CONVENiENCE 2024 RETAiLER GROWTH & REWARDS PROGRAM L E A DOiFN GS NTAHCEKFi NUGT U R E EARN UP TO 11% Win with Top Sellers Gold, Silver, Bronze Participation New Merchandising and Display Exciting New Items CREASE LINE
KEY SHOPPER TRENDS IMPACTiNG CONVENiENCE 2 RETAi 2 LE 0 R 24 GR - O MW O T N H DE & LĒ R Z EWGL A O R B D A S L P L R L O C GR AM Sources: MSA Purchase data MDLZ CMA Participating Stores category growth 2022 (sample) Sources: Nielsen Connect Display $ and Unit lift US TTL C-Store L 52 wks ending 4/1/23 Source: 1. IRI State of Snacking 2022; 2. Kantar Retail in Transformation: Impulse, July 2022 Sources: Kantar Retail in Transformation: Impulse, July 2022 Sources: RGM Price Promo Toolkit CStore ABOUT US MONDELĒZ CMA PERFORMS! REINVEST • #1 or #2 in Key Snack Categories • Iconic Leadership Brands • Strong Global Footprint • Local First Mindset GML OO BN AD LE LLĒLZC IISN FSINTATCOK IWN GI N! WHY MONDELĒZ 1 SNACKING IS THE #1 IMPULSE CATEGORY IN CONVENIENCE1 DISPLAYS OUTPACE CATEGORIES IN RESULTS 64% 85% EAT AT LEAST: 2 IN 3 PURCHASES ARE OPEN TO BEING INFLUENCED CUSTOMERS PARTICIPATING IN THE MDLZ CMA PROGRAM GREW TTL CATEGORY 6% MORE ON AVERAGE VS NON-COMPLIANT STORES TTL Category Growth vs PY SiNGLE PPG PROMO PKG LiFT AT 20% DiSCOUNT VALUE + LIFT Compliant Non-Compliant Compliant Non-Compliant 46.2% 30.4% 39.8% 23.3% Biscuit $ Biscuit U's 44.8% 26.5% 38.7% 19.4% Confections $ Confections U's 75% 88% 53% No Must Buy Must Buy 2 Must Buy 3 Incentivizing shoppers to buy in multiples has a range of benefits: • Reduces subsidizing consumers that would purchase products everyday • Multiples drive higher incrementality/lifts, both everyday, and on promotion • Multiples increase basket size • Also drives value due to higher $ outlay and average price Limit to multiples of 2 when promoting within a PPG for the best results Unit and $ Lift from Display MDLZ vs TTL AO MFG’s 24.0 27.4 22.7 29.5 32.5 37.8 27.9 32.9 $ Lift Unit Lift $ Lift Unit Lift Biscuit NCC MDLZ Category TTL AO MFG's Mondelēz Products when on display generate greater dollar and unit lift in their category's vs TTL of AO MFG’s REPLACED A MEAL WITH A SNACK LAST YEAR2 1 SNACK FOR INDULGENCE 1 SNACK FOR SUSTENANCE2 & 21%PURE IMPULSE 46% PLAN DEVIATION 33% PLANNED NO DEVIATION COMPLETELY UNPLANNED PLANNED SNACK BUT CHANGED SOMETHING DURING SHOPPING PLANNED AND DID NOT DEVIATE FROM PLAN CREASE LINE
CATEGORY RATIONALE ADDiTiONAL LE iTEMS AND MORE EXCITING ITEMS 3 NEW TO MONDELĒZ; WELCOME CLIF BAR EXCiTiNG LiMiTED-EDiTiON iTEMS SNACK CAKES REMAiNS A HIGH GROWTH CATEGORY SNACK CAKES CATEGORY MAINTAINING STRONG GROWTH MOMENTUM, +20%1 OREO PEANUT BUTTER HAS 38% EXCLUSIVE PENETRATION WITHIN OREO CORE FLAVORS3 PEANUT BUTTER IS THE LARGEST AND FASTEST GROWING FILLING FLAVOR IN SNACK CAKES, +13% IN CONVENIENCE4 CAKESTERS HAS CONTRIBUTED AN INCREMENTAL 2MM HHS TO THE OREO PORTFOLIO5 DEDICATED CAKESTERS LINE IN 2024, DRIVING +40% CAPACITY CAKESTERS ORIGINAL #1 BEST SELLING SWEET SNACK ($) AT LAUNCH2 OREO MODERNITY & HIGH-QUALITY CREDENTIALS WILL ELEVATE THE CATEGORY Sources: 1- Nielsen xAOC+C L52Wks - w/e 1/28/23; 2-BASES IM