e g o r y capt a i c n gner a l m i l s e grocery going...

GROCERY

CAT

EGORY CAPTAIN

G E N E R A L M IL L S

Edible Grocery

T

GroceryGrocerygets going!

he turnaround we’ve been waiting for in Grocery is here, with the category showing a 1% increase in the convenience channel over last year in Total US dollars.

This is a stark contrast to last year when

this category was on a downward trend

of -5.8%. It’s not simply that the cat-

egory has experienced a slight upward

tick, but it’s the details behind this trend

that are encouraging.

For example, unit sales are growing

faster than dollar sales in the c-store

market, which points to a true shift in

purchasing dynamics in favor of conve-

nience. Although FDM (food, drug and

mass-merchant) Grocery sales still far

outweigh the convenience sales, the data

shows FDM sales falling in late 2015,

while c-store sales were on the rise.

As you know, for Grocery shoppers,

the convenience channel offers a fill-in

opportunity between larger, stock-up

trips. However, not all convenience shop-

pers are doing their fill-in shopping in the

convenience channel and General Mills

wanted to know why.

In late 2014, GM conducted an

online survey that polled 3,198 conve-

nience food and beverage shoppers,

ages 18-64, nationwide. They asked

them many different questions regarding

their c-store shopping experience and

fill-in needs. Some of their findings were

that staple items such as milk (57%),

bread (50%), soda (42%), eggs (39%)

and salty snacks (28%) were the most

popular items purchased on fill-in trips.

However, only 36% of those polled were

extremely satisfied with their c-store,

fill-in shopping trips. Apparently, many

of the shoppers felt like c-stores lacked

variety, had low-quality items and that

their prices were too expensive.

In answer to these findings, GM

developed “F.I.L.L.”, a helpful framework

to assist c-store owners with capturing

fill-in shoppers. F.I.L.L. stands for:

• F: Full-Sized Staples: Offer full-sized Source: “How to Cater to the Fill-In Shopper,”

www.cstoredesicions.com, 8/14/2015

Most Popular ItemsPurchased on Fill-In Trips

Milk0

10%

20%

30%

40%

50%

Bread Soda Eggs

57%

60%

SaltySnacks

50%

42%39%

28%

CATEGORY INSIGHTS™26

GROCERY

2nd Quarter 2016 27

grocery items where it counts – milk,

bread, soda, eggs and salty snacks.

• I: In & Out: Continue delivering on

convenience; shoppers choose c-stores

because they can get in and out in less

than 2 minutes.

• L: Lift Quality: Focus on quality, es-

pecially on perishable grocery items like

cheese and fresh produce.

• L: Lower Prices: Offer value with

competitively priced staple items.

By utilizing the

tips provided in F.I.L.L., you can entice

and earn those valuable fill-in shopping

trips that your Grocery category needs

to be successful. And keep in mind,

this category is one with quite a bit of

variety; it’s comprised of meals, which

are the largest segment, followed by

condiments/sauces, fruits/vegetables,

beverages, breakfast and baking. We’ll

take a look at each of these segments to

F.I.L.L. - Framework to Assist C-stores with

Capturing Fill-In Shoppers.

F - Full-Sized Staples

I - In & Out

L - Lift Quality

L - Lower Prices


GROCERY

Edible Grocery Holds Opportunity for C-storesPercent Change by Month

01/1

8/14

02/1

5/14

03/1

5/14

04/1

2/14

05/1

0/14

06/0

7/14

07/0

5/14

08/0

2/14

08/3

0/14

09/2

7/14

10/2

5/14

11/2

2/14

12/2

0/14

01/1

7/15

02/1

4/15

03/1

4/15

04/1

1/15

05/0

9/15

06/0

6/15

07/0

4/15

08/0

1/15

09/2

9/15

10/2

6/15

ConvenienceUnits

8%

7%

6%

5%

4%

3%

2%

1%

0%

ConvenienceUnits

FDMDollarsFDMDollars

FDMUnitsFDMUnits

ConvenienceDollarsConvenienceDollars

Source: Convenience Store News Online, December 7, 2015

see how they affect our overall Grocery

offering.

