investor days – belgium 2014 - barry callebaut...gourmet at a glance page 2 october 2014 investors...
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Pascale Meulemeester – VP Global Gourmet Brands - Marketing
October 2014
Unlocking the full potential of our global gourmet brandsInvestor Days – Belgium 2014
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Gourmet at a glance
October 2014 Investors days 2014Page 2
� Our customers: artisan bakery / pastry / confectionery, restaurant / hotels, food service chain accounts, semi-industrials
� Brands and product portfolio
� Global brands: Callebaut and Cacao Barry
� Local brands: Carma, Sicao, Van Leer, Chocovic, Selbourne
� Product portfolio: professional chocolate (80% of sales), decorations as well as nuts-based and convenient products
� Unique business model:
� Push: active network using direct and indirect channels: distributors, cash and carry, local agents and direct sales force
� Pull : Chocolate Academy Centers (16) – Brand Ambassadors (155) –Demonstrations, taste and inspiration tools
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Relentless focus on Gourmet strategy implementation, delivering double
digit global brands growth
October 2014 Investors days 2014Page 3
Sales volume evolution – Global brands
Sales volume – Gourmet & Specialties
� Product Superiority global brands
& differentiation on track
Best in class launch Cacao Barry
«Purity from Nature» Callebaut
«Hot Chocolate».
Growing distribution points and
multiple distribution networks in
key markets
� Step change service & forecast
accuracy. Zero defects quality
Global Brands
Innovation
Renovation
Balanced Push-
Pull
Best-in class
customer
service
+11%
Q3 12/13 Q3 13/14
CAGR +9%
Q3 11/12
Q3 12/13Q3 11/12
+7%CAGR +8%
Q3 13/14
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Leveraging our global ambassador & influencers network to be ahead of the trends
October 2014 Investors days 2014Page 4
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There’s no stopping now ! Strongest ever activity plan for 2015
October 2014 Investors days 2014Page 5
Cacao Barry Purity from Nature & Itinero
Callebaut Bean to Chocolate Campaign Callebaut Origin Collection
Callebaut Drinks Full Solution
Global Sponsor World’s Best Pastry Chef –50 Best Restaurant Awards
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Building Belgian Chocolate Leadership through core
differentiation and expansion
October 2014 Investors days 2014Page 6
The Callebaut® brand100% Belgian, from bean to chocolate
� Record growth momentum in both developed
and emerging markets
� Strenghten our chocolate leadership : superior
differentiation and sustainable cocoa
� Extend Horeca penetration with
« Callebaut Finest Belgian Hot Chocolate
solutions » in hotels, restaurants and coffee
chains
� Building brand equity & pull: Callebaut TV -
Callebaut Flagship Chocolate Academy – New
website
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October 20147
Leading the way on sustainable cocoa
Providing the customer with tools Real-life cases: connecting with the customer
Core Range Differentiation: Callebaut took a leadership position in 2012 by converting its
entire Finest Belgian Chocolate range to sustainable cocoa
Investors days 2014
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Best launch ever Cacao Barry ® Purity from Nature – back to the roots
to accelerate growth
October 2014 Investors days 2014Page 8
The Cacao Barry® brandunlocking the sensorial richness of cacao & chocolate to inspire creativity
� Successful roll-out of Cacao Barry Purity from Nature – the next
generation Chocolate with significant impact on brands’ sales in
key areas
� Strengthened Cacao Barry®’s expertise to unlock sensorial
richness through post harvesting techniques, the roots of the
brand
� Renovate the core Cacao Barry France
� Ensure availability of the premium core range in key cities
� Building brand equity and pull: Best Pastry Chef Award: 50 Best
Restaurants Official Global Chocolate Partner, Creative Days,
Launch Itinero chocolate and pairing app
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Best in class execution 360° activation Purity from Nature
New interactive website
New pack design
Strong social media
activation & digital newsletters
Launch events: Chicago, NYC, London, Brussels,
Luxemburg, Relais dessert F, US , JP, SP, Shanghai
Print campaign
with Ambassador endorsement
Advanced Food Pairing
9October 2014 Investors days 2014
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Unlocking full potential of our global Gourmet brands
Key take aways
October 2014 Investors days 2014Page 10
Expansion
• Outperforming the food service market with iconic global brands& an unique business model
• Gourmet hit its ambition to double the business in 5 years with record global brands growth
• Strongest ever activation plan global brands with focus on core and a lot of untapped potential
• Chocolate solutions and cross functional team approach to accelerate penetration in Horeca /food service accounts
• Investing in the future to create brand pull & gaining strong momentum around the world
• High performing Global Gourmet Team
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Follow our World Chocolate Masters Pre-selections around the world
October 2014 Investors days 2014Page 11