2017 Fact Sheet In 2016, LU celebrated its 170th birthday! Founded in 1846, LU biscuits began as a small family business in France, when two young French bakers, Jean-Romain Lefèvre and Pauline-Isabelle Utile, fell in love, married and began creating exquisite biscuits together, which they proudly imprinted with their two initials. Their passion for fine ingredients and distinctive, original biscuits inspires every LU cookie and cracker we bake today. Today, LU biscuits are present in 100 countries and include many iconic childhood favorites such as Petit Beurre, Petit Ecolier, Mikado, Pepito, Cracotte and TUC. LU Fun Facts: FIRST SALE SALES The first LU biscuits were sold in Nantes, France, LU generated nearly $2 billion in global annual in 1846. revenues (2016). CELEBRITY ENDORSEMENT GLOBAL REACH French actress Sarah Bernhardt, known as "The LU biscuits can be found in more than Divine Sarah," created the slogan, “What is better 100 countries. than one Petit Beurre LU?...Two Petit Beurre LU!” LOTS OF TREATS BIGGEST MARKETS 25 packs of LU biscuits are consumed per France, Italy and Benelux (Belgium- second of the day around the world! Netherlands-Luxembourg) 2017 Fact Sheet Portfolio Breakfast Cracotte: A whole grain toast that’s both crispy and tender — great for breakfast or snacks! Kids • Prince: A delicious crusty whole wheat biscuit with chocolate that’s a perfect companion for gourmet breaks. • Petit Ecolier: Our “signature" design invites admiring glances: available in milk, white, dark or extra dark European chocolate, paired with a French buttery biscuit. • Pepito: A unique treat combination that’s half-biscuit, half- milk chocolate—and all delicious! Adults • Petit Beurre: These golden butter biscuits are the original butter biscuits from LU, known by their classic oven- browned scalloped edge. • Mikado: Our famous crisp biscuits sticks with the sweetness and delicacy of delicious chocolate topping. • Pim’s: A delicious combination of three distinct tastes: Smooth European chocolate, tangy fruit flavored filling and soft, sweet biscuit. • TUC: Created in Belgium, TUC biscuits are rich in grains, and their light and crispy texture lends a unique taste. • LU Granola: launched in 2016, these Brownie and Large Bar varieties have been a big success! 2017 Fact Sheet History of LU 1846 1890s 1900s 1910s Jean-Romain Louis, the LU opens the The LU factory in Lefèvre and his wife youngest son of century in style, Nantes produces Pauline-Isabelle the Lefèvre Utile winning the unique more than 6,000 Utile open a bakery couple, takes the Grand Award for tons of biscuits at No. 5 rue Boileau reins LU, opening biscuits at the per year and in Nantes, France. a huge biscuit 1900 World Fair. employs 1,200 The products are an factory. workers. immediate success. Reknowned artist Firmin Bouisset creates the iconic Little Schoolboy poster. 1940s 1950s 1960s 1980s 1970s Prince biscuits American designer LU introduces LU introduces launch in Raymond Loewy now-classic Mikado, France, based gives the brand its brands Pepito and chocolate dipped on a product distinctive red logo Pim’s! wafer sticks, and first introduced white letters. Grany, a line of in Belgium in Prince and TUC cereal bars, 1926. biscuits are launches in created. France. 1990s 2007 2008 LU creates its Petit Kraft Foods, predecessor to LU creates the Harmony wheat Dejeuner (breakfast Mondelēz International, sustainability program in France, biscuit), which acquires Danone Group’s which today involves more than becomes belVita biscuit business including the 1,700 farmers across Europe and breakfast biscuits LU family of brands, 36 yielded nearly 200,000 tons of globally. plants and operations in 20 Harmony wheat in 2014. countries. 2017 Fact Sheet History of LU 2011 2014 2016 2017 LU celebrates its LU unveils its LU introduces a LU launches new 170th anniversary! new logo and tagline, new advertising campaign and tagline "Let's open the field of campaign “La Vie en LU,” possibilities." encouraging a encompassing a life LU Granola is sense of child- made of shared launched in Brownie like wonder and moments and and Large Bar joy! emotions, rituals varieties. around these iconic biscuits LU debuts in China with an e-commerce exclusive on Jingdong (JD.com), one of the country’s largest e-commerce players. For more information: facebook.com/mondelezinternational Media twitter.com/MDLZ +1-847-943-5678 [email protected] www.linkedin.com/company/mondelezinternational www.mondelezinternational.com www.youtube.com/mdlz.