1. MMI Analytics & Insights
Blue Bell

2. PRE – RECALL CONSUMER 52 Weeks Ending Jan-04-2015
Dollars in basket with and without product:
Blue Bell $68.13 IN; $42.54 OUT
Ice Cream $66.23 IN; $40.31 OUT
Purchase 2 X +
Blue Bell %
Ice Cream 87.4%
Trip Mission
IRI CONSUMER

3. BLUE BELL SHARE OF TTL US MULO PRE-RECALL
IRI TTL US MULO

4. PRESS RELEASE
BRENHAM, Texas, April 20, 2015 –Blue Bell Ice Cream of Brenham, Texas, is voluntarily recalling all of its products currently on the market made at all of its facilities including ice cream, frozen yogurt, sherbet and frozen snacks because they have the potential to be contaminated with Listeria monocytogenes, an organism which can cause serious and sometimes fatal infections in young children, frail or elderly people, and others with weakened immune systems. Although healthy individuals may suffer only short-term symptoms such as high fever, severe headaches, stiffness, nausea, abdominal pain and diarrhea, Listeria infection can cause miscarriages and stillbirths among pregnant women.

5. BLUE BELL SHARE OF TTL US MULO RECALL
IRI TTL US MULO

6. BLUE BELL SHARE OF TTL US MULO POST-RECALL
IRI TTL US MULO

7. BLUE BELL SHARE OF TTL US MULO ACROSS 52 W/E 7-9-17
IRI TTL US MULO

8. BLUE BELL SALES
IRI TTL US MULO

9. continued across the Pre, During, and Post Recall period.
ICE CREAM SALES
Ice Cream Sales
continued across the Pre, During, and Post Recall period.
IRI TTL US MULO

10. POST – RECALL CONSUMER 52 Weeks Ending Jan-03-2016
Dollars in basket with and without product:
Blue Bell $68.62 IN; $43.96 OUT
Ice Cream $67.52 IN; $41.23 OUT
Purchase 2 X +
Blue Bell %
Ice Cream 87.4%
Trip Mission
IRI CONSUMER

11. FOLLOW UP BLUE BELL had 2 follow up, minor recalls:
September 2016 – cookie dough
February 2017 – cookie dough
Repeat shopping was the only measure to drop from the pre period to the post period.
Consumer would purchase 2 or more Blue Bell products:
66.6% of the time Pre-Recall
57.6 % of the time Post-Recall.

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