUNA Bars to the women in the oldest women’s-only 10K in the nation.


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Summer SolsticeYoga in Times Square

June 2010

Over 2500 people took yoga classes in Times Sq over 10 hours. Sponsors included a water company and a cottage cheese company. There were no other protein bars.


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American Diabetes AssnTour de Cure

June 2010

Over 1000 cyclists participated in this charity fundraiserSponsors included a cycling shop and a local deliClif Bar was the only protein bar partner


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Spa Day for Cancer Survivorsat the Jewish Community Center

June 2010

45 women participated in this special spa day for cancer survivorsLUNA Bar was the only protein bar partner


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NY Cycling ClubJuly 2010

The NY Cycling Club has over 3,000 members

NYCC organizes 1-3 group rides each weekend from the Spring until its century ride on the last Saturday every September


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COPA NYCJuly 2010

COPA NYC was a soccer tournament featuring over New Yorkers who represented 32 different countries. The tournament was held over 2 weekends

LUNA Bar was the only protein bar partner


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Urban Escapes 2nd Anniversary Party

July 2010

Urban Escapes produces outdoor day-trips and weekend retreats

Their 2nd anniversary party was held at Crunch Gym

Sponsors included Goretex and Merrell

Approximately 500 people attended

We also provided Clif Bar samples for several of Urban Escapes’ trips


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Outdoor Bound Party@ Eastern Mountain Sports

July 2010

Outdoor Bound is very similar to Urban Escapes, but with more programsThis event had 250 attendees & was held at Eastern Mountain Sports & sponsored by GoreTex and Otter Creek


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Team LipstickJuly 2010

Team Lipstick is a women’s triathlon team founded by Laura Cozik, a noted fitness instructor in NYC

We provided Clif Shot Bloks and LUNA Bars for the teams 3-day training camp in Upstate NY

The team has 50 members


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Asphalt GreenJuly 2010

Asphalt Green is a not-profit organization similar to a YMCA or JCC

It produces a wide array of sports & fitness programming for people of all ages from children to senior citizens

They have one of 3 Olympic-sized swimming pools in NYC

Their swim, triathlon & racing teams are among the most prestigious in NYC

We provided Clif & LUNA bar samples for several of their activities


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Century Road Cycling Assn Club Championships

August 2010

The Century Road Cycling Association is the equivalent of the NY Road Runners for cyclists

It produces almost all of the cycling races in NYC which have over 1000 male & female riders

We provided Clif Shot Bloks & Builders for the riders at one of their races


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Terrier TriAugust 2010

Terrier Tri is one of the most prominent triathlon clubs in NYC because its members are usually training for their first triathlonThey are sponsored by Equinox Fitness Clubs which allow the team to use its facilities for trainingWe provided Clif Shot Bloks and Builders to the team for one of its practicesThe team has approx 250 members


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NY Athletic Club Racing TeamAugust 2010

The NY Athletic Club is one of the oldest and most prestigious fitness centers in NYC

Its racing team is one of the most successful as its women took 1st & 2nd place in the NY Road Runners’Club Championships

We provided Shot Bloks and Builders for one of the team’s practices


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NY Road Runner’s Club Championships

August 2010

Central Park Track Club Bridle Path Track Club Club Adobo

iRunner Track ClubNY Harriers Track ClubGreater NY Track Club


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NY Road Runner’s Club Championships II

August 2010

The Running Center Reservoir DogsMercury Masters Run Club

Over 1000 runners competed in the NYRR Club Championships and our street team provided Clif Bars & Shot Bloks pre- & post race


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NY Road Runner’s Club Championships III

August 2010

Urban Athletics Race Team Van Cortlandt Park Track Club

Westside YMCA Track Club


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Tri LifeAugust 2010

Tri Life is a more serious triathlon club than Terrier Tri or Team Lipstick because its members train for Half Ironmen and Ironmen races

We provided Shot Bloks for the teams 50 members at one of the team’s practices


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Woodside RunnersAugust 2010

The Woodside Runners club is a Queens-based running club for casual runners

We provided Shot Bloks for one of the team’s marathon practices

The team has 50 members


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SoftballJune – August 2010

The Pop – N – Locks softball league had 8 teams that played games every Sunday afternoon during the Summer

It is one of hundreds of leagues that exist throughout NYC

We provided Clif Bars for 4 games on one Sunday


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Gilda’s Club NYC Marathon Team

August 2010

The Gilda’s Club race team was led by Sara Dimmick, the founder of Physical Equilibrium, to raise funds for Gilda’s Club

The team had 50 participants

We provided Shot Bloks and Builders at one of the team’s practices


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Les Mills’ Fitness EuphoriaSeptember 2010

The world famous Les Mills fitness phenomena (www.lesmills.com) arrived in NYC for the first time this Fall

250+ women traveled from Philadelphia and eastern Long Island to attend this inaugural event which was held in Pacha, a NYC nightclub

Clif and Luna Bars were the only event sponsor


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Alive & WellSeptember 2010

Alive & Well was a new health & wellness event in Brooklyn that featured 50 exhibitors including

LululemonEllie Herman PilatesZenSoy MilkJack Rabbit Sports

The event was held at TriomphFitness Center in park Slope Approx 500 people attended the eventWe provided LUNA Bar samples at our table & for the goodie bags


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Equinox Autumnal Membership Appreciation

September 2010

2x a year on the Fall & Spring equinox, each of Equinox Fitness Clubs’ 18 locations hosts a membership appreciation party

We provided LUNA Bar samples at our exhibit table at the Columbus Circle Equinox in the Time Warner Center which is one of their 2 flagship locations

CodeBlue was a beverage sponsor & hor d’ouevres were provided by a local restaurant



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Are You Game presented byWomen’s Health Magazine

September 2010

This is an annual fitness carnival produced by Women’s Health Magazine

Event sponsors included Asics, Athleta, Burt’s Bees, Oakley, Special K, Subaru & MGD 64

Event partners included Crunch Fitness which provided the group exercise classes, Muscle Milk and Oasis Day Spa which provided spa services

We distributed LUNA Bars in Oasis Day Spa’s pavilion to over 500 women



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Fila Yoga at Paragon SportsSeptember 2010

This was a free yoga class taught by celebrity yoga instructor Kristin McGee & hosted by Fila at Paragon Sports in Union Square

75 women participated

Fruit & veggies and water were provided

LUNA Bars were donated for the gift bags


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PowerstrikeSeptember 2010

The 2nd Annual Puppy Powerstrike fundraiser benefitting the Best Friends Animal Society featured 3 hours of Powerstrike fitness classes at equinox Time Warner Center

100 people participated in the event

LUNA Bar and Vita CoCo were the only event sponsors


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Yoga Sutra Grand OpeningSeptember 2010

Yoga Sutra, the most prominent yoga studio in midtown Manhattan, moved to a new location

Approximately 250 people attended

LUNA Bar was the only event partner


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Womens’ Sports Foundation Fundraiser at Flywheel Sports

October 2010

A spinning fundraiser to fight childhood obesity. 200 participants. 2 sponsors + LUNA


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Bent on Learning FundraiserOctober 2010

A fundraiser for yoga in NYC’s schools. 75 attendees. Zico Water & LUNA were only food and beverage partners


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Dance New AmsterdamFree Class Day

October 2010

Dance New Amsterdam is the largest and most prominent dance studio in lower Manhattan

At this event, they offered free dance classes from 10am – 7pm to over 2500 people

LUNA Bar & Vita CoCo were the only food & beverage partners

2010 report final

Education

international events

major charity events

local fitness professionals

yoga studios

yoga instructor

yoga community

childhood obesityannual

fitness communities