rise, but we re really starting to see that come to fruition as snacking is now driving overall c-store food and beverage sales!

Transcription

1 CATEGORY CAPTAIN with Get in the driver G E N E R A L M Salty Snacks driver s seat Salty Snacks. IL L S W e ve been telling you for quite some time that snacking is on the rise, but we re really starting to see that come to fruition as snacking is now driving overall c-store food and beverage sales! The Salty Snacks category is up 3.9% over last year, and is the sixth-largest category in the convenience channel. Specifically, snacking is the # c-store food/beverage occasion at 55%, and this percentage is a 5.7% increase over last year. In addition, snacking, and more pointedly Salty Snacks, has a high rate of cross purchase. For example, Salty Snack buyers also purchase a soda 38% of the time and nuts/seeds buyers will also purchase another salty snack. So get on board for Salty Snack success! The Salty Snacks category is up 3.9% over last year, and is the sixthlargest category in the convenience channel. Comprised of potato chips, Combos, corn and tortilla chips, pretzels, snack mix, crackers and popcorn, this category has a wide variety of forms and flavors. Within the category, growth is being driven by snack nuts (+9.0%), chips (+8.6%) and seeds (+2.9%), but it s important to note that the top ten brands account for 7% of the dollar sales. And let s not forget how important those snacking occasions are to the success of this category. Snacking frequency continues to increase across all dayparts, but the PM Snack Attack is a new trend! The most popular snacking occasion is now afternoon snacking, followed closely by evening and late evening snacking. In fact, 2pm - 3pm is the prime snacking time for c-stores, 4 CATEGORY INSIGHTS

2 so let s take a look at the segments within Salty Snacks to ensure you ll be ready when this time comes. Other Salted Snacks As the largest segment within Salty Snacks at 25.7% dollar share, other salted snacks include top items such as General Mills Chex Mix, Gardetto s and Andy Capps. For best results, these items should be merchandised near the mid-section of your Salty Snack product space. Potato, Corn and Tortilla Chips The Chips segment is one where interesting things are happening! As the second-largest segment, potato chips have 23% of the dollar share and are up 9% overall. Pringles is the leading brand both nationally and in the Eby-Brown Competitive Market, but the interesting trend that we don t want to overlook is within the sub-segment of kettle chips. Currently, potato style chips are still the most popular at 68% Snacking frequency continues to increase across all dayparts, but the PM Snack Attack is a new trend! st Quarter 206 5

3 Dollar Share Segment Chips Potato Chip Regular 68.0% Potato Chip Baked 0.2% Potato Crisp 5.4% Potato Chip Other 0.3% Kettle Chip 6.0% Source: AC Nielsen Total US Food 26 weeks ending 4/8/5 When merchandising chips, it s imperative to take advantage of the cross-promotional opportunities this sub-category provides. share, but kettle chips are on the move at 6%! Kettle Brand is both mainstream, and purchased for its natural attributes. For example, Kettle Brand appeals to a wide variety of customers because of their fresh, innovative flavors and textures. However, it also falls into the better for you snacking segment to satisfy a completely different customer need. More specifically, Kettle Brand is the # brand of natural potato chips in North America, and they don t have any artificial flavors, colors, preservatives or MSG. These are huge selling points for customers who want a great-tasting snack, but are also looking for something less processed and natural. Kettle Brand chips are also non GMO certified, Kosher certified and gluten free, and as you know, gluten free is a food revolution in and of itself! In addition, their Dill Pickle Potato Chips won the 205 Most Innovative Salty Snack product at the Sweet & Snacks Expo. Therefore this is certainly a brand you want to utilize in your offering and watch as they progress! Consumed at both main meals and snacking occasions, chips are a subcategory within your c-store that offers more than one opportunity to produce sales, and the leading brands in this group are Pringles, Doritos, Tostitos, Ruffles and Cheetos. These brands are known as the old standbys, however, as we stated previously, Kettle Brand chips and products like them are gaining acceptance and popularity. When merchandising chips, it s imperative to take advantage of the cross-promotional opportunities this sub-category provides. Products such as beverages, dips, and other snack items are frequently purchased with chips and can drive incremental sales and a higher dollar ring. Pretzels As the go to item for healthy snacking in Salty Snacks, Pretzels are up 7.6% in dollar sales and have a 4.6% share. They are a flexible snack that can be merchandised in multiple locations in your c-store. Snyder s of Hanover is the top pretzel SKU and is up slightly versus last year. HK Anderson is popular for their peanut butter filled pretzels. Popcorn Ready To Eat (RTE) Popcorn is another segment that appeals to your healthy snacker, with 2.5% market share. Although this segment is flat versus last year, interesting flavor innovations are driving interest in this category, and offer customers an enhanced experience they desire. Two brands are leading the industry with Popcorn Indiana and their indulgent Kettle Popcorn, and Skinny Pop with healthy, lighter popcorn. Be sure to look for cross-merchandising opportunities for popcorn, such as with beverage items. Crackers Within the Warehouse Salty catego- 6 CATEGORY INSIGHTS

