Post on 25-Dec-2015
Sixlets® Everyday Presentation
This Business Plan is confidential. It is intended solely for the addressee. Access to this Business Plan by any other person is unauthorized. If you are not the addressee you are prohibited from copying it, distributing it or disclosing it to anyone other than the addressee.
• Adults 18-64 (Bull's-Eye 14-25)For:
• A snack-sized chocolatey treatWho Want:
• A classic chocolatey candySixlets® Is:
• A great tasting familiar experience that takes them back to a positive and memorable time in their childhood
That Delivers:
• Sixlets® offer a recognizable, nostalgic candy product that consumers remember enjoying when they were a child... All at great valueBecause:
Sixlets® Current Brand Positioning
2Confidential
Sixlets® consumer usage occasions fall into three distinct buckets.
3Confidential
Immediate Consumption Take-Home Seasonal
• Count Goods• King Size• Theater Box• Changemakers
• 4oz & 6oz Peg Bags• 4oz Laydown Bag• 9oz Snack Packs• Milk Carton
Seasonal Graphics including:• 4oz Laydown Bags• 14oz Laydown Bags• Trick-or-Treat Sized Bags• Theater Boxes• Candy Canes
Consumers looking for a snack-size chocolatey treat for…
Core Target = Teens & Young Adults Ages 14-24
Core Target = Moms Ages 21-40
Core Target = Moms & Adults Ages 21-65
On-the-Go Snacking, Potty Training, Lunch Boxes, etc.
Gifting, Parties, Hand-Outs, Candy Dishes, etc.
2011 FY 2012 FY 2013 FY 2014 Rolling 52 Weeks*
Sources: SweetWorks® Financials, IRI Mulo-C, 52-Weeks ending 12/28/13*52 Weeks Ending June 30, 2014
SweetWorks® is selling more Sixlets® than ever with no signs of slowing down!
4Confidential
+14.8%
Sixlets®Grew
than the Category in
2013
+19.9%
8X FASTER
+20.3%
Source: IRI Mulo-C, 24-Weeks ending 7/13/14; IRI Mulo-C, 4-Weeks ending 7/13/14
IRI data shows even stronger trends at retail for Sixlets® brand, especially in the last 4 weeks.
5Confidential
Dollar Sales
+14.7%Year-to-Date
Dollar Sales
+60.4%Latest 4 Wks
Key Items Driving Growth:• 4oz Everyday Laydown Bag• 6oz Everyday Peg Bag• 27oz Everyday Laydown Bag
Key Items Driving Growth:• 14oz Easter Laydown Bag• 4oz Everyday Laydown Bag• 6oz Everyday Peg Bag• 27oz Everyday Laydown Bag
Sixlets® brand growth can be attributed to two key reasons.
6Confidential*Made in a facility that does not process nuts
Product attributes align with key food trends
#1Celebration by SweetWorks® is helping energize core Sixlets®
#2
Sixlets® plays in perfectly with one of the top food trends of 2014!
• Percentage of adults trying to cut down or avoid Gluten continues to reach new highs per recent NPD study.– Not just for consumers who are Gluten intolerant the majority who are
choosing Gluten Free foods are doing so to simply eat healthier.
• Sixlets® always have been a great Gluten Free chocolatey treat!
7Confidential
Almost 30%
of Adults Avoiding Gluten
29%
28%
27%
26%
25%
24%
% of Adults “trying to cut back/avoid
Gluten” in diet
2010 2011 2012
Source: NPD Dieting Monitor, March 2013
Partnering with Gluten-Free media outlets is increasing awareness among a key target.
• Partnership with Gluten-Free Living™ and various Gluten-Free bloggers allows us to speak directly to Gluten-Free consumer about Sixlets®.
8Confidential
More kids are allergic to peanuts and tree nuts, which impacts entire households & classrooms.
• Impact of nut allergy goes far beyond the individual child.
• Entire households, daycare facilities and classrooms must adapt to provide a safe environment.
9Confidential
Nut Allergy Rates in
Children Have More Than
Tripled*
Source: 2010 Study - Dr. Scott H. Sicherer, Jaffe Food Allergy Institute at Mount Sinai School of Medicine*Study finds that allergy rates in children have increased 3.5x since original study in 1997
Sixlets® have always been made in a nut free facility
and are safe for nut-free kids and classrooms.
Success of our Celebration Sixlets® are generating awareness of the entire Sixlets® brand.
• Sixlets® are a huge part of the Celebration by SweetWorks® line which leverages the single color candy trend for parties, candy buffets & baking.
• National PR coverage is helping to spread the Sixlets® name: – Recent features include the Today Show, Fox News, Boston Globe, NBC, Yahoo! News,
ESPN and many, many more!
