mocktails

Launch Deck

(INTERNAL)

– Product Introduction

– Definition of Mocktails and Cocktails

– Specialty Beverage Trends

– Key Selling Points Brand Great Flavor Convenience

– Competitive Landscape

– Launch and Selling Materials

– Appendix• Nutritional and Tech Data Information

2

Table of Contentsmocktails

Introducing

I’m only 5 calories per 8 oz serving…

I’m only 5 calories per 8 oz serving…

Regular Apple Martini = 175 calories/2.5oz Regular Margarita = 500-700 calories/4oz

mocktails

Key Product Information

2 great-tasting on-trend flavors

Flavors Product Code Sysco USF DOT

•Appletini•Margarita

43000 0453643000 04537

07431220743116 TBD 548502

548503

Packaging 24/1 Gallon Sticks (each powder stick yields 1 Gallon)

Net Weight 1.08lbs (Appletini); 1.05lbs (Margarita)

Yield24 Gallons per case; 1 Gallon per stick

Finished product to be dispensed in Liquid Format

Shelf Life 720 days

Bracket 1 Pricing $42.77; $0.014/oz

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Drive traffic and increase sales with the #1 selling brand of sugar-free drink mix

• CL Mocktails included in KOP and Advantage program.• Part of Power Up the Mix!• Samples available through Kraft Samples and DOT

Introducing mocktails

Crystal Light has come a long way…

Crystal Light Bulk PSD•Traditional Format•Primarily used in bubbler equipment

Crystal Light OTG• Innovative concept to the market (at the time)

•“Portable” way to hydrate!

Crystal Light BIB•Driven by convenience (no mixing)

•On demand consistent product that provides operational efficiencies

Crystal Light Pure•A “natural” way to hydrate, free of artificial sweeteners, flavors, and colors provided in a convenient OTG format

Crystal Light Mocktails! NEW!!•Great tasting, low calorie “specialty beverage”

•On trend flavors•Growing presence of specialty beverages in Foodservice

What is a Mocktail?

What is a Skinny Cocktail?

What is a Cocktail?

A mock cocktail; One which does not contain alcohol

Alcoholic mixed drink that contains more than 2 ingredients (one of which is a spirit)

“Better for you” cocktails defined by lower calories than the original version

*One of the 11 trends to watch in 2011 1

- Calories = Skinny!

1. Technomic 1/26/2011

What is a Mocktail?mocktails

Low calorie, full flavored and aligned with skinny cocktails trends. (Typical restaurant margaritas contain around 500 calories for a 4oz serving.)

65% of people say they are regular drinkers of alcoholic beverages, and the majority of them drink once a week or more frequently.1

When dining away from home at full-service or fast-food restaurants, consumers order non-alcoholic beverages 72% of the time.2

1 Communispace Panel 20092 R&I 2009 Beverage Census Study

Trends In Specialty Beveragesmocktails

Margarita

Cosmo

Pina Colada

Mojito

Long Island

Sake

Mai Tai

Mudslide

Hurricane

Screwdriver

Sex On The Beach

Purple Haze

Gimlet

Old Fashioned

Blue Hawaiian

Brandy Alexander

B-52

Gibson

34.6%31.6%

17.1%16.0%15.8%

15.0%13.7%

11.7%9.8%

8.1%7.3%7.3%

6.3%5.3%

3.7%3.5%3.2%2.7%

2.1%2.1%1.9%1.9%1.9%1.8%1.8%1.6%1.6%1.5%1.5%1.3%1.2%1.1%1.1%1.0%0.9%0.9%

“Better for you” beverages is hitting beverage menus in the form of low-calorie or “skinny” beverages.

The term skinny, (which was virtually non-existent on alcoholic beverages a few years ago) has increased by over 100% over the last year alone.

Chain Item

Maggiano's Skinny Lemon Drop

Applebee's Skinny Bee Margarita

TGI Friday's Skinny Blackberry Margarita

El Torito Skinny Cadillac Margarita

Bonefish Grill Skinny Rita-Tini

Carrabba's Italian Grill The Skinny Margarita

TGI Friday's Skinny Patron Margarita

Smokey Bones Bar & Fire Grill

Skinny Palmer

Houlihan's Skinny Cutini

Houlihan's Skinny Raspberry Mojito

Mimi's Café Skinny Cosmopolitan

Trends In Specialty Beveragesmocktails

FOR INTERNAL USE1. MenuTrends Direct July 2011

91 Exhibit 61 - 2010 Technomic Beverage Report2 Cocktail Menu Importance – The NPD Group/CREST Database

Operators can attract both male and female patrons, since beverages and cocktails are important to both!

Cocktails are more popular with females at Casual Dining, and menu importance has been inching up!

Cocktails Menu Importance: Casual Dining

Beverage offerings are extremely important to both males and females!

