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Oscar Mayer Hot Dogs

C-Store Overview/Training and 2016 Planning

January 15, 2016

Table of Contents

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• Hot Dogs & C-Stores

• Why OSCAR MAYER?

• Winning at the Grill

• LTO Promotions

• Retailer Support

• Portfolio Overview

• Questions?

• Appendix

3

Despite an increasing array of food options, Hot

Dogs/Corn Dogs servings are steady

151,127 167,017

196,455 177,483 183,622 183,324

YE Jul'09 YE Jul'10 YE Jul'11 YE Jul'12 YE Jul'13 YE Jul'14

Hot Dog/Corn Dog Servings at C-Store (000)

Source: The NPD Group / CREST YE JULY

Hot Dogs are #2 in C-store Prepared Foods Sales

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Source: 2014 Technomic Convenience Stores Industry Data Digest

Shares by Category

Why Oscar Mayer?

“An American Tradition since 1883”

C-Stores can improve their food to better

compete with QSRs; convenience is not enough

34 32

30

34

46

41

38

33

41

44 C-Stores Total QSR

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Customer Satisfaction: Food Attributes % Excellent

Source: CREST

Taste and Flavor of Food

Quality of Food Variety of Food Food was Fresh Convenience of Location

No longer a point of

difference

Source: The NPD Group / CREST / YE June ‘14

Oscar Mayer Links help improve perception of roller grill

Do not include in Crossmark Connect – This page can’t be left with retailers due to contract with NPD

Consumers already choose Oscar Mayer

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2/3 Share of Voice Biggest Advertising Spend

66% 56%

OSCAR MAYER is #1 in the cold case Source: Starcom, Q3 2014 - Share of Voice & Share of Spend

Source: Nielsen, 2010-2014, Total US Conv RETAIL

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Great Flavor: All natural hardwood smoked – NO liquid smoke

Firm Bite: OM use only carefully selected 100% USDA inspected cuts of fresh, never frozen meats – NO by-products

Great Taste: We have been using our special unique blend of spices since 1883 & have been innovating ever since to deliver flavor that keeps customers coming back

Attractive Eye Appeal: Natural appearance, NO artificial coloring used

Merchandising: Leverages Oscar Mayer’s brand equity & quality which alleviate concerns about mystery meat

Easy Clean-up: IQF prevents caramelization on grill

Hold Time: 4 hours on roller grill

30+ years experience on the roller grill delivers

consistent taste & performance you expect:

Why Oscar Mayer – Better Performance on the Grill

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Oscar Mayer Links are IQF "flash frozen individually"

This ensures that a hot dogs case is not a solid block of hot dogs, but rather, each link is loose in the case. This process makes the Oscar Mayer Hot Dogs easy to work with and maximizes grill performance. On the other hand, slow freeze can lead to interior ice crystals which may cause: • Caramelization on the roller grill

• Leading to poor appearance • More difficult clean up each day

• A softer, mushier bite • Gaps/pockets in the link

Winning at the Grill

with Oscar Mayer Hot Dogs

Selling to Retailers without Roller Grills

Attract Customers, Increase Sales & Reduce Labor Costs

Operator Need: Sales Prop:

• Patrons are looking for protein rich snacking options • Attract customers with delicious & portable links from the brand trusted

since 1883 by offering Oscar Mayer on the roller grill • With 30+ years of experience & IQF technology, OM links perform better,

require less time for clean up & deliver the taste your customers want • Plus OM helps the equipment & merchandise cost with the Grow your

Grill program

UnLimited Time Opportunities Exist Selling our Core Grill SKUs! Jumbo 5/1 Beef Frank

Item #391

Corn Dough Dog

Item #636

Jalapeno & Cheese

Item # 496 or 178

Or New Retailers

Selling to Retailers under contract with Competitor

Attract Customers, Increase Sales & Profitability


• Most contracts allow for competitive options if the supplier does not offer a similar product

• With one of the few USDA approved bakeries, OM enrobed links are unique cost saving alternatives that appeal to the busy on-the-go patron

• Portable and convenient • No need to supply buns or extra condiments • Better for you as baked vs. fried

Sell our Enrobed Grill SKUs!

