BUY-IN FROZEN FOOD Forging ahead with growth in poultry

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Josephine Rose
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1 Forging ahead with growth in poultry BY BARBARA WHITE-SAX With consumers eating more meals at home, frozen food sales are soaring. Packaged Facts predicted the frozen food category will grow to $70 billion in 2015, an increase of $14.1 billion (or 25%) over According to a recent study from the market research firm, 72% of consumers said they purchased frozen prepared food. Drug stores aren t missing the opportunity. The drug channel is outpacing the industry in frozen food sales by a solid margin, said Sue Viamari, SymphonyIRI group editor of Times and Trends. The channel has moved beyond pizzas and snack rolls although those segments have plenty of upside. Viamari said some of the strongest growth in the drug channel is coming from frozen pasta and poultry. We re seeing a lot of growth in poultry, in whole frozen birds and chicken tenders. Consumers are busy, and they want quick and easy meal solutions, Viamari said. Frozen entrees saw brand loyalty increase during the past several years; innovation has given momentum to that category, Viamari said. A recent report from Packaged Facts revealed that the number of dinner/entrée introductions increased 21% in 2010 over the previous year, reaching its highest point yet. One-dish entrees have remained top performers. Packaged Facts reported that Nestlé held the top sales spot in the frozen single-serve segment in Restaurant and chef brands have helped push the segment along. ConAgra Foods is teaming up with Bravo for a new line of frozen Top Chef entrees called Healthy Choice Top Chef Inspired Café Steamers. Hand-held appetizers and snacks also showed steady growth. Hot Pockets Sideshots sandwiches and Digiorno Flatbread Melts both won spots on SymphonyIRI s New Product Pacesetters list. Frozen pizza, which represents about 10% of frozen food sales, according to Packaged Facts, remains a steady growth segment. Bertolli Roasted Chicken & Rotini Pasta Top 10 frozen/refrigerated chickens/chicken substitutes Private label $ % Gold N Plump Tyson Perdue Perfect Portions Perdue TGI Friday s Barber Foods Pilgrims Pride MorningStar Farms Gold Leaf TOTAL $1, % Top 10 frozen/refrigerated turkeys/turkey substitutes Jennie O Turkey Store $ % Shady Brook Farms Private label Honeysuckle White Jennie O Foster Farms Butterball Perdue Plainville Farms Zacky Farms TOTAL $ % Top 10 frozen/refrigerated all other poultry/poultry substitutes Tyson $28, % CodornicesSupremas 3, Manchester Farms 2, Perdue Oven Ready 1, Patti Jean 1, Maple Leaf Farms Perdue Perdue Chefs Choice Plantation Quail Tony Chacheres TOTAL $41, % 1 DECEMBER 12, 2011 DRUGSTORENEWS.COM

Top 10 processed frozen/refrigerated chickens/chicken substitutes Tyson $446.3 1.7% Private label 329.9-3.5 Tyson Anytizers 181.8-4.4 Banquet 165.9-1.2 Perdue 149.9 15.5 Perdue Short Cuts 67.4 3.

2 Top 10 processed frozen/refrigerated chickens/chicken substitutes Tyson $ % Private label Tyson Anytizers Banquet Perdue Perdue Short Cuts Fast Fixin Foster Farms Redi Serve Oscar Mayer Deli Fresh TOTAL $1, % Top 10 processed frozen/refrigerated turkeys/turkey substitutes Private label $ % Shady Brook Farms Foster Farms Jennie O Turkey Store Jennie O Perdue Short Cuts Cooked Perfect Honeysuckle White Royal Butterball TOTAL $ % Top processed frozen/refrigerated all other poultry/poultry substitutes Aidells $1, % Maple Leaf Farms 1, Guilotas Meal Mart TOTAL $3, % Top 10 frozen gnocchis Mama Rosies $ % Seviroli Private label Gina Italian Village Chieffo Pierino P&S Flora Scaramuzzas Caesars TOTAL $4, % Top 10 frozen manicottis Mama Rosies $ % Celentano Rosetto Andrea Seviroli Louisa Private label Pede Bros Caesars Scaramuzzas TOTAL $4, % Top 10 frozen pierogies Mrs T s $59, % Private label 3, Delicious Fresh 3, Poppy s Pierogies 3, Kasias 2, Golden Gourmet 1, Dudek Cheemo Naleway Bakers Dozen JJ Wilk Pierogies NA TOTAL $75, % Top 10 frozen raviolis Private label $ % Rosetto Celentano Mama Rosies Gina Italian Village Louisa Andrea Seviroli Pede Bros P&S TOTAL $ % Top 10 stuffed pasta shells Private label $1, % Rosetto 1, Mama Rosies Celentano Pede Bros Andrea Caesars P&S Seviroli Louisa TOTAL $8, % Top 10 frozen tortellinis/tortellonis Private label $ % Seviroli Rosetto Louisa Gina Italian Village Angy s Mona s Celentano Mama Rosies Maria s Italian Feast TOTAL $ % 2 DECEMBER 12, 2011 DRUGSTORENEWS.COM

Top 10 frozen all other pastas/noodles Reames $14.3 12.0% Private label 4.7 18.6 Boston Market 3.0-20.0 Marie Callenders 2.6 23.6 Grandma s 2.3-5.9 Celentano 1.3 1.6 Andrea 1.0 16.1 Seviroli 1.0-18.

