Brownie Mix Jack Veader Mack Yeary

A.C. Nielsen Product Snapshot TOTAL COOKIES & BROWNIES (DOUGH PROD) OZ. Total Consumption BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

Demographic of the Brand Betty CrockerDuncan HinesPillsburyGhiradelliPrivate Label Demographic Variables % VolumeIndex% VolumeIndex% VolumeIndex% VolumeIndex% VolumeIndex Race of Head of Household White77.6% % % % %114 Black6.0%508.2%684.8%406.6%556.3%53 Hispanic11.0%899.8%7910.2%8210.8%879.3%76 Asian3.4%803.8%876.7%1565.3%1243.6%84 Other2.0%932.3%1041.7%782.7%1231.8%82 Household Income Under $10,0005.3%676.0%754.3%544.2%529.3%117 $10,000 - $19,9998.5%739.9%8610.5%906.8%5812.1%104 $20,000 - $29, %9210.1%909.7%856.3%5512.5%110 $30,000 - $39, % % %1156.9%6611.9%113 $40,000 - $49,9999.6%1049.7%1059.8%1057.4%8011.3%122 $50,000 - $74, % % %9917.6%9718.6%103 $75,000 - $99, % % % % %93 $100,000 - $149, % % % %1678.8%77 $150,000 or More8.8%1097.8%979.0% %2074.6%57 Age and Presence of Children Age < 68.0%1078.4%1129.6%1288.6%1145.5%73 Age % % % % %158 Age < 6 & % %1528.1%1228.4%1289.2%139 No Children53.2%7956.2%8455.5%8256.4%8455.9%83

Category Role Size in US sales: $286 million Penetration: 40.5% Purchase cycle: 65.8 % Item on Deal: 33.5

Assigning a Role to the Category Under Fire Normal Category Brownie mix has an average gross margin percentage with a medium sales dollar volume Very strong emphasis on ELP pricing in this category

Retailers Audited StoreLocationSKU’sUnique SKU’s SupercenterMLK Blvd (6 th )323 Neighborhood Market Wedington221 Neighborhood Market Bentonville210 WalmartOn Campus10 HarpsSchool390 HarpsGarland735 HarpsBentonville550 WalgreensSchool10 WalgreensRogers10 AldiMLK Blvd (6 th )33

The Suppliers DOMINANT BRANDS Pinnacle Foods (Duncan Hines) General Mills (Betty Crocker) Aldi’s Walmart Harp’s Walgreens STRUGGLING BRANDS Continental Mills (Ghiradelli) JM Smucker (Pillsbury) Always Save Baker’s Corner Best Choice Hospitality

SKU’s 59 SKU’s discovered in audit Suppliers SKU’s o Betty Crocker- 16 o JM Smucker- 14 o Pinnacle Foods- 12 o Private Label- 11 o Continental Mills- 6

Brownie Mix, Spring 2014 Market Stocking Rates MFR Number of Stores Carrying SKUs MSR 1 Store2 Stores3 Stores4 Stores5 Stores6 Stores8 Stores Continental Mills General Mills JM Smucker Pinnacle Foods Private Label Total

Category Scorecard: SPSS Share of Display Category Scorecard: SPSS Share of Display Space Report MFRWMSC_MLK FacingsWMNM_FV- FacingsWMNM_BV- FacingsHARPS_SCH- FacingsHARPS_GLD-Facings Continental Mills% of Total Sum12.5%19.0%18.2%10.3%4.1% % of Total N12.5%19.0%18.2%10.7%7.3% N44433 General Mills% of Total Sum40.6%28.6%31.8%23.1%31.5% % of Total N40.6%28.6%31.8%28.6%31.7% N13678 JM Smucker% of Total Sum15.6%19.0%18.2%23.1%27.4% % of Total N15.6%19.0%18.2%25.0%26.8% N Pinnacle Foods% of Total Sum28.1%28.6%27.3%33.3%17.8% % of Total N28.1%28.6%27.3%28.6%17.1% N96687 Private Label% of Total Sum3.1%4.8%4.5%10.3%19.2% % of Total N3.1%4.8%4.5%7.1%17.1% N11127 Total% of Total Sum100.0% % of Total N100.0% N

Category Scorecard: SPSS % of Gross Margin Dollars Category Scorecard: SPSS % Gross Margin Dollars Report MFRWMSC_MLK- GMWMNM_BV- GMWMNM_FV- GMHARPS_SCH- GMHARPS_GLD- GM Continental Mills% of Total Sum8.5%12.8%12.6%7.8%6.6% % of Total N12.5%18.2%19.0%10.7%7.3% N44433 General Mills% of Total Sum49.5%27.8%27.1%29.4%29.1% % of Total N40.6%31.8%28.6% 31.7% N13768 JM Smucker% of Total Sum6.6%22.7%22.3%24.0%24.8% % of Total N15.6%18.2%19.0%25.0%26.8% N Pinnacle Foods% of Total Sum30.4%29.3%30.7%34.4%20.2% % of Total N28.1%27.3%28.6% 17.1% N96687 Private Label% of Total Sum4.9%7.4%7.3%4.5%19.3% % of Total N3.1%4.5%4.8%7.1%17.1% N11127 Total% of Total Sum100.0% % of Total N100.0% N

