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Christmas 2009 Concept Deck December 3rd, 2008. FoundedAcquired by Dynamic Confections Maxfield Candy Company 1946 1993 Kencraft 1969 1994 Dynamic Chocolates.

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Presentation on theme: "Christmas 2009 Concept Deck December 3rd, 2008. FoundedAcquired by Dynamic Confections Maxfield Candy Company 1946 1993 Kencraft 1969 1994 Dynamic Chocolates."— Presentation transcript:

1 Christmas 2009 Concept Deck December 3rd, 2008

2 FoundedAcquired by Dynamic Confections Maxfield Candy Company Kencraft Dynamic Chocolates House of Brussels Bogdon Candy Company Manufacturing, distribution and storage space = 325,000 square feet **Salt Lake City, UT **Vancouver, BC**Alpine, UT **Kansas City, MO 10 chocolate (enrobing and molding) lines and 15 candy lines In-house creative staff More than 105 years of food science experience. In-house PhD Food Scientist, dedicated to product R&D. Diverse product capabilities Chocolates (enrobed, molded and assorted) Novelty chocolates (chocolate sandwiches, fudge, crème sticks) Hard candies (hand-decorated candy canes, reception sticks) Drinking Chocolate Chocolate shavings and dessert cups Handcrafted icing decorations Wrapping and bag capabilities Individual twist wrap Foil tuck and fold Bars from 6 grams to 200 grams Flow and fin sealed (with or without sleeve) Bagging (e.g., stand-up bags) DSD and DC distribution capabilities Strong track record in branded and private label programs Dynamic Confections Overview Dynamic Confections is a Top 15 NA chocolate manufacturer and a Top 100 global confections company

3 Mrs. Fields Brand Power Mrs. Fields Fresh-Bake Shops Over 300 U.S. Locations Close to 100 International Locations 13 Canadian Locations $165 mm in total Brand Sales 94% Average consumer brand awareness in the U.S. Mrs. Fields is $165 million brand (franchise stores, catalog gifting, branded retail, licensing) Consumer Target: Women with children, ages 30-59, college educated, HHI $60K, cross-shopper Brand equity around: American tradition since 1977 Quality Heritage Gourmet Qualitative taste panel (blind tasting) results: Mrs. Fields chocolates preferred three out of four times overall (against Godiva, See’s Rocky Mountain Chocolates & Harry London) Mrs. Fields cookies are performing well in the club channel

4 Mrs. Fields Handmade Fudge (Chocolate-dipped bite-sized pieces, individually wrapped) Product Specifications Weight: 1 lb. 8 oz. (36 pieces) Chocolate Walnut Fudge (Dark) Vanilla Almond Fudge (Milk) Peanut Butter Fudge (Milk) Units per Pallet: 360 Item Dimensions: 4.5” x 4.5” x 9” Ti/Hi: 6/5 Costco Unit Cost: $8.69 SRP: $9.99 ($.36/oz.) Demo Support: One full Demo per pallet ordered Mrs. Fields gift box retails this holiday season at Dillard’s for $ Gourmet fudge is estimated to be a $50 - $100 million market in the US. Fudge is primarily sold in specialty retail locations and is dominated by a few nationally known brands and 300+ smaller manufacturers/retailers. Approximately 60% of fudge sales occur in the 4 th quarter. Chocolate Walnut fudge is the #1 selling fudge flavor. Fannie May$11.49/lb. Rocky Mountain Chocolates$11.95/lb. NOTE: Costs are based on 100 pallet minimum

5 Pallet Back View MerchandisingTray Pallet Top View Pallet Front View Pallet Side View Mrs. Fields Handmade Fudge

6 Other Flavors are available at minimum order quantities: Dulce De Leche, Extreme Dark, and Milk Product Specifications Weight: 1 lb. 4 oz. Units per Pallet: 360 Item Dimensions: 3.75” x 3.75” x 9.5” Ti/Hi: 5/6 Costco Unit Cost: $8.69 SRP: $9.99 ($.50/0z.) Demo Support: One full Demo, per pallet ordered Gourmet drinking chocolate have been growing with the rise of the Premium chocolate segment. : Godiva Drinking Chocolate$12.31/lb. Schokinag Drinking Chocolate$17.26/lb. Ghirardelli Drinking Chocolate$16.00/lb. Peppermint is one of the top flavor profiles at Holiday NOTE: Costs are based on 100 pallet minimum Mrs. Fields Gourmet Peppermint Drinking Chocolate

7 Pallet Back View MerchandisingTray Pallet Top View Pallet Front View Pallet Side View Mrs. Fields Gourmet Peppermint Drinking Chocolate

8 Old-Fashioned and Peppermint Candy Sticks (Mixed Pallet) Product Specifications Weight: 12 oz. (90 sticks per box) Peppermint Mixed Flavors (Orange, Lemon, Cinnamon, Mint) Units per Pallet: 480 Item Dimensions: 4” x 4” x 5.38” Ti/Hi: 8/5 Costco Unit Cost: $8.69 SRP: $9.99 ($0.83 oz.) NOTE: Mrs. Fields is an another brand option. Bogdon’s is a unique, innovative candy. No other candy manufacturer makes the reception stick. Bogdon’s reception sticks have a strong track record in the Specialty channel: Saks 5 th Avenue 12 oz. cube $22.00 SRP $1.83 oz. Williams Sonoma 7.5 oz. container $16.50 SRP $2.20 oz. Bloomingdale’s 12 oz. cube $15.50 SRP $1.29 oz. Bergdorf Goodman 12 oz. cube $15.00 SRP $1.25 oz. NOTE: Costs are based on 100 pallet minimum

9 Pallet Back View MerchandisingTray Pallet Top View Pallet Front View Pallet Side View Old-Fashioned and Peppermint Candy Sticks (Mixed Pallet)

10 Premium Assorted Gift Chocolates Costco Unit Cost: $5.21 SRP: $5.99 ($0.50 oz.) Product Specifications Weight: 12 oz. Units per Pallet: Item Dimensions: 7” X 3” 12.25” Ti/Hi: 4/5 NOTE: Costs are based on 100 pallet minimum Strawberry Cream - AA LT w/Stripe Plain Caramel-AA LT Plain chocolate Cream - AA DK w/ Stripe Butter Rum Cream - AA LT w/ Stripe Raspberry - AA Cream 5/95 - DK Orange - AA Cream 5/95 - DK w/ Stripe Domes - Kara - LT&DK Plain Caramel - AA DK


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