Meals

With 38.8% of the category share,

meals are the largest segment and they

are up 2.6% over last year. Within this

segment, soup is the most popular item

type with Campbell’s Chunky as the most

prominent brand. Chef Boyardee is the

second most popular brand.

Also, as households shrink in size,

more people are doing individualized

shopping, which leads us to the next

type of meal in this segment, the single-

serve, heat-and-eat meals. These meals

offer convenience and speed to your

Grocery shopper, and are available in the

more popular trays at 66% of the share

and also in cups at 34% share.

The other products within this

sub-category are potted meat, canned

sausages, chili, hash and stewed meats.

These filling items are used to make a

complete meal or as an add-on to a meal

or snacking occasion. Because soups

remain the sub-category anchor, they

should be arranged along the top shelf

of the section to attract the attention of

shoppers in need of a quick meal.

Condiments/Sauces

As the second-largest segment

within Grocery, condiments and sauces

are flat versus last year. However, as

with other fill-in segments, it’s important

to have the name brand products your

c-store shopper is looking for. Within this

segment, ketchup, mustard and mayon-

naise are known as the “Big Three” and

are your priority products. Jelly, peanut

butter, pickles, dressings and sauces

are the other items that round out this

offering. Keep in mind that these are

core items for your Grocery set because

they are typically purchased with other

items in your store, thereby increasing

the basket ring.

For a larger, eight-foot grocery set,

place the “Big Three” in the middle of

your condiments and sauces shelf, which

should be on the mid-level shelves. In

a smaller, four-foot arrangement, place

the “Big Three” together on a secondary

shelf with other condiments and sauces

underneath them.

To drive cross-selling opportunities,

– Within meals, soup is the most popular item type with Campbell’s Chunky as the most prominent brand. Chef Boyardee is the second most popular brand.

2nd Quarter 2016 29

GROCERY

consider placing condiments near or

promoting with items such as charcoal,

lighter fluid, disposable plates or utensils.

These opportunities can really increase

sales and volume within this set.

Fruits/Vegetables

It may not seem logical, but fruits and

vegetables are on the rise in conve-

nience stores! Up 6.0% over last year,

this is the fastest-growing segment

within Grocery, and these products are

just the type of items that can make an

occasional fill-in shopper a frequent fill-in

shopper!

Both canned and fresh fruits and

vegetables are recommended for your

store. As stated earlier, once your oc-

casional fill-in shopper realizes that you

offer perishable and non-perishable fruits

and vegetables in your store, he or she

may decide to do more fill-in shopping

with you as a result of the increased

variety of products.

Beverages

Grocery beverages such as Folg-

ers Coffee, Coffee-Mate Creamer and

Lipton Tea are up 6% as a whole versus

last year, and are an important element

of your Grocery set. By offering these

products, you are giving your shopper

a well-rounded set of Grocery items to

choose from, and keeping that shopper

coming back for more.

Breakfast

Breakfast is one of the few segments

declining within Grocery and it suffered

a -5.9% drop versus

last year. This loss is

mostly being attrib-

uted to the decline

of box cereals like

those from General

Mills and Kellogg’s.

The data shows that

most c-store shoppers

are purchasing RTE

(ready-to-eat), single-

serve size breakfast

cereals because these

items are perfect for

on-the-go breakfasts

and can even be

eaten across multiple

dayparts. As a whole,

the breakfast segment

consists of hot cereal, cold cereal,

toaster pastries and pancake mixes.

With 96% brand awareness, Kel-

logg’s Pop-Tarts are the leader in toaster

pastries, and they truly go hand-in-

hand with the RTE cereal that is gain-

ing ground. In fact, 85% of Pop-Tarts

buyers also buy a kids’ RTE cereal. In

addition, Toaster Pastries are viewed

as a wholesome snack and they see a

significant increase in units bought when

they anchor an “on-the-go” section adja-

cent to Wholesome Snacks.

