CYCLE

2 Hannaford Cycle Data Share Trends Data by key segment Seasons/Events 1.Halloween Recap 2.Holiday Sell Through to Date Issues 3.Football Frenzy Shippers in stores Demos 3.January Pre-sell Simple Pleasures shippers SP FSI 1/6/12 4.Valentine ’ s/ Early Easter Delivering to stores week after Christmas Forward Look –Jan/Feb candy new item cut ins –April/May Toppings Reset Hannaford ” Gold Standard ”

3 Congratulations HANNAFORD team!!! Hershey has won total category share in every 4 week Quad in Wk Ending Period Share Chg Vs PY 1/28/12>>>>+2.5 2/25/12>>>>+1.7 3/24/12>>>>+2.9 4/21/12>>>>+2.5 5/19/12>>>>+3.7 6/16/12>>>>+3.4 7/14/12 >>>>+3.5 8/11/12 >>>>+4.8 9/8/12>>>> /6/12 >>>> /3/12 >>>>+2.8 This is UNBELIEVABLE!!!

4 Hershey sales versus category trend (4wk, 12wk, YTD) Dollar Sales % Chg YA Hannaford; 4wk,12wk,YTD ending Source: Nielsen

5 Hershey is beating all competitors in share in every period Dollar Share Pt Chg YA Shaw’s; 4wk, 12wk, YTD ending Source: Nielsen

6 Hershey is gaining share in all key packtypes

7 Halloween 2012 Recap Hershey’s 2012 Halloween Final Sell-Through = 77.7% Halloween dollars were +7.0% vs Hershey gained 3.4 share points during Halloween All other vendors were flat or declining Reese and Kit Kat had lowest sell through due to heavy ordering and delay in getting to stores Top Sell Through Stores: 1.) April Suharik 2.) Ron Gagnon 3.) Ron Gagnon 4.) Ron Liu 5.) Ron Gagnon

8 Holiday 2012 Priorities Make sure all product is out on floor –Cherry Cordial Kisses are having very slow sell through, make sure they are displayed prominently –Make sure all stores and all registers have the 1.45 oz Kiss Card to scan. Item is not ringing up properly

9 Holiday Sell Through To Date Total Hannaford Sell Through at 31.4% through 12/2/12 –Dollars -3.8% vs. year ago Key Items with low sell through: –Cherry Cordial Kiss –Reeses Pieces Cane –Hershey Kisses Cane Top 5 Sell Through Stores so far: 1.) Ron Gagnon 2.) Jessica Fridwall 3.) Jason Roberts 4.) Tom Miller 5.) Joanne Cain

10 Football Frenzy will feature 3 displays Jan 5- Feb 6 A&B Stores C&D Stores 2 Hershey’s Assorted Chocolate Packaged Candy Mod 166 ct Rolo Minis Assorted Pouch Shipper 60 ct Hershey’s Assorted Pouch Mod 180 ct Hershey’s Assorted King Size Shipper 696 ct Hershey’s Assorted King Size Shipper 226 ct Chocolate Packaged Candy Mini Pouches King Size Hershey’s Assorted Chocolate Packaged Candy Mod 166 ct 2 shippers

11 January Pre-sell: Simple Pleasures C&D Stores Hershey’s Simple Pleasures Shipper 60 ct A&B Stores Hershey’s Simple Pleasures Mod 192 ct FSI Dropping 1/6/13- $1.50 off one bag! Shippers ship to stores 1/4/13- get out on the floor ASAP!

12 Valentine ’ s Day 2013 Hershey’s 2013 Valentine’s Day order = $203K Hershey’s dollars are up 1.1% vs LY Easter Count Goods (Reese and Cadbury Eggs) will go out on the floor with Valentine’s Everyday Twizzlers will be part of Valentine’s All product will go out on floor week after Christmas 2012 Valentine’s Day sell-through was 77.5% Target for this year is 87% sell-through