Data – 2022 – Innovation Items; 3-Nielsen Homescan Panel, Total US, 52 weeks ending 12/28/19; 4-Nielsen xAOC+C Cal Year 2022, Brands: Hostess/Little Debbie/Tasty Kake/Drakes ; Conv + Conv Independent Markets Cal Year 2022; 5-Nielsen Panel Total US 104 weeks (52 weeks pre-launch + 52 weeks launch) through w/e 01/07/2023. CLIF BAR IS THE #1 NUTRITION BAR MANUFACTURER IN THE CONVENIENCE CHANNEL • CLIF Bar holds the largest dollar share of the nutrition bar category at 18.7% • 2 CLIF Bar Brands (CLIF bar #1 and Builders #8) rank in the top 10 of category brands • 3 of the top 4 SKUs in the category are CLIF Bar items • 7 of the top 30 SKUs in the category are CLIF (5 CLIF Bar and 2 Builders) Source: IRI Unify Custom Market Advantage Total US Convenience L26 WE 4/30/23 Sources: 1- Suzy survey, n=608, T3B, Sept 2022; CLIF BAR IS THE LARGEST MANUFACTURER IN DOLLAR SALES 2.5 2.4 2.1 6.0 6.0 10.9 10.9 12.1 15.7 18.7 $ Share Nutrition Bars: QUEST LENNY & LARRY 1440 FOODS KIND FIT CRUNCH ONE BRANDS BAREBELLS QUAKER RX BAR #1 #2 #3 AUTHENTiC & EXCiTiNG PARTNERSHiP1 77% of consumers said Snapple fits with SOUR PATCH KIDS and what it stands for 80% of consumers said they were excited about a Snapple flavored SOUR PATCH KIDS mix HOW TO GROW PROFIT iN 2024 Introducing RETAi 2 LE 0 R 24 GR - O MW O T N H DE & LĒ R Z EWGL A O R B D A S L P L R L O C GR AM H2 LiMiTED EDiTiON CREASE LINE
RETAi 2 LE 0 R 24 GR - O MW O T N H DE & LĒ R Z EWGL A O R B D A S L P L R L O C GR AM EARN UP TO 11% ON YOUR MONDELĒZ GLOBAL LLC BUSINESS IN 2024 WITH GROWTH THROUGH CORE ITEMS, INNOVATION AND DISPLAYS • This contract is valid for total year 2024. It is only possible to sign up for one Retailer program with Mondelēz Global LLC. • The Foundation elements must be met as per attachment to be compliant per half year between 11/26/2023 and 7/1/2024 and again between 5/26/2024 and 12/30/2024. With the exception of King Size SOUR PATCH KIDS & Watermelon which will be on a 52 week evaluation from 7/2/2023-7/1/2024 and 1/1/2024-12/31/2024. • The Display element within qualified participation levels must be met as per attachment to be compliant per half year between 11/26/2023 and 7/1/2024 and again between 5/26/2024 to 12/30/2024. Maximum 1 CLIF Bar display per half year will count towards qualified participation level. • The Item of Choice element within qualified participation levels must be met as per attachment to be compliant per half year between 11/26/2023 and 7/1/2024 and again between 5/26/2024 to 12/30/2024. • The Unit Growth element within qualified participation levels must be met as per attachment to be compliant per half year between 1/1/2024 and 7/1/2024 and again between 7/2/2024 and 12/30/2024. Unit growth will be tracked per half year and compared to prior year units per store (net of waste and return) from your MSA distributors for evaluation and compliance. • Compliance within all Foundation elements is REQUIRED for eligibility to participate and comply with the Acceleration elements. • Maximum compliance for the Acceleration elements are independent of each other. • Revenue will be tracked per half year