Michel et Augustin - Brand, strategy and products - August 2014

Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)

80 enthusiast and highly involved tribe members

5 categories

More than 80 SKUs

Sales reached 25 M€ in 2013. 35 m€ targeted in 2014.

More than 90 000 Facebook fans

About 100 000 subscribers to our newsletter

Distributed in more than 6 000 points of sales in France and abroad

In 9 years, an adventure on solid bases has been developed:

Michel et Augustin: the adventure


Unique Positioning : gourmet, all natural and fun

“Big national brands”

Positioning

Danone

Lactalis-Nestlé

Yoplait

Private label

Reflets de France

Eco +

Monoprix Gourmet

Positioning

“Gourmet, all natural

& fun”

“Traditional”

Positioning

Bonne Maman

Mamie Nova

Power of the banner

Quality and accesible prices,

non-involving purchase act

Institutional

Focus on food security, health

and weight loss

All natural and gourmet products

Proximity and authenticity



Our business model relies on combined talents of marketing, production, communication and sales

• Creation of new products and packaging• Elaboration of our proper recipes • Definition of the strict specifications (ingredients, recipes, process etc…)

• Choice and following up of partnerships • Purchase of raw material and production by the partners• Delivery to the central storage point

• Definition, driving and implementation of brand strategy

- Positioning and image

- Development of communication strategies (advertisement,

partnerships, etc…,) and sales promotion

• Key accounting• Sales force on the field

• Delivery to warehouses and points of sale• Logistics support by the internal « Operation » team

Research and

Development

Production

Marketing

Sales

LogisticsInternal

External



TOTAL SALES (EUR M)

Strong and healthy growth since 2007: more than 50% per year

Innovations = 15% of turnover in 2013

International sales = 10%

Valuation through higher price point

Differenciation

Shoppers loyalty



Key success factorsBest-seller

rangeUrbantarget

In-storevisibility

Recrutingthrough

in-store tasting

HM, SM, Proxi

Desserts frais à partager

Vaches à boire

EpicerieSucrée

Biscuits apéritifs

Snacking



Be more and more efficienton the field

21 sales representatives

1st sales force in Paris

Own sales force

Brand ambassadors

150 shops followed per area

BeNeLux + Switzerland

FRANCEFRANCEFRANCEFRANCE

Own sales force


We have already entered the following markets :

Switzerland

BeNeLux

Sweden

Norway

Finland

UAE (Dubai)

Hong Kong

China

Singapore

Japan

South Korea

Canada

La Reunion

French West Indies

International


Premium and fun demos and sampling.

Demos and merchandising

Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)Source : Kantarworldpanel

Growth of the “pleasure and gourmet” segments despite of a gloomy economic context

Consumption still remains a prosperity lever

Cookies Foie Gras Spreads Individual Chocolate Appetizers Sweets Chocolate Fresh

Pastry confectionery bars desserts

Sales perfomances

+10,3% +9,8% +9,6% +8,5% +5,1% +5,0% +4,8% +4,1%+16,8%

Food trends

Schmilblick 8 : développer une entreprise heureuse en respectant le plus possible notre petite planète. Schmilblick 16 : le soleil brille ! Dandinons-nous ;)Source Ipsos – Campus TF1 – Mars 2013

Pleasure as the major motivation of consumption

43

36

36

32

28

22

20

17

17

16

16

13

12

12

11

10

8

To buy the products that make me happy first of all

To buy high quality products

To buy Made in France products

To buy local products

To buy eco-friendly products

To buy the products under promotion

To buy the products that help to save time

To buy organic products

To buy products expressing your personality

To buy the cheapest possible products

To buy nice looking products

To buy famous brands

To buy the simplest possible products

To buy luxury products

To buy ethical products, equitable trade

To exchange products instead of buying

To buy second hand products

What are the 5 most important things to do for you in the coming month?