Selling to Retailers currently not offering Breakfast

Attract Customers, Increase Sales & Profitability


• Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go

• Attract consumers currently skipping breakfast or eating at home • Steal back share of coffee servings from QSRs • Increase usage of existing roller grills at new day part • Attract customers looking for a sweet option with protein

Sell our Breakfast Grill SKUs!

Increase Sales with Current Retailers

by Leveraging our 2016 LTOs

Grow Breadth of Grill Portfolio with LTOs!

LTO: March 1 – December 31, 2016

Why Breakfast? • Heat up your breakfast sales with this innovative pancake wrapped sausage that

your customers can enjoy on the go

• Attract consumers currently skipping breakfast or eating at home

• Steal back share of coffee servings from QSRs

• Attract customers looking for a sweet option with protein

• Increase usage of existing roller grills at new day part

Sku Flavor Units/cs Cs Wt

00447000674400 Blueberry 20 links 3.3Lb

00447000685300 Maple 20 links 3.3Lb


LTO: March 1 – Dec. 31, 2016 Why PIZZA?

• Italian sausage is the #1 sausage variety, appearing on over 20% of all menus and on 62% of all Pizza menus1

• Italian sausage often appears menued with other traditionally Italian ingredients, like marinara and mozzarella cheese, in dishes like pizza and sandwiches1

• Our Pizza Link already has the condiments inside!

• Great way to attract Millennials

SOURCE: 1) Datassential February 2015

Sku Units/Case Cs Wt

00447000871900 20 links 3.9LB


LTO: Sept. 1 – Dec. 31,

2016

Why Pumpkin? • Celebrate the season with this quintessential holiday flavor

• Attract customers & be a destination for holiday fun & indulgence

• Great for those seeking a sweet morning treat or afternoon snack with protein


00447000893700 20 links 3.3LB

2016 LTO Sales Support

FREE POS KIT:

LTO REBATE: • $2/case, up to $150/store for purchases of LTO links during promotional period 3/1 - 12/31/16

• Rebate redemptions need to be submitted by 1/31/17

• Product Samples for Maple & Blueberry are available from DOT

• Kits available from IMS in early Feb.

Product Sell Sheet Window Cling

Please notify Kraft

Heinz of all new

business

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Retailer Support

The Resources you need to win at the grill!

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• Customized Job Aid: • Highlighting successful roller grill execution

• P-O-Gs & Build to Charts: • By Size of Grill or day part

• Roller Grill Merchandising Program: • Leverage OM branding

• Grow Your Grill Program Retailer: • Best for mid tier chains not on contract • Can earn $450/store

• Grow Your Grill Program Distributor: • Customize with distributor codes • Leverage the distributors sales force

• OM Hot Dog Rebate: • Save up to $500 on full portfolio • LTO rebates

• Trade Show Kit: • Everything needed to showcase OM Hot Dogs

See appendix for examples of each

2016 Priorities by Business Unit

Foodservice BU

1. Focus on Roller grill LTO and Specialty Link items: • Pizza Dough Dog • Oscar Mayer Breakfast items • Win the holidays with Pumpkin Pancake Sausage

2. Leverage new Kraft Heinz Portfolio to drive OM roller grill and condiment authorizations

3. Capitalize on growth in C-Store Breakfast traffic to gain authorizations of Maple & Blueberry Pancake at retailers under competitor contracts

Oscar Mayer Hot Dog Portfolio

“An American Tradition since 1883”

Oscar Mayer Best Selling Specialty Hot Dogs

Classic Oscar Mayer wiener wrapped inside gourmet cornmeal breading: •No need for buns or condiments, so you save on costs •Better for you as baked vs. fried •Portable and convenient


00447000063600 20 links 4.25LB

Oscar Mayer Corn Dough Dog:

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Oscar Mayer Jalapeño & Cheese:

A great-tasting link sure to kick taste buds into high gear: A Pork & Poultry link with Kraft Old English Cheddar Pasteurized Processed Cheese, crushed red peppers, diced Jalapeños and OM propriety spice mix blended exclusively for this flavor. Which is naturally hardwood smoked and enhanced with Mesquite Smoke Flavoring.

