2008 Christmas Presentation Presented by: Sasha Taylor
MAXFIELD CANDY COMPANY BOGDON CANDY COMPANY Salt Lake City, UT Brands Mrs. Fields Maxfield’s Products Boxed Chocolates Novelty Chocolates Fudge Crème Sticks BOGDON CANDY COMPANY Kansas City, KS Brands Bogdon’s Choctails Products Reception Sticks Double Dip Candy Sticks KENCRAFT Alpine, UT Brands Kencraft Kencraft Classics Products Specialty Hard Candies Designer Canes Panoramic Eggs Handcrafted Icing Decorations DYNAMIC CHOCOLATES Vancouver, BC Canada Brands House of Brussels Botticelli Products Truffles Seashells Boxed Chocolates Drinking Chocolate Molded Chocolates Novelty Chocolates
Dynamic Confections Overview Company Founded Acquired by Dynamic Confections Maxfield Candy Company 1946 1993 Kencraft 1969 1994 Dynamic Chocolates 1989 1999 House of Brussels 1983 2006 Bogdon Candy Company 1945 2007 Manufacturing, Distribution & Storage Space=325,000 Square Feet Salt Lake City, UT Vancouver, BC Alpine, UT Kansas City, MO 10 chocolate (enrobing and molding) lines & 15 candy lines In-house creative staff More than 105 years of food science experience. In-house PhD Food Scientist, dedicated to trend-forward product innovation and development. (nutraceutical confections, sensory evaluations, new flavor profiles, etc.) Diverse Product Capabilities Boxed Chocolates (enrobed, molded and assorted) Novelty Chocolates (chocolate-covered pretzels, fudge, creme sticks, barks) Hard Candies (hand-decorated candy canes, reception sticks) Drinking Chocolate Chocolate Shavings, Dessert & Liqueur Cups Handcrafted Icing Decorations Wrapping & Bag Capabilities Individual Twist Wrap Foil Tuck & Fold Bars from 6 grams to 200 grams Flow & Fin Sealed (with or without sleeve) Bagging (e.g., stand-up bags) DSD and DC distribution capabilities Strong track record in building consumer brands and private label programs Dynamic Confections is a Top 15 NA chocolate manufacturer and a Top 100 global confections company
Total Chocolate Category-By Segment Food/Drug/Mass: $1.2 Billion K-Mart: $42 Million Source: IRI Data, Last 12 Weeks ending Dec. 30, 2007
KMART CHRISTMAS HISTORY 2008 Maxfields AA 37.5 oz. Sales: $373,691 Sell-Thru: 82% Hallmark Dark 8 o.z Sales: $462 Sell Thru: Discont. Hallmark Asst. 14 oz. Sales: $51,137 Sell Thru: Discont. Hallmark Asst. Nuts 8.8 oz. Sales $28,268 Sell Thru: Discont. Total Sales: $496,202 2007 Maxfields AA 37.5 oz. Sales: $416,335 Sell-Thru: 93% 2006 Maxfields AA 3LB Sales: $475,453 Sell-Thru: 99% Hallmark Fudge 8 oz. Choc. Sales: $53,137 Sell-Thru: 98% MF Pep. Bark 6.25 oz. Sales: $62,729 Sell-Thru: 98% Collect. Tin Sales: $122,518 Sell-Thru: 98% Collect. Tin Sales: $61,329 Sell-Thru: 97% Total Sales: $775,166
Kmart Christmas 2008 Mrs. Fields Crème Sticks Mrs. Fields Cookie Recipe Collection Mrs. Fields Cookie Recipe Collection 2-Pack Mrs. Fields 14 oz. Christmas Tin Maxfields 12 oz. AA Gift Box Maxfields 37.5 oz. AA Gift Box* Maxfields 21 oz. AA Gift Box Botticelli Asst. Gift Boxes (4 Items) * Maxfields 37.5 oz. ranked # 9 in Gift Box Sales