September 19,2014 SkinnyPop Driving Growth in Popcorn! TOTAL US - - PowerPoint PPT Presentation

September 19,2014

Total Category $31,539,461 99.5% 100.0% 10,217,977 105.4% 100.0% Brand DOLLARS % Cgh YA, $ $ Share UNITS % Cgh YA, U U Share SKINNY POP $14,695,904 186.3% 46.6% 4,558,064 214.3% 44.6% ANGIES ARTISAN TREATS $7,340,450 105.4% 23.3% 2,510,646 113.6% 24.6% POPCORN INDIANA $6,141,150 19.9% 19.5% 1,883,545 24.0% 18.4% PRIVATE LABEL ORGANIC $634,649 154.1% 2.0% 260,842 135.9% 2.6% 479 DEGREE POPCORN $553,852 699.5% 1.8% 185,939 880.5% 1.8% LESSEREVIL $369,317 207.5% 1.2% 118,068 166.6% 1.2% EARTH BALANCE $340,980 769.0% 1.1% 100,034 981.6% 1.0% KETTLE BRAND $272,716 0.0% 0.9% 118,196 0.0% 1.2% GOOD HEALTH $234,325 1.1% 0.7% 91,422 10.1% 0.9% SAGE VALLEY $144,187

• 45.8%

0.5% 91,880

• 53.8%

0.9% SEXY POP $126,357 0.0% 0.4% 57,980 0.0% 0.6% THE WHOLE EARTH $91,399 67.1% 0.3% 31,711 74.1% 0.3% YA YAS $86,292

• 25.7%

0.3% 31,910

• 37.3%

0.3% JANES $56,556 84.1% 0.2% 24,992 94.5% 0.2% LITTLE LADS $54,258 40.5% 0.2% 18,251 37.2% 0.2%

Total Category $256,855,686 14.6% 84,998,645 14.0% Sub Category DOLLARS % Cgh YA, $ UNITS % Cgh YA, U CORN & TORTILLA CHIPS $67,317,334 12.8% 21,984,998 13.3% POTATO CHIPS $49,121,465 2.5% 19,138,538 3.6% BAGEL & PITA CHIPS $39,364,239

• 1.5%

11,860,822

• 3.1%

POPCORN $31,539,461 99.5% 10,217,977 105.4% PUFFED SNACKS $18,675,559

• 3.9%

5,546,433

• 8.8%

VEGETABLE & FRUIT CHIPS $18,540,968 34.3% 6,256,934 31.8% OTHER SNACKS $17,659,712 26.4% 5,493,797 24.5% PRETZELS $9,307,509 46.1% 2,492,883 66.2% MICROWAVE & UNPOPPED POPCORN $4,141,580

• 26.4%

1,409,655

• 30.4%

SOY CRISPS & SNACKS $1,187,859

• 21.6%

596,608

• 14.3%

TOTAL US Current 12 Weeks

SkinnyPop Driving Growth in Popcorn!

• Popcorn (+100%) delivering strongest

growth trends in Salty Snacks, accounting for 44% of total growth $

• SkinnyPop is #1 brand in Popcorn
• DRIVING segment growth
• (+186%, +$9.6MM)
• 47% $ Share; 45% Unit Share
• Delivering 58% of total growth $

in Popcorn

• SkinnyPop is tops in velocity
• 304% higher than PI
• 112% higher than Angie’s

Source: Spins Food Channel 12Wks Ending 8/10/14

• SkinnyPop Original 4.4oz is #1 SKU with 28% share of Popcorn Segment
• Velocity 71% greater than Angie’s top item; 270% greater than PI’s top item
• #1 Power Item
• White Cheddar & Sweet 4.4oz entrenched in top 15 after launching in January!
• Brand Productivity!
• SkinnyPop’s 5 items in top 20 beat Angie’s & Popcorn Indiana’s top 20 items
• Deliver 108% more $ Vol than Angie’s 7 items in top 20
• Deliver 164% more $ Vol than Popcorn Indiana’s 7 items in top 20

BFY Popcorn Segment Item Rank

$ Rank Unit Rank SPP $ Rank SPP U Rank Power Rank Products Brand Dollars $ % Chg, YA Units U % Chg, YA ACV (Avg) $ SPP Avg Ring 1 1 1 2 1 08-50251-00400 Skinny Pop Popcorn 4.4 Oz SKINNY POP $8,828,395 123% 2,818,328 140% 59 $149,634 $3.13 2 2 5 5 2 08-92773-00086 Angies Boomchickapop Sea Salt 5 Oz

