1. Breakfast Opportunity
Sam’s Club Deep Dive

2. Sam’s Club Current Offerings

3. Sam’s Club Frozen Breakfast
SAVORY Frozen Breakfast Products*
Item #
Count
Ounce
Retail
$/Count
$/Ounce
Star Rating
Status
Hot Pockets Breakfast Sandwiches
755147 13 52 $
0.69
0.17
N/A A
Owens Tacos (Sausage, Egg, and Cheese)
17791 24
57.6
9.98
0.42 N
Jimmy Dean Snack Size Sausage Biscuits
496939 36
61.2
10.78
0.30
0.18
Jimmy Dean Biscuit Sandwich (Sausage, Egg, and Cheese)
452889 12 54
0.83
Jimmy Dean Sausage and Cheese Croissant
778
10.68
0.89
0.20
Jimmy Dean Delights Turkey Sausage Muffin Sandwiches
943979
11.98
1.00
Jimmy Dean Pancakes and Sausage
126124 18 45
8.98
0.50
Jimmy Dean Biscuit Sandwich (Bacon, Egg, and Cheese)
475888
43.2
0.90
0.25
Great Day Kolache Sausage Rolls
34431 20 40
0.53
0.27
*All listed products based on availability in Bentonville, AR Club

4. Sam’s Club Frozen Breakfast
SWEET Frozen Breakfast Products
Item #
Count
Ounce
Retail
$/Count
$/Ounce
Star Rating
Status
Kellogg's Eggo Homestyle Waffles
909303 60
74.1 $
0.15
0.12 N
Kellogg's Eggo Blueberry Waffles
152365
8.98
N/A A
FarmRich Cinnamon Sprinkle French Toast Sticks
877045
55-62 52
5.98
0.11
Pillsbury Toaster Strudel Variety Pack
11342 24 46
0.25
0.13
Pillsbury Mini Pancakes Maple Burst'n
440004 16
50.7
0.56
0.18
14 TOTAL Current Products in Frozen Breakfast Category

5. Closer Look - Current Products
Eggo Homestyle Waffles
Eggo® Homestyle waffles toast up golden brown with a light, crispy texture and a wonderfully classic taste — making them a delicious way to start your day!
Quantity: 6 – 10 packs
Retail: $8.98
Customer Reviews: 3
Pro: Convenient and inexpensive
Con: Need more flavor options
Eggo Blueberry Waffles
They have a light, crispy texture and the perfect amount of blueberry flavor to give every day a berry-good start!
Quantity: 6 – 10 packs
Retail: $8.98
Customer Reviews: 0

6. Closer Look – Current Products
Farm Rich Cinnamon Sprinkle French Toast Sticks
Made with whole white wheat and contain 0g trans fat per serving. Its fortified with 11 vitamins and minerals and is an excellent source of calcium!
Retail: $5.98
Quantity: 55-62
Customer Reviews: 4
Pro: Quality product, Inexpensive
Con: None
Pillsbury Toaster Strudel Variety Pack
Convenient fruit-filled toaster pastries are great from the freezer to the toaster. Variety Pack Includes: 12 Strawberry and 12 Apple
Retail: $5.98
Quantity: 24
Customer Reviews: 0

7. Closer Look – Current Products
Pillsbury Mini Pancakes Maple Burst’n
Delicious microwavable, pre-flavored mini pancakes in a ready to serve pouch
Retail: $8.98
Quantity:16 individual packages
Not listed online in Bentonville club
Exclusive Club Product
Customer Reviews: 1
Hot Pockets Breakfast Sandwich
Made with premium bacon, low fat cheese and real scrabbled eggs with sauce in a flaky crust
Retail: $8.98
Quantity:13 (Value pack)
Individually wrapped, 13 – 4 oz. sandwich
Customer Reviews: 0

8. Closer Look – Current Products
Jimmy Dean Delights Turkey Sausage Muffin Sandwich
Fully cooked and made with whole grain muffin, turkey sausage patty, egg white and cheese. Delights™ sandwiches are a 1/3 fewer calories and 1/2 the fat compared to the leading breakfast sandwich
Retail: $11.98
Count: 12
Only clear healthy option
Reviews: 20
Pro: Quality, healthy, great buy
Con: Poor cooking instructions
Jimmy Dean Sausage, Egg and Cheese Croissant
A delicious combination of Jimmy Dean Sausage and a flaky croissant along with eggs and cheese to make a great sandwich
Retail: $10.68
Count: 12
Reviews: 8
Pro: Inexpensive
Con: None

9. Closer Look – Current Products
Owens Tacos (Sausage, egg, and cheese)
Individually wrapped and microwaveable sausage, egg, and cheese tacos
Retail: $9.98
Quantity: 12 – twin packs
Customer Reviews: 1
“Decent breakfast, decent price”
Jimmy Dean Snack Size Sausage Biscuits
A hot breakfast sandwich featuring delicious Jimmy Dean® sausage on a biscuit. This pack includes 36 sausage biscuits: Individually wrapped twin packs
Retail: $10.78
Quantity: 18 – twin packs
Only snack size savory item
Customer Reviews: 2
Pro: Quick fix
Con: Price