4 ry, crackers are relatively flat. At 8% share versus the 8% of Salty Snacks and the.7% of microwave popcorn, this is still an important segment. Within this segment, Nabisco is the leader in cracker brand sales, and Cheez-It is the most popular item. Within the segment, we have sub-segments of cheese at #, followed by butter, wheat, saltine, snack, graham and 00 calorie packs. As is the case with most of the Salty Snacks, crackers are a great accompaniment to beverages, so be sure to consider cross-purchasing opportunities when merchandising these items. Combos Combos remain the # Salty Snack brand in the Eby-Brown market, and are up.8% over last year! These unique snack items with a crunchy outer shell and a creamy inner filling are available in several bold flavors, including both sweet and salty options. Combos has strong support among Hispanics, who are a growing population and make up 2% of c-store customers, and are also the perfect mess-free, on-the-go snack. Maximizing Profit on Warehouse Snacks Many DSD snack suppliers, particularly the DSD chip vendors, offer ancillary items such as nuts, seeds, and meat snacks to supplement their supply of chips. These items typically detract from higher margin, higher % Salty Snacks - Top 0 Brands Top 0 Brands Account for 7% of Dollar Sales 2.6% 5.0% 2.7% 2.8% Pringles Chex Combos Cheez It Gardettos Bugles Keebler Crackers profit warehouse snacks and need to be monitored. In order to maximize your warehouse snack profitability and drive customers to the warehouse snack category, it is important to place controls on your DSD vendors on what items you want them to bring in your store. Another option is to place a threefoot end cap focused on the highest velocity warehouse chips in an intercept position to DSD. This can help increase total category margins, as some DSD programs only offer 26% margin, while most warehouse programs offer 35-50% margins. -.5% -0.9% Dollar Sales ($MM) % Change vs LY 0.5% 0.7% Snyders of Hanover -6.% Sources: IRI AllScan C-Store data for latest 52 weeks ending Sept. 7, 204, Total US and Eby Brown Competitive Market: Great Lakes and Mid South IRI Regions Ritz Andy Capps...some DSD programs only offer 26% margin, while most warehouse programs offer 35-50% margins. st Quarter 206 7

5 In preparing your Salty Snacks offering, it s important to remember that a small percentage of SKUs drives a large percentage of sales this rule outlines the importance of having the right mix of product with regard to both form and flavor. Driving Sales with Salty Snacks With the continued growth in snacking and specifically, the boom in PM snacking, your Salty Snacks offering should be one where profitability is a given. Remember that 73% of purchases are triggered by an immediate need, and 85% of snack purchases are eaten immediately! These customers want to make a quick trip inside your c-store, find their snack item, and be out the door in approximately two minutes, so shopability and selection are key. In addition, more than half of all c-store customers go directly to the beverage aisle, so don t neglect this huge opportunity for cross-merchandising. In preparing your Salty Snacks offering, it s important to remember that a small percentage of SKUs drives a large percentage of sales this rule outlines the importance of having the right mix of product with regard to both form and flavor. To help you achieve snacking success, Eby-Brown has created five different planograms to choose from four-foot, six-foot, eight-foot, nine-foot, and twelve-foot as well as a three-foot end cap. By offering this wide variety of sets from which to choose, you can be certain to get the perfect mix of product to meet your needs. As always, contact your Eby-Brown representative for personalized planning. Sources: IRI AllScan C-Store data for latest 52 weeks ending Sept. 7, 204. Total US and Eby Brown Competitive Market: Great Lakes and Mid South IRI Regions; AC Nielsen Total US Food 26 weeks ending 4/8/5; Nielsen AOD Consumer Takeaway Scan data through 8.29/5; GMI Proprietary Salty Consumer Segmentation 205; Willard Bishop Convenience SuperStudy 203; The NPD Group s National Eating Trends, Crest services and Snack Track service, Year Ending Feb. 203; MarketTools C-store Total Salty Snacks Category Drivers: Updated 204 Study; VideoMining C-store Consumer Purchase Study 205; Diamond Foods Category Insights. Many DSD snack suppliers, particularly the DSD chip vendors, offer ancillary items such as nuts, seeds, and meat snacks to supplement their supply of chips. These items typically detract from higher margin, higher profit warehouse snacks and need to be monitored. 8 CATEGORY INSIGHTS