Category Scorecard: SPSS Mean % Gross Margins Category Scorecard: Mean % Gross Margins Report MFRWMSC_MLK- %GMWMNM_BV- %GMWMNM_FV- %GMHARPS_SCH- %GMHARPS_GLD- %GM Continental MillsMean15.34% 31.80%40.51% % of Total N12.5%18.2%19.0%10.7%7.3% N44433 General MillsMean24.94%18.39%21.14%43.51%43.37% % of Total N40.6%31.8%28.6% 31.7% N13768 JM SmuckerMean11.24%24.60% 45.04%46.32% % of Total N15.6%18.2%19.0%25.0%26.8% N Pinnacle FoodsMean28.65%28.26%30.58%55.40%56.78% % of Total N28.1%27.3%28.6% 17.1% N96687 Private LabelMean56.08% 56.31%69.43% % of Total N3.1%4.5%4.8%7.1%17.1% N11127 TotalMean23.62%23.37%25.06%46.95%50.69% % of Total N100.0% N

Demography Walmart MLKHarps Garland % HHsHHs Index% HHsHHs Index Race of Head of Household White80.4% %114 Black6.6%557.5%63 Hispanic4.9%395.1%41 Asian4.6%1085.3%123 Other3.5%1563.8%169 Number of Persons 1 Person47.7% %182 2 Persons33.2% %97 3 Persons10.4%6411.1%69 4 Persons5.9%455.3%40 5+ Persons2.8%252.8%25 Household Income Under $10, % %325 $10,000 - $19, % %212 $20,000 - $29, % %133 $30,000 - $39, % %125 $40,000 - $49,9998.0%897.0%78 $50,000 - $74,9999.0%508.2%46 $75,000 - $99,9993.2%273.3%27 $100,000 - $149,9994.2%343.8%31 $150,000 or More1.9%211.9%22 Age of Head of Household Age % %601 Age % %204 Age %8314.8%85 Age %5310.3%51 Age %5610.0%52 Age %414.9%37 Age 75 or More3.9%373.9%36 Age and Presence of Children Age < 63.8%525.0%68 Age %458.7%47 Age < 6 & %442.5%38 No Children84.9% %124 Housing Tenure Own19.5%3017.8%27 Rent80.5% %235 Circular Trade Area

“Good losers? Snacks and confectionary Cosmetics Baby food Alcoholic beverages “Success!” Paper, plastic, and wipes Refrigerated food Frozen food Shelf stable juices Bad winners? – no one but ourselves to blame. Pet food Healthcare Diapers and feminine hygiene Price gap with manufacturer brands High>30% Low<30% Private label share Low <12%High > 12% “Bad stuff” – why? Home care Nonalcoholic beverages Personal care Global private label share and price gap

Spring 2012 Facings ManufacturerWmt6th FacingsWmtMkt FacingsWmtJoyce FacingsHarps Wedington FacingsTarget Facings Contiental Mills% of Total Sum7.0%15.4%7.3% 20.0% % of Total N12.5%16.7%9.1% 20.0% N443 2 General Mills% of Total Sum40.4%34.6%36.6%26.2%40.0% % of Total N40.6%33.3%39.4%26.5%40.0% N Pinnacle Foods Group% of Total Sum31.6%26.9%39.0%26.2% % of Total N28.1%25.0%30.3%26.5% N96109 Private Label% of Total Sum3.5%3.8%2.4%16.9%20.0% % of Total N3.1%4.2%3.0%14.7%20.0% N11152 The J.M. Smucker Company% of Total Sum17.5%19.2%14.6%30.8%20.0% % of Total N15.6%20.8%18.2%32.4%20.0% N Total% of Total Sum100.0% % of Total N100.0% N

Category Scorecard: SPSS Share of Display Space Report MFRWMSC_MLK FacingsWMNM_FV- FacingsWMNM_BV- FacingsHARPS_SCH- FacingsHARPS_GLD-Facings Continental Mills% of Total Sum12.5%19.0%18.2%10.3%4.1% % of Total N12.5%19.0%18.2%10.7%7.3% N44433 General Mills% of Total Sum40.6%28.6%31.8%23.1%31.5% % of Total N40.6%28.6%31.8%28.6%31.7% N13678 JM Smucker% of Total Sum15.6%19.0%18.2%23.1%27.4% % of Total N15.6%19.0%18.2%25.0%26.8% N Pinnacle Foods% of Total Sum28.1%28.6%27.3%33.3%17.8% % of Total N28.1%28.6%27.3%28.6%17.1% N96687 Private Label% of Total Sum3.1%4.8%4.5%10.3%19.2% % of Total N3.1%4.8%4.5%7.1%17.1% N11127 Total% of Total Sum100.0% % of Total N100.0% N Spring 2014