CYCLE 13 - 2012

2

Hannaford Cycle 13 - 2012

Data • Share Trends

• Data by key segment

Seasons/Events

1. Halloween Recap

2. Holiday

• Sell Through to Date

• Issues

3. Football Frenzy

• Shippers in stores

• Demos

3. January Pre-sell

• Simple Pleasures shippers

• SP FSI 1/6/12

4. Valentine’s/ Early Easter

• Delivering to stores week after Christmas

Forward Look

– Jan/Feb candy new item cut ins

– April/May Toppings Reset

Hannaford ”Gold Standard”

3

Congratulations HANNAFORD team!!!Hershey has won total category share in every 4 week Quad in 2012 4 Wk Ending Period Share Chg Vs PY

1/28/12 >>>> +2.5

2/25/12 >>>> +1.7

3/24/12 >>>> +2.9

4/21/12 >>>> +2.5

5/19/12 >>>> +3.7

6/16/12 >>>> +3.4

7/14/12 >>>> +3.5

8/11/12 >>>> +4.8

9/8/12 >>>> +3.6

10/6/12 >>>> +2.3

11/3/12 >>>> +2.8

This is UNBELIEVABLE!!!

4

Hershey sales versus category trend (4wk, 12wk, YTD)

4wk

CMG

CMG HSY6.0%

14.3%

12wk

2.3%

11.0%

YTD

0.2%

9.3%

CMG HSYCMG

Dollar Sales % Chg YA

Hannaford; 4wk,12wk,YTD ending 11-3-12

Source: Nielsen

5

Hershey is beating all competitors in share in every period

-0.3%

-1.8%

2.8%

-0.4%

-4.3%

2.9%

-0.1%

-1.8%

3.0%

4wk 12wk YTD

Hershey's

Mars/Wrigley

Nestle

Dollar Share Pt Chg YA

Shaw’s; 4wk, 12wk, YTD ending 11-3-12

Source: Nielsen

6

Hershey is gaining share in all key packtypes

CURRENT 12 WEEKS (4 WKS) ENDING NOV0312.4 CURRENT YTD (4 WKS) ENDING NOV0312.4

Dol SalesDol Sales %

ChgShare

TY

Share Pt.

Chg Unit Sales Dol SalesDol Sales %

ChgShare

TYShare

Pt. Chg Unit Sales

Total Category Candy / Mint / Gum Category $15,116,988 2.3% 100.0 0.0 6,629,900 $49,649,476 0.2% 100.0 0.0 23,523,934CMG Hershey Total $5,604,450 11.0% 37.1 2.9 2,275,903 $17,832,610 9.3% 35.9 3.0 7,989,551CMG Mars/Wrigley Total $4,075,775 -4.3% 27.0 -1.8 1,731,657 $12,687,744 -6.5% 25.6 -1.8 5,642,200CMG Nestle Total $878,957 -5.0% 5.8 -0.4 407,349 $2,460,618 -1.5% 5.0 -0.1 1,458,143

Packaged ChocolateCh Packaged Candy $3,540,673 7.3% 100.0 0.0 896,122 $12,846,766 2.5% 100.0 0.0 3,273,040Ch Packaged Candy Hershey $1,679,211 20.7% 47.4 5.3 409,214 $6,025,197 16.2% 46.9 5.5 1,500,491Ch Packaged Candy Mars $1,258,907 -3.1% 35.6 -3.8 305,393 $4,628,598 -6.0% 36.0 -3.3 1,092,385Ch Packaged Candy Lindt/Ghir $260,669 5.3% 7.4 -0.1 67,848 $1,056,240 4.5% 8.2 0.2 278,415

Standard BarsStd Loose Candy $1,061,363 -3.9% 100.0 0.0 1,141,814 $4,203,482 -2.6% 100.0 0.0 4,835,807Std Loose Candy Hershey $494,254 1.5% 46.6 2.4 505,297 $1,929,977 1.5% 45.9 1.9 2,159,140Std Loose Candy Mars $312,286 -11.6% 29.4 -2.6 318,210 $1,141,038 -6.9% 27.1 -1.2 1,162,518Std Loose Candy Nestle $67,459 -3.6% 6.4 0.0 80,989 $273,640 -0.2% 6.5 0.2 338,890