6 Implement the Eby-Brown recommended 2ft Salty Snacks planogram to maximize your category dollars. Planogram photo follows on pages 0 and. 2ft Salty Snacks Planogram ITEM # DESCRIPTION ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF CHEEZ-IT GRAB BAGS CHEEZ-IT 9464 COMBOS CRACKER CHEDDAR CHEESE 7484 COMBOS CRACKER PEPPERONI PIZZA 9647 COMBOS PRETZEL CHEDDAR CHEESE 9670 COMBOS PRETZEL PIZZERIA COMBOS PRETZEL BFFLO BLU CHS FLIPZ PRETZEL WHITE FUDGE FLIPZ PRETZEL MLK CHOC REESES SNACK MIX HERSHEYS SNACK MIX CHEX XTRM CHILE/LIME HOT CHEX XTRM SRIRACHA SPICY PRINGLES ORIG/RANCH DIP PRINGLES ORIG/JALAPENO DIP PRINGLES ORIG/HNY MSTRD DIP PRINGLES GRAB/GO ORIGINAL PRINGLES GRAB/GO SC/O PRINGLES GRAB/GO CHEDDAR CHEESE PRINGLES GRAB/GO BBQ PRINGLES GRAB/GO SLT/VNGR PRINGLES ORIGINAL PRINGLES SOUR CREAM/ONION PRINGLES CHEDDAR CHEESE PRINGLES CHEDDAR CHEESE PRINGLES BBQ PRINGLES BBQ PRINGLES PIZZA PRINGLES SALT/VINEGAR PRINGLES TORTILLAS CRISP NACHO PRINGLES TORTILLAS ZESTY SALSA PEG SECTION CHEEZ-IT GRAB/GO CHEEZ-IT WHITE CHEDDAR CHEEZ-IT DUOZ CHDR JCK/BBY SWS SNYDERS HANOVER PRTZ MINI SNYDERS HANOVER PRTZ NBLR SRDGH SNYDERS HANOVER PRTZ PC HNY/MSTD COMBOS PRETZEL CHEDDAR CHEESE COMBOS CRACKER CHEDDAR CHEESE GARDETTOS SNACK MIX ORIG GARDETTOS RYE CHP RST GARLIC CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND CHEX MIX JALAPENO CHEDDAR BUGLES ORIG BUGLES NACHO CHEESE BUGLES HOT BUFFALO TGI FRIDAYS POTATO SKNS CHDR/BCN TGI FRIDAYS POTATO SKNS SC/O KETTLE CHIP SEA SALT/VINEGAR KETTLE POTATO CHIP JALAPENO CHEEZ-IT CHEDDAR JACK CHEEZ-IT HOT/SPICY CHEEZ-IT DUOZ CHEDDAR/PARMESAN SNYDERS HANOVER PRTZ PC HOT BFLO SNYDERS HANOVER SWT/SLTY PC CRML SNYDERS HANOVER SWT/SLTY PC CINN COMBOS PRETZEL BFFLO BLU CHS COMBOS PRETZEL PIZZERIA GARDETTOS SNACK MIX ITALIAN RCP GARDETTOS PRETZEL MIX DELI MSTRD CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND CHEX MIX HOT N SPICY BUGLES SWEET/SALTY CARAMEL BUGLES CHOCOLATE PEANUT BUTTER BUGLES RANCH TGI FRIDAYS POTATO SKNS BCN RNCH KELLOGGS CRACKER CHIPS SALT KETTLE CHIP SEA SALT KETTLE POTATO CHIP BACKYARD BBQ CHEEZ IT GROOVES WHITE CHEDDAR CHEEZ IT GROOVES CHEDDAR RANCH CHEEZ-IT SNACK MIX DOUBLE CHEESE PRETZEL CRISP ORIG SNYDERS HANOVER PRTZ DIP CHOC SNYDERS HANOVER PRTZ DIP WH CR COMBOS TORTILLA 7 LAYER DIP COMBOS PRETZEL PEPPERONI PIZZA GARDETTOS R/F SNACK MIX ORIG GARDETTOS SNACK MIX ITALIAN CHS GARDETTOS SNACK MIX CHPTL CHDR CHEX MIX MUDDY BUDDIES CHOC CHEX MIX MUDDY BUDDIES CHOC CHEX MIX CHOC TURTLE BOTTOM SHELF TOTINOS PIZZA CHIP PEPPERONI TOTINOS PIZZA CHIP CHEESE TURKEY CREEK PORK SKIN BARBECUE ANDY CAPPS FRIES CHEDDAR SPECIAL K CRACKER CHIP SR CRM/ON KETTLE POTATO CHIP MAPLE BACON POPCORN INDIANA KETTLECORN SWEET & SALTY CHEEZ IT CRUNCHD CHEDDAR CHEEZ IT CRUNCHD HOT/SPICY RITZ BITS SNDWCH CHS RITZ BITS SNDWCH P-BTR RITZ BITS BACON/CHEESE ANDERSON PB FILLED PRETZEL COMBOS PRETZEL SWEET/SALTY VAN COMBOS PRETZEL SWEET/SALTY CRML COMBOS PRETZEL SWEET/SALTY CHOC RICE KRISPIES CRACKLE SNAP CRML RICE KRISPIES CRACKLE SNAP FUDGE CHEX MIX MUDDY BUDDIES BRWN SPRM CHEX MIX CHOCOLATE COOKIES/CREAM CHEX MIX MUDDY BUDDIES SNCKRDDL CHEX MIX POPPED SWEET/SALTY TURKEY CREEK PORK SKIN OLD FSHN TURKEY CREEK PORK SKIN HOT ANDY CAPPS FRIES HOT CALBEE SNAPEA CRISPS SALT CALBEE SNAPEA CRISP WASABI SKINNYPOP POPCORN ACT II M/W PPCRN BTTR LVR KEEBLER SNDWCH CRCKR PPR JCK KEEBLER CLUB SANDWICHES/CHEDDAR KEEBLER CLUB SANDWICHES/CHEDDAR KEEBLER CHS/CHDR KEEBLER CHS/P-BTR KEEBLER CHS/P-BTR KEEBLER TOAST/P-BTR KEEBLER TOAST/P-BTR KEEBLER TOAST/P-BTR/JLY RITZ SNDWCH CHEESE RITZ SNDWCH PEANUT BUTTER RITZ CRACKERS PREMIUM SALTINE ORIG st Quarter 206 9

7 0 CATEGORY INSIGHTS

8 2ft Salty Snacks Planogram Implement the Eby-Brown recommended 2ft Salty Snacks planogram to maximize your category dollars. Planogram item listings are on previous page 9. st Quarter 206

