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A GUIDE TO HELP YOU SUCCEED INNON-COMMERCIAL FOODSERVICE

Second Half

2016

MAKE A PLAYFOR MAJOR SNACK SALES

USE THIS PLAYBOOK TO REALIZE YOUR

VISION TO WIN IN 2016

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

BRANDS THEY TRUST2 PROVIDE SUSTENANCE2

HEALTHFUL OPTIONS WILL PAY MORE FOR HEALTHIER SNACKS2

78% 66% 48%

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ARE MORE LIKELY TO TRY NEW SNACKS

28%

NON-COMMERCIALFOODSERVICE

BREAKFAST IS A

BIG OPPORTUNITY,ACCOUNTING FOR

OF OVERALL 27%T R A F F I C 5

OF PEOPLE

AWAY FROM HOME5

VIEW SNACKS AS AN IMPORTANT PART OF A

41%OF PEOPLEHEALTHY EATING PLAN THROUGHOUT THE DAY6

ARE MORE LIKELY TO TRY NEW SNACKS

28%

NON-COMMERCIALFOODSERVICE

BREAKFAST IS A

BIG OPPORTUNITY,ACCOUNTING FOR

OF OVERALL 27%T R A F F I C 5

OF PEOPLE

AWAY FROM HOME5

VIEW SNACKS AS AN IMPORTANT PART OF A

41%OF PEOPLEHEALTHY EATING PLAN THROUGHOUT THE DAY6

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. Mintel, The Snacking Occasion—US, February 2014. 6. IRI, State of the Snack Industry Including Beverage Connections, August 18, 2015.

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WHEN45% OF PEOPLE REPLACE ONE OR TWO MEALS WITH A SNACK3

TODAY’S SNACK TRENDS

HOW60% OF CONSUMERS SAY

IN SNACK SELECTIONUP FROM 55% IN 20123

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PORTABILITY ISIMPORTANT

WHERE

EAT SNACKS FOR LUNCH4

EAT SNACKS FOR DINNER4

EAT SNACKS FOR BREAKFAST4

EAT SNACKS 2+ TIMES A DAY3

60% 57% 31% 51%

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

REVIEW YOUR PERFORMANCE Study your: • Operation layout

• Traffic flow

• Product offerings

• Business hours

• Product and category gaps

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

TAILOR SNACK CHOICES Offer the top-selling snacks in each segment. Customers look for the brands they enjoy at home. Edit your products to weed out slow movers in favor of the #1-selling snacks they want.7

Purchase Motivators • Taste

• Convenience

• Habit

Demographics• Age

• Gender

• Income

Dietary Habits• Health-consciousness

• Allergies

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7. Nielsen, xAOC plus Convenience, 52 weeks ending April 15, 2016.

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DESSERTS

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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.

SIMPLE STEPS TO EASY CATEGORY MANAGEMENT

CATEGORY MANAGEMENT GAME PLAN

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

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

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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

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Fruit Stand Rack Stand-Up Basket Rack

Wire Rack with Woven Basket

Gum Rack

CATEGORY MANAGEMENT GAME PLAN

CHECK OUT OUR PLEASING SNACK PORTFOLIO

Nearly 4x the cookie category’s growth rate in 20157

More than 50% of the total chocolate chip cookie category in 20157

Almost 1/3 of U.S. households purchase CHIPS AHOY!9

Experienced double-digit growth in 20157

MUST-HAVE SNACKS

PROVIDES 43% OF ALL NEW ITEMS SALES IN THE COOKIE & CRACKER CATEGORY7

56%OF COOKIE CATEGORYGROWTH7

#1WHEAT CRACKERIN AMERICA7

CHOCOLATE CHIPCOOKIE IN AMERICA7

#1COOKIE IN AMERICA7 #1

PEANUT BUTTERCOOKIE IN AMERICA7

#1WHEAT CRACKERIN AMERICA7

CHOCOLATE CHIPCOOKIE IN AMERICA7

#1COOKIE IN AMERICA7 #1

PEANUT BUTTERCOOKIE IN AMERICA7#1

WHEAT CRACKERIN AMERICA7

CHOCOLATE CHIPCOOKIE IN AMERICA7

#1COOKIE IN AMERICA7 #1

PEANUT BUTTERCOOKIE IN AMERICA7

#1

55% repeat average— the highest repeat rate in Nielsen history8

Big variety for morning upsell opportunities

Breakfast Biscuit

#1BREAKFAST BISCUIT7

7. Nielsen, xAOC plus Convenience, 52 weeks ending April 15, 2016. 8. Nielsen, NPFF, 2003–2012. Biscuits/all categories/all launch years. Note: Tracking period is the first 2 years of launch; 2003–2008 data is FDM; 2009–2012 is xAOC.9. Nielsen Multi-Outlet Household Panel, 52 weeks ending November 21, 2015.

#1

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79% share of the total breakfast biscuit category7

Help drive traffic and score more sales with the brands your customers desire. Mondelēz International is your best snacking team, offering 8 of the 11 top-selling cookie and cracker brands.7 And with customers seeking high-quality, better-for-you and premium items, you can be sure that you’re giving them the best brands for the best sales.