Food trends


Consumers looking for sensations and experiences ;)Transparency Proximity

Always connectedDelightfulnessAuthenticity

TRIPADVISORTRIPADVISORTRIPADVISORTRIPADVISOR

Food trends


Premium brands remain successful and outperform

Estimated at more than EUR 5 billion, the premium market continues to grow

Food trends

+50% +10% +15%+8%


Our bestsellers in 5 different rangesSalted

crackersDessertsto share

Cows to drink

Food to go

Sweetcookies

M&A Adventure, chapter 2


Food to go range

Our delicious yoghurt to drink, 250ml. 6 recipes available: Madagascar Vanilla,

Raspberry, Mango-passion fruit, Blueberry, Banana-guava and hazelnut.

Cows to drink 250ml

Our yoghurt made of whole milk and cream.

3 recipes available: Lime, Madagascar vanilla,

and Almond milk.

Cows in a small jar 125g


Our fresh dessert, never frozen, with fresh butter and enormous chocolate chunks !

Big dark chocolate chunks

Big hazelnut and milk chocolate chunks

Pecan and caramel chunks

Dark chocolate with almond and caramel chunks

Big white chocolate chunks

Les desserts frais

The Fantastic cookies 70g ;)

Food to go range


Les desserts frais

Little shortbread 40g

Salted butter and dark chocolate

Salted toffy and milk chocolate

Nougatine and milk chocolate

Salted butter Chocolate dropsMilk chocolate and

hazelnut chunks

4 cookie squares 33,6g

Salted butter and dark chocolate

Salted caramel and milk chocolate

Raspberry and pistaches

Lemon and meringue

Little square 8,4g. Individually wrapped

Cookie suqares 73g

Soft-heart Cookies 60gFood to go range

Salted butter and

dark chocolate

Dark chocolate chunksAlmonds and praline


New ! Petites baguettes May 2014

Hazelnut inclusions bites

and milk chocolate Dark chocolate filling

(70%c cocoa)

Caramelized brown sugar

And milk chocolate


April 2014The citronnades

3 recipes, 33cl :

Lime, lemon and mint

Lemon and raspberry

Lemon and pineapple

Water, 25% of fruit, sugar, pulp. And that’s it!


Sweet cookies range

Puff pastry biscuits 120 et 140gVanilla

Caramelized sugar

Chocolate drops

Soft-heart cookies 180g

Milk chocolate and hazelnut chunks

Chocolate and dark chocolate chunks

Dark chocolate, pecan nuts and caramel

Praliné and roasted almonds


Premium cookies in mini size

Cookie diameter : 40 mm vs 33 mm !

Fresh butter

New recipes, more GOURMET with generous chunks

2 chocolate chunksPecans and chocolate

Sweet cookies range

Petits Cookies from France 150g

17 petites meringues 80g

Roasted almonds and chocolate

Little round and good shortbread 120g

Salted butter


Les desserts frais Salted crackers range

Thyme and pink berries

Goat cheese and rosemary

Parmesan and mustard

Sweet chili and grilled onions

29 small french-licious crackers 120g

Savory puff pastry 80g

Sesame and poppy seeds - emmental cheese and onion – Goat cheese and herbs

33 Petits beurre crackers 100gCream and onion

Comté cheese and pepper

Gorgonzola and nuts


Les desserts frais Dairy and dessert ranges

Cows to drink 500ml

Our delicious yoghurt

to drink

Madagascar vanilla

Raspberry and mint tears

Mango passion fruit

Blueberry

Banana guava

Hazelnut

Stirred yoghurt made of whole milk and

cream.

Madagascar vanilla, raspberry blueberry,

hazelnut and mango passion fruit.

Cows in a big jar, 500g or 1kg

Cows in a small jar 2x125g

Set-style yogurt made of whole milk and

cream.

Madagascar vanilla, lime and almond milk


Yoghurt infused with Madagascar vanilla

On the delicious bed of fruit: blackberry / apricot

To share !

Fantastic yoghurt with its fruit coulis June 2014


Les desserts frais Fresh desserts to share

Fantastic brownie 180g, delicious chocolate mousse 500ml and rice pudding 400g.

The desserts to share, only the best ingredients. Never frozen! « Cupboard cooking ».


News desserts to share September 2014Traditional recipe

100% natural

Very tasty : pure chocolate / salted butter caramel / infused Madagascar vanilla