9 Implement the Eby-Brown recommended 9ft Salty Snacks planogram to maximize your category dollars. 9ft Salty Snacks Planogram ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF 9464 COMBOS CRACKER CHEDDAR CHEESE 7484 COMBOS CRACKER PEPPERONI PIZZA 9647 COMBOS PRETZEL CHEDDAR CHEESE 9670 COMBOS PRETZEL PIZZERIA COMBOS PRETZEL BFFLO BLU CHS FLIPZ PRETZEL MLK CHOC FLIPZ PRETZEL WHITE FUDGE REESES SNACK MIX HERSHEYS SNACK MIX CHEX XTRM SRIRACHA SPICY CHEX XTRM CHILE/LIME HOT PRINGLES ORIG/RANCH DIP PRINGLES ORIG/JALAPENO DIP PRINGLES GRAB/GO ORIGINAL PRINGLES GRAB/GO SC/O PRINGLES GRAB/GO CHEDDAR CHEESE PRINGLES GRAB/GO BBQ PRINGLES GRAB/GO SLT/VNGR PRINGLES ORIGINAL PRINGLES SOUR CREAM/ONION PRINGLES CHEDDAR CHEESE PRINGLES BBQ PRINGLES PIZZA PRINGLES SALT/VINEGAR PRINGLES TORTILLAS ZESTY SALSA PEG SECTION CHEEZ-IT GRAB/GO CHEEZ-IT WHITE CHEDDAR CHEEZ-IT DUOZ CHDR JCK/BBY SWS RITZ BITS SNDWCH CHS RITZ BITS SNDWCH P-BTR COMBOS CRACKER CHEDDAR CHEESE COMBOS PRETZEL PEPPERONI PIZZA COMBOS PRETZEL BFFLO BLU CHS CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND GARDETTOS SNACK MIX ORIG GARDETTOS RYE CHP RST GARLIC BUGLES ORIG BUGLES NACHO CHEESE KETTLE CHIP SEA SALT/VINEGAR KETTLE POTATO CHIP JALAPENO CHEEZ-IT CHEDDAR JACK CHEEZ-IT HOT/SPICY CHEEZ-IT DUOZ CHEDDAR/PARMESAN ANDERSON PB FILLED PRETZEL RITZ BITS BACON/CHEESE COMBOS PRETZEL PIZZERIA COMBOS PRETZEL CHEDDAR CHEESE COMBOS TORTILLA 7 LAYER DIP CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND BOTTOM SHELF GARDETTOS SNACK MIX ITALIAN RCP GARDETTOS PRETZEL MIX DELI MSTRD BUGLES RANCH BUGLES HOT BUFFALO KETTLE POTATO CHIP BACKYARD BBQ KETTLE CHIP SEA SALT CHEEZ IT GROOVES CHEDDAR RANCH CHEEZ IT GROOVES WHITE CHEDDAR CHEEZ-IT SNACK MIX DOUBLE CHEESE SNYDERS HANOVER PRTZ PC HOT BFLO SNYDERS HANOVER PRTZ MINI COMBOS PRETZEL SWEET/SALTY CRML COMBOS PRETZEL SWEET/SALTY VAN COMBOS PRETZEL SWEET/SALTY CHOC CHEX MIX MUDDY BUDDIES CHOC CHEX MIX CHOC TURTLE CHEX MIX JALAPENO CHEDDAR GARDETTOS R/F SNACK MIX ORIG GARDETTOS SNACK MIX ITALIAN CHS BUGLES SWEET/SALTY CARAMEL BUGLES CHOCOLATE PEANUT BUTTER SKINNYPOP POPCORN POPCORN INDIANA KETTLECORN SWEET & SALTY CHEEZ IT CRUNCHD CHEDDAR CHEEZ IT CRUNCHD HOT/SPICY PRETZEL CRISP ORIG SNYDERS HANOVER PRTZ PC HNY/MSTD SNYDERS HANOVER PRTZ NBLR SRDGH SNYDERS HANOVER SWT/SLTY PC CRML SNYDERS HANOVER PRTZ DIP CHOC CHEX MIX MUDDY BUDDIES BRWN SPRM CHEX MIX MUDDY BUDDIES CHOC CHEX MIX CHOCOLATE COOKIES/CREAM CHEX MIX POPPED SWEET/SALTY GARDETTOS SNACK MIX CHPTL CHDR TGI FRIDAYS POTATO SKNS CHDR/BCN ANDY CAPPS FRIES HOT ANDY CAPPS FRIES CHEDDAR TURKEY CREEK PORK SKIN OLD FSHN TURKEY CREEK PORK SKIN BARBECUE CHEEZ-IT GRAB BAGS ACT II M/W PPCRN BTTR LVR KEEBLER SNDWCH CRCKR PPR JCK KEEBLER CLUB SANDWICHES/CHEDDAR KEEBLER CHS/CHDR KEEBLER CHS/P-BTR KEEBLER TOAST/P-BTR KEEBLER TOAST/P-BTR/JLY RITZ SNDWCH CHEESE RITZ SNDWCH PEANUT BUTTER RITZ CRACKERS PREMIUM SALTINE ORIG 2 CATEGORY INSIGHTS