Sources: NACS Online Magazine, “Filling A

Need”, December 2015; Convenience Store

News online, December 7, 2015; “How to Cater

to the Fill-In Shopper,” Convenience Store Deci-

sions, August 14, 2015; In Vivo Shopper Study:

Evolution of Morning Foods, June 2013; General

Mills Convenience & Foodservice; Nielsen data

ending 10.03.15.”

50.9% of HH30.4% of Vol32.5% pf Dol$1,046.7 MM


7.3% of HH2.8% of Vol2.2% pf Dol$72.4 MM


7.3% of HH2.8% of Vol2.2% pf Dol$72.4 MM


KID RTEC KEL POP TARTS

Pop Tarts & Kids Cereal Should be Merchandised Together

Buyer Overlap

Buying Households

KID RTE CEREAL

KEL POP TARTS

77,062

40,826

Source: In Vivo Shopper Study: Evolution of Morning Foods, June 2013

2nd Quarter 2016 31

8ft Grocery Planogram

Implement the Eby Brown recommended 8ft Grocery planogram to maximize your category dollars.

Planogram photo follows on pages 32 and 33

TOP SHELF798454798462846618844589107037107029947507947499119875119867119859467936573634469247469221469239475533115485671263115501

SECOND SHELF763748247890248278618386741396312498250410330985316106740848974998198509467258497836435249775497674973478899278901655145

ITEM # DESCRIPTION

ITEM # DESCRIPTION

ITEM # DESCRIPTION

NISSIN CHOW MEIN TERIYAKI BEEFNISSIN CHOW MEIN CHICKENMARUCHAN YAKISOBA TERIYAKI BEEFMARUCHAN YAKISOBA CHICKENNISSIN TOP RAMEN CHICKENNISSIN TOP RAMEN BEEFNISSIN CUP NOODLES SOUPER CHKNNISSIN CUP NOODLES SOUPER BEEFNISSIN CUP NOODLES CHICKENNISSIN CUP NOODLES BEEFNISSIN CUP NOODLES SHRIMPCAMPBELLS SOUP HAND CHKN/NDLCAMPBELLS SOUP CHKN NOODLECAMPBELLS CHUNKY CLSC CHKN NDLCAMPBELLS CHUNKY CHKN/DUMPLINGCAMPBELLS CHUNKY SRLN BURGER/VEGCAMPBELLS CHUNKY CHILI/BN RDHSECHEF BOY BEEFARONI BIGCHEF BOY RAVIOLI MINI BEEF BIGCHEF BOY RAVIOLI BEEF BIG

VELVEETA SHELLS/CHEESE ORIGKRAFT MAC/CHS TRIPLEKRAFT MAC/CHS ORIGINALKRAFT MAC/CHS ORIGINALVELVEETA SHELLS/CHEESEVELVEETA CHEESY SKILLET CHSBRGRVELVEETA CHEESY SKILLET LASAGNAHORMEL COMPLEATS RST BF/GRVY/POTDINTY MOORE M/W CLSC BEEF STEWDINTY MOORE HEARTY ML BEEF STEWHORMEL SPAM CLASSICHORMEL CHILI/BEANSHORMEL CHILI NO BEANSCAMPBELLS CHUNKY CLSC CHKN NDLCAMPBELLS VEGETABLE BEEFCAMPBELLS CHICKEN NOODLECAMPBELLS TOMATOCAMPBELLS CREAM OF MUSHROOMCAMPBELLS CREAM OF CHICKENSPAGHETTI OS ORIGINALCAMP SPAG W/MEAT 14ZCHEF BOY SPAGHETTI/MEATBALL

551375512997535782129797297949

THIRD SHELF10367161192612345863699533284745961501395356881763918607836924680108733402733394893248106567922964644957522955043587477660731989095989087989079989053616971104457181185902103176877621

FOURTH SHELF613825504655053

CHEF BOY BEEFARONICHEF BOY RAVIOLI BEEFCHEF BOY RAVIOLI MINI BEEFUNCLE BENS RDY RC GRDN VEGCHEF BOY M/W SPAGHETTI MEATBALLCHEF BOY M/W RAVIOLI BEEF

