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A GUIDE TO HELP YOU SUCCEED INMICRO MARKETS & VENDING

Second Half

2016

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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MAKE A PLAYFOR MAJOR SNACK SALES

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

TODAY’S SNACK TRENDS

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. Refermat, Emily (ed.). Automatic Merchandiser, “Vending Operators Punch Through

Last Year’s Revenue” (state of the vending industry annual report), June 2015.

HOW60% OF CONSUMERS SAY

IN SNACK SELECTIONUP FROM 55% IN 20123

ON

TH

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PORTABILITY ISIMPORTANT

WHEREVENDINGGREW 2.4% IN 2014 TO REVENUE OF20.2 BILLION5$

MICRO MARKETSA R E T H E F A S T E S T

DRIVING 8.9%OF SOME OPERATORS’ TOTAL REVENUE6

GROWING SEGMENT

NON-COMMBREAKFAST IS A

BIG OPPORTUNITYACCOUNTING FOR

OF OVERALL 27%TRAFFIC GROWTH7

VENDINGGREW 2.4% IN 2014 TO REVENUE OF20.2 BILLION?$

MICRO MARKETS

AR

E A

DRIVING 8.9%OF SOME OPERATORS’ TOTAL REVENUE5

FAST-GROWINGSEGMENT,

NON-COMMBREAKFAST IS A

BIG OPPORTUNITYACCOUNTING FOR

OF OVERALL 27%TRAFFIC GROWTH7

CANDYCONFECTION

SNACKS

SALES TOTALED MORE THAN

$7.2 BILLON5TOTAL SALES

BY CATEGORY5

35%{

{2014

3

EAT SNACKS FOR LUNCH4

EAT SNACKS FOR DINNER4

EAT SNACKS FOR BREAKFAST4

EAT SNACKS 2+ TIMES A DAY3

60% 57% 31% 51%

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

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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. Monitor your products to weed out slow movers in favor of the #1-selling snacks they want.6

Purchase Motivators • Taste

• Convenience

• Habit

Demographics• Age

• Gender

• Income

Dietary Habits• Health-consciousness

• Allergies

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BEVERAGE COOLERSNACKS

BUY-WITH LOCATIONS

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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

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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.

4

5

Countertop Rack Custom Feature Sheets & Digital Signage

Gum Rack

©Mondelēz International group

IT’S TIME

FOR YOUR

NEXT BIG

BREAK

COFFEE ISN’T COMPLETE WITHOUT

TRY BOTH TODAY!

©Mondelēz International group

Enjoy belVita as part of a balanced breakfast paired with a serving of fruit and yogurt.

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

CATEGORY MANAGEMENT GAME PLAN

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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.6 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.

CHECK OUT OUR PLEASING SNACK PORTFOLIO

Nearly 4x the cookiecategory’s growth rate in 20156

PROVIDES 43% OF ALL NEW ITEMS SALES IN THE COOKIE & CRACKER CATEGORY6

OF COOKIE CATEGORYGROWTH6

56%

#1WHEAT CRACKERIN AMERICA6

CHOCOLATE CHIPCOOKIE IN AMERICA6

#1COOKIE IN AMERICA6 #1

PEANUT BUTTERCOOKIE IN AMERICA6

#1WHEAT CRACKERIN AMERICA6

CHOCOLATE CHIPCOOKIE IN AMERICA6

#1COOKIE IN AMERICA6 #1

PEANUT BUTTERCOOKIE IN AMERICA6#1

55% repeat average—the highest repeat rate in Nielsen history7

79% share of the total breakfast biscuit category6

4 Hours of Nutritious Steady Energy

Big variety for morning upsell opportunities

Breakfast Biscuit

#1BREAKFAST BISCUIT6

6. Nielsen, xAOC plus Convenience, 52 weeks ending April 15, 2016.7. 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.

8. Nielsen, Multi-Outlet Household Panel, 52 weeks ending November 21, 2015.9. Ipsos, Q4 2014 gum study, 2014.10. NPD Group, SnackTrack 2.1 consumption database, 2 years ending Dec. 2014.