10 SALTY SNACKS 9ft Salty Snacks Planogram st Quarter 206 3

11 Implement the Eby-Brown recommended 8ft Salty Snacks planogram to maximize your category dollars. 8ft Salty Snacks Planogram ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF 9464 COMBOS CRACKER CHEDDAR CHEESE 7484 COMBOS CRACKER PEPPERONI PIZZA 9647 COMBOS PRETZEL CHEDDAR CHEESE 9670 COMBOS PRETZEL PIZZERIA FLIPZ PRETZEL MLK CHOC FLIPZ PRETZEL WHITE FUDGE REESES SNACK MIX HERSHEYS SNACK MIX CHEX XTRM SRIRACHA SPICY PRINGLES ORIG/RANCH DIP PRINGLES ORIG/JALAPENO DIP PRINGLES GRAB/GO ORIGINAL PRINGLES GRAB/GO SC/O PRINGLES GRAB/GO CHEDDAR CHEESE PRINGLES GRAB/GO BBQ PRINGLES GRAB/GO SLT/VNGR PRINGLES ORIGINAL PRINGLES SOUR CREAM/ONION PRINGLES CHEDDAR CHEESE PRINGLES BBQ PRINGLES PIZZA PRINGLES SALT/VINEGAR PRINGLES TORTILLAS ZESTY SALSA PEG SECTION CHEEZ-IT GRAB/GO CHEEZ-IT WHITE CHEDDAR CHEEZ-IT DUOZ CHDR JCK/BBY SWS RITZ BITS SNDWCH CHS COMBOS PRETZEL CHEDDAR CHEESE COMBOS CRACKER CHEDDAR CHEESE COMBOS PRETZEL PEPPERONI PIZZA CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND GARDETTOS SNACK MIX ORIG GARDETTOS RYE CHP RST GARLIC BUGLES ORIG BUGLES NACHO CHEESE BUGLES HOT BUFFALO CHEEZ-IT CHEDDAR JACK CHEEZ-IT HOT/SPICY CHEEZ-IT DUOZ CHEDDAR/PARMESAN RITZ BITS SNDWCH P-BTR COMBOS PRETZEL BFFLO BLU CHS COMBOS PRETZEL PIZZERIA COMBOS TORTILLA 7 LAYER DIP CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND BOTTOM SHELF GARDETTOS SNACK MIX ITALIAN RCP GARDETTOS PRETZEL MIX DELI MSTRD BUGLES SWEET/SALTY CARAMEL BUGLES RANCH KETTLE POTATO CHIP JALAPENO CHEEZ IT GROOVES CHEDDAR RANCH CHEEZ IT GROOVES WHITE CHEDDAR SNYDERS HANOVER PRTZ MINI SNYDERS HANOVER PRTZ NBLR SRDGH COMBOS PRETZEL SWEET/SALTY CRML COMBOS PRETZEL SWEET/SALTY VAN CHEX MIX MUDDY BUDDIES CHOC CHEX MIX MUDDY BUDDIES CHOC CHEX MIX CHOC TURTLE CHEX MIX JALAPENO CHEDDAR GARDETTOS R/F SNACK MIX ORIG GARDETTOS SNACK MIX ITALIAN CHS TGI FRIDAYS POTATO SKNS CHDR/BCN KETTLE POTATO CHIP BACKYARD BBQ KETTLE CHIP SEA SALT/VINEGAR CHEEZ IT CRUNCHD CHEDDAR ANDERSON PB FILLED PRETZEL SNYDERS HANOVER PRTZ PC HOT BFLO SNYDERS HANOVER PRTZ PC HNY/MSTD SNYDERS HANOVER PRTZ DIP CHOC COMBOS PRETZEL SWEET/SALTY CHOC CHEX MIX CHOCOLATE COOKIES/CREAM CHEX MIX MUDDY BUDDIES BRWN SPRM CHEX MIX POPPED SWEET/SALTY TURKEY CREEK PORK SKIN OLD FSHN TURKEY CREEK PORK SKIN BARBECUE ANDY CAPPS FRIES HOT ANDY CAPPS FRIES CHEDDAR SKINNYPOP POPCORN POPCORN INDIANA KETTLECORN SWEET & SALTY CHEEZ-IT GRAB BAGS ACT II M/W PPCRN BTTR LVR KEEBLER SNDWCH CRCKR PPR JCK KEEBLER CLUB SANDWICHES/CHEDDAR KEEBLER CHS/CHDR KEEBLER CHS/P-BTR KEEBLER TOAST/P-BTR KEEBLER TOAST/P-BTR/JLY RITZ SNDWCH CHEESE RITZ SNDWCH PEANUT BUTTER RITZ CRACKERS PREMIUM SALTINE ORIG 4 CATEGORY INSIGHTS

12 8ft Salty Snacks Planogram st Quarter 206 5

13 This 6ft Salty Snacks planogram is recommended for smaller stores lacking space for an 8ft or larger section. 6ft Salty Snacks Planogram ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF 7484 COMBOS CRACKER PEPPERONI PIZZA 9647 COMBOS PRETZEL CHEDDAR CHEESE 9670 COMBOS PRETZEL PIZZERIA FLIPZ PRETZEL MLK CHOC FLIPZ PRETZEL WHITE FUDGE REESES SNACK MIX HERSHEYS SNACK MIX PRINGLES GRAB/GO ORIGINAL PRINGLES GRAB/GO SC/O PRINGLES GRAB/GO CHEDDAR CHEESE PRINGLES GRAB/GO BBQ PRINGLES ORIGINAL PRINGLES SOUR CREAM/ONION PRINGLES CHEDDAR CHEESE PRINGLES BBQ PRINGLES PIZZA PRINGLES SALT/VINEGAR PEG SECTION CHEEZ-IT GRAB/GO CHEEZ-IT WHITE CHEDDAR SNYDERS HANOVER PRTZ MINI SNYDERS HANOVER PRTZ NBLR SRDGH COMBOS PRETZEL CHEDDAR CHEESE COMBOS CRACKER CHEDDAR CHEESE CHEX MIX TRADITIONAL CHEX MIX CHEDDAR GARDETTOS SNACK MIX ORIG GARDETTOS RYE CHP RST GARLIC BUGLES ORIG BUGLES NACHO CHEESE CHEEZ-IT CHEDDAR JACK CHEEZ-IT HOT/SPICY SNYDERS HANOVER PRTZ PC HOT BFLO SNYDERS HANOVER PRTZ PC HNY/MSTD COMBOS PRETZEL BFFLO BLU CHS COMBOS PRETZEL PIZZERIA CHEX MIX BOLD PARTY BLEND CHEX MIX JALAPENO CHEDDAR GARDETTOS SNACK MIX ITALIAN RCP BOTTOM SHELF GARDETTOS PRETZEL MIX DELI MSTRD BUGLES SWEET/SALTY CARAMEL BUGLES RANCH CHEEZ-IT DUOZ CHEDDAR/PARMESAN CHEEZ-IT DUOZ CHDR JCK/BBY SWS RITZ BITS SNDWCH CHS SNYDERS HANOVER PRTZ DIP CHOC COMBOS PRETZEL PEPPERONI PIZZA COMBOS TORTILLA 7 LAYER DIP CHEX MIX MUDDY BUDDIES CHOC CHEX MIX CHOC TURTLE GARDETTOS SNACK MIX ITALIAN CHS GARDETTOS R/F SNACK MIX ORIG POPCORN INDIANA KETTLECORN SWEET & SALTY SKINNYPOP POPCORN CHEEZ IT GROOVES WHITE CHEDDAR CHEEZ IT GROOVES CHEDDAR RANCH RITZ BITS SNDWCH P-BTR COMBOS PRETZEL SWEET/SALTY CRML COMBOS PRETZEL SWEET/SALTY VAN CHEX MIX MUDDY BUDDIES BRWN SPRM CHEX MIX CHOCOLATE COOKIES/CREAM TURKEY CREEK PORK SKIN OLD FSHN TURKEY CREEK PORK SKIN BARBECUE ANDY CAPPS FRIES HOT ANDY CAPPS FRIES CHEDDAR TGI FRIDAYS POTATO SKNS CHDR/BCN CHEEZ-IT GRAB BAGS ACT II M/W PPCRN BTTR LVR KEEBLER SNDWCH CRCKR PPR JCK KEEBLER CLUB SANDWICHES/CHEDDAR KEEBLER CHS/CHDR KEEBLER CHS/P-BTR KEEBLER TOAST/P-BTR RITZ SNDWCH CHEESE RITZ SNDWCH PEANUT BUTTER PREMIUM SALTINE ORIG 6 CATEGORY INSIGHTS

