Second Half 2016

THE PERFECT SNACKING P L K A YB O O

A GUIDE TO HELP YOU SUCCEED IN MICRO MARKETS & VENDING THE PERFECT SNACKING P L K A YB O O MAKE A PLAY FOR MAJOR SNACK SALES

To score more snack sales, you need a better game plan. With snacks accounting for 50% of all eating occasions,1 you need to bring your A game to the snacking business plan. Success in this crowded arena starts with determining what drives purchase.

Time of day. Type of treat. What’s in reach. All of these variables factor into the purchase decision. Staying in tune with the trends and planning ahead can help you set your operation up to win the snack segment with the right product mix.

WHAT CONSUMERS WANT FROM A SNACK

78% 66% 48%

HEALTHFUL OPTIONS WILL PAY MORE FOR BRANDS THEY TRUST2 PROVIDE SUSTENANCE2 HEALTHIER SNACKS2

USE THIS PLAYBOOK TO REALIZE YOUR VISION TO WIN IN 2016 TODAY’S SNACK TRENDS

45% OF PEOPLE REPLACE WHENONE OR TWO MEALS WITH A SNACK3

60% 57% 31% 51%

EAT SNACKS EAT SNACKS EAT SNACKS EAT SNACKS FOR LUNCH4 FOR BREAKFAST4 FOR DINNER4 2+ TIMES A DAY3

60% OF CONSUMERS SAY PORTABILITY IS IN SNACK SELECTION UP FROMHOW 55% IN 20123 ON THE GO IMPORTANT

VENDING NON-COMM VENDING NON-COMMGREW 2.4% IN 2014 BREAKFAST{ IS A GREW 2.4% IN 2014 TO REVENUEBREAKFAST OF 2014 IS A TO REVENUE OF ? BIG OPPORTUNITY 5 $BIG20.2 OPPOBILLIONRTUNITY ACCOUNTING FOR SALES TOTALED MORE THAN 20.2 BILLION WHEREACCOUNTING FOR $ OF OVERALL OF OVERALL 27%TRAFFIC GROWTH7 5 35% TRAFFIC GROWTH7 TOTAL SALES 27%CONFECTION $7.2 BILLON BY CATEGORY5 { SNACKS MICRO MARKETS

ARE A FAST-GROWING MICRO MARKETS SEGMENT, ARE THE FASTEST DRIVING 8.9% OF SOME OPERATORS’ GROWING SEGMENT TOTAL REVENUE5 DRIVING 8.9% OF SOME OPERATORS’ TOTAL REVENUE6 1. The Hartman Group, Modern Eating: Cultural Roots, Daily Behaviors, 2013. 2. IRI, State of the Snack Industry, 2014. 3. Technomic, The Snacking Occasion Consumer Trend Report, 2014. 4. NPD Group, Snacking in America, 2012. 5. Refermat, Emily (ed.). Automatic Merchandiser, “Vending Operators Punch Through Last Year’s Revenue” (state of the vending industry annual report), June 2015. 3 THE PERFECT SNACKING CATEGORY MANAGEMENT GAME PLAN P L K A YB O O

SIMPLE STEPS TO EASY CATEGORY MANAGEMENT When it comes to making the sale, where you place your products makes all the difference. Follow the plan in these pages to discover proven ways to help promote sales in your segments.

1 IDENTIFY YOUR PLAYERS Study your operation’s traffic to pinpoint:

Demographics Dietary Habits Purchase Motivators • Age • Health-consciousness • Taste • Gender • Allergies • Convenience • Income • Habit

2 REVIEW YOUR PERFORMANCE

R SNACKS BEVERAGE COOLER Study your: A B E BUY-WITH LOCATIONS E • Operation layout F F

O • Traffic flow C • Product offerings KIOSK

• Business hours CHECKOUT HOT ZONE HOT • Product and category gaps

See what improvements you can make to better service your customers.

3 TAILOR SNACK CHOICES Offer the top-selling snacks in each segment. Customers look for the brands they enjoy at home. Monitor your products to weed out slow movers in favor of the #1-selling snacks they want.6

6. Nielsen, xAOC plus Convenience, 52 weeks ending April 15, 2016. 4 CATEGORY MANAGEMENT GAME PLAN

4 MAXIMIZE PROFITABILITY Organized displays make it easy for customers to find what they want. Having the right product in the right place is critical to capturing more snack sales.