between 1/1/2024 and 7/1/2024 and again between 7/2/2024 to 12/30/2024. • Compliance audit will take place twice a year on July 1st and December 30th and is handled by Mondelēz Global LLC using MSA distributor data excluding WAM Distributors. • Compliance audit for WAM Distributors will take place once a year on December 30th for both 2024 half year programs and is handled by Mondelēz Global LLC using MSA distributor data. • Minimum 1 box shipped per half year of each item per store (net of waste and return) from your MSA distributors between 11/26/2023 and 7/1/2024 and again between 5/26/2024 to 12/30/2024. With the exception of King Size SOUR PATCH KIDS & Watermelon which will be on a 52 week evaluation from 7/2/2023-7/1/2024 and 1/1/2024-12/31/2024. • Swell payment for stores compliant - only applicable to confections (2%) and cough (0.5%) - will be processed separately from CMA payment. • Packages images, launch dates, and concepts are not final and are subject to change.Mondelēz Global LLC reserves the right to update and/or remove the products covered under this agreement at any time and based on its sole discretion. • Mondelēz Global LLC reserves the right to modify any terms and conditions including rebate % or compliance requirements of this contract at any time at its sole discretion. Any diversion of Mondelēz Global LLC products will result in termination of contract. MDLZ policies on Diversion and on Unsaleable and Returns apply. 1. CORE 31 H1 = 6% / H2 = 2% + 2.5% 3% 1. DiSPLAY MAXiMUM ELiGiBLE % 3 2 1 1 FOUNDATiON 11% 9% 7% 2 ACCELERATION GOLD SILVER BRONZE Minimum Shipment Requirements Foundation Compliance Required + 3% + 2% + 1% 2. iTEMS OF CHOiCE 25 15 5 Foundation Compliance Required + 2.5% + 1.5% + 0.5% 3. UNiT GROWTH Foundation Compliance Required NEW! EARN AN EXTRA 2% ON CONFECTiONS AND 0.5% ON COUGH WiTH A SWELL PAYMENT WHEN ACHiEViNG FOUNDATiON REQUiREMENT COMPLiANCE AND A MiNiMUM OF BRONZE COMPLiANCE ON DiSPLAY COMPONENT
1 CORE: TOP 31 NATiONAL ITEMS FOUNDATiON REQUiREMENTS PER HALF YEAR Packages images, launch dates, and concepts subject to change and not final. Mondelēz Global LLC reserves the right to substitute the products detailed on this page with similar products OREO King Size Double Stuf 4 oz 0-44000-02952-4 OREO Mini Big Bag 3 oz 0-44000-00680-8 BELVITA Blueberry Single Serve 1.76 oz 0-44000-02828-2 SOUR PATCH KIDS Strawberry 8 oz 0-70462-00862-3 HALLS Honey Lemon 9 pc 3-12546-62872-4 HALLS Cherry 9 pc 3-12546-62771-0 SOUR PATCH KIDS Watermelon 8 oz 0-70462-03600-8 CHIPS AHOY! Mini Big Bag 3 oz 0-44000-00679-2 NUTTER BUTTER Big Bag 3 oz 0-44000-00306-7 OREO Single Serve 2.4 oz 0-44000-04700-9 NUTTER BUTTER Single Serve 1.9 oz 0-44000-03745-1 OREO King Size Original 3.9 oz 0-44000-02950-0 OREO King Size Golden Double Stuf 4 oz 0-44000-03283-8 NUTTER BUTTER King Size 3.5 oz 0-44000-03658-4 CHIPS AHOY! King Size Chunky 4.15 oz 0-44000-02954-8 RITZ Bits Cheese Big Bag 3 oz 0-44000-00677-8 1 2 3 4 5 6 7 8 9 10 11 •11 SWEET & SALTY SHELF •6 SWEET & SALTY PEG •2 NON-CHOCOLATE SHELF •4 NON-CHOCOLATE PEG •6 BARS •2 COUGH RITZ Bits PB Big Bag 3 oz 