14 6ft Salty Snacks Planogram st Quarter 206 7

15 This 4ft Salty Snacks planogram is recommended for smaller stores lacking space for an 8ft or larger section. 4ft Salty Snacks Planogram ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF 7484 COMBOS CRACKER PEPPERONI PIZZA 9647 COMBOS PRETZEL CHEDDAR CHEESE 9670 COMBOS PRETZEL PIZZERIA PRINGLES GRAB/GO ORIGINAL PRINGLES GRAB/GO SC/O PRINGLES GRAB/GO CHEDDAR CHEESE PRINGLES GRAB/GO BBQ PRINGLES ORIGINAL PRINGLES SOUR CREAM/ONION PRINGLES CHEDDAR CHEESE PRINGLES BBQ PRINGLES PIZZA PEG SECTION CHEEZ-IT GRAB/GO CHEEZ-IT WHITE CHEDDAR COMBOS PRETZEL CHEDDAR CHEESE COMBOS CRACKER CHEDDAR CHEESE CHEX MIX TRADITIONAL CHEX MIX CHEDDAR GARDETTOS SNACK MIX ORIG GARDETTOS RYE CHP RST GARLIC CHEEZ-IT CHEDDAR JACK CHEEZ-IT DUOZ CHEDDAR/PARMESAN COMBOS PRETZEL BFFLO BLU CHS COMBOS PRETZEL PIZZERIA CHEX MIX BOLD PARTY BLEND CHEX MIX MUDDY BUDDIES CHOC BUGLES NACHO CHEESE BUGLES ORIG CHEEZ IT GROOVES WHITE CHEDDAR CHEEZ IT GROOVES CHEDDAR RANCH 908 COMBOS PRETZEL PEPPERONI PIZZA COMBOS TORTILLA 7 LAYER DIP CHEX MIX CHOCOLATE COOKIES/CREAM TGI FRIDAYS POTATO SKNS CHDR/BCN BUGLES SWEET/SALTY CARAMEL BUGLES RANCH RITZ BITS SNDWCH CHS SNYDERS HANOVER PRTZ MINI 2870 SNYDERS HANOVER PRTZ PC HNY/MSTD 8554 SNYDERS HANOVER PRTZ DIP CHOC COMBOS PRETZEL SWEET/SALTY CRML COMBOS PRETZEL SWEET/SALTY VAN ANDY CAPPS FRIES CHEDDAR ANDY CAPPS FRIES HOT SKINNYPOP POPCORN POPCORN INDIANA KETTLECORN SWEET & SALTY BOTTOM SHELF ACT II M/W PPCRN BTTR LVR KEEBLER CLUB SANDWICHES/CHEDDAR KEEBLER CHS/CHDR KEEBLER CHS/P-BTR KEEBLER TOAST/P-BTR RITZ SNDWCH PEANUT BUTTER PREMIUM SALTINE ORIG 8 CATEGORY INSIGHTS

