AMERICA S No.1 BARBECUE SAUCE. MAKE IT YOUR No.1
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1 AMERICA S No.1 BARBECUE SAUCE MAKE IT YOUR No.1
2 AMERICA S No.1 BARBECUE SAUCE NOW No.1 OVER here STRAIGHT OFF THE BOAT FROM THE USA, SWEET BABY RAY S IS THE NO1 BBQ SAUCE IN THE STATES. Our Original BBQ Sauce is next level for marinating, dipping or as an awesome cooking ingredient, but not just for ribs, hot dogs and burgers. Why not try it on on fish and chips, in a wrap, or just bang it in a buttie! This sweet and smokey blend is the only answer for making any dish the boss. But we don t have to boast. Your taste buds will do it for us. BARBECUE SAUCE - DON T JUST THINK BBQ! BOSS YOUR BBQ Want to get your hands on a bottle of Sweet Baby Ray s? Our sauce is stocked in... JOIN OUR SOCIAL CLUB facebook.com/sbrbbquk twitter.com/sweetbabyraysuk
3 Quality & Passion drive highest loyalty in Category LOYALTY SHARE KCM 5.2 Jack Daniels 3.6 Loyalty (share of Brand $ Requirements) Share +/- LY % Sweet Baby Ray s KC Masterpiece Kraft % +2.6% +0.2% Kraft 15.0 Store Brand 8.4 SBR 39.9% 84% BELIEVE SBR TASTES BETTER THAN OTHER BBQ BRANDS ONLY MAJOR BRAND THAT USES REAL TOMATO PASTE (NO WATER, NO PUREE) THICK CONSISTENCY ALLOWS SBR TO BE USED ON ALMOST ANYTHING All Other 27.9 Source: AC Nielson, XAOC, Latest 52 Weeks Ending 04/18/2015 Sweet Baby Ray s has seen meteoric rise SBR GROWTH FUELED BY SUPERIOR PRODUCT QUALITY, SUSTAINED INNOVATION AND BROAD DISTRIBUTION GROWTH $224 $248 $280 $308 SBR $ Sales $151 $184 $113 $47 $60 $ *Source: Sales from internal data.
4 SHARE BY MARKET #1 brand in the majority of US markets #1 Share in Market #2 Share in Market #3 Share in Market #4 Share in Market SBR dominates BBQ Rankings SWEET BABY RAY S HAS 12 OF TOP 15 SKUS IN BBQ CATEGORY COMPETITORS DECLINING STEADILY 52 WEEKS THROUGH WEEK ENDING 04/18/2015 $ Shr $ Shr TTL BBQ $Pct Item TTL BBQ Chg vs YAG $ Vol Chg vsya TOTAL US - FOOD 1 SWT BBY RYS ORGN BBQ 18 OZ (510g) $ 42,612, SWT BBY RYS ORGN BBQ 40 OZ (1135g) 5.0 (0.2) $ 33,496,761 (2.4) 3 SWT BBY RYS ORGN BBQ 28 OZ (795) $ 26,814, SWT BBY RYS HNY BBQ 18 OZ (510g) $ 24,929, KRFT ORGN BBQ 17.5 OZ (496g) 2.6 (1.3) $ 17,555,995 (32.6) 6 SWT BBY RYS HNY BBQ SH STB PLS 40 OZ (1135g) $ 17,064, SWT BBY RYS HCKR BRWN SGR BBQ 18 OZ (510g) $ 16,490, SWT BBY RYS ORGN BBQ TWIN 40 OZ (1135g) $ 15,067, KRFT HNY BBQ 17.5 OZ (496g) 2.2 (1.1) $ 14,803,729 (32.8) 10 SWT BBY RYS HNY BBQ 28 OZ (795) $ 13,117, SWT BBY RYS ORGN BBQ 80 OZ $ 12,956, SWT BBY RYS SWT N SPCY BBQ 18 OZ 1.8 (0.0) $ 12,024, SWT BBY RYS HCKR BRWN SGR BBQ 40 OZ $ 8,823, SWT BBY RYS ORGN BBQ 128 FLD OZ $ 8,550, JACK DNL BBQ 19 OZ 1.3 (0.2) $ 8,550,034 (11.5