PACE PICANTE SAUCE MEDA.1. STEAK SAUCE ORIGFRANKS RED HOT SAUCE ORIGINALTABASCO PEPPER SAUCESWEET BABY RAYS BBQ SCE MAPLEFRENCHS MUSTARD CLASSIC YLWHEINZ TOMATO KETCHUPVLASIC KOSHER DILL SPEARSNUTELLA SPREAD HAZELNUTJIF P-BTR CREAMYSMCK SQZ GRP JLY BTL 20 OZBARKMANS BUSY BEE HONEY CLOVERKRAFT MIRACLE WHIPKRAFT MAYOKRAFT ITALIAN ZESTYHIDDEN VALLEY RANCHSTARKIST LUNCH-TO-GO CHUNK LTBUMBLE BEE TUNA SALAD/CRKRBUMBLE BEE CHUNK LT TUNA WATERSTARKIST TUNA CHUNK LT WATERBCH CLF SARDINES/SOYBEAN OILARMOUR POTTED MEATARMR VIENA SSAGE 4.6ZARMR BBQ SAUSAGE 4.6ZARMR HOT & SPICY SSGARMOUR VIENNA SAUSAGE SMOKEDVAN CAMPS BEANEE WEENEEBUSHS BEST BAKED BEANS ORIGRAGU OLD WORLD STYLE TRADITIONALRAGU OLD WORLD STYLE MEATCREAMETTE SPAGHETTIKRAFT 100% GRATED PARMESAN

POP-TARTS FROST STRAWBERRYPOP-TARTS FROST CHERRYPOP-TARTS FROST BROWN SUGAR/CINN

5572361630549736483292993596346296343988990764147120006982322889345641965952758941767855948083115741468751116277548131823706149961473

BOTTOM SHELF87810887803364303889148780908628037796752659834960500395004755160629162641705007050591640715006259667

POP-TARTS FROST S’MORESPOP-TARTS FROST CHOC FUDGEQUAKER OATS QUICKMR COFFEE FILTRS 8-12MAXWELL HOUSE ORIGINAL MEDFLGR ALL MTHD SPCL RST CAN 10.3 OZFOLGERS CLASSIC ROAST MDFOLGERS CLASSIC INSTCOFFEE-MATE CREAMER ORIGSWEET’N LOW PACKETSLIPTON TEA 16BGMORTON SALT/PEPPER SETMORTON SALT IODIZEDHERSHEYS SYRUP CHOCOLATEJET-PUFFED MARSHMALLOWREALEMON LEMON JUICEMOTTS APPLE SAUCEDOLE FRUIT BOWLS PEACHES SLCDOLE FRUIT BOWLS MANDRN ORNGDOLE FRUIT CUP TROPICAL FRUITDOLE FRUIT BOWLS MIXED FRUITDEL MONTE FRUIT COCKTAILDEL MONTE FRESH CUT CORN WHL KRNDEL MONTE FRESH CUT GRN BN

FROSTED FLAKESRAISIN BRANFROOT LOOPSLUCKY CHARMSCINNAMON TOAST CRUNCHCHEERIOS HONEY NUTNESTLE MORSELS S-SWTBTY CRKR BROWNIE MIX FUDGEBTY CRKR SUPERMOIST YELLOWBTY CRKR RCH/CRMY FRST CHOCBTY CRKR RCH/CRMY FRST VANILLAA&H B/SGW GRAN SUGAR 2LBGOLD MEDAL FLOUR 2LBBISQUICK ORIGAUNT JEMIMA SYRUP ORIGHEINZ DISTILLED WHITE VINEGARCRISCO PURE VEGETABLE OILCARNATION EVAPORATE MILK

GROCERY


GROCERY


2nd Quarter 2016 33

GROCERY

Implement the Eby Brown recommended 8ft Grocery planogram to maximize your category dollars.

Planogram item listings are on previous page 31.

GROCERY



Implement the Eby-Brown recommended 3ft Grocery planogram to maximize your

category dollars.