Trends In Specialty Beveragesmocktails

Men

u Im

port

ance

Who? Casual Dining Restaurants

mocktailsWho is our target?

Why?

Casual Dining restaurants have exhibited strong menu mentions over the last 18 months in innovative flavors to focused on beverages. This segment of restaurants also attracts patrons who are interested in and are willing to try new and exciting beverages.

• On Trend Flavors• Profitable Growth Opportunity for Operators• Mocktail menu mentions nearing 10% 1

• Specialty beverage menu mentions 20% growth 1

• Margarita 42% • Martini 89%

The

Challenge?

• Consumers don’t believe they can get a great tasting drink without the calories.

• Operators don’t believe there’s a better for you, low cost, specialty beverage option that tastes great.

1. Mintel Menu Insights 2010

11

Nationally recognized brand that consumers trust to deliver consistent quality and great taste Roughly 1 in 5 House Holds consume CL1

People who drink Crystal Light drink 20% more water 2

Brand has high awareness among consumers (93% aided)3

Most popular sugar free PSD in multiple channels4

57% Grocery/Drug/MM (excl. Wal-mart) 97% Convenience

Flavor portfolio extends beyond typical non-carbonated offerings

Extensive manufacturer marketing support for national TV, print and event marketing

1 Nielsen Homescan 61K Panel 2000-2004, Mega Panel 2005 - 20072TNS Worldpanel Beverage Panel Q3 ‘083 Ipsos BHT, Q3 ‘084 Category dollar share; ACNielsen, 52 weeks ending 12/26/09

Selling Point #1: Brand Strengthmocktails

Although many consumers indicate interest in healthy, premium beverage options, taste and quality trump all other factors in the beverage purchasing decision

12Base: 1,500 consumers aged 18+Consumers indicated their opinion on a scale of 1– 6 where 6 = extremely important

and 1 = not important at all

How important or unimportant are the following factors when deciding where to purchase a beverage? (Top two box = important and extremely important)

Selling Point #2: Flavor Sells!mocktails

Selling Point #3: Conveniencemocktails

With Crystal Light Margarita, time and energy savings turn into an easy to use solution!For example:

Traditional Margarita:1. Salt The Rim Of Your Glass (Optional)2. Gather And Prepare The Rest Of Your Ingredients3. Juice Limes4. You need to make sure you have plenty of ice. 5. Pour the liquid components of the drink into the cocktail shaker, which is already filled with ice, shake vigorously

for quite a while, to really chill the liquid. 6. Strain the contents of the cocktail shaker into your salt rimmed glass, add your garnish, and enjoy your margarita.

6 steps + 10 minutes labor = Margarita

Crystal Light Margarita:1. Empty contents into container.2. Add Gallon of Water.3. Stir and Enjoy over ice!

3 steps + 1 minute = Delicious Margarita

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Crystal Light Mocktails will compete with a seemingly undisturbed environment for some time. Seeing as how Crystal Light is 5 calories per 8oz serving, CL Mocktails delivers the great tasting product it promises, but in addition with only 5 calories and a variety of flavors to choose from.

Competitor(Company/Brand) Competitor’s key P.O.D. vs Kraft

SkinnygirlCocktails

• Sweetened with Agave nectar• “Star” power behind the brand• Expanding line offering with Skinnygirl Sangria (original is Margarita)• Approximately $14.00/750ml bottle - $0.55/oz (Contains Alcohol)

Monin Syrups(Sugar Free)

• Sweetened with Splenda• Wide variety of flavors and options• Well-entrenched in the market• Viewed as a reliable source for beverage flavors• Approximately $86 for 12 bottles (foodservice direct); 750ml bottle - $0.028/oz

Kerry Foods(Sugar Free)

• Da Vinci Brand• Extensive reach within Foodservice• Approximately $80 for 12 bottles (foodservice direct); 750 ml - $0.026/oz

Torani(Sugar Free)

• Variety of flavors to inspire restaurant ready recipes• Sweetened with Sucralose• Well-known brand• Approximately $5 per bottle (variety of sources); 750 ml - $0.02/oz

House Made Sugar Free Mix

• “Authentic”• Can customize when needed• Approximately $0.013/oz (source: NRN, May 17, 2011)

Competitive Landscapemocktails

Sales Support

• Point of Sale• Bubbler Wraps• Flavor Tags• Table Tents

(customizable)• Recipes• Consumption Building

Kits – coming soon!

Operator Support• Sales Collateral• Sampling Kits

Awareness Creation

• Nation’s Restaurant News• Restaurant and Hospitality• Beverages Special Report

Launch Material and Sales Supportmocktails

Appendix

Appletini and Margarita Tech Data Sheet

Appletini Nutritional Data &Ingredient Line – 43000 04536

To be dispensed in Liquid Format

Margarita Nutritional Data & Ingredient Line – 43000 04537

To be dispensed in Liquid Format

Thank you!

CHEERS!