Sugar Free and No Sugar Added Program Affiliated Foods Amarillo, TX October 29, 2009
What We Know The diabetic community is growing at an alarming rate 24 million Americans in 2007 are diabetic (3MM more than just 2 years prior in 2005) Another 57 million Americans are pre-diabetic American diabetic population is growing 7 8% /year Americans with diabetes will grow +50% by 2012 The consumer has repeatedly told us they want one destination (they don t want to pick through all of the items) They want more choices (more variety) The consumer has also told us they are willing to pay more for sugar free, as long as it tastes good.
Things to consider when viewing this proposal The diabetic market: Nearly 24 million people have diabetes today 33% of Americans born today will develop diabetes in their lifetime The death rate due to diabetes has increased by 45% since 1987 while the death rates due to heart disease, cancer and stroke have all declined Why food retailers should care: The 2 key contributing factors to the onset of diabetes are nutrition and fitness There s only 1 producer of baked sweet goods who has taken the time and effort to become a national sponsor of the ADA s leading event to raise awareness and money to fight diabetes.
Things to consider when viewing this proposal The diabetic market: Demographics within each state contribute to the varied incidence rate of diabetes What are the opportunities in your market?
2008 Total US Sales Total Dollar Sales - Total US 30,000,000 20,000,000 19,131,277 10,000,000 5,069,943 0 52 week Data ending 1-24-09 Hill and Valley Butterfly Hill and Valley available nationwide Hill and Valley nearly four times sales of nearest competitor Butterfly Bakery
2008 Total US Sales - Change % Changes $ Sales - Total US 10.0 8.9 8.0 6.0 4.0 2.0 0.0 1.0 52 week Data ending 1-24-09 Hill and Valley Butterfly Hill and Valley growing at a pace nearly 9 times as fast as Butterfly
US Sales Per Point of Distribution Sales Per Pt Distribution ($Sales) -Total US 800,000 659,699 600,000 506,994 400,000 200,000 0 Hill and Valley Butterfly Hill and Valley is 30% more productive on Sales Per Point Distribution
Going Above & Beyond! At Hill & Valley, we believe that our responsibility to our retail partner does not end with supplying premium products at a competitive price. We have invested substantial resources to bring awareness to the consumers that are not already shopping your in-store bakery department
Core Program Items 8 NSA Apple and 8 NSA Cherry Pie Sugar Free Angel Food Cake Sugar Free Blueberry Muffins Sugar Free/NSA Cookies: Oatmeal Raisin, Chunk Chocolate and Peanut Butter Lemon Meringue Pie Chocolate Crème Pie Sliced Crème Cakes Banana Walnut, Lemon & Cinnamon
Seasonal Items Spring & Summer Sugar Free Pound Cake Sugar Free Angel Food Bar Sugar Free Strawberry Angel Food Cake Sugar Free Sliced Orange Crème Cake Sugar Free Key Lime Pie Sugar Free Holiday Decorated Cakes & Cupcakes: Easter and Patriotic
Seasonal Items Fall & Winter Sugar Free Pumpkin Crème Pie NSA Pumpkin Pie NSA Sweet Potato Pie NSA Pecan Pie NSA Dutch Apple Pie Sugar Free Sliced Pumpkin Crème Cake Sugar Free Decorated Cakes Fall and Winter
SF & NSA Destination - Display Rack Feedback from focus groups have confirmed that today s diabetic consumers prefer to shop one area versus browsing through the full bakery department for sugar free offerings. They re looking for a destination.
Freezer Case Static Cling Option - Draft
Cross Merchandising - Pharmacy Merchandise 2 pack Trial Size Oatmeal Raisin Cookies on Pharmacy Shelf. Each package contains a coupon for $1.00 off any full size H&V offering.
Cross Merchandising - Pharmacy Utilize coupons for $0.55 off on any H&V item in the Bakery Department. Pharmacist to attach to prescriptions for diabetic customers
Media Support -Diabetic Living Magazine Promotional Support - FSI Ad in Diabetic Living Magazine. National Distribution
Drive For 5 Team Hill & Valley Premium Bakery is committed to providing the highest quality and customer support for our bakery partners. The Drive For 5 team is designed to help our customers acclimate the sugar free and no sugar added product line to their stores, as well as to educate store employee s on the features & benefits of our products.
Drive For 5 Team Our Five Point Mission Establish a face to face relationship with the ISB Manager Educate the ISB Manager on diabetes and how H&V plays a vital role in their dietary choices Advise (empower) the ISB Manager on how to order our products and supply contact information for future assistance Advise ISB of account/in-store support to insure success of program (ads, FSI s, etc) Drive to the stores and set up the displays of H&V products from your authorized schematic.
American Diabetic Association Walk
American Diabetic Association American Diabetes Association Step Out for A Cure Walk Event Partner Participate as primary retailer in support of local ADA Walk. Various levels of Partnership available. Commit to support the Step Out event with in-store signage & qualified products. Media coverage references both H&V and Retailer.
American Diabetic Association Step Up: How this promotion makes our communities and businesses stronger in the process Establish relationship with community and its residents Speak directly to 10-15% of the market in a unique way Supports a worthy cause that effects nearly everyone Bring in new customers seeking H&V product Generate free media exposure through: National advertising campaign Local ADA tie-ins News Coverage Talk Show Appearances Walk-related promotion
Media Support Ad Drop Initial announcement of sponsorship in April/May to 1.3M people Secondary ad in June/July with target audience of 2.0M Final ad scheduled for September/October with target audience of 2.6M
Media Ad Diabetic Self-Managemnet
Media Tour H&V President Scott Florence appeared on area radio programs to promote the upcoming walk in the Quad Cities WLLR-FM WOC-AM B-100 FM Also conducted interviews at: STAR 93.5 and KUUL-FM
ADA Walk Promotional Materials
Walk Event
ADA Step Out Walk Event ADA Walk Event Cincinnati 2008
Step Out Walk Virginia Beach 2009
Café Partner Tent & Banners
Next Steps