16 4ft Salty Snacks Planogram st Quarter 206 9

17 This 3ft Chip Endcap features high-margin warehouse chips and is recommended in place of a DSD endcap. This can be used in conjunction with the Salty POG on page 22. 3ft Chip Endcap ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF TGI FRIDAYS POTATO SKNS CHDR/BCN TGI FRIDAYS POTATO SKNS SC/O TGI FRIDAYS POTATO SKNS CHDR/S/C TGI FRIDAYS POTATO SKNS BCN RNCH TGI FRIDAYS JALPNO POPPERS CHDR SECOND SHELF FLAVOR MILL POT CHP BBY BK RIBS FLAVOR MILL POT CHIP RAGIN RANCH FLAVOR MILL POT CHIP LOAD BAKE FLAVOR MILL POT CHP KANSAS CITY FLAVOR MILL CHEESE CRL JLPNO PPR FLAVOR MILL POT CHIP BFLO BL CHS THIRD SHELF FLAVOR MILL POT CHP BBY BK RIBS FLAVOR MILL POT CHIP RAGIN RANCH FLAVOR MILL POT CHIP LOAD BAKE FLAVOR MILL POT CHP KANSAS CITY FLAVOR MILL CHEESE CRL JLPNO PPR FLAVOR MILL POT CHIP BFLO BL CHS FOURTH SHELF KETTLE CHIP KRINKLE CUT SALT/PPR KETTLE CHIP SEA SALT KETTLE POTATO CHIP JALAPENO KETTLE POTATO CHIP BACKYARD BBQ KETTLE POTATO CHIP MAPLE BACON KETTLE CHIP SEA SALT/VINEGAR FIFTH SHELF KETTLE POTATO CHIP CHEDDAR BEER KETTLE POTATO CHIP BUFFALO BLEU KETTLE CHIP HONEY DIJON KETTLE POT CHIP PEPPERONCINI KETTLE POTATO CHIP SRIRACHA KETTLE CHIPS DILL PICKLE BOTTOM SHELF KETTLE CHIP KRINKLE CUT SALT/PPR KETTLE CHIP L/S KETTLE POTATO CHIP BACKYARD BBQ KETTLE CHIP SEA SALT/VINEGAR 20 CATEGORY INSIGHTS

18 3ft Chip Endcap SALTY SNACKS st Quarter 206 2

19 Use this POG only when you have the chip endcap on page 20. 8ft Salty with Chips on Separate Endcap ITEM # DESCRIPTION ITEM # DESCRIPTION TOP SHELF COMBOS CRACKER CHEDDAR CHEESE 7484 COMBOS CRACKER PEPPERONI PIZZA 9647 COMBOS PRETZEL CHEDDAR CHEESE 9670 COMBOS PRETZEL PIZZERIA FLIPZ PRETZEL MLK CHOC FLIPZ PRETZEL WHITE FUDGE REESES SNACK MIX HERSHEYS SNACK MIX CHEX XTRM SRIRACHA SPICY PRINGLES ORIG/RANCH DIP PRINGLES ORIG/JALAPENO DIP PRINGLES GRAB/GO ORIGINAL PRINGLES GRAB/GO SC/O PRINGLES GRAB/GO CHEDDAR CHEESE PRINGLES GRAB/GO BBQ PRINGLES GRAB/GO SLT/VNGR PRINGLES ORIGINAL PRINGLES SOUR CREAM/ONION PRINGLES CHEDDAR CHEESE PRINGLES BBQ PRINGLES PIZZA PRINGLES SALT/VINEGAR PRINGLES TORTILLAS ZESTY SALSA PEG SECTION CHEEZ-IT GRAB/GO CHEEZ-IT WHITE CHEDDAR CHEEZ-IT DUOZ CHEDDAR/PARMESAN RITZ BITS SNDWCH CHS RITZ BITS SNDWCH P-BTR COMBOS PRETZEL PEPPERONI PIZZA COMBOS CRACKER CHEDDAR CHEESE CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND GARDETTOS SNACK MIX ORIG GARDETTOS RYE CHP RST GARLIC BUGLES ORIG BUGLES NACHO CHEESE BUGLES HOT BUFFALO CHEEZ-IT CHEDDAR JACK CHEEZ-IT HOT/SPICY CHEEZ-IT DUOZ CHDR JCK/BBY SWS SNYDERS HANOVER PRTZ MINI RITZ BITS BACON/CHEESE COMBOS PRETZEL CHEDDAR CHEESE COMBOS PRETZEL PIZZERIA CHEX MIX TRADITIONAL CHEX MIX CHEDDAR CHEX MIX BOLD PARTY BLEND BOTTOM SHELF GARDETTOS SNACK MIX ITALIAN RCP GARDETTOS PRETZEL MIX DELI MSTRD BUGLES SWEET/SALTY CARAMEL BUGLES CHOCOLATE PEANUT BUTTER BUGLES RANCH CHEEZ IT GROOVES CHEDDAR RANCH CHEEZ IT GROOVES WHITE CHEDDAR CHEEZ IT CRUNCHD CHEDDAR SNYDERS HANOVER PRTZ NBLR SRDGH SNYDERS HANOVER PRTZ PC HOT BFLO SNYDERS HANOVER PRTZ PC HNY/MSTD COMBOS TORTILLA 7 LAYER DIP COMBOS PRETZEL BFFLO BLU CHS CHEX MIX MUDDY BUDDIES CHOC CHEX MIX MUDDY BUDDIES CHOC CHEX MIX CHOC TURTLE GARDETTOS R/F SNACK MIX ORIG GARDETTOS SNACK MIX ITALIAN CHS TURKEY CREEK PORK SKIN OLD FSHN ANDY CAPPS FRIES HOT ANDY CAPPS FRIES CHEDDAR CHEEZ IT CRUNCHD HOT/SPICY PRETZEL CRISP ORIG SNYDERS HANOVER SWT/SLTY PC CRML SNYDERS HANOVER PRTZ DIP CHOC COMBOS PRETZEL SWEET/SALTY CRML COMBOS PRETZEL SWEET/SALTY VAN COMBOS PRETZEL SWEET/SALTY CHOC CHEX MIX CHOCOLATE COOKIES/CREAM CHEX MIX MUDDY BUDDIES BRWN SPRM CHEX MIX JALAPENO CHEDDAR CHEX MIX POPPED SWEET/SALTY TURKEY CREEK PORK SKIN BARBECUE SKINNYPOP POPCORN POPCORN INDIANA KETTLECORN SWEET & SALTY CHEEZ-IT GRAB BAGS ACT II M/W PPCRN BTTR LVR KEEBLER SNDWCH CRCKR PPR JCK KEEBLER CLUB SANDWICHES/CHEDDAR KEEBLER CHS/CHDR KEEBLER CHS/P-BTR KEEBLER TOAST/P-BTR KEEBLER TOAST/P-BTR/JLY RITZ SNDWCH CHEESE RITZ SNDWCH PEANUT BUTTER RITZ CRACKERS PREMIUM SALTINE ORIG 22 CATEGORY INSIGHTS

