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Maxfield Candy Company Valentine’s Day 2013 May 30, 2013 Prepared for: James Reese, Category Manager Presented by: Sasha Taylor, VP Sales (O) 610-254-8220.

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Presentation on theme: "Maxfield Candy Company Valentine’s Day 2013 May 30, 2013 Prepared for: James Reese, Category Manager Presented by: Sasha Taylor, VP Sales (O) 610-254-8220."— Presentation transcript:

1 Maxfield Candy Company Valentine’s Day 2013 May 30, 2013 Prepared for: James Reese, Category Manager Presented by: Sasha Taylor, VP Sales (O) (M) Kathy Buchanan, Johnson O’hare

2 Contact: Rick Harris Maxfield Candy Company (O) (M) Maxfield’s has been an American tradition in handcrafted and boxed chocolates since 1947.

3 Mrs. Fields brand strength at Valentine’s Day – Valentine’s Day is the #2 holiday season for Mrs. Fields retail stores; #3 holiday for catalog gifting. – Approximately 50% of all Mrs. Fields chocolate sales are at Valentines. Mrs. Fields is a $165 million brand – Franchise stores, online/catalog gifting, CPG ready-to-eat, licensing – 21 million annual catalog, , and website impressions Mrs. Fields distribution: – 100,000 rooftops (Cookies) / 40,000 rooftops (Confections) Mrs. Fields consumer: – Married, female, aged 26 – 55 with children in the home. Some college education and most work outside the home, earning between $30k and $75k. Busy with job, children and maintaining friendships. 30+ year brand equity around: – American tradition since 1977 – Quality – Gourmet Mrs. Fields at Valentine’s Day

4 Valentine’s Day 2012 Chocolate Tins Source: IRI, FDMX Val 2012 (excluding Walmart) 1 DOVE VALENTINE TRUFFLE CHOCOLATE CANDY 6.5 OZ 2 DOVE VALENTINE CHOCOLATE 8.13 OZ 3 MRS FIELDS VALENTINE CHOCOLATE 5.3 OZ 4 GHIRARDELLI VALENTINE CHOCOLATE 7.45OZ 5 WHITMANS VALENTINE CHOCOLATE 7OZ 6 DOVE VALENTINE TRUFFLES 2.6 OZ 7 MRS FIELDS VALENTINE CHOCOLATE 2 OZ 8 MRS FIELDS VALENTINE CHOCOLATE 14 OZ (DOUBLE LAYER) 9 MRS FIELDS VALENTINE CHOCOLATE 8 OZ 10 MRS FIELDS VALENTINE CHOCOLATE 14OZ (SINGLE LAYER)* 11 GHIRARDELLI VALENTINE CHOCOLATE 7.45 OZ 12 GHIRARDELLI SQUARES VALENTINE CHOCOLATE 7.45 OZ 13 RUSSELL STOVER VALENTINE CHOCOLATE 12 OZ 14 RUSSELL STOVER VALENTINE CHOCOLATE 14 OZ 15 MAXFIELDS VALENTINE CHOCOLATE 1.8 OZ Maxfield’s has 6 of the Top 15 Valentine’s Day chocolate tins *Drug Item for 2012

5 Mrs. Fields Seasonal Chocolates in 40,000+ rooftops in US

6 Mrs. Fields 2 oz. Heart Tin Mrs. Fields Heart Tin Product #90257 Product Weight2 oz. Case Count12 MerchandiserAcetate FlavorAssorted Chocolates Item Dimensions Wholesale$1.49 SRP$2.49 Retailer Margin40% Strong value price in retentive tin format Strong Brand Recognition

7 Mrs. Fields 5.3 oz. Heart Tin Recommendation for 2013 Mrs. Fields 5.3 oz. Heart Tin Product #90258 Product Weight5.3 oz. Case Count8 MerchandiserCorrugate FlavorAssorted Chocolates Item Dimensions7 ¾” W X 1” D X 7 ¾” H (1 across X 4 deep) Unit Cost$3.49 SRP$5.99 Margin42% Ranked #3 in Valentines Tins for 2012! High Sales Volume in Dollars and Units ORIGINAL

