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District x(date)

(RSR)

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Agenda

Why Confection?

Business Review

Grow profit and sales with Hershey’s exciting Q2 promotions

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Why Confection?

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Confection ranks in the top 20 at Shaw’s and is +2.7% in the last 12 weeks

$34.5M

$30.4M

$27.7M

$25.1M $24.6M$23.4M

$22.1M

$17.8M $17.3M$16.6M

$15.8M $15.4M

$13.3M $12.9M $12.4M $12.3M $12.0M $11.7M $11.7M $11.5M

-1.7% -8.3% -5.2% 1.7% -0.2% -7.6% 4.1% 2.7% -4.3% 6.1% -1.9%-14.2% 9.6%-1.4% 3.0% 3.1% -6.2% -1.2% 5.0% -12.0%% Chg

Category Total Dollar SalesShaw’s 12 Wks End 4/11/2009

Source: SUPERVALU Internal Data System

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SaltySnack

98.1%

CMG

97.3%

Carb Bev

95.7%

Cereal

95.5%

Soup

94.9%

J uice

94.1%

Crackers

93.4%

Cookies

92.4%

Snack Bars

69.0%

Source: Nielsen Homescan Panel

% Household Penetration Total US – All Outlets; 52 Wks End 6/28/2008

Confection has high house hold penetration

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Carb Bev

25

SaltySnack

21

CMG

19

Cereal

14

Juice

14

Cookies

11

Soup

10

Crackers

9

SnackBars

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Confection has one of the highest purchase frequencies in terms of trips

Source: Nielsen Homescan Panel

Purchase Frequency (Trips per Buyer) Total US – All Outlets; 52 Wks End 6/28/2008

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Candy is the most responsive category for display treatment

Source: IRI, Food, 2005

% Increase On Display Only

95% 95%88%

68%61%

49%

169%

105%

Candy Cookies Carb Bev BottledWater

SaltySnacks

Wine Spices Beer

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Confectionery is Expandable – Not a Zero Sum Game

Source: Dechert-Hampe & Co.

Fixed Consumption Expandable Consumption

Consumption

weeks

PurchasingConsumption

weeks

Purchasing

Consumption at fixed rate

Soap, Detergent, Toilet Paper

Promotion Loads Pantry

Consumption Driven by Purchase

Candy, Snacks, Beverages

Promotion Builds Consumption

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Business Review

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Hershey is larger than the next three manufacturers at Shaw’s

Manufacturers Share

Cadbury Usa 6.4

Lindt Ghirardelli 4.2

Wrigley 11.6

Hershey 37.5

Masterfoods Usa 15.4

Russell Stover Candies Inc 4.1

All Others 12.4

Nestle Usa 3.6

Manufacturers ShareShaw’s 52 Wks End 3/22/2009

Source: IRI Data ending 3/22/09

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The top 4 packtypes represents 59% of Shaw’s CMG sales and Hershey is the share leader in all

Packtype Share

All Other 26.8

Multipack 6.8

Lg/ Xl/ Gt/ Prem 7.6

Snk Size 7.9

Std Loose 10.4

Nonchoc Pkg 13.7

Choc Pkg 26.8 44.8

21.5

51.1

55.8

59.2

78.3

HSY Shr of Pkytp

Packtypes ShareShaw’s 52 Wks End 3/22/2009

Source: IRI Data ending 3/22/09

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Insert Page 1 from Shaw’s District POS file

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Insert appropriate District page

from Shaw’s District POS file

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Grow profit and sales with Hershey’s

exciting

Q2 promotions

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6pk sales peak during the summer, especially during the key holidays, Memorial Day, July 4th, & Labor Day

Tie into these FSIs:

– 5/17 Save $1.00 on any ONE HONEY MAID Grahams (14oz or larger) when you buy ONE Kraft Jet-Puffed Marshmallows (10oz or larger) AND ONE HERSHEY Milk Chocolate (6-pack)

– 6/28 $1 off 2 6pks

Hershey’s 6pks are supported by Rascal Flatts on-pack artwork and consumer promotions

Kraft will feature S’MORES recipes on Honey Maid Squares (14.1oz); Honey Maid Honey Grahams (14.4oz); and Jet-Puffed Marshmallows (10oz & 16oz)

Qty Code Unit UPC Description

___ 70151 34000 29005 Milk 6pk

___ 70150 34000 29105 Almond 6pk

___ 13874 34000 24502 Special Dark 6pk

Hershey’s Summer S’mores 6pks

2 For $6 All

Summer!

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Summer Twizzlers• On average, TWIZZLERS sales increase 30% from April – September.

• June 12th XVB: Buy 3, Get 1 FREE!

• Tie into this great FSI on 6/28:

• “Save $1 on 3 Twizzlers Bags”

• Twizzlers don’t melt -- great summertime treat.

Qty Code Unit UPC Description ___ 71061 34000 56002 Strawberry Twizzlers___ 28861 34000 56023 Cherry Bites Twizzlers___ 71148 34000 56043 Cherry PNP Twizzlers___ 15600 34000 56000 Licorice Twizzlers___ 72248 34000 50252 Cinnamon Fire Twizzlers

*Source: IRI, FDMx, 52 weeks ending Dec 30, 2007

3 for $5 All Summer!

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Hershey Syrup

HERSHEY has a 70% category share of syrup*

Syrup sales peak during the Summer Ice Cream Season

Cross-merchandise with placement by milk and/or ice cream.

Tie into these great FSIs:

5/17 $1 off 2 Syrups/Toppings

8/23 $1 off 2 Syrups

Redesigned graphics are bringing excitement and a fresh, new look

3 of the top 4 Syrup items are Hershey’s!

UPC Code Item Qty

34000 00312 2029 Syrup Chocolate 24oz ___

34000 00061 2135 Fortified Syrup ___

34000 00316 2039 Syrup Lite ___

34000 00318 2027 Syrup Strawberry ___

34000 00366 23785 Syrup Caramel ___

Source: Nielsen, FDMx, 52 weeks ending 6/14/08

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May 3rd

$1 off Bliss or Reese’s Clusters

May 17th

$1 off Honey Maid Grahams when you buy 1 Jet Puffed Marshmallow and 1 Hsy Milk 6pk

May 17th

$1 off two Syrup/Toppings

June 28th

$1 off two 6 packs (graphics pending) &

$1 off 3 Twizzler bags

Hershey’s National FSI’s April – June 2009

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Available Displays

Please Sign here

x

Corrugated S’Mores DisplayDisplay period: Through 9/6/09

Wire Syrup DisplayDisplay period: Minimum 6 months

Store #

Quantity