Category Sales Opportunities District #7

Agenda Buyer Conversion (from Nielsen Panel data) Category Results/Hershey Results Hannaford Totals … By District, By Store Opportunities Seasonal Candy Sales Everyday Candy sales Hershey Baking Hershey Syrup & Toppings Consumer Support Recap

BUYER CONVERSION Hannaford has the opportunity to convert more candy buyers in their stores Total CMG Buyer Conversion Hannaford CTA – 52wks ending 12.25.2010 Take Home Buyer Conversion Hannaford vs Competitive Set – 52wks ending 12.25.2010 Instant Consumable Buyer Conversion Hannaford vs Competitive Set – 52wks ending 12.25.2010 Seasonal Buyer Conversion Hannaford vs Competitive Set – 52wks ending 12.25.2010 Source: AC Nielsen

CATEGORY RESULTS: Candy is big and growing slightly faster than the rest of store Category Performance: Dollar % Change Hannaford CTA – 52wks ending 1.22.11 Source: AC Nielsen

CATEGORY RESULTS: Hannaford has had strong confection results Candy Category Growth: Dollar % Change Hannaford & Total US Food – 52wks 2007-2010 Source: AC Nielsen

CATEGORY RESULTS: Front End Candy & off shelf promo’s are driving the category Hannaford CMG: Packtype Contribution Hannaford CTA – 52wks ending 1.1.11 +$141K +$45K -$33K -$37K +$149K -$365K +$207K +$385K +$528K +$764K +4.9% +$962K Source: AC Nielsen

Hershey CMG: Packtype Contribution Hannaford CTA – 52wks ending 1.1.11 CATEGORY RESULTS: Smores, Twizzlers and King size drove growth for Hershey and the category Hershey CMG: Packtype Contribution Hannaford CTA – 52wks ending 1.1.11 +$140K +$1K -$1K -$1K -$19K -$20K -$26K -$256K +$194K +$355K +$570K +5.2% Source: AC Nielsen

HANNAFORD / HERSHEY RESULTS Total Candy, Mint, Gum 52 Week ending 1/21/11 : By District

HANNAFORD / HERSHEY RESULTS Total Candy, Mint, Gum 52 Week ending 1/21/11 : By Store

Easter Key Messages 2011 industry Easter outlook Easter 2010 sales increased 3.0% despite one less selling week Hershey’s was over 82% of the growth with sales up 6.7% or $15.2M Easter 2011 is April 24th, making it a 69 day season This is 3 weeks longer than 2010 Easter 2011 retail category sales are expected to grow 10-12% Hershey’s driving growth at 12–16% Hershey at Hannaford 2010 and 2011 outlook Hershey Easter Sell thru for 2010 was 75.6% (goal was 92-95%) Hershey 2011 order is down 3.5% for the season Pricing was an issue that led to poor sell thru in 2010 Pricing issues especially on Multi packs has been fixed Consumer offers are set up to target 95% Sell thru or better

OPPORTUNITIES: SEASONAL Display Ready Cases … OPPORTUNITIES: SEASONAL Display Ready Cases …. Labor saving and Easier to Shop

OPPORTUNITIES: EVERYDAY CANDY Strong and balanced activation will drive growth in 2011 Increased 2nd FSI Value!! 15 wks Dedicated Advertising 3 National FSI Insertions Merchandising Vehicles Kraft Partnership Fall Extension Same format as 2009 Brand Plan Website Print Ads In-Store POS *Note: Graphics subject to change, Please refer to 2011 Tailgating program for late season details on S’mores

HANNAFORD / HERSHEY MILK 6 PACK RESULTS Summer 2010 : By District

HANNAFORD / HERSHEY MILK 6 PACK RESULTS Summer 2010 : By Store

Note: Hershey Reps can order and supply Twizzlers display units Leverage 2011 HERSHEY’S S’mores POS to create excitement within the store 3D Standee Balloons E-Day 24 Ct Case 4-Tier Display Front Back Order ______ Order ______ Hannaford #1356005 Order ______ Note: Hershey Reps can order and supply Twizzlers display units

TWIZZLERS Radio - 30/30 Advertising Landmark Summer Sweepstakes OPPORTUNITIES: EVERYDAY CANDY 2011 TWIZZLERS brand marketing plan Advertising: TV Radio National FSI Consumer Programs Merchandising Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec TWIZZLERS TV Campaign TWIZZLERS Radio - 30/30 Advertising 6/26 FSI 8/7 FSI Incremental Landmark Summer Sweepstakes Bonus TWIZZLERS Everyday TWIZZLERS

HANNAFORD / TWIZZLER RESULTS Summer 2010 : By District

HANNAFORD / TWIZZLER RESULTS Summer 2010 : By Store

OPPORTUNITIES: EVERYDAY CANDY New Twizzlers 4 shelf unit for cross merchandising 2/$4.00 EDLP Earn 32% Everyday Summer Long Consumer offer Twizzler Black Licorice 24 / 16 oz #1464379 Twizzler Sweet & Sour 12 / 11 oz #1464478 Twiz. Cherry Pull & Peel 24 / 14 oz #0688804 Twizzler Strawberry 24 / 16 oz #1352509 Note: Hershey Reps can order and supply Twizzlers display units Req #: D88171

OPPORTUNITIES: SYRUP & TOPPINGS Summer Co-Marketing Event … Summer offer with $1.00 Ice Cream Small Stores Large Stores 240 ct syrup mod 120 ct syrup mod 12 cases on 1 hutch 24 cases on 1 hutch

Recap … Questions Thank You!!!