Normandie Camembert A taste of Normandy on your plate! 07/19/2010 - PowerPoint PPT Presentation

Normandie Camembert A taste of Normandy on your plate! 07/19/2010

The Camembert Category The Camembert segment is loosing sales and is under performing the SRC category: + 4.1% SRC In Lb CAM - 4.3% Despite a stable ACV (66% nationally) and increased promotions (from 6 to 30% ACV on Promo): consumers are not coming back to the product. *Nielsen latest 52 weeks ending May 15 th 2010

The Leading Offer today With 36% of market share, Président leads this segment, but is under performing the category: declining – 9.8% vs.category at – 4.3%. This is confirmed, with a YTD at –16%. Price is not the issue as Brie and Camembert 8oz are sold at same RSP. In Lb 12 months trend YTD - 16% - 9.8% *Nielsen latest 52 weeks ending May 15 th 2010

The Leading Offer Today So, why the drop? Inside the pack, looking at the cheeses, it is difficult to distinguish any differences. Président Brie Président Camembert

What are Foodies looking for? In their own words*, our Ile de France Foodie target is in search for: • I like a variety of tastes and flavors . I have traveled extensively and enjoyed exotic meals around the world. • I buy specialty foods to ensure the distinct flavor and quality in certain dishes that I cook for entertaining. • I like to experiment and try new things and I like to try foods I ate years ago in Europe when I lived there and are now making their way to the States . *Mintel, Nov. 2008 & Nov. 2009, US Consumer Report

What are Foodies looking for? T he real thing, the real taste, • What they have experienced abroad, • Cooking dishes with the most authentic cheese, to re-create their past experience, Buying specific cheeses due to their authentic nature. • They are NO FOOLS and today they are unlikely to repeat their purchase.

The Answer… Pushing for more authenticity, we have worked with our cheesemakers to bring you a “new” recipe full of flavor!

Normandie Camembert

Ile de France Normandie Camembert The REAL Thing: Ile de France Camembert is crafted in Normandie , from local Rbst free pasteurized cow milk . It reintroduces under its artisan-looking ivory rind, the wonderful flavor of traditional farmhouse French Camembert . It has an aromatic bouquet with mushrooms and nutty undertones.

Ile de France Normandie Camembert Why does NORMANDIE matters? Best quality milk : herds spend most of their time out side, grazing in the • fields of Normandie, known for its temperate climate and rich soil. Local farmers: the milk is locally collected among 5,000 farms surrounding • the area, controlled and certified. Each farm signed “ A good Practice agreement ” to only provide best quality milk. Very fresh milk : The milk is transformed within 48 hours of the milking of • the cows. Most fresh and own-made cream : The plant producing Ile de France • Camembert is making its own cream, and using it the same day!

Summary Item #: 012041-001 NO Pack Size change: 6/7.7 oz NO UPC/GTIN change NO shelf life change Date of switch: File 37 - 09/13/2010 From France ETA USA +/- Mid-October (1 st shipment) Pricing: $6.85 to $7.29/unit suggested RSP Retailers Distributors Del. Warehouse : $20.49/case Del. Warehouse : $19.79/case Del. Cross Dock : $21.09/case Del. Cross Dock : $20.39/case : $21.99/case DSD N/A

Why should consumers and retailers buy Ile de France Camembert? Consumer Benefits Retailer Benefits 1. Fits the demand in terms of more 1. A real product differentiation in product authenticity the Deli case between Brie and Camembert 2. Only premium and the freshest ingredients are used 2. Will increase category sales and profits by repeat purchase 3. A real differentiation between Brie and Camembert 3. More upscale & higher quality product 4. Imported from France, we have the possibility to taste the real 4. A real Normandy Camembert, thing birthplace of the cheese more than 300 years ago

Transition Period The first shipment of Ile de France Camembert new recipe will be delivered in the USA: Mid-October It will gradually replace the current recipe.

Support & Promotional Material Available To create awareness, boost sales and facilitate the transition

Promotional Calendar* September October November December Exclusive preview: 50 bloggers Newsletter/Coupons to receive 1 wheel of cheese Internet Website Cheese of the Month, interviews, recipes & videos Communication SEO keyword maximization Press Release Public Relations Press release Featured on our Facebook, MySpace, Twitter & Flickr pages In-pack $1.00 OFF coupons in Brie and Camembert 7.7 oz pack Trade Support 140 DEMOS + POS (Danglers, Case Cards) + $1.00 Coupons Tear Pads Internet Weekly chefs basket including a wheel of camembert in each shipment $1.00 OFF COUPONS Consumer Support Who wants to win a wheel of camembert? Game *Detailed Program in appendices

Attractive POS material to create awareness & generate trial

Appendices

Among our current customers, who is buying it today*? 1. Publix 46%** 2. HT 12.5% 3. DPI 4% 4. Burris 4% 5. HEB 3.5% 6. AHOLD 3% 7. Wakefern 3% 8. White Rose 2.5% 9. SYSCO Philadelphia 2% 10. World Wide Food 1.5% *80% of our customers are represented **Percentage are expressed on 2010 volume through June 30 th

Internet Support Material Starting in September, Ile de France Cheese website, US#1 Portal for French cheeses , up to 150,000 visits per month, will promote the Normandie Camembert: - Our 50 bloggers and Foodies will receive a free wheel of cheese “in exclusive preview” and will be interviewed on the product, favor profile, cooking/ pairing suggestions (September) - SEO keyword Optimization: “Camembert” ,“Normandy Camembert” (September) - Internet Press release (September & November)

Internet Support Material - Mid-October and beginning of November 2 exclusive newsletters will be sent to our 60,000 subscribers to present the New cheese including a $1.00 OFF coupon - Featured on MySpace, Facebook, Twitter and Flickr (October – December)

Internet Support Material - Will be featured as “Cheese of the Month” for 2 months with exclusive interview of the cheesemaker, recipes, video recipes and pairings (November/December) - “Who wants to win a Camembert?” game will be available for the Holidays: A simple question will be asked about the Camembert (extracted from featured articles) and 1 winner/day will be picked randomly among the correct responses to win a wheel of cheese! (November/December)

Internet Support Material - Our weekly and Special Holiday gift baskets will not only include the cheese but also a leaflet with a $1.00 OFF coupon throughout the Holidays . - Special $1.00 OFF coupons will be available online throughout the Holidays