Snack SizeSnk Size Candy $2,987,371 6.5% 100.0 0.0 817,637 $3,381,978 4.6% 100.0 0.0 932,912Snk Size Candy Hershey $1,438,334 10.2% 48.1 1.6 405,723 $1,598,520 7.7% 47.3 1.4 449,174Snk Size Candy Mars $874,704 4.6% 29.3 -0.6 257,422 $970,326 2.7% 28.7 -0.5 286,068Snk Size Candy Nestle $418,936 13.1% 14.0 0.8 92,578 $517,043 7.1% 15.3 0.3 119,885

King SizeKing Size Candy $447,237 2.7% 100.0 0.0 309,179 $1,664,899 3.5% 100.0 0.0 1,158,722King Size Candy Hershey $250,958 7.0% 56.1 2.3 168,120 $959,836 5.3% 100.0 43.4 649,549King Size Candy Mars $147,818 -2.0% 33.1 -1.6 105,931 $524,007 2.3% 100.0 68.2 375,747King Size Candy Nestle $31,594 -2.0% 7.1 -0.3 22,732 $111,528 -2.2% 100.0 92.9 80,241

7

Halloween 2012 Recap

• Hershey’s 2012 Halloween Final Sell-Through = 77.7%

• Halloween dollars were +7.0% vs. 2011

• Hershey gained 3.4 share points during Halloween

• All other vendors were flat or declining

•Reese and Kit Kat had lowest sell through due to heavy ordering and delay in getting to stores

Top Sell Through Stores:1.) April Suharik2.) Ron Gagnon3.) Ron Gagnon4.) Ron Liu5.) Ron Gagnon

8

Holiday 2012 Priorities

Make sure all product is out on floor

– Cherry Cordial Kisses are having very slow sell through, make sure they are displayed prominently

– Make sure all stores and all registers have the 1.45 oz Kiss Card to scan. Item is not ringing up properly

9

Holiday Sell Through To Date

Total Hannaford Sell Through at 31.4% through 12/2/12

– Dollars -3.8% vs. year ago

Key Items with low sell through:

– Cherry Cordial Kiss

– Reeses Pieces Cane

– Hershey Kisses Cane

Top 5 Sell Through Stores so far:

1.) 8353- Ron Gagnon

2.) 8170- Jessica Fridwall

3.) 8186- Jason Roberts

4.) 8236- Tom Miller

5.) 8109- Joanne Cain

10

Football Frenzy will feature 3 displays Jan 5- Feb 6

A&B Stores C&D Stores

2 Hershey’s Assorted Chocolate Packaged Candy Mod 166 ct

Rolo Minis Assorted Pouch Shipper 60 ct

Hershey’s Assorted Pouch Mod 180 ct

Hershey’s Assorted King Size Shipper 696 ct

Hershey’s Assorted King Size Shipper 226 ct

Chocolate Packaged Candy

Mini Pouches

King Size

Hershey’s Assorted Chocolate Packaged Candy Mod 166 ct

2 shippers

11

January Pre-sell: Simple Pleasures

C&D Stores

Hershey’s Simple

Pleasures Shipper 60

ct

A&B Stores

Hershey’s Simple

Pleasures Mod 192 ct

FSI Dropping 1/6/13- $1.50 off one bag!

Shippers ship to stores 1/4/13- get out on the floor ASAP!

12

Valentine’s Day 2013

Hershey’s 2013 Valentine’s Day order = $203K

•Hershey’s dollars are up 1.1% vs LY

• Easter Count Goods (Reese and Cadbury Eggs) will go out on the floor with Valentine’s

• Everyday Twizzlers will be part of Valentine’s

• All product will go out on floor week after Christmas

2012 Valentine’s Day sell-through was 77.5%

•Target for this year is 87% sell-through