1 District x (date) (RSR)

2 Agenda Why Confection? Business Review Grow profit and sales with Hershey’s exciting Q2 promotions

3 Why Confection?

4 Confection ranks in the top 20 at Shaw’s and is +2.7% in the last 12 weeks Category Total Dollar Sales Shaw’s 12 Wks End 4/11/2009 Source: SUPERVALU Internal Data System

5 Source: Nielsen Homescan Panel % Household Penetration Total US – All Outlets; 52 Wks End 6/28/2008 Confection has high house hold penetration

6 Confection has one of the highest purchase frequencies in terms of trips Source: Nielsen Homescan Panel Purchase Frequency (Trips per Buyer) Total US – All Outlets; 52 Wks End 6/28/2008

7 Candy is the most responsive category for display treatment Source: IRI, Food, 2005

8 Confectionery is Expandable – Not a Zero Sum Game Source: Dechert-Hampe & Co. Fixed ConsumptionExpandable Consumption Consumption weeks Purchasing Consumption weeks Purchasing  Consumption at fixed rate  Soap, Detergent, Toilet Paper  Promotion Loads Pantry  Consumption Driven by Purchase  Candy, Snacks, Beverages  Promotion Builds Consumption

9 Business Review

10 Hershey is larger than the next three manufacturers at Shaw’s Manufacturers Share Shaw’s 52 Wks End 3/22/2009 Source: IRI Data ending 3/22/09

11 The top 4 packtypes represents 59% of Shaw’s CMG sales and Hershey is the share leader in all Packtypes Share Shaw’s 52 Wks End 3/22/2009 Source: IRI Data ending 3/22/09

12 Insert Page 1 from Shaw’s District POS file

13 Insert appropriate District page from Shaw’s District POS file

14 Grow profit and sales with Hershey’s exciting Q2 promotions

15 6pk sales peak during the summer, especially during the key holidays, Memorial Day, July 4 th, & Labor Day Tie into these FSIs: –5/17 Save $1.00 on any ONE HONEY MAID Grahams (14oz or larger) when you buy ONE Kraft Jet-Puffed Marshmallows (10oz or larger) AND ONE HERSHEY Milk Chocolate (6-pack) –6/28 $1 off 2 6pks Hershey’s 6pks are supported by Rascal Flatts on-pack artwork and consumer promotions Kraft will feature S’MORES recipes on Honey Maid Squares (14.1oz); Honey Maid Honey Grahams (14.4oz); and Jet-Puffed Marshmallows (10oz & 16oz) QtyCodeUnit UPCDescription ___ Milk 6pk ___ Almond 6pk ___ Special Dark 6pk Hershey’s Summer S’mores 6pks 2 For $6 All Summer!

16 Summer Twizzlers On average, TWIZZLERS sales increase 30% from April – September. June 12 th XVB: Buy 3, Get 1 FREE! Tie into this great FSI on 6/28: “Save $1 on 3 Twizzlers Bags” Twizzlers don’t melt -- great summertime treat. QtyCodeUnit UPCDescription ___ Strawberry Twizzlers ___ Cherry Bites Twizzlers ___ Cherry PNP Twizzlers ___ Licorice Twizzlers ___ Cinnamon Fire Twizzlers *Source: IRI, FDMx, 52 weeks ending Dec 30, for $5 All Summer!

17 Hershey Syrup HERSHEY has a 70% category share of syrup*  Syrup sales peak during the Summer Ice Cream Season  Cross-merchandise with placement by milk and/or ice cream.  Tie into these great FSIs:  5/17 $1 off 2 Syrups/Toppings  8/23 $1 off 2 Syrups  Redesigned graphics are bringing excitement and a fresh, new look  3 of the top 4 Syrup items are Hershey’s! UPCCodeItemQty Syrup Chocolate 24oz___ Fortified Syrup___ Syrup Lite___ Syrup Strawberry___ Syrup Caramel___ Source: Nielsen, FDMx, 52 weeks ending 6/14/08

18 May 3rd $1 off Bliss or Reese’s Clusters May 17th $ 1 off Honey Maid Grahams when you buy 1 Jet Puffed Marshmallow and 1 Hsy Milk 6pk May 17th $1 off two Syrup/Toppings June 28th $1 off two 6 packs (graphics pending) & $1 off 3 Twizzler bags Hershey’s National FSI’s April – June 2009

19 Available Displays Please Sign here x Corrugated S’Mores Display Display period: Through 9/6/09 Wire Syrup Display Display period: Minimum 6 months Store # Quantity