ANGIES ARTISAN TREATS

$3,599,123 93% 1,259,502 99% 41 $87,783 $2.86 3 3 15 20 6 08-43571-00470 Popcorn Indiana Kettle Corn 8 Oz POPCORN INDIANA $2,184,365 44% 662,018 54% 54 $40,451 $3.30 4 4 7 9 4 08-50251-00417 Skinny Pop Popcorn Ultra Lte Wht Cheddr 4.4oz SKINNY POP $1,933,598 624,989 29 $66,676 $3.09 5 7 3 8 3 08-50251-00402 Skinny Pop 100 Calorie Popcorn 4.2 Oz SKINNY POP $1,686,103 102% 332,568 114% 15 $112,407 $5.07 6 6 11 14 5 08-50251-00407 Skinny Pop Popcorn Black Pepper 4.4 Oz SKINNY POP $1,339,133 386% 438,240 429% 27 $49,598 $3.06 7 5 17 18 8 08-92773-00069 Angies Boomchickapop Light Sweet Ogc 5 Oz

ANGIES ARTISAN TREATS

$1,292,845 116% 451,946 132% 33 $39,177 $2.86 8 8 18 19 10 08-43571-00445 Popcorn Indiana Fit Sea Salt Popcorn 4.4 Oz POPCORN INDIANA $860,238 125% 276,046 81% 22 $39,102 $3.12 9 9 43 47 25 08-43571-00472 Popcorn Indiana Movie Theater Popcorn 5.5oz POPCORN INDIANA $768,740 35% 242,728 48% 44 $17,471 $3.17 10 10 44 50 26 08-43571-00474 Popcorn Indiana Age White Ched Popcorn 6.5 Oz POPCORN INDIANA $750,489 51% 226,840 58% 43 $17,453 $3.31 11 11 13 17 9 08-50251-00420 Skinny Pop Popcorn Naturally Sweet 4.4 Oz SKINNY POP $661,518 216,740 15 $44,101 $3.05 12 12 21 21 13 08-18780-01147 Angies Boomchickapop White Cheddar 4.5 Oz

ANGIES ARTISAN TREATS

$531,089 191,512 16 $33,193 $2.77 13 14 23 24 14 08-92773-00060 Angies Kettle Corn 7 Oz

ANGIES ARTISAN TREATS

$480,286

• 10%

149,487

• 10%

16 $30,018 $3.21 14 13 8 11 7 08-18780-01193 Angies Boomchickapop Sweet & Salty 7oz

ANGIES ARTISAN TREATS

$463,280 164,805 8 $57,910 $2.81 15 15 31 36 22 08-43571-00478 Popcorn Indiana Sea Salt Popcorn 4.5 Oz POPCORN INDIANA $379,104

• 4%

112,611 2% 17 $22,300 $3.37 16 16 29 31 19

08-18780-01149 Angies Boomchickapop Caramel Cheddar Mix 6 Oz ANGIES ARTISAN TREATS

$303,293 101,870 13 $23,330 $2.98 17 25 22 37 23 08-18780-01026 Angies Boomchickapop Sea Salt .6 Oz (6pk)

ANGIES ARTISAN TREATS

$291,659 1659% 57,570 1455% 9 $32,407 $5.07 18 18 59 63 33 08-43571-00446 Popcorn Indiana Fit Olive Oil Popcorn 4.4 Oz POPCORN INDIANA $289,208 67% 94,453 39% 24 $12,050 $3.06 19 21 39 40 27 08-43571-00463 Popcorn Indiana Fit Butter Popcorn 2.5 Oz POPCORN INDIANA $246,559 204% 82,364 156% 13 $18,966 $2.99 20 20 12 13 12 22-00003-30044 Pvl 30044 6oz Rte Popcorn/caramel Corn

PRIVATE LABEL ORGANIC

$236,763 88,009 5 $47,353 $2.69 Source: Spins Food Channel 12Wks Ending 8/10/14

• SkinnyPop Original 4.4oz holds #2 spot among BFY Chips, Pretzels & Snacks!
• #1 in category growth (+123%, +$4.9MM)
• Accounts for 47% of growth $ among top 20 items in category
• #2 overall POWER ITEM!!!
• Top ranked non-Frito SKU in the category
• Frito has advantage of national DSD program
• Highest velocity of top 20 items, still with one of the lowest ACVs

BFY Snack Category Item Rank

$ Rank Unit Rank SPP $ Rank SPP U Rank Power Rank Products Brand Dollars $ % Chg, YA Units U % Chg, YA ACV (Avg) $ SPP Avg Ring 1 1 7 6 1 00-28400-09217 Stacys Pita Chip Simply Naked Ogc 8 Oz STACYS $12,269,966