20 8ft Salty with Chips on Separate Endcap st Quarter

21

22 General Mills CATEGORY CAPTAIN PROMOTION OBJECTIVE Promote & bring awareness to our exciting new Chex Xtreme products. G E N E R A L M Salty Snacks IL L S BENEFITS Focus on a well-known salty brand that meets consumer demand for snacking solutions. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP Chex Xtreme Spicy Sriracha Chex Xtreme Hot Chile & Lime 2 2 oz oz $0.65 $0.65 $0.99 $0.99 REQUIREMENTS Distribution only DATES - OPEN BUY WINDOW Order dates: 2/2/5 - /5/6 Dates for in-store promotion: 2/2/5 - /5/6 st Quarter

23

24 Kelloggs PROMOTION OBJECTIVE Secure distribution on top selling Kelloggs SKUs within Salty category. BENEFITS Incremental allowance on top selling SKUs within cracker and chip categories. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP Pringles Grab & Go Original Pringles Grab & Go Sour Cream Onion Pringles Grab & Go Cheddar Pringles Grab & Go Barbeque Cheez-It Original Cheez-It White Cheddar Cheez-It Cheddar Jack Cheez-It Hot & Spicy oz 2.5 oz 2.5 oz 2.5 oz 3 oz 3 oz 3 oz 3 oz $0.0 $0.0 $0.0 $0.0 $0.45 $0.45 $0.45 $0.45 $.29 $.29 $.29 $.29 $.49 $.49 $.49 $.49 REQUIREMENTS Distribution only DATES - OPEN BUY WINDOW Order dates: 2/2/5 - /5/6 Dates for in-store promotion: 2/2/5 - /5/6 st Quarter

25

26 Kettle Chips PROMOTION OBJECTIVE Drive awareness of the Eby-Brown Warehouse Potato Chip Program. Promote Kettle Chips, the all natural, zero trans fat, gluten-free, non-gmo, no preservatives, no MSG, great tasting potato chip that is the # warehouse delivered chip in c-stores. BENEFITS Kettle Chips are growing 4 times greater than the total chip category in the convenience channel. Warehouse delivered potato chips deliver a higher average margin than DSD. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP Kettle Chips Sea Salt & Vinegar Kettle Chips Jalapeno Kettle Chips Backyard BBQ Kettle Chips Sea Salt Kettle Chips Salt & Pepper Kettle Chips Maple Bacon oz 2 oz 2 oz 2 oz 2 oz 2 oz $0.25 $0.25 $0.25 $0.25 $0.25 $0.25 $.79 $.79 $.79 $.79 $.79 $.79 REQUIREMENTS Distribution only DATES - OPEN BUY WINDOW Order dates: 2/2/5 - /5/6 Dates for in-store promotion: 2/2/5 - /5/6 st Quarter

27

28 Mars PROMOTION OBJECTIVE To increase distribution on top selling brand in the salty snack category. **Combos Sweet & Salty Chocolate Fudge Pretzel is brand NEW!**. BENEFITS To increase sales and profits in the salty snack category. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP Combos 27 Bag Deal contains: Combos Pizzeria Pretzel Combos Cheddar Cheese Pretzel Combos Pepperoni Cracker Combos Cheddar Cheese Cracker Combos Buffalo Blue Cheese Pretzel Combos 7-Layer Dip Tortilla Combos Sweet & Salty Vanilla Frosting Combos Sweet & Salty Caramel Crème Combos Sweet & Salty Choc Fudge 6.3 oz 6.3 oz 6.3 oz 6.3 oz 6.3 oz 6.3 oz 6 oz 6 oz 6 oz $0.20 $0.20 $0.20 $0.20 $0.20 $0.20 $0.20 $0.20 $0.20 $2.69 $2.69 $2.69 $2.69 $2.69 $2.69 $2.69 $2.69 $2.69 REQUIREMENTS Purchase 27 bags (3 of each flavor) to receive allowance. Distribution only DATES - OPEN BUY WINDOW Order dates: 2/2/5 - /5/6 Dates for in-store promotion: 2/2/5 - /5/6 st Quarter 206 3

29

30 Mondelez PROMOTION OBJECTIVE Grow retailer category sales and profits through distribution increases on core Mondelez Ritz s and Premium crackers. BENEFITS Increased sales and profits with destination brands that consumers look for - Nabisco Ritz and Nabisco Premium. ITEM # UPC DESCRIPTION PK SZ OI Allowance SRP Premium Saltines Ritz Crackers Ritz Bitz Cheese Big Bag Ritz Bitz Peanut Butter Big Bag Ritz with Cheese Cracker Sandwiches Ritz with Peanut Butter Cracker Sandwiches oz 3.4 oz 3 oz 3 oz.35 oz.38 oz $0.0 $0.0 $0.05 $0.05 $0.5 $0.5 $2.59 $2.59 $.89 $.89 $0.79 $0.79 REQUIREMENTS Distribution only DATES - OPEN BUY WINDOW Order dates: 2/2/5 - /5/6 Dates for in-store promotion: 2/2/5 - /5/6 st Quarter