#1

6

More than 50% of the total chocolate chip cookie category in 20156

ALMOST 1/3 of U.S. households purchase CHIPS AHOY!8

Experienced double-digit growth in 20156

#1WHEAT CRACKERIN AMERICA6

CHOCOLATE CHIPCOOKIE IN AMERICA6

#1COOKIE IN AMERICA6 #1

PEANUT BUTTERCOOKIE IN AMERICA6

MUST-HAVE SNACKS

#1GUM BRAND6

73%OF SWEDISH FISH CONSUMPTION IS FROM ADULTS 18+10

#1CRACKER IN AMERICA(FILLED & UNFILLED)6

#1SOUR CONFECTION BRAND6

#1BREATH-FRESHENINGBRAND AMONG MAJOR BRANDS9

20% share of gum market6

95% brand awareness9

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

61% of consumers would use this product to freshen breath9

76% brand awareness9

Category leader with more than 36% share6

+4.9% Non Chocolate

Chewy Candy growth rate,

outpacing the category6

SWEDISH FISH sales grew 12% vs. YAGO6

#1WHEAT CRACKERIN AMERICA6

CHOCOLATE CHIPCOOKIE IN AMERICA6

#1COOKIE IN AMERICA6 #1

PEANUT BUTTERCOOKIE IN AMERICA6

#1GUM BRAND6

73%OF SWEDISH FISH CONSUMPTION IS FROM ADULTS 18+10

#1CRACKER IN AMERICA(FILLED & UNFILLED)6

#1SOUR CONFECTION BRAND6

#1BREATH-FRESHENINGBRAND AMONG MAJOR BRANDS9

#1GUM BRAND6

73%OF SWEDISH FISH CONSUMPTION IS FROM ADULTS 18+10

#1CRACKER IN AMERICA(FILLED & UNFILLED)6

#1SOUR CONFECTION BRAND6

#1BREATH-FRESHENINGBRAND AMONG MAJOR BRANDS9

#1GUM BRAND6

73%OF SWEDISH FISH CONSUMPTION IS FROM ADULTS 18+10

#1CRACKER IN AMERICA(FILLED & UNFILLED)6

#1SOUR CONFECTION BRAND6

#1BREATH-FRESHENINGBRAND AMONG MAJOR BRANDS9

#1GUM BRAND6

73%OF SWEDISH FISH CONSUMPTION IS FROM ADULTS 18+10

#1CRACKER IN AMERICA(FILLED & UNFILLED)6

#1SOUR CONFECTION BRAND6

#1BREATH-FRESHENINGBRAND AMONG MAJOR BRANDS9

#1

#1

#1Sour Patch ID | 02.22.13 | 41692

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BEVERAGE COOLERSNACKS

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HELP MAKE YOUR MICRO MARKET DELIVER MIGHTY SALES Push more traffic to your micro market with a range of offerings throughout your floor plan.Well-placed and neatly organized beverage coolers, coffee kiosks, snack racks and a standout checkout area—all with desirable name-brand products—can help to drive traffic and boost sales.

SELF-MERCHANDISER

FRUIT STAND RACK

COUNTERTOP MODULAR RACK

COUNTERTOP RACKGUM RACK

ENTRANCE

HOT ZONE

BUY-WITH LOCATIONS

LOOK AT YOUR FLOOR LAYOUT:

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 for an easy afternoon pick-me-up

• Fresh fruit

• Bagged snacks

• Single-serve snacks

• Bagged cookies

• Candy

• Bagged snacks

• Single-serve snacks

• Candy

9.75”H x 9”W x 7”D• Place near coffee kiosk

and yogurt cooler

19”H x 8”W x 11.75”D 46”H x 20.5”W x 18”D

8”H x 8”W x 11.75”D

8

MICRO MARKETS

Product Units UPC Case Code GTINOREO Single Serve 120/2.4 oz 6ct 120 193200020070 10019320002004