TOP SHELF947507119875119867119859573634469247475533115485115501

SECOND SHELF79845424827861838674139229664352497675512955145

THIRD SHELF847459615013918607733394

1065675043598908798909561697115741468751

FOURTH SHELF61382550536483296343964147120006589415952750062

BOTTOM SHELF8781088780908628062916264170889345

ITEM # DESCRIPTION

ITEM # DESCRIPTION

NISSIN CUP NOODLES SOUPER CHKNNISSIN CUP NOODLES CHICKENNISSIN CUP NOODLES BEEFNISSIN CUP NOODLES SHRIMPCAMPBELLS SOUP CHKN NOODLECAMPBELLS CHUNKY CLSC CHKN NDLCAMPBELLS CHUNKY CHILI/BN RDHSECHEF BOY BEEFARONI BIGCHEF BOY RAVIOLI BEEF BIG

NISSIN CHOW MEIN TERIYAKI BEEFKRAFT MAC/CHS ORIGINALKRAFT MAC/CHS ORIGINALVELVEETA SHELLS/CHEESESTARKIST LUNCH-TO-GO CHUNK LTCAMPBELLS CHICKEN NOODLECAMPBELLS CREAM OF MUSHROOMCHEF BOY RAVIOLI BEEFCHEF BOY SPAGHETTI/MEATBALL

FRENCHS MUSTARD CLASSIC YLWHEINZ TOMATO KETCHUPJIF P-BTR CREAMYKRAFT MAYO

HIDDEN VALLEY RANCHSTARKIST TUNA CHUNK LT WATERARMR BBQ SAUSAGE 4.6ZARMR VIENA SSAGE 4.6ZVAN CAMPS BEANEE WEENEEDOLE FRUIT BOWLS PEACHES SLCDOLE FRUIT BOWLS MANDRN ORNG

POP-TARTS FROST STRAWBERRYPOP-TARTS FROST BROWN SUGAR/CINNMR COFFEE FILTRS 8-12FOLGERS CLASSIC ROAST MDCOFFEE-MATE CREAMER ORIGSWEET’N LOW PACKETSJET-PUFFED MARSHMALLOWHERSHEYS SYRUP CHOCOLATECRISCO PURE VEGETABLE OIL

FROSTED FLAKESCINNAMON TOAST CRUNCHCHEERIOS HONEY NUTGW GRAN SUGAR 2LBGOLD MEDAL FLOUR 2LBMORTON SALT/PEPPER SET

2nd Quarter 2016 35

GROCERY


GROCERY



Implement the Eby-Brown recommended 4ft Grocery planogram to maximize your

category dollars.

ITEM # DESCRIPTION

ITEM # DESCRIPTION

TOP SHELF798454947507119875119867119859573634469247469239475533115485115501

SECOND SHELF2482782478906183867413853161104454998161697643524977549767551295513755145

THIRD SHELF99533261234847459615013918607

8369247334027333941065679229650435989095989087989079889345

FOURTH SHELF6138255053648329634396414712000659527589414687511157415516064196

BOTTOM SHELF8781088780908628050591500707526596291626417050062

NISSIN CHOW MEIN TERIYAKI BEEFNISSIN CUP NOODLES SOUPER CHKNNISSIN CUP NOODLES CHICKENNISSIN CUP NOODLES BEEFNISSIN CUP NOODLES SHRIMPCAMPBELLS SOUP CHKN NOODLECAMPBELLS CHUNKY CLSC CHKN NDLCAMPBELLS CHUNKY SRLN BURGER/VEGCAMPBELLS CHUNKY CHILI/BN RDHSECHEF BOY BEEFARONI BIGCHEF BOY RAVIOLI BEEF BIG

KRAFT MAC/CHS ORIGINALKRAFT MAC/CHS TRIPLEKRAFT MAC/CHS ORIGINALVELVEETA SHELLS/CHEESEDINTY MOORE M/W CLSC BEEF STEWBUSHS BEST BAKED BEANS ORIGHORMEL CHILI/BEANSVAN CAMPS BEANEE WEENEECAMPBELLS CHICKEN NOODLECAMPBELLS TOMATOCAMPBELLS CREAM OF MUSHROOMCHEF BOY RAVIOLI BEEFCHEF BOY BEEFARONICHEF BOY SPAGHETTI/MEATBALL