• ROTATE products based on daypart • KEEP all items forward-facing and restock throughout the day to ensure the display remains plentiful • REPLACE slow-moving products with new products to increase impulse sales • DISPLAY products in strategic places around your operation to maximize visibility

5 PROMOTE! PROMOTE! PROMOTE! Eye-catching displays, custom merchandising and promotions let customers easily see the great brands you’re selling.

COFFEE ISN’T IT’S TIME COMPLETE WITHOUT FOR YOUR NEXT BIG

BREAK TRY BOTH TODAY!

Enjoy as part of a balanced breakfast paired with a serving of fruit and yogurt. ©Mondelēz International group

©Mondelēz International group

Gum Rack Countertop Rack Custom Feature Sheets & Digital Signage

MERCHANDISING TIPS • BRAND SECTIONS CREATE STOPPING POWER Vertical brand blocking lets shoppers visually navigate your space • HELP DRIVE IMPULSE SALES WITH ATTRACTIVE DISPLAYS Let shoppers access product easily • DIGITAL SIGNAGE DEMANDS ATTENTION Use to draw in customers and inform them about new products and promotions • OFFER MULTIPLE SIZES AND FLAVORS OF SNACK FAVORITES Rotate products to offer the best option for every daypart

5 THE PERFECT SNACKING MUST-HAVE SNACKS P L K A YB O O

Help drive traffic and score more sales with the brands your customers desire. Mondelēz 56% International is your best snacking OF team, offering 8 of the 11 top- CATEGORY selling cookie and brands.6 GROWTH6 And with customers seeking high-quality, better-for-you and premium items, you can be sure PROVIDES 43% OF ALL NEW ITEMS SALES IN THE COOKIE & CRACKER CATEGORY 6 that you’re giving them the best brands for the best sales.

CHECK OUT OUR PLEASING SNACK PORTFOLIO

#1 #1 #1 COOKIE IN AMERICA6 #1 6 PEANUTBREAKFAST BUTTER BISCUIT COOKIE55% IN repeatAMERICA average—the6 highest repeat rate in Big variety for Nielsen history7 morning upsell opportunities Nearly 4x the cookie 4 Hours of Nutritious 6 category’s growth rate in 2015 #1 Steady Energy CHOCOLATE CHIP WHEAT CRACKER 6 6 COOKIE IN AMERICA IN AMERICA 79% share of the total breakfast biscuit category6

More than 50% of #1 the total chocolate COOKIEchip IN cookie AMERICA 6 #1 #1 category in 20156 PEANUT BUTTER COOKIE IN AMERICA6 #1COOKIE IN AMERICA6 ALMOST 1/3 of U.S. PEANUT BUTTER households purchase COOKIE IN AMERICA6 #1 CHIPS AHOY!8 #1Experienced CHOCOLATE CHIP WHEATdouble-digit CRACKER COOKIE IN AMERICA6 #1INgrowth AMERICA in 20156 6 CHOCOLATE CHIP WHEAT CRACKER 6. Nielsen, xAOC plus Convenience, 52 weeks ending April6 15, 2016. 8. Nielsen, Multi-Outlet Household6 Panel, 52 weeks ending November 21, 2015. COOKIE7. Nielsen, NPFF, 2003-2012. IN AMERICABiscuits/all categories/all launch years. Note: Tracking IN AMERICA9. Ipsos, Q4 2014 gum study, 2014. period is the first 2 years of launch; 2003-2008 data is FDM; 2009-2012 is xAOC. 10. NPD Group, SnackTrack 2.1 consumption database, 2 years ending Dec. 2014.

6

Breakfast Biscuit #1 COOKIE IN AMERICA6 #1 PEANUT BUTTER COOKIE IN AMERICA6

* #1 #1 #1 #1 CRACKERCRACKER IN AMERICA IN AMERICA#1 #1 CHOCOLATE CHIP WHEAT CRACKER 6 SOUR6 CONFECTION 6 6 (FILLED &(FILLED UNFILLED) & UNFILLED) SOUR6 CONFECTION COOKIE IN AMERICA IN AMERICA BRANDBRAND6 * and , both products, are tied for #1 in the wheat cracker category

