Ice Cream brand Walls presents on the 2014 range at the BALPPA FEC Meeting - F+B session as part of the RPG presentation

1. Walls Ice Cream
The JOY of Ice Cream

2. Agenda
• Unilever/Walls
• 2013 at a glance
• 2014 Products
• Support for you
• Questions

3. Adding Vitality to life

4. We ARE Ice
Cream!

5. 9 of the Top 10 Brands in Ice Cream
Investing Over £35m
Unilever Accounts for >80% of All Ice Cream Category Marketing
Investment Per Annum

6. Volume = +10.4%
Volume = + 13.9%
Total Ice Cream
£94.8m
£112.8m
£78.5m
Impulse Ice Cream
Volume = +32.0% Volume = +7.4%
2013 at a glance…

7. 3 Years Of Growth...
41
42
43
44
45
46
47
2009 2010 2011 2012 2013 YTD
Unilever UK Value Market Share - TOTAL ICE CREAM

9. UNLOCKING THE MAGIC
[ The Brands ]

10. MagnumCelebrates25yearswith

11. Source: Internal
24 YEARS OF MAGNUM
2007: Magnum
Temptation
2006: Brand
quality relaunch
2010:
Magnum
Gold?!
2012:
Magnum Infinity and
Magnum tubs
2011:
100%
Rainforest
Alliance cocoa
2008:
Magnum
Mini
2003:
Magnum Seven
Deadly Sins
2005:
Magnum Five Senses
1989:
Launched in
UK
2009:
From dark to
bright side of
pleasure

12. 1. New Pack design: current range

13. 1. New Pack design: New range

14. THE OPPORTUNITY SOMETHING
PEOPLE WANT
ENGAGES PEOPLE
WITH OUR BRAND
UNLOCK CUSTOMERS’
SUPPORT
PEOPLE BUY OUR COMMITMENT
May 2014 The Launch of Our Birthday Variant
MAGNUM’s 1st EVER
HOLOGRAPHIC PACKAGING
1st EVER SILVER MAGNUM
Marc de Champagne Ice
Cream and Sauce
• 3 MP and Single
• RRP: £2.99 and £1,75

16. Driving Cornetto snacking in 2014.
Getting more consumers to choose Cornetto in place of other snacks by:
Offering accessible price
points to driving penetration
& frequency!!
Launching surprising
innovation, inspired by
delicious snacks
Premium BIG Eat
Trading up through larger formats:
COMPETE WITH
ALL SNACKS
MAKE ICE CREAM TOP
OF MIND
REASSURE PREMIUMNESS
IS WORTH IT

17. Cheesecake
Glory!!
Delicious Cornetto
Cheesecake and red fruits
ice-cream
Full of contrasting tastes and
textures that gives an intense
journey all the way through!
Offers true differentiation!!
PARALLEL SNACKING CATEGORY
£1.50 RRP
125ml
MAKE ICE CREAM TOP
OF MIND

18. Vanilla Shake!!
Rename of Enigma Vanilla &
Chocolate for 2014!!
Driving snacking
credentials!!
£1.50 RRP
125ml
MAKE ICE CREAM TOP
OF MIND

19. Choc ‘N’
Ball!!
£1.75 RRP
160ml
Premium BIG Eat!
Biggest in Market!!
Highly differentiated
from other cone
propositions
Low weather-
dependence
Always end on a high
with the delicious
chocolate tip!
REASSURE PREMIUMNESS
IS WORTH IT

20. More Snacking Opportunities..

21. Ice Cream Sandwich
Top seller in Ireland and format appearing in Europe
Driving category value through premium innovation
Targeting snacking occasions and £1 price gap!!
RRP £1
100ml

22. Kid’sportfolio

23. Save the Children Partnership
Building category equity and integrity with Mums
Genuine story to tell with a recognised partner
Launching Funny Feet OOH in 2014
OOH; RRP 90p
79ml

24. Introducing Calippo Bubblegum
OOH; RRP 90p
Exciting flavour profile: currently a gap in category
Driving frequency with an innovative flavour that kids
want to try
Growing kids flavour trend!

25. Dracula MP & OOH
RRP:65p
Drives excitement with Kids & Mums
Opp to extend Season
Launching Dracula IN & OOH in 2014

27. Cocktail inspired goods are “on
trend” with cocktail
consumption to grow by over
10% in the next 2 years!!*
2013 has seen a cocktail flavour
invasion…
*Source: IWSR Volume Data, UK Government ONS March 2013

28. Inspired by the world’s most famous
cocktails
- Solero Mojito with Mojito and pieces of Lime
Re-energising and
contemporising Solero
Newsworthy innovation
for a young adult audience
3MP * 65ml
£2.49 RRP
Singles £1.20

30. 40% less fat
#1 luxury brand accelerating Fro Yo
Broaden appeal- penetration
Details:
150ml RRP: £2.04

31. Full 360° campaign
TV &
Cinema
Digital &
Social Media
In-store

32. Ben & Jerry’s NEW –
‘Peanut Butter Cup 150ml’
Why go nuts for Peanut Butter Cup 150ml?
• NEW ammo for the Shorty market
• The US flavour fans request the most on
Facebook!
• Beat Ben & Jerry’s #1 SKU, Ben & Jerry’s
Cookie Dough 500ml, in research
• Already our #3 out of 16 scooping flavours
• This format is even more peanut buttery than
4.5L or 500ml
Peanut Butter Ice Cream with
Chocolatey covered
Peanut Butter Cups
Details:
RRP: £1.79
Broaden appeal- penetration

34. Scooping Innovation
Bubblegum Haribo Yogurt & honey
5.5lt 5.5lt4.8lt

35. 2014: Refresh & Innovate

36. UNLOCKING THE MAGIC
[ Right Cabinet, Right Location]

37. CABINET LOCATION IS CRITICAL TO
DRIVE THE IMPULSE PURCHASE
Wrong location will reduce shoppers to
the cabinet by 75%
Source: RMS 2008 and Walls Retailer project Lolly analysis 2011

38. Industry Layout supports
shopper decisions
Highest footfall in terms of
browsing and selection -
Position top selling lines on
the middle shelf supports
choc snacks
Smaller segments such
as Cones and other
choc snacks placed in
the top shelf - small
baskets lower stock
holding
Refreshment placed next
to other water based
products on the bottom
shelf
Kids range placed on the
bottom shelf easier to
browse and select product

39. Maxivision 12 / 18

40. Vista 6 / 12

41. Vista 18

42. UNLOCKING THE MAGIC
[ Stocking the right range ]

48. UNLOCKING THE MAGIC
[ Engaging customers ]

51. ATTRACT/ENGAGE

53. ENGAGE/SELL

57. NEW Carte d’Or Toolkit

60. Brand-Specific Items

63. http://www.youtube.com/watch?v=lhi17BO-
ZkA

67. WHAT IT COULD BE WORTH TO xxx
Average sales per cabinet RSV £1,000
Let them know you sell IC +15% £150
Cabinet impossible to miss Up to 75% £750
Draw attention to your cabinet Up to 42% £420
Clearly communicate pricing +5% £50
Right range right space +15% £150
Keep your cabinet clean and full +15% £150
Stock ice cream 365 +25% £250
The Potential +192% £2,920