SWEET BABY RAYS BBQ SCE MAPLEFRANKS RED HOT SAUCE ORIGINALFRENCHS MUSTARD CLASSIC YLWHEINZ TOMATO KETCHUPJIF P-BTR CREAMY

SMCK SQZ GRP JLY BTL 20 OZKRAFT MIRACLE WHIPKRAFT MAYOHIDDEN VALLEY RANCHSTARKIST LUNCH-TO-GO CHUNK LTSTARKIST TUNA CHUNK LT WATERARMR VIENA SSAGE 4.6ZARMR BBQ SAUSAGE 4.6ZARMR HOT & SPICY SSGMORTON SALT/PEPPER SET

POP-TARTS FROST STRAWBERRYPOP-TARTS FROST BROWN SUGAR/CINNMR COFFEE FILTRS 8-12FOLGERS CLASSIC ROAST MDCOFFEE-MATE CREAMER ORIGSWEET’N LOW PACKETSHERSHEYS SYRUP CHOCOLATEJET-PUFFED MARSHMALLOWDOLE FRUIT BOWLS MANDRN ORNGDOLE FRUIT BOWLS PEACHES SLCA&H B/SMORTON SALT IODIZED

FROSTED FLAKESCINNAMON TOAST CRUNCHCHEERIOS HONEY NUTAUNT JEMIMA SYRUP ORIGBISQUICK ORIGBTY CRKR BROWNIE MIX FUDGEGW GRAN SUGAR 2LBGOLD MEDAL FLOUR 2LBCRISCO PURE VEGETABLE OIL

2nd Quarter 2016 37

GROCERY


PROMOTION OBJECTIVE• To drive incremental volume on top selling grocery items.

BENEFITS• Drive the category sales with the top selling SKUs within the category.

Kellogg’swww.kelloggconvenience.com

REQUIREMENTS• Distribution only

DATES - OPEN BUY WINDOWOrder dates: 3/28/26 - 4/22/16

Dates for in-store promotion: 3/28/26 - 4/22/16

GROCERY

2nd Quarter 2016 39

878108878033643035536861622

550535024555046616305572361382

PKDESCRIPTIONUPCITEM #

Frosted Flakes 10.5 ozKel Raisin Bran 13.7 ozFroot Loops 8.7 ozKel Fun Pak Cereal 8SApple Jacks 8.7 oz

Ptart B/Sug Cinn 8SPtart Blueberry 8SPtart Cherry 8SPtart Choc Fudge 8SPtart Smores 8SPtart Frst Strwbry 8S

11111

111111

$0.35$0.30$0.30$0.30$0.30

$0.25$0.25$0.25$0.25$0.25$0.25

SZ

10.5 oz13.7 oz 8.7 oz 8.7 oz 8.7 oz

14.0 oz14.7 oz14.7 oz14.7 oz14.7 oz14.7 oz

SRP

$6.25 $5.09 $5.49 $5.49 $5.49

$3.65 $3.65 $3.65 $3.65 $3.65 $3.65

OIAllowance

038000596445038000596650038000391255038000052200038000391323

038000311109038000310102038000318108038000313103038000321108038000317101

PROMOTION OBJECTIVE• Promote and increase distribution on Campbell’s canned soups & pasta and microwave soups.

BENEFITS• Increased profitability and support on the items included in Eby’s recommended grocery sets.


DATES - BOOKING ITEMSOrder dates: 3/28/16 - 4/22/16

Return order to Eby-Brown by: 4/22/16

Ship date: 6/6/16

Date for in-store promotion: 6/6/16

GROCERY

2nd Quarter 2016 41

Campbell’swww.campbells.com

104299467936467944


051000137364051000149824051000149817

Camp SAH Tomato 10 ozCamp SAH Chkn Ndl 10 ozCamp SAH Crm Tmato 10 oz

111

0.05 0.05

SZ

10.75 oz10.75 oz10.75 oz

SRPOIAllowance

$2.49 $2.49 $2.49

Campbell’swww.campbells.com

497834973449742497674977564352103614103655467258545186469247469239469221475533475541573634


