Promised Land Dairy Q1 “Milk & Cookies” Situation Fluid Milk category is declining  -7.4%, but premium milk is growing  +13.4%. Retailers are looking for ways to grow the milk category, and consumers are always looking for indulgent moments to pair their favorite cookie snack with Promise Land’s indulgent premium milk. The Idea Promised Land Dairy is elevating the “milk and cookies” occasion by pairing wholesomely indulgent milk with the shopper’s favorite cookies. By incentivizing a combination purchase, basket ring will increase by driving shoppers to multiple aisles. How it Works With every qualifying purchase of the shopper’s favorite brand of cookies, they will receive a deal, redeemable through Ibotta, for $0.50 off of Promised Land Dairy milk. Timing: Any 4 week period from February 15 – April 30 Offer: With every purchase of cookies and Promised Land Dairy milk, shoppers will be able to redeem $0.50 off of Promised Land Dairy milk through Ibotta (white milk, Salted Caramel Latte and Strawberry flavor only) How it works: Shoppers visit the Promised Land Diary display in store, and POS will communicate the offer, drive them to Ibotta, and increase their basket ring by driving them to another aisle for an incremental purchase POS: Can feature whole milk, Salted Caramel Latte or Strawberry POS Elements available: Shelf Talker or Static Cling for dairy aisle, Wobbler for use in cookie aisle

Promised Land Dairy Q1 “Milk & Cookies” Value CUSTOMIZE FOR YOUR RETAILER: ADD THE VALUE TO YOUR SPECIFIC CUSTOMER HERE (MONETIZE OR QUANTIFY) Ibotta will drive pre-shop intent to purchase once in-store Increases basket ring and incentivizes cross category purchases Next Steps CUSTOMIZE FOR YOUR RETAILER: ADD YOUR “ASK” HERE: WHAT WILL YOU BE GETTING INCREMENTALLY FOR THIS PROGRAM (bunker, space, ad, etc…)? Align on featured product on POS Align on program in-store timing Align on POS elements needed (Shelf talker or Static Cling for dairy aisle; Wobbler for cookie aisle)