5 SBR TREND: ALL SEGMENTS CONTINUE GROWING Continued significant growth in larger % $ VOLUME 8.9 SBR $ VOLUME $107.9 $ *Volume Data Source: ACN Latest 52 Weeks Edning 03/14/ Oz LG Size 18 Oz LG Size SBR also encouraging consumption of larger sizes LARGER SIZES OF SBR (+8.9%) ARE GROWING FASTER IN DOL VOL THAN 18 OZ (+1.6%) THESE ITEMS HAVE ALSO PROVEN TO BE INCREMENTAL TO THE CATEGORY & BRING A HIGHER DOLLAR RING NEARLY 2X 18 OZ ON AVERAGE GOAL IS TO SHIFT TO 40% UNITS TO LG SIZE FROM 18 OZ - ACTIVELY PROMOTING LARGER SIZES IN FSIS AND COUPONING TO LOYAL CONSUMERS SBR ENCOURAGING CONSUMPTION OF LARGER SIZES $ Vol $ Vol % +/- Unit Vol Unit Vol % +/- Avg. Size 2013 (MM) 2014 (MM) LY Ratio 2013 (MM) 2014 (MM) LY Ratio Unit Price SBR 18 oz $106.2 $ % (0.7) 62% $1.76 SBR LG Size $113.4 $ % % $3.33 BBQ 18 oz $408.9 $408.4 (0.1) 67% (1.8) 80% $1.65 BBQ LG Size $194.5 $ % % $3.22 *Volume Data Source: ACN Latest 52 Weeks Edning 03/14/2015
6 Total SBR Item Rankings BBQ ORIGINAL BBQ DOMINATES HONEY STRONG #2 IN BBQ BBQ RANKS: HICKORY & BROWN SUGAR SWEET & SPICY HONEY CHIPOTLE SWEET VIDALIA ONION HAWAIIAN WING SAUCES & MARINADES BUFFALO WING A TRONG ITEM SWEET CHILI, KICKIN BOURBON FLANKERS SRIRACHA NEW THIS YEAR DIPPING SAUCES HONEY MUSTARD STRONG ITEM Rank $ Shr $ Shr TTL BBQ $ Vol $ Pct TTL BBQ Chg vs YAG Chg vs YA 1 Original 18oz $ 42,612, Original 40oz 5.0 (0.2) $33,496,761 (2.4) 3 Original 28oz $26,814, Honey 18oz $24,929, Honey 40oz $17,064, Hickory 18oz $16,490, Original TwinPack 40oz $15,067, Honey 28oz $13,117, Original 80oz $12,956, Sweet nspicy 18oz 1.8 (0.0) $12,024, Hickory 40oz $8,823, Original 160oz $8,550, Honey Chipotle 18oz 0.8 (0.0) $5,125,985 (3.9) 14 Hickory 28oz $4,861, Buffalo Wing Sauce 16oz $4,746, SweetOnion 18oz 0.7 (0.0) $4,585,673 (4.7) 17 Original Bonus Pack 28oz $4,400, Sweet nspicy 40oz $4,387, Hawaiian 18oz $1,743,381 37, Honey Twin Pack 40oz $1,538, Sweet nspicy 28oz $1,511, Cola- Q 18oz 0.2 (0.1) $1,457,494 (29.9) 23 Original 31oz 0.2 (0.1) $1,316,790 (23.5) 24 Sweet Chili 16oz $960, Honey Bonus Pack 28oz $903, Buffalo Wing Sauce 32oz 0.1 (0.0) $896,921 (16.0) 27 Honey Mustard Dipping 12oz 0.1 (0.0) $876,420 (4.4) 28 Kickin Bourbon WS 16oz $796, Honey Mustard Dipping 32oz $674, Honey 31oz 0.1 (0.0) $599,536 (32.7) 31 Raspberry Chipotle 18oz 0.1 (0.0) $569,908 (13.4) 32 Teriyaki Marinade 16oz 0.1 (0.0) $467,549 (14.0) 33 Steakhouse Marinade 16oz $450, Honey Teriyaki Marinade 16oz 0.1 (0.0) $445,526 (0.9) 35 Original 2oz $442, Creamy Buffalo Dipping 12oz 0.1 (0.0) $348,996 (23.0) 37 Sweet & Sour Dipping 12oz 0.0 (0.0) $317,929 (16.0) 38 Ray s Signature Sauce 12oz 0.0 (0.0) $217,689 (21.3) 39 Honey Mustard 14oz $197, Creamy Ranch 12oz 0.0 (0.0) $185,440 (1.3) 41 Hickory BP 28oz $181, Sriracha WS 16oz $132,378 -