• 6% 4,094,816
• 5%

84 $146,071 $3.00 2 2 6 7 2 08-50251-00400 Skinny Pop Popcorn 4.4 Oz SKINNY POP $8,828,395 123% 2,818,328 140% 59 $149,634 $3.13 3 13 10 49 5 00-28400-09632 Stacys Pita Chip Simply Naked Baked Ogc 18 Oz STACYS $5,945,286 15% 974,239 13% 50 $118,906 $6.10 4 3 36 22 4 00-15665-60100 Pirate Booty Aged Wht Chddr Gf 4 Oz PIRATES BOOTY $4,736,953

• 6% 1,917,982
• 5%

71 $66,718 $2.47 5 4 48 53 6 00-28400-09221 Stacys Pita Chip Parmesan Garlic Herb 8 Oz STACYS $4,700,679

• 8% 1,571,158
• 7%

82 $57,325 $2.99 6 8 46 84 11 00-28400-07134 Tostitos Simply Nat Blue Corn Ogc 9 Oz TOSTITOS SIMPLY NATURAL $4,332,733 1% 1,222,003 3% 74 $58,550 $3.55 7 10 55 97 17 00-28400-07165 Cheetos Simply Nat White Cheddar Ogc 8 Oz CHEETOS SIMPLY NATURAL $3,973,044 4% 1,160,307 7% 74 $53,690 $3.42 8 7 62 79 14 00-28400-09232 Stacys Bagel Chip Multigrain 8 Oz STACYS $3,720,707

• 15% 1,251,441
• 14%

75 $49,609 $2.97 9 6 19 18 3 08-92773-00086 Angies Boomchickapop Sea Salt 5 Oz ANGIES ARTISAN TREATS $3,599,123 93% 1,259,502 99% 41 $87,783 $2.86 10 9 67 67 12 00-84114-10812 Kettle Chips Sea Salt 8.5 Oz KETTLE BRAND $3,232,528 11% 1,174,496 13% 66 $48,978 $2.75 11 33 42 208 32 00-15665-77045 Pirate Booty Wht Chdr Gf 1 Oz (6 Pk) PIRATES BOOTY $3,189,757 12% 520,598 12% 52 $61,341 $6.13 12 11 79 86 19 00-84114-10814 Kettle Chips Sea Salt Vinegar 8.5 Oz KETTLE BRAND $3,037,374 5% 1,084,703 5% 66 $46,021 $2.80 13 12 107 131 28 00-28400-09222 Stacys Pita Chip Cinnamon Sugar 8 Oz STACYS $3,032,161

• 13% 1,027,999
• 12%

77 $39,379 $2.95 14 5 65 28 7 00-71146-00245 Calbee Harvest Snaps Original Flvr 3.3 Oz CALBEE $2,651,160 53% 1,332,699 51% 54 $49,096 $1.99 15 28 41 130 21 00-15839-00821 Grdn Eat Blue Corn Chip Ogc 16 Oz GARDEN OF EATIN $2,524,960 21% 548,354 21% 41 $61,584 $4.60 16 18 114 121 29 00-84114-10853 Kettle Krinkle Salt & Pepper 8.5 Oz KETTLE BRAND $2,416,124 3% 871,000 4% 63 $38,351 $2.77 17 15 105 104 26 00-84114-11391 Kettle Chips Bckyrd Bbq 8.5 Oz KETTLE BRAND $2,397,322 11% 887,388 13% 60 $39,955 $2.70 18 34 22 80 13 08-54137-00021 Xochitl Corn Chip No Clstrl 16 Oz XOCHITL $2,387,704

• 12%

483,815

• 11%

29 $82,335 $4.94 19 16 88 93 22 00-84114-11632 Kettle Jalapeno Potato Chips 8.5 Oz KETTLE BRAND $2,387,492 19% 880,257 22% 55 $43,409 $2.71 20 23 128 194 40 00-28400-07132 Ruffles Simply Nat Potato Chips 8 Oz RUFFLES SIMPLY NATURAL $2,313,641

• 12%

671,158

• 11%

65 $35,594 $3.45 Source: Spins Food Channel 12Wks Ending 8/10/14

• SkinnyPop Original is #1 SKU, now outselling Smartfood top item by $850k
• SkinnyPack #10 item in entire Popcorn category
• Second lowest ACV of any item in top 20
• New flavor extensions among top 15 items despite low distribution levels
• White Cheddar – #12 Item (22 ACV)
• Black Pepper – #15 Item (23 ACV)
• Sweet – #31 Item (12 ACV)

SkinnyPop is #1 in all of Pre-Popped Popcorn!