10. Closer Look – Current Products
Jimmy Dean Sandwich (Bacon, egg, and cheese)
12 individually wrapped bacon, egg, and cheese biscuits
Retail: $10.78
Quantity: 12
Customer Reviews: 1
“Excellent product. Great for those days, when I or my husband want bacon, instead of sausage”
Jimmy Dean Pancakes and Sausage
Jimmy Dean full-flavored sausage inside a sweet pancake covering: microwave for less than two minutes
Retail: $8.98
Quantity: 18 individually wrapped
Combines sweet and savory
Customer Reviews: 6
Pro: Portable, tasty
Con: Hard to find

11. Closer Look – Current Products
Jimmy Dean Biscuit Sandwich (Sausage, egg, and cheese)
Made with flavor fill Jimmy Dean sausage patty, egg and cheese on a fluffy biscuit
Retail: $9.98
Quantity: 12
Customer Reviews: 5
“The folks in my office love these sandwiches. The sausage is very good and it's a good value.”
Great Day Kolache Sausage Rolls
20 smoked sausage with cheddar baked in a roll
Retail: $10.68
Quantity: 20
New Packaging – Not listed online in Bentonville club
Customer Reviews: 5
Pro: Delicious, quality
Con: Quantity

12. Schwan’s Opportunity

13. Opportunity Current “White Space” Best Options Volume Potential
Breakfast Pizza
Value Breakfast Items
Best Options
Red Baron Scrambles or Red Baron Breakfast Minis
Tony’s or Private Label – to capture value option
Possible Schwan’s offerings:
Mega Pouches
Biscuit Sticks
Pancake and Sausage Bites
Toastwich
Volume Potential
Test: $250,000 (assuming 100 club test for 3 months)
Annual – all clubs: $7.5MM (assuming $300/club)

14. Closer Look – Future Product Options
Red Baron Scrambles
8ct. Bacon or variety Pack
Cost: $7.24/unit or $.90/pz
Retail: $8.89 = 20% value to WM retail of $2.78 / 2 pack ($1.39 ea)
$1.11 per piece and $.20/oz
Most expensive on a $/count basis in category
On par with Jimmy Dean on a $/oz basis
Red Baron Mini Scrambles
30ct. Bacon and Egg (10 – 3 count packs)
Cost: $6.50
Retail: $7.98 retail = 20% value to dollar channel
$.798 per piece (3pk) and $.196/oz
Slightly below Jimmy Dean Biscuit sandwich on a $/count basis.
On Par with Jimmy Dean on a $/oz basis

15. Closer Look – Future Product Options
Tony’s Mega Pouch
10ct. Bacon Egg and Cheese
Cost: $6.50
Retail: $7.98 retail = 20% value to dollar channel
$.798 per piece (3pk) and $.09/oz
Slightly below Jimmy Dean Biscuit sandwich on a $/count basis. $.10 above hot pocket.
Lowest in category on a $/oz basis
Other Opportunities
Biscuit Sticks
Pastry Sticks
Pancake and Sausage Bites
Toastwich

16. Schwan’s Past Offerings

19. Appendix

20. Red Baron Singles Breakfast Solution
Red Baron breakfast fulfills consumer needs
Consumers are looking for quick meals for breakfast
Consumers are looking for variety of options that provide a complete breakfast meal (a protein & a starch)
Red Baron pizza with a twist!
Red Baron has taken the pizza dough crust that consumers love and added breakfast toppings to fill the breakfast occasion .
Red Baron is a trusted brand name
Red Baron is recognized by 91% of households*
Consumers trust Red Baron quality
Source: AAU Study May 2009

21. Red Baron Singles Breakfast Details
Product Description:
Red Baron Single Serve Breakfast Scrambles are biscuit style deep dish crusts topped with scrambled eggs, 100% real cheeses and high quality meats. There are three varieties available and each package contains two 5” Scrambles.
Western
WM item number
Sausage
WM item number
Bacon
WM item number
Best Selling in WMT!
Current Wal-Mart EDLP: $2.96
$/count – $/ounce - .30

22. Biggest Competitor Jimmy Dean Products
New Non-club Breakfast Product (Currently in grocery)
Launched March 1, 2012
Two Options
Sausage
Delights turkey sausage
2 Count package: $3.99

23. Industry Statistics Dollar Sales: Total Frozen Breakfast Foods:
$1,583,927,773
Frozen/Refrigerated Breakfasts:
$830,571,676
Frozen Waffles/Pancakes, French Toast:
$753,356,097
Sales Units:
545,631,083
244,014,661
301,616,422
Source: Nielsen; data for the 52 weeks ending Nov. 26, 2011, for U.S. food stores with at least $2 million in sales (excluding supercenters)