0-44000-00678-5 SWEET & SALTY SHELF SWEET & SALTY PEG NON-CHOCOLATE PEG NON-CHOCOLATE SHELF BARS COUGH 1 2 3 4 5 6 1 2 3 4 1 2 3 4 5 6 1 2 OREO Most Stuf 3 oz 0-44000-06010-7 RITZ Cracker Sandwiches Cheese 1.38 oz 0-44000-00211-4 CHIPS AHOY! ! Mini Chewy Big Bag 3 oz 0-44000-04736-8 SOUR PATCH KIDS 8 oz 0-70462-03596-4 SWEDISH FISH 8 oz 0-70462-03598-8 OREO CAKESTERS Original IC 3.03 oz 0-44000-06991-9 CLIF Bar Chocolate Chip 2.4 oz 7-22252-10090-0 CLIF Bar Crunchy Peanut Butter 2.4 oz 7-22252-10120-4 CLIF Bar White Chocolate Macadamia Nut 2.4 oz 7-22252-16109-3 CLIF Bar Peanut Butter Banana 2.4 oz 7-22252-16019-5 SOUR PATCH KIDS 2 oz 0-70462-09850-1 3.4 oz 0-70462-00206-5 SOUR PATCH KIDS Watermelon 2 oz 0-70462-09852-5 3.4 oz 0-70462-00204-1 CLIF Builders Protein Chocolate Mint 2.4 oz 7-22252-60144-5 CLIF Builders Protein Choc. Peanut Butter 2.4 oz 7-22252-60141-4 2 1 CREASE LINE
IMAGE COMING SOON IMAGE COMING SOON ACCELERATiON REQUiREMENTS PER HALF YEAR CAKESTERS 70 Ct Floorstand 440000778100 HALLS 8 + 1 Box Free 3125460053600 First Ship July 2024 HALLS Minis SF 24 Ct CU 3125460060600 First Ship August 2024 CLIF Bar Core 2.4 oz 36 Ct 7-22252-60308-1 SOUR PATCH KIDS/SWEDISH FISH 8oz 66 Ct FS + 6 Free 704620096900 Big Bag with NCAA 60 Ct Counter Unit 440000778200 Contents (Boxes): 2 - HALLS Cherry 2 - HALLS Honey Lemon 2 - HALLS MENTHO-LYPTUS 1 - HALLS Strawberry 1 - HALLS Defense Citrus 1 - Free HALLS Honey Lemon Contents: 8 - HALLS Mini SF Watermelon 24pc 8 - HALLS Mini SF Honey Lemon 24pc 8 - HALLS Mini SF MENTHO-LYPTUS 24pc JAN/FEB DiSPLAYS Packages images, launch dates, and concepts subject to change and not final. Mondelēz Global LLC reserves the right to substitute the products detailed on this page with similar products H1 AVAiLABiLiTY H2 AVAiLABiLiTY YEAR LONG AVAiLABiLiTY Contents: 12 - RBS Cheese BB 12 - RBS PB BB 18 - CA! Mini BB 18 - CA! Chewy BB OREO X SPK 82 Ct Floorstand 704620129700 OREO Partnership 76 Ct Floorstand 440000781700 Contents: 18 - SPK 8oz. 24 - OREO & SPK 2.07oz. 10 - SPK Blue Rasp. 8oz. 12 - SPK Watermelon 8oz 10 - OREO Orig KS 4oz. 8 - OREO DS KS 4.1oz. Contents: 16 - OREO Partnership IC KS 10 - OREO Orig KS 12 - OREO DS KS 16 - CA! Chunky KS 12 - CAKESTERS PB 10 - NUTTER BUTTER KS OREO Partnership 76 Ct Floorstand 440000781700 Contents: 16 - OREO Partnership IC KS 10 - OREO Orig KS 12 - OREO DS KS 16 - CA! Chunky KS 12 - CAKESTERS PB 10 - NUTTER BUTTER KS SPK & SWF Snapple 72 Ct Floorstand 704620125900 Contents: 12 - SPK Snapple 8oz. 12 - SWF Snapple 8oz. 12 - SPK Orig. Asst. 8oz. 12 - SPK Blue Rasp 8oz. 12 - SPK Watermelon 8oz. 6 - SPK Peach 8oz. 6 - SPK Grape 8oz. BELVITA Coffee 72 Ct Floorstand 440000778000 Contents: 16 - TBD 16 - BV Pumpkin Spice 12 - BV Blueberry 12 - BV Cinn Brown Sugar 16 - BV Cran Orange 1 Contents: 24 - CAKESTERS Orig. KS 18 - CAKESTERS PB KS 8 - OREO Most Stuf KS 10 - NUTTER BUTTER KS 10 - CA! Chunky KS OREO Space Dunk 70 Ct Floorstand 440000780900 Contents: 24 - OREO LE KS 18 - OREO Orig KS 18 - OREO DS KS 10 - OREO Golden KS MAR/APR FEB/MAR MAY/JUN JUN JUL NOV/DEC SEP/OCT JUL/AUG Holiday 76 Ct Floorstand 440000777900 Contents: 