4 Hours of Nutritious Steady Energy

10. Ipsos, Q4 2014 gum study, 2014. 11. NPD Group, SnackTrack 2.1 consumption database, 2 years ending Dec. 2014.

Category leader with more than 36% share7

+4.9% Non Chocolate

Chewy Candygrowth rate,

outpacing the category7

SWEDISH FISH sales grew 12% vs. YAGO7

#1WHEAT CRACKERIN AMERICA7

CHOCOLATE CHIPCOOKIE IN AMERICA7

#1COOKIE IN AMERICA7 #1

PEANUT BUTTERCOOKIE IN AMERICA7

#1CRACKERIN AMERICA(FILLED & UNFILLED)7

#1SOUR CONFECTION BRAND7

#1GUM BRAND7

73%OF SWEDISH FISH CONSUMPTION IS FROM ADULTS 18+11

#1IN BUTTER FLAVORED CRACKER SEGMENT6

#1SOUR CONFECTION BRAND6

#1BREATH-FRESHENINGBRAND AMONG MAJORBRANDS13

20% share of gum market7

95% brand awareness10

#1GUM BRAND7

73%OF SWEDISH FISH CONSUMPTION IS FROM ADULTS 18+11

#1IN BUTTER FLAVORED CRACKER SEGMENT6

#1SOUR CONFECTION BRAND6

#1BREATH-FRESHENINGBRAND AMONG MAJORBRANDS13

#1CRACKERIN AMERICA(FILLED & UNFILLED)7

#1SOUR CONFECTION BRAND7

#1*

#1Sour Patch ID | 02.22.13 | 41692

7

#1GRAHAM CRACKERIN AMERICA7

#1SALTINE CRACKERIN AMERICA7

#1GRAHAM CRACKERIN AMERICA7

#1SALTINE CRACKERIN AMERICA7

#1

SALTINE CRACKERS

*WHEAT THINS and TRISCUIT, both Mondelēz International products, are tied for #1 in the wheat cracker category

NON-COMMERCIAL FOODSERVICE

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RIGHT PRODUCT Offer customers a variety of products/formats during different dayparts and they will reach for their favorites every time.

• Bring out belVita at breakfast

• Corner lunchtime sales with crackers and salty snacks

• Serve up indulgent snacks like cookies and candy for an afternoon pick-me-up

RIGHT PLACEHelp bag bigger sales with top-selling brands displayed in exactly the right place.

• Place belVita near your coffee kiosk/ yogurt cooler

• Put big-bag snacks near your cooler, stand-up racks and prepared sandwiches

• Arrange single-serve snacks near beverage cooler and coffee kiosk

MAKE YOUR HIGH-TRAFFIC CAFETERIA WORK HARDER Arrange specific snacks in strategic locations. Increase brand variety, use attractive displays and place the RIGHT SNACK at the RIGHT TIME—you can encourage impulse purchases and move more products.

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RIGHT RACK Presenting product on appealing displays with eye-catching merchandising allows you to draw attention to ALL the spaces within your cafeteria.

Compact and high impact; put next to your coffee kiosk or register

COUNTERTOP RACK

Place in visible, high-impact areas

COUNTERTOP MODULAR RACK

19”H x 8”W x 11.75”D8”H x 8”W x 11.75”D

SELF-MERCHANDISER

Place near coffee kiosk and yogurt cooler

DON’T FORGET:• Rotate products throughout the day to fuel impulse purchases • Highlight new products and replace low-performing items

To build your own snack rack, visit www.foodservice-snacks-desserts.com/snackrackbuilder

46”H x 20.5”W x 18”D 9.75”H x 9”W x 7”D

Place near deli counter, beverage cooler and grill

FRUIT STAND RACKPlace near the deli counter and beverage cooler

STAND-UP BASKET RACK GUM RACK Place next to your coffee kiosk or registers

57”H x 16”W

ENTRANCE

HOT ZONE

PRIME ZONE

BUY-WITH LOCATIONS

LOOK AT YOUR FLOOR LAYOUT:

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DESSERTS

PRIME ZONE

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Product Units UPC Case Code GTIN

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

OREO Single Serve 120/1.59 oz 4ct 120 193200019940 10019320002004

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

NEWTONS Fig Fat Free Single Serve 48/2.1 oz 48 440000014500 10044000001459

LORNA DOONE Single Serve 120/1.5 oz 120 193200154400 10019320015448

OREO 100 CALORIE PACKS 72/0.81 oz 72 193200093800 00019320009389

CHIPS AHOY! 100 CALORIE PACKS 72/0.81 oz 72 193200093700 00019320009372

RITZ BITS Cheese 48/1 oz 48 193200009100 00019320000911

RITZ BITS Peanut Butter 48/1 oz 48 193200009200 00019320000928

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

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

HONEY MAID LIL’ SQUARES 72/1.06 oz 72 193200016600 10019320001663

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

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

WHEAT THINS 72/1.75 oz 72 193200079800 10019320007986

OREO Mini Go-Paks! 12/3.5 oz 12 440000444000 10044000044401

CHIPS AHOY! Mini Go-Paks! 12/3.5 oz 12 440000446000 10044000044609

NUTTER BUTTER Mini Go-Paks! 12/3.5 oz 12 440000445700 10044000044579

RITZ BITS Cheese Go-Paks! 12/3.0 oz 12 440000445900 10044000044593

TEDDY GRAHAMS Honey Go-Paks! 12/2.75 oz 12 440000445800 10044000044586

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 440000439500 10044000043954

belVita Sandwich Peanut Butter 64/1.76 oz 64 440000406800 10044000040687

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

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FASTNON-COMMERCIAL FOODSERVICE

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MUST-HAVE MONDELĒZ PRODUCTS

MAKE #1 BRANDS WORK FOR YOU

Follow the game plan laid out in this playbook to help you score more Non-Commercial Foodservice sales.

Contact your Mondelēz International representative to ensure you’ve got the best mix of brands

to boost sales in your segment.

©Mondelēz International group KMO160146

1-855-202-3913 fs-snacks-desserts.com

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