Sku Size Cs Wt

00447000049600 5/LB 6LB

00447000017800 5/LB 10LB

Oscar Mayer Cheezy Link:

A new twist on an All American Classic •Made with Beef, Poultry & Kraft Old English Cheddar •Flavored with onion & garlic •Compete with QSRs with a cheeseburger flavored link made to perform on the roller grill

Sku Size Length Cs Wt

00447000024600 5/LB 5.5IN 10LB

00447000043000 6/LB 5.5IN 6LB

Attract Consumers with variety

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Oscar Mayer Cheese Smokie: All about the smoke! With the longest run in the smokehouse & Kraft Old English Cheddar, this link is sure to please the BBQ Pitmaster


00447000050100 5/LB 6IN 6LB

Abundant spices, red peppers & paprika delivers flavor at less cost than the Jalapeno & Cheese

Oscar Mayer Brat & Cheese:

Oscar Mayer Smokie Link: 100% all natural hardwood smoke & our longest run time in the smokehouse make this OM pork & poultry link a winner


00447000066400 5/LB 6IN 6LB


00447000048300 5/LB 6IN 6LB

Attract Consumers with Variety

Oscar Mayer Hot and Spicy:


00447000049400 5/LB 6IN 6LB

Classic flavor with Kraft Old English Cheddar designed to perform on roller grill

Oscar Mayer Breakfast

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A classic breakfast link made with pork and seasoned for extra flavor

Oscar Mayer Breakfast Sausage:


00447000032800 8/LB 5.25IN 6LB

Oscar Mayer Pancake Sausages: Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go. • A Classic Oscar Mayer pork sausage wrapped in a Maple or Blueberry pancake

Sku Flavor Pack Cs Net Wt

00447000674400 Blueberry 20-2.6oz 3.3Lb

00447000685300 Maple 20-2.6oz 3.3Lb

• Attract consumers currently skipping breakfast or eating at home • Steal back share of coffee servings from QSRs • Increase usage of existing roller grills at new day part

Oscar Mayer Beef Franks & Wieners

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Strengthen your roller-grill sales with quality ingredients & the trusted Oscar Mayer brand • “An American Tradition since 1883” •Made from Quality fresh, never frozen, 100% USDA inspected beef •All natural hardwood smoked •OM signature propriety beef spice blend •No by-products, No MSG added •Available in a variety of sizes from quarter pounders to 10 links/lb.

Oscar Mayer Beef Franks: Sku Size Length Cs Wt

00447000010500 4/LB 6.5IN 10LB

00447000018300 8/LB 6IN 10LB

00447000019000 10/LB 6IN 10LB

00447000019300 5/LB 10.5IN 10LB

00447000038800 4/LB 8.25IN 10LB

00447000039100 5/LB 6IN 10LB

00447000039400 6/LB 6IN 10LB

The All American Oscar Mayer Hot Dog that is year-round favorite • Simple and classic that has a plump juicy taste • Less expensive than beef

Oscar Mayer Wieners: Sku Size Length Cs Wt

00447000016700 5/LB 6IN 10LB

00447000036100 8/LB 6IN 10LB

Made to Order items

Help your Retailer Differentiate themselves

Items below are Made to Order

sku Master Files Description Selling Description

447000639700 OM 4 - 1 CHES SMO SAUS 10# 4/lb 3 Cheese Smoikie

447000072400 OM 5/1 BRATWURST 6# 5/lb Brat

447000639600 OM 4 - 1 6.5" JAL & CHS 10# 4/lb Jalepeno & Cheese

447000782800 OM FS 6 LB HD PIZZA LINK 5/lb Pizza or Italian Style Link

447000736300 6# OM FS HD BAC CH 5/lb Bacon & Cheese

447000711600 4.25# OM INFERNO CORN DOUGH DOG 1 Inferno Dough Dog

447000678500 3.31# OM CINNAMON ENROBED LINKS 1 Apple Cinnamon Pancake Sausage

447000736500 OM 1/4.25LB BCN&CHSE CORN DOUGH DOG Bacon Dough Dog

Lead-time varies by sku and their ingredients. Min order is usually 4,000 cases. Optimal would be 13 weeks but at least 8 weeks lead-time is needed.

These items are not kept in stock but we are happy to make them!