#1 #1 6 #1 GUM BRANDGUM BRAND6 CRACKER IN AMERICA #1 6 SOUR CONFECTION (FILLED & UNFILLED) 6 #1 BRAND #1 73% #1 BREATH-FRESHENING 73%OF BREATH-FRESHENINGBRAND AMONG OF SWEDISHCONSUMPTION FISH IS #1 BRAND AMONGMAJOR BRANDS9 CONSUMPTIONFROM ADULTS IS 18+10 6 61% of consumers9 would use this 10 GUM BRAND MAJOR BRANDSproduct to freshen breath9 FROM ADULTS 18+ #16 20% share of gum marketCRACKER IN AMERICA #1 6 76% brandSOUR awareness CONFECTION9 (FILLED9 & UNFILLED) 95% brand awareness BRAND6 #1 73% BREATH-FRESHENING OF SWEDISH FISH #1 6 BRAND AMONG CONSUMPTION IS +4.9% Non GUM BRAND 9 10 Chocolate MAJOR BRANDS FROM ADULTS 18+ Chewy Candy growth rate, outpacing the #1#1 category6 73% #1 Sour Patch ID | 02.22.13 | 41692 CRACKER IN AMERICA #1BREATH-FRESHENING OF SWEDISH FISH (FILLED & UNFILLED)6 SOURBRAND CONFECTION AMONG CONSUMPTION IS BRANDMAJOR6 BRANDS9 FROM ADULTS 18+10 Category leader with more than 36% share6 SWEDISH FISH sales grew 12% vs. YAGO6 #1 6 GUM BRAND 7

#1 73% BREATH-FRESHENING OF SWEDISH FISH BRAND AMONG CONSUMPTION IS MAJOR BRANDS9 FROM ADULTS 18+10 THE PERFECT SNACKING MICRO MARKETS P L K A YB O O

HELP MAKE YOUR MICRO MARKET DELIVER MIGHTY SALES Push more traffic to your micro market with a range of offerings throughout your floor plan. Well-placed and neatly organized beverage coolers, coffee kiosks, snack racks and a standout checkout area—all with desirable name-brand products—can help to drive traffic and sales.

RIGHT PLACE • Bagged snacks • Fresh fruit • Place belVita near your coffee • Single-serve snacks • Bagged snacks kiosk/yogurt cooler • Candy • Single-serve snacks • Put big-bag snacks near your cooler, stand-up racks and prepared sandwiches • Arrange single-serve snacks near beverage cooler and coffee kiosk for an easy afternoon pick-me-up COUNTERTOP FRUIT STAND MODULAR RACK RACK 19”H x 8”W x 11.75”D 46”H x 20.5”W x 18”D

LOOK AT YOUR R SNACKS BEVERAGE COOLER A B FLOOR LAYOUT: E BUY-WITH LOCATIONS E F F

O ENTRANCE C

HOT ZONE KIOSK CHECKOUT BUY-WITH LOCATIONS ZONE HOT

GUM RACK COUNTERTOP RACK SELF-MERCHANDISER 9.75”H x 9”W x 7”D 8”H x 8”W x 11.75”D • Place near coffee kiosk • Bagged and yogurt cooler • Candy

8 Product Units UPC Case Code GTIN Single Serve 120/2.4 oz 6ct 120 193200020070 10019320002004

OREO Single Serve 48/2.4 oz 6ct 48 440000469890 10044000047006

OREO Thins 48/1.02 oz 48 440000442990 10044000044746

NUTTER BUTTER Single Serve 48/1.9 oz 48 440000374500 10044000037458

CHIPS AHOY! Single Serve 48/1.4 oz 48 440000374300 10044000037434

COOKIES OREO Mini Big Bag 36/3.0 oz 36 193200004200 10019320000420 SINGLE SERVE SINGLE SERVE Bites Big Bag 36/3.0 oz 36 193200007200 10019320000727

CHIPS AHOY! Mini Big Bag 36/3.0 oz 36 193200004300 10019320000437

WHEAT THINS Toasted Chips Veggie 60/1.75 oz 60 193200008000 10019320000802

RITZ Toasted Chips Sour Cream & Onion 60/1.75 oz 60 193201119100 10019320111911

WHEAT THINS Popped Sour Cream & Onion 36/0.8 oz 36 193200018700 10019320001878

WHEAT THINS Popped Sea Salt 36/0.8 oz 36 193200018600 10019320001861

GOOD THiNS The Rice Ones Sea Salt & Pepper 36 193200019470 10019320001946

CRACKERS RITZ BITS Cheese 60/1.5 oz 60 193200683400 10019320068345 SINGLE SERVE SINGLE SERVE WHEAT THINS 72/1.75 oz 72 193200079800 10019320007986