Source: Total US Food, Top 200 Item Ranking,;Nielsen 12wks Ending 8/9/14

$ Rank Unit Rank SPP $ Rank SPP U Rank Power Rank Products Brand Dollars $ % Chg, YA Units U % Chg, YA ACV (Avg) $ SPP Avg Ring 1 1 83 106 1 SKNY POP PPD PPCR ZR TRNS FAT BAG 4.4 OZ 085025100400 SKINNY POP $8,670,325 104% 2,773,992 118% 53 $163,566 $3.13 2 3 110 176 3 SMRT PPD PPCR WHT CHDR CHS BAG 9 OZ 002840008359 SMARTFOOD $7,817,582 23% 2,342,209 32% 60 $131,139 $3.34 3 2 258 221 10 CHST PFD CRN CHS ZR TRNS FAT PR$2 4.5 OZ 002840000228 CHESTER'S $5,098,263 1% 2,606,453 2% 77 $66,173 $1.96 4 4 161 234 4 ANGS BM CHC POP PPD PPCR SEA SLT 5 OZ 089277300086

ANGIE'S BOOM CHICKA POP $3,632,618

77% 1,268,850 88% 39 $94,039 $2.86 5 16 198 472 20 SMRT PPD PPCR WHT CHDR CHS BAG 11.5 OZ 002840008306 SMARTFOOD $2,246,293 28% 568,255 31% 28 $79,792 $3.95 6 10 437 708 65 SMRT DLG PPD PPCR WHT CHDR 6.5 OZ 002840023158

SMARTFOOD DELIGHT $2,169,596

661,618 49 $44,320 $3.28 7 12 444 718 69 PPCR IND PPD KTL CRN NO TRNS FTS 8 OZ 084357100470 POPCORN INDIANA $2,089,581 48% 635,063 58% 48 $43,900 $3.29 8 18 261 585 38 SMRT PPD PPCR WHT CHDR BAG 0.625 OZ 002840001109 SMARTFOOD $1,899,522

• 3%

466,725

• 1%

29 $65,702 $4.07 9 11 195 305 11 SMRT PPD PPCR WHT CHDR BAG 5.5 OZ 002840007122 SMARTFOOD $1,889,772

• 18%

646,979

• 18%

24 $80,153 $2.92 10 25 108 333 9 SKNY POP PPD PPCR ZR TRNS FAT 0.65 OZ 085025100402 SKINNY POP $1,878,699 127% 371,514 132% 14 $131,368 $5.06 11 6 495 448 44 CHST PFD CRN BTR ZR TRNS FAT PP$2 3.5 OZ 002840000313 CHESTER'S $1,876,657

• 3%

957,368

• 2%

46 $40,874 $1.96 12 15 187 313 12 SKNY POP PPD PPCR WHT CHDR 4.4 OZ 085025100417 SKINNY POP $1,864,877 604,777 22 $83,105 $3.08 13 17 578 839 99 SMRT DLG PPD PPCR SEA SLT 5.5 OZ 002840023154

SMARTFOOD DELIGHT $1,799,205

548,990 50 $35,950 $3.28 14 13 344 393 26 WS PPD PPCR WHT CHDR ZR TRNS FAT 7 OZ 004126228452 WISE $1,434,185 0% 627,048

• 5%

27 $52,842 $2.29 15 21 295 490 33 SKNY POP PPD PPCR BLCK PPR 4.4 OZ 085025100407 SKINNY POP $1,362,620 357% 446,950 379% 23 $59,838 $3.05 16 19 461 638 64 ANGS PPD PPCR KTL CRN 50 PCT LS FAT 5 OZ 089277300069 ANGIE'S $1,329,931 116% 461,881 129% 31 $42,997 $2.88 17 22 153 214 5 O KE DK PPD PPCR CHS BAG 8 OZ 004120000808 O-KE-DOKE $1,251,254

• 10%

431,198

• 9%

13 $100,052 $2.90 18 8 840 544 96 CRCK JCK PPD PPCR CRML CTD PNT 4.125 OZ 002840017251 CRACKER JACK $1,250,635 103% 883,202 99% 50 $25,030 $1.42 19 5 764 377 67 CRCK JCK PPD PPCR CRML CTD PNT 3PK 1 OZ 003000002913 CRACKER JACK $1,223,843

• 3% 1,027,286
• 4%

43 $28,234 $1.19 20 23 74 84 2 CTL BR PPD PPCR CRML CRNC PNT BOX 8 OZ 200881595904 PRIVATE LABEL $1,195,165 410,302 7 $171,252 $2.91