Oscar Mayer Cheese Smokie:

Heat up your sales with this smokie option: 6397 has Cheddar, Mozz & American Processed cheeses in a smoked link 501 is a less expensive option with 1 cheese: Kraft Old English Cheddar in a smoked link


00447000639700 4/LB 6IN 10LB


Oscar Mayer Bratwurst:


00447000072400 5/LB 6IN 6LB

Classic Brat flavor, designed to perform on roller grill

Oscar Mayer Pizza Link:


00447000782800 5/LB 6IN 6LB


Oscar Mayer Bacon Dough Dog:


00447000736300 20 links 4.25LB

Zest up your roller grill sales with this combination of a Hot & Spicy Dog wrapped in cheesy jalapeno corn dough • Abundant spices and flavor

Oscar Mayer Inferno Dough Dog:


00447000711600 20 links 4.25LB

Combined our 2 best sellers Corn Doug Dog & Jal & Chs. to create…….

Oscar Mayer Bacon & Cheese Link:


00447000736300 5/LB 6IN 6LB

Our OM Bacon & Cheese link wrapped in a sweet dough with OM bacon pieces •No need for buns or condiments •Better for you as baked vs. fried •Portable and convenient

Everything is better with bacon! Especially in an OM Pork & Poultry link with Kraft Old English Cheddar that is naturally hardwood smoked

Questions & Answers

Appendix

Oscar Mayer is the innovative brand that consumers trust

Oscar Mayer enrobed dogs are cost saving alternatives

Hardwood Smoked SPECIALTY DOGS

ENROBED DOGS • No need to supply buns or extra condiments • Portable and convenient • Better for you as baked vs. fried • Enrobed items have the same hold times

(4 hours) as all other Oscar Mayer hot dogs

• Key emotional drivers like “Brand I know” and “Brand I trust” alleviate concerns about mystery meat products being served in your store1

• Oscar Mayer Hot Dogs have an 80% Awareness with C Store consumers1

• Oscar Mayer has 30+ years in the roller grill business creating innovative products that keep consumers coming back

• Oscar Mayer’s individually frozen links don’t caramelize and hold for 4 hours on the roller grill

• Merchandising is available to leverage Oscar Mayer’s brand equity and quality products which leads to increased sales and profits

1) C-Store Ready-To-Eat Hot Dog A&U March 2011

For more information, visit us at: www.kraftfoodservice.com/oscarmayerlinks

http://www.kraftfoodservice.com/oscarmayerlinks

LTO CALENDAR Oscar Mayer Breakfast

Heat up your breakfast sales with this innovative pancake wrapped sausage that your customers can enjoy on the go.

• Attract consumers currently skipping breakfast or eating at home

• Steal back share of coffee servings from QSRs

• Increase usage of existing roller grills at new day part

• Classic Oscar Mayer pork sausage wrapped in a Maple or Blueberry pancake

March 1 – Dec. 31, 2016

Sept. 1 – DEC 31, 2016

Merchandise & Promotions

How to order POS

37

Best In Class - Operations

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Customized Job Aid - Highlights the Key Steps to a Successful Roller Grill Execution

P-O-Gs & Build To Charts By Size of Grill or Day Part

Available at Food Concepts website

http://www.foodconcepts.com/kraft



Best In Class – Merchandising & Promos

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Oscar Mayer brand means great tasting,

high quality hot dogs to your customers

Creating a consistent brand message in all stores builds customer awareness


Grow Your Grill Program will continue in 2016

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Available at Food Concepts website & C-store teamsite - editable

Perfect for mid-tier operators

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Trade Show Kit

42 Available at Food Concepts website

Trade Show Kit – How to order

43 Available at Food Concepts website

Step 1: • Email Andy Erdman at [email protected] requesting a trade show crate • Provide following info in this email:

• Shipping information, including whose attention the crate should be shipped to • Special Shipping Instructions • Any shipping labels that need to be applied to the crate • Received by date (include date range if applicable) - please allow a 2 week lead time

Step 2: • Andy will ship crate accordingly. • Included with the crate will be Crate Repackaging Instructions Step 3: • Fill out Trade Show Return Form to arrange for Trade Show crate to be picked up Step 4: • Our Agency Food Concepts, will receive crate, inspect it, and replace any damaged items • FCI will then store for future use

mailto:[email protected]

Developing a Successful Roller Grill Program

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Thank You

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