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

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

OREO Mini Big Bag 36/3.0 oz 36 193200004200 10019320000420

NUTTER BUTTER Bites Big Bag 36/3.0 oz 36 193200007200 10019320000727

CHIPS AHOY! Mini Big Bag 36/3.0 oz 36 193200004300 10019320000437

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

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

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

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

RITZ BITS Cheese 60/1.5 oz 60 193200683400 10019320068345

WHEAT THINS 72/1.75 oz 72 193200079800 10019320007986

RITZ BITS Cheese Big Bag 36/3.0 oz 36 193200007100 10019320000710

OREO DOUBLE STUF King Size 6/10 60 440000295200 10044000029521

NUTTER BUTTER King Size 6/10 60 440000365800 10044000036581

CHIPS AHOY! Chunky King Size 6/8 48 440000295400 10044000029545

CHIPS AHOY! Brownie Filled King Size 6/8 48 440000365900 10044000036598

OREO King Size 6/10 60 440000295000 10044000029507

SOUR PATCH KIDS King Size 8/18 144 704620020500 10070462002055

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 440000333300 10044000033320

belVita Sandwich Peanut Butter 64/1.76 oz 64 440000406800 10044000040687

SOUR PATCH KIDS 12x24 2 oz 12x24 704620620100 00070462062014

SWEDISH FISH Red 12x24 2 oz 12x24 704620620600 00070462062069

SOUR PATCH Watermelon 12x24 2 oz 12x24 704620619900 00070462061994

SOUR PATCH KIDS Peg Bag 12/5 oz 12 704620622500 00070462062250

SWEDISH FISH Red Peg Bag 12/5 oz 12 704620620800 00070462062083

SOUR PATCH Watermelon Peg Bag 12/5 oz 12 704620622400 00070462062243

SOUR PATCH KIDS Theater Box 60/3.5 oz 60 704620624700 00070462062472

SOUR PATCH Watermelon Theater Box 60/3.5 oz 60 704620825100 10070462082514

SWEDISH FISH Assorted Theater Box 60/3.5 oz 60 704620983200 00070462098327

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

HALLS Cherry Sticks 24x20 9 pcs 24x20 3125466247600 00312546624764

HALLS Honey-Lemon Sticks 24x20 9 pcs 24x20 3125466247700 00312546624771

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LARGE SPIRALIdeal for bagged chips, cookies, crackers and large candy bars.

COOKIES

SAVORY

NUTTER BUTTER Mini Big Bag (3 oz)

WHEAT THINS Popped

Sea Salt (0.8 oz)

SWEDISH FISH Peg Bag (5 oz)

CANDY

OREO Mini Big Bag (3 oz)

WHEAT THINS Veggie Chips

(1.75 oz)

SOUR PATCH KIDS Peg Bag (5 oz)

SMALL SPIRALPerfect for single-serve cookies, candy,

breakfast bars and nuts.

COOKIES & BREAKFAST BISCUITS

NUTTER BUTTER Single Serve

(1.9 oz)

OREO Single Serve (1.8 & 2.4 oz)

CANDY

belVita Blueberry (1.76 oz)

SWEDISH FISH Peg Bag (2 oz)

SOUR PATCH KIDS Peg Bag (2 oz)

GUM

TRIDENT Tropical Twist

TRIDENT Spearmint

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SET YOUR SPIRALS FOR SUCCESS Create the perfect environment for vending sales with big-brand snacks and smart category management.

VENDING

{

PROVENDING

TIPS

COVER THE BIG FOUR CATEGORIES

SET COOKIES OF ALL SIZES

POST PROMOTIONS

OFFER A SELECTION OF OPTIONS TO SATISFY ALL KINDS OF CRAVINGS

KEEP YOUR MACHINE ON TREND

Make sure your machine includes salty snacks, candy, pastries and cookies.

Rotate out products that aren’t working in favor of the new snacks consumers expect.

Offer a variety of healthy, indulgent, meal replacement and traditional options.

Drive traffic with engaging customer promotions.

Stocking single-serve and big-bag cookies can help increase sales without cannibalizing the category.