RITZ BITS Cheese Big Bag 36/3.0 oz 36 193200007100 10019320000710

OREO DOUBLE STUF King Size 6/10 60 440000295200 10044000029521

NUTTER BUTTER King Size 6/10 60 440000365800 10044000036581

CHIPS AHOY! Chunky King Size 6/8 48 440000295400 10044000029545

CHIPS AHOY! Brownie Filled King Size 6/8 48 440000365900 10044000036598

KING SIZE OREO King Size 6/10 60 440000295000 10044000029507

SOUR PATCH KIDS King Size 8/18 144 704620020500 10070462002055

belVita Breakfast Biscuits Blueberry 64/1.76 oz 64 440000290800 10044000029088

belVIta Soft Baked Banana Bread 64/1.76 oz 64 440000393200 10044000039322

belVita Breakfast Biscuits Golden Oat 64/1.76 oz 64 440000294600 10044000029460

belVIta Bites Chocolate 64/1.76 oz 64 440000333300 10044000033320

BREAKFAST belVita Sandwich Peanut Butter 64/1.76 oz 64 440000406800 10044000040687

SOUR PATCH KIDS 12x24 2 oz 12x24 704620620100 00070462062014

SWEDISH FISH Red 12x24 2 oz 12x24 704620620600 00070462062069

SOUR PATCH Watermelon 12x24 2 oz 12x24 704620619900 00070462061994

SOUR PATCH KIDS Peg Bag 12/5 oz 12 704620622500 00070462062250

SWEDISH FISH Red Peg Bag 12/5 oz 12 704620620800 00070462062083

CANDY SOUR PATCH Watermelon Peg Bag 12/5 oz 12 704620622400 00070462062243

SOUR PATCH KIDS Theater Box 60/3.5 oz 60 704620624700 00070462062472

SOUR PATCH Watermelon Theater Box 60/3.5 oz 60 704620825100 10070462082514

SWEDISH FISH Assorted Theater Box 60/3.5 oz 60 704620983200 00070462098327

TRIDENT Spearmint and Original Envelope Mixed Case 6x12 72 125466768600 12546676861 GUM

HALLS Cherry Sticks 24x20 9 pcs 24x20 3125466247600 00312546624764

HALLS Honey-Lemon Sticks 24x20 9 pcs 24x20 3125466247700 00312546624771 DROPS COUGH COUGH 9 THE PERFECT SNACKING VENDING P L K A YB O O SET YOUR SPIRALS FOR SUCCESS Create the perfect environment for vending sales with big-brand snacks and smart category management. LARGE SPIRAL SMALL SPIRAL Ideal for bagged chips, cookies, Perfect for single-serve cookies, candy, crackers and large candy bars. breakfast bars and nuts.

SAVORY COOKIES & BREAKFAST BISCUITS

OREO belVita NUTTER BUTTER WHEAT THINS WHEAT THINS Single Serve Blueberry Single Serve Veggie Chips Popped (1.8 & 2.4 oz) (1.76 oz) (1.9 oz) (1.75 oz) Sea Salt (0.8 oz) { COOKIES CANDY

SOUR PATCH KIDS SWEDISH FISH OREO Mini NUTTER BUTTER Mini Peg Bag (2 oz) Peg Bag (2 oz) Big Bag (3 oz) Big Bag (3 oz) CANDY GUM

TRIDENT TRIDENT Spearmint Tropical SOUR PATCH KIDS SWEDISH FISH Peg Bag (5 oz) Peg Bag (5 oz)

COVER THE BIG FOUR CATEGORIES Make sure your machine includes salty snacks, candy, pastries and cookies.

KEEP YOUR MACHINE ON TREND Rotate out products that aren’t working in favor PRO of the new snacks consumers expect. OFFER A SELECTION OF OPTIONS TO Offer a variety of healthy, indulgent, meal VENDING SATISFY ALL KINDS OF CRAVINGS replacement and traditional options. POST PROMOTIONS Drive traffic with engaging customer promotions.

SET COOKIES OF ALL SIZES Stocking single-serve and big-bag cookies can help TIPS increase sales without cannibalizing the category. To build your perfect vending machine, visit www.foodservice-snacks-desserts.com/vendingmachinebuilder Product Units UPC Case Code GTIN OREO Single Serve 120/2.4 oz 6ct 120 193200020070 10019320002004 OREO Single Serve 48/2.4 oz 6ct 48 440000469890 10044000047006 OREO Thins 48/1.02 oz 48 440000442990 10044000044746 NUTTER BUTTER Single Serve 48/1.9 oz 48 440000374500 10044000037458 CHIPS AHOY! Single Serve 48/1.4 oz 48 440000374300 10044000037434

