Who are they? 21-29 male, busy, professional What What do they need? Excellent nutritious food on the go Why What motivates them? Lack of time, instant results, technology Where Where are they? City dwellers, at home, at friends When When do they consume? Evenings, weekends How How do they want to consume? Utilising online/devices, at their convenience more than 1 type – then segment them into customer groups