10Confidential
PR Programs, sampling and social media efforts are also driving awareness and trial of Sixlets®.
11Confidential
Sponsoring Family Events Across the US to Generate
Awareness of Sixlets®
Facebook Contests Driving Engagement with Core
Consumers
Two new pack-types are now available that fill gaps in everyday Sixlets® portfolio.
13Confidential
4oz Peg BagKing Size
Sixlets® Peg Bag offering expanded to match the needs of the marketplace.
14Confidential
KingSize Sixlets®
6oz Peg Bag
Peg Bag Category
$1.99 Peg Section
High/Low$2.39
Regular$1.99
EDLP$1.88
$1.00 Peg Section
EDLP$1.00
Pack-Type Pricing Strategy
Sixlets®4oz
Peg Bag
Sixlets® Peg Bags now available in both large and small size to cater to Peg Sections.
Sixlets® Peg Bag 4.0oz 12ct:• $.75 List Price• $1.29 SRP• 41.9% Retail Margin
15Confidential
Now in 2
Different Sizes!
Sixlets® Peg Bag 6.0oz 12ct:• $1.14 List Price• $1.99 SRP• 42.7% Retail Margin
• Perfect for lunch boxes, candy jars, portion control snacking
• Delivers on key price point for moms buying snacks
NEW!
King Size segment drives significant candy dollars at C-Store and is a big opportunity for Sixlets®.
16Confidential
7 of the Top 10 Candy Items in C-Store are King Size
King Size segment continues to grow as top items were +6.9% vs. YAG
Source: IRI - Total US – Convenience AllScan 52-Weeks ending 7/13/14
Sixlets® King Size is well positioned as most competitive chocolate has lower weight ratios.
17Confidential
1.75oz
AVG Chocolate
AVGNon-Chocolate
3.40oz 1.94
1.67oz 3.03oz 1.81
2.04oz 3.73oz 1.83
1.69oz 3.14oz 1.86
Count Goods King Size Ratio
Source: IRI - Total US – Convenience AllScan 52-Weeks ending 7/13/14
Two perfect ways to leverage Sixlets® brand growth at C-Stores and front-end.
18Confidential
NEW!
• Gluten free & Nut-Free• Perfect for front-end
or check-lane
All-New King Size is Great
Addition!
Sixlets® 1.75oz Pouches, 24ct• $0.61 List Price• $1.09 SRP• 44% Margin
Sixlets® 3.4oz Pouches, 16ct• $1.08 List Price• $1.99 SRP• 45.7% Margin
Sixlets® Change Makers at multiple price-points to meet your needs.
19
Sixlets® 20-Ball Tube, 48ct:• $0.12 List Price• $0.25 SRP• 52% Margin
Sixlets® 12-Ball Tube, 72ct:• $0.08 List Price• $0.15 SRP• 46.6% Margin
Confidential
• Gluten free• Perfect for “pick-me-up”
impulse purchases• Iconic tube format
consumers recognize
2 Awesome
High-Margin Items!
Sixlets® Theater Box & Milk Carton, perfect formats for entertainment destinations.
20Confidential
Sixlets® Theater Box 3.5oz ,15ct• $.80 List Price• $1.29 SRP• 38% Margin
• Gluten free• Great for immediate
consumption• Perfect for sharing
Classic Brand in Classic
Formats!
Sixlets® Milk Carton 11.0oz, 24ct• $1.83 List Price• $2.99 SRP• 39% Margin
Sixlets® Laydown Bags are perfect for portion controlled snacking.
Sixlets® Laydown Bag 9oz 24ct:• 0.6oz Snack Pouches• $1.75 List Price• $2.99 SRP• 41.4% Margin
21Confidential
Sixlets® Laydown Bag 4oz 12ct:• Classic 8-Ball Tubes• $0.72 List Price• $1.19 SRP• 39% Margin
Available in Tubes
or Pouches!
• Perfect for lunch boxes and candy jars
• Delivers on key price point for moms buying snacks
Everyday Sixlets® Channel Opportunities by Pack Type.
22Confidential
Section C-Store Drug Grocery Mass Dollar/Value
12-Ball Tube Front End X20-Ball Tube Front End X1.75oz Count Goods Front End X X X X X3.4oz King Size Front End X X X XTheater Box Theater Box X X X X4oz Laydown Bag Everyday X X X4oz Peg Bag Peg Set X X X6oz Peg Bag Peg Set X X X9oz Snack Pouches Everyday X X
This Business Plan is confidential. It is intended solely for the addressee. Access to this Business Plan by any other person is unauthorized. If you are not the addressee you are prohibited from copying it, distributing it or disclosing it to anyone other than the addressee.
Thank You For Your Business!