0 Odoms Tennessee Pride 26.3 25.8 Hot Pockets 16.5-16.6 Tennessee Pride 16.3 48.6 Private label 16.2 24.2 Bob Evans 15.7 26.1 Lean Pockets 15.4-7.9 Jimmy D s 10.0 853.1 TOTAL $430.3 13.

3 Top 10 frozen all other pastas/noodles Reames $ % Private label Boston Market Marie Callenders Grandma s Celentano Andrea Seviroli Mama Rosies Gia Russia TOTAL $ % Top 10 frozen handheld breakfasts Jimmy Dean $ % Jimmy Dean D Lights Weight Watchers Smart Ones Morning Express Odoms Tennessee Pride Hot Pockets Tennessee Pride Private label Bob Evans Lean Pockets Jimmy D s TOTAL $ % Top frozen egg substitutes Private label $1, % Egg Beaters Light N Tasty Eggs Morningstar Farms Scramblers TOTAL $2, % Top 10 frozen bagels Lender s $13, % Kraft Bagel Fuls 10, Private label 6, Ray s New York Bagels 3, Lender s Big N Crusty 3, Bagels Forever 2, Finagle A Bagel Kinnikinnick Foods Enjoy Life Against The Grain Gourmet TOTAL $41, % Top 10 muffins Vitamuffi n Vitatops $28, % Fiber One 2, Kellogg s Eggo Bakeshop 2, Vitamuffi n 2, Udis 1, Foods By George Glutino Vans NA Private label NA Red Gingham Gourmet TOTAL $37, % Top 10 other frozen breakfast foods Pillsbury Toaster Strudel $149, % Pillsbury Toaster Scrambles 17, Weight Watchers Smart Ones Morning Express 9, Kellogg s Cinnabon 4, Lean Pockets 1, Private label Bob Evans Don Miguel Amy s Toaster Pops Stouffer s Lean Cuisine TOTAL $183, % Top 10 frozen breakfast entrees Aunt Jemima $ % Jimmy Dean Breakfast Bowls Jimmy Dean Private label Kellogg s Eggo Weight Watchers Smart Ones Morning Express Jimmy Dean Skillets Krusteaz Kellogg s Eggo Minis Jimmy Dean D Lights TOTAL $ % Top 10 frozen waffles Kellogg s Eggo $ % Private label Kellogg s Nutri Grain Eggo Aunt Jemima Vans Kellogg s Eggo Thick and Fluffy 17.4 NA Kellogg s Eggo Minis Kashi 5.8 NA Vans Organic Smuckers Snackn Waffl es TOTAL $ % Top 10 frozen appetizers/snack rolls Totino s Pizza Rolls $ % TGI Friday s Private label Bagel Bites Jose Ole Farm Rich El Monterey Chung s Delimex Stouffer s Lean Cuisine 25.5 NA TOTAL $1, % 3 DECEMBER 12, 2011 DRUGSTORENEWS.COM