8 Mrs. Fields Heart 5.3 oz. Tin (New Design) Mrs. Fields 5.3 oz. Heart Tin (New Design) Product #TBD Product Weight5.3 oz. Case Count8 MerchandiserCorrugate FlavorAssorted Chocolates Item Dimensions7 ¾” W X 1” D X 7 ¾” H (1 across X 8 deep) Wholesale$3.49 SRP$5.99 Retailer Margin42% NEW DESIGN! Tween/Young Love complimentary gift Also great price point and size for family & friends $5.99 velocity price point – strong segment

9 Mrs. Fields 8 oz. Heart Tin Product #90470 Product Weight8 oz. Case Count8 MerchandiserCorrugate FlavorAssorted Chocolates Item Dimensions7 ¾” W X 1” D X 7 ¾” H (1 across X 4 deep) Unit Cost$4.99 SRP$7.99 Margin38%

10 Mrs. Fields oz. Heart Tin Recommendation for 2013 Mrs. Fields Heart Tin – Single Layer Product #TBD Product Weight12.45 oz. (single layer) Case Count 8 Merchandiser Corrugate FlavorAssorted Chocolates Item Dimensions11 ¾” W X 1 ½” D X 11 ¾” H (1 across X 4 deep) Unit Cost$6.49 SRP$9.99 Margin35% “SIGNIFICANT OTHER GIFTING”

11 Mrs. Fields Chocolate Covered Cookie Dough Product # Choc Chip90468 Product # Sugar90469 Product Weight4 oz. Case Count 12 Merchandiser Corrugate FlavorsChocolate Chip Sugar Item Dimensions3 ½” W X 1 ¾” D X 8” H (2 across X 6 deep) Price$1.75 SRP$2.99 Margin41% Bite-Sized Shelf Stable Cookie Dough Chocolates 61% of consumers gift to friends and family at Val – unique product needs 93% of households have tried cookie dough 65% of the US population eats cookie dough on a regular basis Recreates Valentine cookie memories Cookie sales spike more at Valentine’s than any other holiday

12 Maxfield 1.8 oz. Heart Tin Mix Maxfield 1.8oz. Heart Tin Product #90282 Product Weight1.8 oz. Case Count18 MerchandiserAcetate/Corrugate FlavorAssorted Chocolates Item Dimensions Wholesale$1.19 SRP$2.49, 2/$5.00 Retailer Margin52.2% Maxfield will offer Ahold a 12 count shelf display of the two red hearts, merchandised in an acetate shelf display if preferred. New case upc will need to be assigned. Multiple designs incent multiple purchases Kid-to-kid and family gifting: growing segment

13 Maxfield’s Double Chocolate Heart Boxes Product #TBD Product Weight3.7 oz. Case Count 12 (mixed case – 4 designs) Merchandiser Corrugate Flavor Double Chocolate Creams in Silver Foil Bag Item Dimensions5 ¾” W X 1 ½” D X 5 ¾” H (2 across X 6 deep = 12” PDQ) Wholesale$1.49 SRP$2.49 Retailer Margin40% Mom approved: Proudly Made in the USA

14 TRENDS IN CONFECTIONS Familiar flavors in new formats (Cake Batter Bark, Cookie Dough Truffles Classic flavors with an interesting twist Handcrafted, boutique chocolates Flavor fusion/interesting pairings Value gourmet Healthy indulgence Fun and colorful toppings and inclusions Source: NCA

15 TRENDS IN PACKAGING AND DESIGN Tins (subtle beveling, contrasting opacity, inward curls, multiple finishes) Silver and red color combination Whimsical animal themes Intricate die cuts Personalization Scroll patterns

16 MAXFIELD PACKAGING CAPABILITIES Tins (shapes, window, embellishments) Boxes (simplex, tuck/fold, stand-up, fabric, gift wrapped, acetate) Acetate Peg Bags Gusset Bags Flow wrap Lay down pillow bags

17 Enrobed chocolates and confections (with toppings, striping and inclusions) Chocolate barks Toffee and brittles Layered sandwiches Cream sticks Fudge Molded chocolate (solid and filled) Expertise in new recipe development MAXFIELD PRODUCT CAPABILITIES


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