CYCLE

2 Hannaford Cycle Data Valentine Results Hannaford business update Promotional Events (The Big 4) 1.Easter FSI Support Hannaford Tear Pads 3.Everyday Loose bars Standard & King Size Hannaford Tear pads Sales Contest 3.HTM activity New Almond Pieces Coming Soon “ Rolo ” 4.Innovation/Ensure Distribution Jolly Rancher Crunch N Chew 4 – new JR CnC items Bliss Dark Cookies N Cr è me King Merchandising –New Syrup Rack POG –New FE side kick POG Hannaford ” Gold Standard ”

3 Valentines 2012 Results Top Line Results –Sell Thru in Dollars = 89.1% –Sell thru in Units = 86.2% Notes: –Order was written down 5% –King size had less then 50% sell thru –Seasonal ct goods continue to hurt the overall ST based on poor merchandising at store level. –Exchange items and heart boxes had moderate success –Core CPC items did fairly well, but Hugs items were at 80%

4 Hannaford Nielsen Trends Total Confection business and Key Pack Types

5 Easter 2012  Overall Sell thru in ‘11 = 89%. W/out Ct goods = 93%  We must fix the Seasonal ct good merchandising issue to be successful.  Seasonal Ct Goods need to be viewed as an IC with perimeter displays  Factory in 2012 is up +12.9% or $181k  A strong sell thru in 2011 season helped create an improved 2012 order.  The 2012 factory growth is focused on our top 10 items, mainly CPC & Multi-packs. Gaining better ACV by store of our top items  Fixing the mix on our top10 items was the goal in ’12 So the 2012 season will not offer new items but better ACV on our best items

6 Multipacks & CPC 40M circulation Early Season FSI 2/26/ weeks after Valentine’s Late Season FSI 3/25/ weeks prior to Easter CPC & Novelty 40M circulation FPO New for Multipacks will be included in early FSI Hershey will feature 2 national FSIs in 2012 – one early and one late season

7 Easter 2012 Hannaford Exclusive Tear Pads

8 Congratulations to our Baking & Kiss Contest Winners Now lets turn our focus on … EASTER AND LOOSE BARS We can dominate Q1 and set ourselves up for a strong 1 st half by focusing on these 2 areas

9 Hershey “ Loose Bar Sales Contest ” Loose Bars –Standard Bars –King Size –Easter Count Goods Tools –Sales Data 3/1 – 4/7/12 –Seasonal & Non Seasonal IRC ’ s –NCAA point Of Sale –Easter Point Of sale Contest Rules –Average Territory Increase vs. LY –(3) Divisions (Alb, NE & All Other) –(3) Winners - $250, $150 & $100 How do we keep it fair? –Rep #1 9 Stores 900 Units Sold in ,800 units sold in 2011 Territory % Increase 100% –Rep #2 2 Stores 200 Units sold in Units sold in 2011 Territory % Increase 200% –Rep #2 Wins! Weekly updates can be used like a season with stores

10 Hershey ’ s everyday merchandising solutions enable easy execution of NCAA displays Mini 4-Shelf Req # D88173 Hex Bin Req # D88173 IC Mini 4-Shelf Req # D88534 Counter Unit Req # D88357PnP

11 Utilize REESE ’ S NCAA March Madness POS to connect with shoppers and trigger purchase in-store Event POS Options REESE’S March Madness Balloons Available 1/13/12 Delivers with Shippers/Mods Available 1/13/12 Force out and Genco Requisition Req. # REESE’S March Madness Tearpads

12 Leverage POS for Singles Contest Note: POS materials will be distributed directly to Hershey’s Retail Sales team per DSM allocation 4-shelf DisplayMylar BalloonsTwo-sided Standee

13 Hannaford “ Gold Standard ” Points Of Interruption All of the POI ’ s listed below are perimeter displays and are in addition to the seasonal aisle 1.Hershey 4 sided or 2 Sided Rack 2.Hershey Syrup rack by Milk Cooler 3.Easter Count Goods On perimeter (W/ tear pad) 4.Easter 11 oz Bag CPC on Perimeter (W/ tear pad) 5.Easter Big Bag CPC on Perimeter (W/ tear pad) 6.Easter Reese ’ s / Cadbury Multi Packs on Perimeter (W/ tear pad) 7.Standard Bars (W/ tear pad) 8.King Size Bars (W/ tear pad) 9.Hershey 8 packs (W/ tear pad) 10.Theatre Boxes (W/ tear pad) NOTE: All displays help drive sales. Cross merchandising offers a great opportunity during the holidays. I.E. > Utilize the Hannaford 3 tier Baskets to cross merchandise our cocoa and baking bars with other baking ingredients 11.Twizzlers Large Bags (DRC ’ s in store) 12.Frost Mint shippers 13.Jolly Rancher Crunch N Chew Display 14.Hershey Pieces Display featuring New Almond 15.Bliss Display with New Dark Caramel 16.Spring Baking Displays featuring Hershey / Reese ’ s baking Chips