To build your perfect vending machine, visit www.foodservice-snacks-desserts.com/vendingmachinebuilder

Product Units UPC Case Code GTINOREO Single Serve 120/2.4 oz 6ct 120 193200020070 10019320002004

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

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

LORNA DOONE Single Serve 120/1.5 oz 120 193200154400 10019320015448

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

NEWTONS Fig Single Serve 120/2 oz 120 193200157900 10019320015790

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

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

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

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

RITZ BITS Cheese Big Bag 36/3.0 oz 36 193200007100 10019320000710

RITZ BITS Cheese 60/1.5 oz 60 193200683400 10019320068345

WHEAT THINS 72/1.75 oz 72 193200079800 10019320007986

CHIPS AHOY! Mini Single Serve Bag 60/2 oz 60 193200154800 10019320015486

OREO Mini Big Bag 36/3.0 oz 36 193200004200 10019320000420

NUTTER BUTTER Bites Big Bag 36/3.0 oz 36 193200007200 10019320000727

CHIPS AHOY! Mini Big Bag 36/3.0 oz 36 193200004300 10019320000437

NUTTER BUTTER Bites Single Serve Bag 60/1.75 oz 60 193200159100 10019320015912

OREO Mini Single Serve Bag 60/1.5 oz 60 193200001100 00019320000119

belVita Breakfast Biscuits Blueberry 64/1.76 oz 64 440000290800 10044000029088

belVIta Soft Baked Banana Bread 64/1.76 oz 64 440000393200 10044000039322

belVita Sandwich Peanut Butter 64/1.76 oz 64 440000406800 10044000040687

OREO DOUBLE STUF King Size 6/10 60 440000295200 10044000029521

NUTTER BUTTER King Size 6/10 60 440000365800 10044000036581

CHIPS AHOY! Chunky King Size 6/8 48 440000295400 10044000029545

CHIPS AHOY! Brownie Filled King Size 6/8 48 440000365900 10044000036598

OREO King Size 6/10 60 440000295000 10044000029507

SOUR PATCH KIDS King Size 8/18 144 704620020500 10070462002055

DENTYNE ICE Peppermint 18x9 16 pcs 18x9 125463125400 10012546312547

STRIDE Spearmint 12x12 14 pcs 12x12 125466800300 10012546680035

TRIDENT Tropical Twist Envelope 12x12 18 pcs 12x12 125466195800 10012546619585

TRIDENT Original Envelope 12x12 18 pcs 12x12 125466120500 10012546612050

DENTYNE ICE Arctic Chill 18x9 16 pcs 18x9 125463124000 00012546312400

TRIDENT WHITE Peppermint 18x9 16 pcs 18x9 125466760800 00012546676083

DENTYNE ICE Spearmint 18x9 16 pcs 18x9 125463150000 00012546315005

TRIDENT WHITE Spearmint 18x9 16 pcs 18x9 125466761000 00012546676106

STRIDE SOUR PATCH KIDS RedBerry 12x12 14 pcs 12x12 125460052200 10012546005224

SOUR PATCH KIDS 12x24 2 oz 12x24 704620620100 00070462062014

SWEDISH FISH Red 12x24 2 oz 12x24 704620620600 00070462062069

SOUR PATCH Watermelon 12x24 2 oz 12x24 704620619900 00070462061994

SOUR PATCH KIDS Peg Bag 12/5 oz 12 704620622500 00070462062250

SWEDISH FISH Red Peg Bag 12/5 oz 12 704620620800 00070462062083

SOUR PATCH Watermelon Peg Bag 12/5 oz 12 704620622400 00070462062243

SOUR PATCH KIDS King Size 8/18 144 704620020500 10070462002055

HALLS Cherry Sticks 24x20 9 pcs 24x20 3125466247600 00312546624764

HALLS Honey-Lemon Sticks 24x20 9 pcs 24x20 3125466247700 00312546624771

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©Mondelēz International group KMO160145

MAKE #1 BRANDS WORK FOR YOUFollow the game plan laid out in this playbook to help you

score more Micro Market and Vending sales.

Contact your Mondelēz International representative to ensure you’ve got the best mix of brands to boost sales in your segment.

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

GRAB GREATNESS