7 SIZE OF OPPORTUNITY HUGE AMOUNT OF UPSIDE IN GROWING HH PENETRATION BY STEALING SHARE BEST WAY TO IMPROVE HH PENETRATION THROUGH INCREASED TRIAL AND INCREASED DISTRIBUTION WITH EXISTING BBQ CONSUMERS HH PENETRATION (BRAND) HH PENETRATION (CATEGORY) % OF CATEGORY PENETRATION 44% 54% TOTAL SBR OPPORTUNITY $374MM Volume Data Source: AC Nielsen Panel, 52 Weeks Ending 9/27/14 Total SBR Item Rankings SEVERAL INDIVIDUAL SBR SKUS REPRESENT HIGHER VOLUME THAN THE TOTAL VOLUME OF COMPETITIVE BRANDS. 1 Larger than KC Masterpiece 4 SKUs bigger than JD 6 Larger than Bulls Eye OTHER HIGHLIGHTS: SBR 18 Oz Size Segment Greater than Kraft SBR 40 Oz Size Segment Greater than KCM *Source: AC Nielson, XAOC, Period Ending 04/18/2015 SBR SKU Competitive Brand Volume 18 oz Original (510g) $42,612,369 Total KC Masterpiece $34,919, oz Original (1133g) $33,496, oz Original (795g) $26,814, oz Honey (510g) $24,090,958 Total Jack Daniels $24,090,958 Total Stubbs $21,921,909 40oOz Honey (1133g) $17,064, oz hickory (510g) $16,490,401 Total Bulls Eye $15,274, oz Twin Pk $15,067,470 Total Famous Dave s $13,857, oz Honey (795g) $13,117, oz Original $12,956, oz S&S (510g) $12,024,816 Total Open Pit $11,554, oz Hickory (1133g) $8,823, oz Original $8,550,962 Total Hunts $7,900,986
8 Brand Growth Fueled by increased turns & distribution Gains $ VOL SALES PER POINT OF DISTRIBUTION ($) 11.5% CAGR $3,098,297 $223,574,358 $259,696,359 $277,769,384 $2,649,863 $2,927,616 F13 F14 F15 F13 F14 F15 % ACV (AVG) SELLING AVERAGE NUMBER OF ITEMS 3.0% CAGR 18.9% CAGR F13 F14 F15 F13 F14 F15 AT 90% DISTRIBUTION, NEED TO GROW VIA INCREASING SPPD (CONSUMER MARKETING) & AVG. # OF ITEMS (INNOVATION). *Source: AC Nielson, XAOC, 52 Weeks Ending 04/18/2015
9 One brand carrying category: SBR TWO YEAR CATEGORY CAGR: 2.6% SWEET BAY RAY S HAS: GROWN VOLUME 21% OUTPACED ALL CATEGORY GROWTH GROWN SHARE TO MORE THAN 2.5X NEAREST COMPETITOR Total BBQ sauce ($millions) $660 $655 $650 $ $645 $640 $635 $630 $ $625 $ $620 $615 *Source: AC Nielson, XAOC, Period Ending 04/18/2015 $610 2 Yrs Ago 1 Yrs Ago Current Year 2 year share BBQ trend Yrs Ago Yr Ago Current Year Sweet Baby Ray s Kraft Store Brand KC Masterpiece Jack Daniels Volume growth ($ millions) 2 years ending 04/18/2015 $47.27 $32.93 $5.70 $6.06 $(7.73) $(9.39) $(5.38) Total BBQ SBR Kraft Store Brand KCM JackDaniels TTL Stubbs BBQ
10 Sweet baby ray s builds category dollars with expansion of larger sizes How Barbecue sauce is used (not including grilling) 0% 20% 40% 60% 80% 100% 52% 56% 61% 61% Dipping 52% 45% 50% 53% 57% Flavouring 51% 42% 45% 48% 52% Marinating 46% 0% 20% 40% 60% 80% 100% Total Sweet Baby Ray s (F) Kraft (G) KC Masterpiece (H) Store Brand (P) MORE THAN HALF (52%) USE BARBECUE SAUCE FOR DIPPING. FLAVOURING, TOPPING AND MARINATING (ALL AROUND 40%) ARE SECONDARY USES. NEARLY TWO THIRDS (61%) USE SWEET BABY RAY S FOR DIPPING AND 53% FOR FLAVOURING OTHER FOODS
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