COOKIES Single Serve 120/1.5 oz 120 193200154400 10019320015448

SINGLE SERVE SINGLE SERVE Fig Free Single Serve 48/2.1 oz 48 440000014500 10044000001459 NEWTONS Fig Single Serve 120/2 oz 120 193200157900 10019320015790 WHEAT THINS Toasted Chips Veggie 60/1.75 oz 60 193200008000 10019320000802 RITZ Toasted Chips Sour Cream & Onion 60/1.75 oz 60 193201119100 10019320111911 WHEAT THINS Popped Sour Cream & Onion 36/0.8 oz 36 193200018700 10019320001878 WHEAT THINS Popped Sea Salt 36/0.8 oz 36 193200018600 10019320001861 GOOD THiNS The Rice Ones Sea Salt & Pepper 36 193200019470 10019320001946 RITZ BITS Cheese Big Bag 36/3.0 oz 36 193200007100 10019320000710 CRACKERS

SINGLE SERVE SINGLE SERVE RITZ BITS Cheese 60/1.5 oz 60 193200683400 10019320068345 WHEAT THINS 72/1.75 oz 72 193200079800 10019320007986 CHIPS AHOY! Mini Single Serve Bag 60/2 oz 60 193200154800 10019320015486 OREO Mini Big Bag 36/3.0 oz 36 193200004200 10019320000420 NUTTER BUTTER Bites Big Bag 36/3.0 oz 36 193200007200 10019320000727 CHIPS AHOY! Mini Big Bag 36/3.0 oz 36 193200004300 10019320000437 BAGGED BAGGED

COOKIES NUTTER BUTTER Bites Single Serve Bag 60/1.75 oz 60 193200159100 10019320015912 OREO Mini Single Serve Bag 60/1.5 oz 60 193200001100 00019320000119 belVita Breakfast Biscuits Blueberry 64/1.76 oz 64 440000290800 10044000029088 belVIta Soft Baked Banana Bread 64/1.76 oz 64 440000393200 10044000039322 belVita Sandwich Peanut Butter 64/1.76 oz 64 440000406800 10044000040687 OREO DOUBLE STUF King Size 6/10 60 440000295200 10044000029521 NUTTER BUTTER King Size 6/10 60 440000365800 10044000036581 CHIPS AHOY! Chunky King Size 6/8 48 440000295400 10044000029545 CHIPS AHOY! Brownie Filled King Size 6/8 48 440000365900 10044000036598

PASTRY SPIRAL PASTRY OREO King Size 6/10 60 440000295000 10044000029507 SOUR PATCH KIDS King Size 8/18 144 704620020500 10070462002055 ICE Peppermint 18x9 16 pcs 18x9 125463125400 10012546312547 Spearmint 12x12 14 pcs 12x12 125466800300 10012546680035 TRIDENT Tropical Twist Envelope 12x12 18 pcs 12x12 125466195800 10012546619585 TRIDENT Original Envelope 12x12 18 pcs 12x12 125466120500 10012546612050 DENTYNE ICE Arctic Chill 18x9 16 pcs 18x9 125463124000 00012546312400

GUM TRIDENT WHITE Peppermint 18x9 16 pcs 18x9 125466760800 00012546676083 DENTYNE ICE Spearmint 18x9 16 pcs 18x9 125463150000 00012546315005 TRIDENT WHITE Spearmint 18x9 16 pcs 18x9 125466761000 00012546676106 STRIDE SOUR PATCH KIDS RedBerry 12x12 14 pcs 12x12 125460052200 10012546005224 SOUR PATCH KIDS 12x24 2 oz 12x24 704620620100 00070462062014 SWEDISH FISH Red 12x24 2 oz 12x24 704620620600 00070462062069 SOUR PATCH Watermelon 12x24 2 oz 12x24 704620619900 00070462061994 SOUR PATCH KIDS Peg Bag 12/5 oz 12 704620622500 00070462062250

CANDY SWEDISH FISH Red Peg Bag 12/5 oz 12 704620620800 00070462062083 SOUR PATCH Watermelon Peg Bag 12/5 oz 12 704620622400 00070462062243 SOUR PATCH KIDS King Size 8/18 144 704620020500 10070462002055 HALLS Cherry Sticks 24x20 9 pcs 24x20 3125466247600 00312546624764 HALLS Honey-Lemon Sticks 24x20 9 pcs 24x20 3125466247700 00312546624771 DROPS COUGH 11 MAKE #1 BRANDS WORK FOR YOU Follow the game plan laid out in this playbook to help you score more Micro Market and Vending sales. Contact your Mondelēz International representative to ensure you’ve got the best mix of brands to boost sales in your segment.

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