051000012319051000010315051000010513051000012616051000000118051000012517051000005502051000005564051000038852051000155474051000148803051000148797051000149190051000159045051000159052051000134592

Camp Veg Beef 10 ozCamp Crm Chkn 10 ozCamp Chkn Rice 10 ozCamp Crm Mush 10 ozCamp Tomato Soup 10 ozCamp Chkn Ndl 10 ozCamp Chky Beef 19 ozCamp Chky Srloin 19 ozCamp Chky Chkn Ndl 19 ozCamp Chky Chli Bf 19 ozCamp Mw Chky Chk Ndl 15 ozCamp Mw Sirl Brgr 15 ozCamp Mw Ckn Dmpln 15 ozCamp Mw Bf & Bn Chili 15 ozCamp Mw Spcy Chili 15 ozCamp Mw Chk Ndl R & W 15 oz

1111111111111111

$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05$0.05

SZ

10.50 oz10.50 oz10.50 oz10.75 oz10.75 oz10.75 oz18.80 oz18.80 oz18.60 oz19.00 oz15.25 oz15.25 oz15.25 oz15.25 oz15.25 oz15.40 oz

GROCERY

2nd Quarter 2016 43

SRP

$2.59 $2.09 $2.39 $2.09 $2.19 $2.19 $3.69 $3.69 $3.69 $3.69 $3.49 $3.49 $3.49 $3.49 $3.49 $2.69

OIAllowance




PROMOTION OBJECTIVE• Promote and increase distribution on Campbell’s canned soups & pasta and microwave soups.

BENEFITS• Increased profitability and support on the items included in the recommended grocery sets.

PROMOTION OBJECTIVE• Offer the customer top selling items in the coffee, peanut butter, spreads and oil categories.

BENEFITS• Drive incremental volume and sales by offering a complete assortment of the top selling, great tasting Smucker’s items.

Smuckerswww.smuckers.com




GROCERY

2nd Quarter 2016 45

91860791861561804620265006291157963462963637963421889907


051500255162051500255377051500000953051500022085051500243923051500251621025500900155025500003849025500003658025500200835

Jif Creamy Pnt Btr 16 oz Jif Crunch Pnt Btr 16 oz Smkr Straw Presrv 12 oz Smkr Grape Jelly 12 ozCrisco Veg Oil 16 oz Crisco Veg Oil 32 oz Folg Caf Sprst 10.3 ozFolg Caf Gr Col 10.3 ozFolg Caf Cls Rst 11.3 oz Folg Caf Inst Reg 3 oz

1111111161

$0.10 $0.10 $0.10 $0.10 $0.10 $0.15 $0.20 $0.20 $1.05 $0.15

SZ

16 oz16 oz12 oz12 oz16 oz32 oz

10.3 oz10.3 oz11.3 oz

3 oz

SRPOIAllowance

$3.99 $3.99 $3.49 $3.19 $4.19 $6.49 $7.69 $7.29 $7.39 $5.19

PROMOTION OBJECTIVE• To increase brand awareness on one of the top brands in the c-store prepared foods category.

BENEFITS• To drive incremental sales in the c-store prepared foods category.

• Hormel Foods has the #1 selling SKU in the luncheon meat, stew, canned chili and microwave categories.

Hormelwww.hormel.com




GROCERY

2nd Quarter 2016 47

499734998179192184897851598531698509103309


037600215831037600223188100003760137037600138727037600196468037600070607037600241939037600085298

Dm Beef Stew 20 ozHormel Chili w/Bean 15 ozHormel Spam Hormel Spam L/Meat 12 ozMk Corn Beef Hash 15 ozHormel Beef Stew 9 ozHormel No Bean Chili 15 ozHormel Rst Bf & Pot 10 oz

11111111

$0.05$0.05$0.05$0.10$0.05$0.05$0.05$0.05

SZ

20 oz15 oz7 oz

12 oz15 oz9 oz

15 oz9 oz

SRPOIAllowance

$3.99 $2.69 $2.79 $4.59 $4.09 $3.75 $3.39 $4.29

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