24 - OREO Winter IC KS 6 - OREO MS KS 12 - CAKESTERS PB KS 16 - CAKESTERS Orig KS 10 - OREO DS KS 8 - CA! Chunky KS Contents: 12 - Crunchy Peanut Butter 12 - White Choc Macadamia 12 - Chocolate Chip CLIF Builders Core 2.4 oz 24 Ct 7-22252-56855-7 Contents: 12 - Chocolate Mint 12 - Choc Peanut Butter Contents: 20 - SOUR PATCH KIDS 8oz 20 - SPK Watermelon 8oz 16 - Swedish Fish 8oz 10 - SPK Strawberry 8oz 6 - Free SPK Extreme C LMi FABXA1R PDEiRS PHLAALYFS - F O RDQi SUPALLAiYFSY i N G GOLD: MiNiMUM 3 iTEMS PER HALF YEAR SiLVER: MiNiMUM 2 iTEMS PER HALF YEAR BRONZE: MiNiMUM 1 iTEM PER HALF YEAR CREASE LINE
ACCELERATiON REQUiREMENTS PER HALF YEAR 2 iTEMS OF CHOiCE Packages images, launch dates, and concepts subject to change and not final. Mondelēz Global LLC reserves the right to substitute the products detailed on this page with similar products CHIPS AHOY! King Size 3.75 oz 0-44000-05694-0 BELVITA Cranberry Orange 1.76 oz 0-44000-04060-4 RITZ Cracker Sandwich Peanut Butter 1.3 oz 0-44000-00210-7 OREO CAKESTERS Peanut Butter 3.03 oz 0-44000-07534 CHIPS AHOY! SS Original 1.55 oz 0-44000-04314-8 BELVITA Cinnamon Brown Sugar 1.76 oz 0-44000-03193-0 Newtons Single Serve 2 oz 0-44000-03744-4 Premium 4 oz 0-44000-00382-1 CHIPS AHOY! Original 13 oz 0-44000-03219-7 RITZ 10.3 oz 0-44000-03112-1 OREO 13.29 oz 0-44000-06011-4 OREO Double Stuf 14.03 oz 0-44000-06013-8 CHIPS AHOY! Chewy 13 oz 0-44000-03223-4 RITZ 3.4 oz 0-44000-03424-5 OREO 5.25 oz 0-44000-00749-2 Newtons 6.5 oz 0-44000-04225-7 COUGH NON-CHOCOLATE PEG SWEET & SALTY SHELF SOUR PATCH KIDS Extreme 7.2 oz 0-70462-43140-7 SOUR PATCH KIDS Blue Raspberry 8 oz 0-70462-00779-4 SOUR PATCH KIDS Tropical 8 oz 0-70462-00200-3 SOUR PATCH KIDS Watermelon 12 oz 0-70462-00824-1 SOUR PATCH KIDS 12 oz 0-70462-00823-4 SWEDISH FISH 12 oz 0-70462-00825-8 SOUR PATCH KIDS Bites 12 oz 0-70462-00845-0 SOUR PATCH KIDS 1.8 lb 0-70462-00583-7 SOUR PATCH KIDS Snapple 8.02 oz 0-70462-01243 SWEDISH FISH Snapple 8.04 oz 0-70462-01240 SOUR PATCH KIDS Watermelon Bites 12 oz 0-70462-00844-0 HALLS Defense Assorted Citrus 9 pc 3-12546-62752-9 HALLS Strawberry 9 pc 3-12546-62368-2 HALLS MENTHO-LYPTUS 30 pc 3-12546-62936-3 HALLS Cherry 30 pc 3-12546-62749-9 HALLS Honey Lemon 30 pc 3-12546-62869-4 HALLS MENTHO-LYPTUS 9 pc 3-12546-62970-7 SOUR PATCH KIDS Peach 8 oz 0-70462-00920-0 SOUR PATCH KIDS Grape 8 oz 0-70462-00903-3 CLIF Bar Chocolate Brownie 2.4 oz 7-22252-10180-8 CLIF Builders Chocolate Chip Cookie Dough 2.4 oz 7-22252-44300-7 CLIF Bar Oatmeal Raisin Walnut 2.4 oz 7-22252-50003-8 CLIF Bar Chocolate Chip Peanut Crunch 2.4 oz 7-22252-10130-3 NEW SWEET & SALTY PEG OREO Mini BB Golden 3 oz 0-44000-05231-7 Big SOUR PATCH KIDS 12 oz 0-70462-00826-5 SOUR PATCH KIDS Strawberries 12 oz 0-70462-00822-7 SWEDISH FISH & FRIENDS 8 oz 0-70462-00905-0 BARS CLIF Bar Almond Blueberry Crisp 2.4 oz 7-22252-30260-1 LiMiTED EDiTiON – H2 2024 GOLD: 31 NATiONAL iTEMS PLUS 25 iTEMS OF YOUR CHOiCE SiLVER: 31 NATiONAL iTEMS PLUS 15 iTEMS OF YOUR CHOiCE BRONZE: 31 NATiONAL iTEMS PLUS 5 iTEMS OF YOUR CHOiCE CREASE LINE
Revised 9/2023
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