Retail Executing Meetings Cycle 3 - Supervalu Feb/March, 2011

2 Shaw’s Retail Takeaway Nielsen 12 wks ending 1/22/11

3 Business Update Supervalu Objective: $141M (-8% vs 2010) 2011 Supervalu Estimate: $144.6M (-5.6% vs 2010) 2011 Share Objective: Stabilize share losses 52wk 31.6 (-1.1) We need YOU – our most important customer – THE RETAIL TEAM – to make our (2) most important metrics above!! How can you help us collectively achieve? Improved QOM on all promotions & additional punch-ins to support

4 Key Messages – Supervalu Cycle 3 It’s ALL about Easter – High Sell Through is the #1 focus! Priority # 1: QOM with Easter – leverage tear pads for “A” displays Priority # 2: Drops/Minis – Ensure 100% Distr. & execute 3/18 Ad Priority # 3: Standard Bar XVB Coke tie-in -- March 25 th –execute front of store display activity (front of every register)

Easter Retail Game Plan Timeframe: 2/15/ /24/ Early Easter SKUs (eight [8] eggs) should already be on display Shaw’s 2010 Sell through was 77.7%, a 10pt decline vs Order is -$15K vs LY (-1.1%) –2011 Sell Through Target = 90%! 69-day season, three weeks longer than 2010 Executional Excellence: Increase ACV display on key CPC, IC, and Novelty SKU’s Reese and Cadbury eggs at every checkstand AND execute tear pad coupons Candy End Cap for Wk 51 thru Wk 4 Cadbury Mini Eggs (Top Shelf) - Hershey’s Kisses (2 nd Shelf) - Reese Eggs DRCs (3 rd Shelf) - Reese Egg 6 Pks (Shelves 4 - 6)

Easter Tear Pads – Shipping Direct to Retail Team Packaged Candy End Cap Buy 2 Bags and Save $1 Tear pad coupon valid from 2/15/11 - 4/24/11 Incremental opportunity to drive sales with SVU’s largest Easter season packtype. Regular Count Instant Consumables Buy 2 Get 1 Free Tear pad coupon valid from 2/15/11 - 4/24/11 Incremental opportunity to drive sales

7 Review Ad Plan for Entire Season – Two Key Ads: Wk 7: Hershey CPC Buy 2 Bags, Get One Dozen Eggs Free Running in-ad 4/15/11 - 4/21/11 Incremental opportunity to drive sales with an exclusive Hershey egg consumer offer. Wk 7: Hershey 6 Packs Buy $10, Get $5 Off on Select Items Running in-ad 4/15/11 – 4/21/11 Incremental opportunity to drive sales via a front page ad; Hershey participating with Reese Egg 6 Packs

8 Coke/Hershey XVB Week 4 (March 20 th ) Offer “Buy 2 Coke / Dasani 20 oz bottles and get 2 FREE Hershey Bars” Week 4 XVB – March 25 th SRP for Hershey bars will be 2/$1 with $1.00 Loyalty card banners with in ad for Non loyalty banners Order quantities by store on Quickr 288 ct Standard Bar Shipper and/or 1188 ct Mod Shipper Tie In with NCAA 1188 ct Mod 288 ct Shipper

9 Drops/Minis/Pieces Week 3 (March 13 th ) Offer “ Buy $10 of Participating Products and Receive $5 Off your next Shopping Order” Drops/Minis/Pieces are participating in this offer Display and ad are for one week beginning March 18 th Display will be candy endcap Promoted Retail is 2/$6 so consumer will pay $2.50 with the $.50 savings TPR 3/4 - 3/31

10 Twizzlers Bonus or Regular Week 8 (April 16 th ) Offer “ Buy $10 of participating products and Receive $5 off your next grocery order” Twizzlers are participating in this offer week of April 22 nd Display will be incremental to Summer Aisle and will kick off Twizzlers Season Suggested Retail will be $1.88 or $1.38 with the savings of $.50

11 King Size Tear Pad (March 1 – December 31, 2011) Use at your SuperValu stores to get punch in’s and displays

12 Pouches Tear Pad (March 1 – December 31, 2011) Use at your SuperValu stores to get punch in’s and displays

13 Hershey Baking Chips On TPR (Jan 28 – April 28) Hold down retail should be 2/$5 Sell punch in displays Tentative: Hershey baking chips ad week 6 (wk of 2/$5 with an in-ad coupon of buy 2 save $1 Hershey baking chips beat the competition in taste!!! Baking is a year long family activity

14 Key Messages – Supervalu Cycle 3 It’s ALL about Easter – High Sell Through is the #1 focus! Priority # 1: QOM with Easter – leverage tear pads for “A” displays Priority # 2: Drops/Minis – Ensure 100% Distr. & execute 3/18 Ad Priority # 3: Standard Bar XVB Coke tie-in -- March 25 th –execute front of store display activity (front of every register)

15 P.O.I EASTER –REESE & CADBURY AT CHECKOUTS –EASTER CANDY ENDCAP COKE/HERSHEY XVB DROPS & MINIS ENDCAP 3/18 KING SIZE HERSHEY BAKING CHIPS GRAND TOTAL = 6 P.O.I. *Drive for 35 distribution *New Gondola & Front End Planograms Shaws“GOLD STANDARD” & TOOLS Cycle 3 TOOLS EASTER PKG CANDY TEARPADS B2S1 EASTER CONS. TEARPADS B2G1F KING SIZE TEARPADS B3G1F POUCHES TEARPADS B2G1F BAKING SELL SHEET

16 Shaws Cycle 3 Tracker

17 COMING SOON RSR TWIZZLER SUMMER CONTEST DISTRICT MANAGERS QUARTERLY NEWSLETTER The Hershey Company DISTRICT 3 Caption describing picture or graphic. Business Update Quarter Seasonal Activity Questions or Comments or call Upcoming Promotions Newsletter Spotlight