4 Top 10 frozen breaded vegetables Pictsweet $4, % Veggie Patch 3, Private label 2, Dominex 1, Stilwell 1, Fresh Frozen 1, Farm Rich McCain Golden Crisp Fryer Saver Today s Harvest Macabee TOTAL $19, % Top 10 frozen multiserve dinners/entrees Stouffer s $ % Birds Eye Voila Bertolli PF Chang s Home Menu Private label Marie Callender s TGI Friday s Stouffer s Easy Express Skillets Wanchai Ferry On Cor Traditionals TOTAL $1, % Top 10 frozen pizza crusts/doughs Udis $1, % Kinnikinnick Foods 1, House of Pasta Tiseo Calise & Sons Bakery Stefanos Rhodes Private label Guttenplans Portesi TOTAL $10, % Top 10 frozen pretzels Super Pretzel $25, % Super Pretzel Softstix 6, Private label 4, Kim & Scott s Gourmet Pretzels 3, Super Pretzel Pretzelfi ls 2, Super Pretzel Soft Pretzel Bites 1, Hanover 1, Servatii New York Pretzel Gus TOTAL $46, % Top 10 frozen single-serve dinners/entrees Stouffer s $ % Weight Watchers Smart Ones Banquet Marie Callender s Stouffer s Lean Cuisine Cafe Cuisine Healthy Choice Cafe Steamers Hungry Man Stouffer s Lean Cuisine Simple Favorites Healthy Choice Stouffer s Lean Cuisine One Dish Favorites TOTAL $3, % Top 10 frozen prepared vegetables (sauce/crumbs) Green Giant $ % Green Giant Valley Fresh Steamers Birds Eye SteamFresh Green Giant Just For One Green Giant Simply Steam Green Giant Healthy Weight Private label Birds Eye Birds Eye Steam and Serve Green Giant Niblets TOTAL $ % Top 10 frozen handheld entrees Hot Pockets $ % Lean Pockets El Monterey White Castle State Fair Stouffer s Corner Bistro Foster Farms Private label Smuckers Uncrustables Amy s TOTAL $1, % Top 10 frozen pizzas Di Giorno $ % Private label Red Baron Tombstone Totino s Party Pizza Freschetta California Pizza Kitchen Jacks Original Tony s Stouffer s Lean Cuisine Casual Cuisine TOTAL $3, % Top 10 frozen corn on the cobs Private label $ % Green Giant Nibblers Birds Eye Green Giant Birds Eye SteamFresh Pictsweet Fresh Frozen WestPac The Allens Sack O Corn TOTAL $ % 4 DECEMBER 12, 2011 DRUGSTORENEWS.COM

5 Top 10 frozen beans Private label $ Birds Eye SteamFresh Pictsweet Birds Eye Birds Eye C&W Seapoint Farms Pictsweet Deluxe Fresh Frozen Green Giant Valley Fresh Steamers Hanover Silver Line TOTAL $ % Top 10 frozen broccolis Private label $ % Birds Eye SteamFresh Birds Eye Green Giant Valley Fresh Steamers Pictsweet Deluxe Birds Eye C&W Pictsweet Deluxe Steamables Pictsweet Birds Eye FreshLike Hanover Gold Line TOTAL $ % Top 10 frozen carrots Private label $15, % Green Giant 4, Hanover Gold Line Capac Chief Birds Eye FreshLike Hanover Country Fresh Classics Pictsweet Flav R Pac WestPac Lovebird 96.5 NA TOTAL $21, % Top 10 frozen corns Private label $ % Birds Eye SteamFresh Birds Eye Birds Eye SteamFresh Premium Selects Birds Eye C&W Pictsweet Green Giant Valley Fresh Steamers Green Giant Birds Eye FreshLike Birds Eye McKenzies TOTAL $ % Top 10 frozen mixed vegetables Private label $ % Birds Eye SteamFresh Birds Eye Birds Eye Farm Fresh Pictsweet Green Giant Simply Steam Green Giant Antioxidant Blend Green Giant Pictsweet Deluxe Steamables Birds Eye FreshLike TOTAL $ % Top 10 frozen onions Private label $8, % Birds Eye 2, Birds Eye C&W 1, Ore Ida 1, Pictsweet McKenzie s Hanover Silver Line Fresh Frozen Moo and Oink Great American Appetizers TOTAL $16, % Top 10 frozen peas Private label $ % Birds Eye SteamFresh Birds Eye Green Giant Simply Steam Birds Eye C&W Green Giant Valley Fresh Steamers Pictsweet Birds Eye C&W Early Harvest Fresh Frozen Pictsweet All Natural TOTAL $ % Top 10 frozen spinach Private label $ % Birds Eye Green Giant Weight Watchers 7.7 NA Seabrook Farms Pictsweet Birds Eye C&W Green Giant Cascadian Farm Pictsweet Deluxe Allens Popeye Steam Supreme TOTAL $ % Top 10 frozen squashes/zucchinis Private label $7, % Birds Eye 2, Birds Eye Southland 1, Pictsweet 1, Birds Eye C&W Cascadian Farm Fresh Frozen Birds Seabrook Farms Stahlbush TOTAL $15, % 5 DECEMBER 12, 2011 DRUGSTORENEWS.COM

6 Top 10 other frozen plain vegetables Private label $ % Birds Eye SteamFresh Premium Selects Pictsweet All Natural Pictsweet Goya Hanover Gold Line Green Giant Simply Steam Pictsweet Deluxe Fresh Frozen Birds Eye TOTAL $ % 6 DECEMBER 12, 2011 DRUGSTORENEWS.COM

Chapter 1: Executive Summary Introduction Market Definition: Frozen Foods Report Methodology Market Trends Sales to Near $49 Billion by 2017 Table

Chapter 1: Executive Summary Introduction Market Definition: Frozen Foods Report Methodology Market Trends Sales to Near $49 Billion by 2017 Table 1-1: Projected U.S. Retail Sales of Frozen Foods, 2012-2017