breakfast opportunity sam’s club deep dive. sam’s club current offerings 13

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Breakfast Opportunity Sam’s Club Deep Dive

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Page 1: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Breakfast OpportunitySam’s Club Deep Dive

Page 2: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Sam’s Club Current Offerings

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Page 3: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Sam’s Club Frozen Breakfast

*All listed products based on availability in Bentonville, AR Club

SAVORY Frozen Breakfast Products*

Item # Count Ounce Retail $/Count $/OunceStar

Rating Status

Hot Pockets Breakfast Sandwiches 755147 13 52 $ 8.98 0.69 0.17 N/A A

Owens Tacos (Sausage, Egg, and Cheese) 17791 24 57.6 9.98 0.42 0.17 N

Jimmy Dean Snack Size Sausage Biscuits 496939 36 61.2 10.78 0.30 0.18 A

Jimmy Dean Biscuit Sandwich (Sausage, Egg, and Cheese) 452889 12 54 9.98 0.83 0.18 N

Jimmy Dean Sausage and Cheese Croissant 778 12 54 10.68 0.89 0.20 A

Jimmy Dean Delights Turkey Sausage Muffin Sandwiches 943979 12 61.2 11.98 1.00 0.20 A

Jimmy Dean Pancakes and Sausage 126124 18 45 8.98 0.50 0.20 N

Jimmy Dean Biscuit Sandwich (Bacon, Egg, and Cheese) 475888 12 43.2 10.78 0.90 0.25 A

Great Day Kolache Sausage Rolls 34431 20 40 10.68 0.53 0.27 N/A A

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Page 4: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Sam’s Club Frozen Breakfast

14 TOTAL Current Products in Frozen Breakfast Category

SWEET Frozen Breakfast Products

Item # Count Ounce Retail $/Count $/Ounce Star RatingStatu

s

Kellogg's Eggo Homestyle Waffles 909303 60 74.1 $ 8.98 0.15 0.12 N

Kellogg's Eggo Blueberry Waffles 152365 60 74.1 8.98 0.15 0.12 N/A A

FarmRich Cinnamon Sprinkle French Toast Sticks 877045 55-62 52 5.98 0.11 0.12 A

Pillsbury Toaster Strudel Variety Pack 11342 24 46 5.98 0.25 0.13 N/A A

Pillsbury Mini Pancakes Maple Burst'n 440004 16 50.7 8.98 0.56 0.18 A

   

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Page 5: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look - Current Products

• Eggo Homestyle Waffleso 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!

o Quantity: 6 – 10 packso Retail: $8.98o Customer Reviews: 3

• Pro: Convenient and inexpensive• Con: Need more flavor options

• Eggo Blueberry Waffleso They have a light, crispy texture and the

perfect amount of blueberry flavor to give every day a berry-good start!

o Quantity: 6 – 10 packso Retail: $8.98o Customer Reviews: 0

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Page 6: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Current Products• Farm Rich Cinnamon Sprinkle

French Toast Stickso 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!

o Retail: $5.98o Quantity: 55-62o Customer Reviews: 4

o Pro: Quality product, Inexpensiveo Con: None • Pillsbury Toaster Strudel Variety

Packo Convenient fruit-filled toaster pastries are

great from the freezer to the toaster.Variety Pack Includes: 12 Strawberry and 12 Apple

o Retail: $5.98o Quantity: 24o Customer Reviews: 0

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Page 7: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Current Products

• Pillsbury Mini Pancakes Maple Burst’no Delicious microwavable, pre-flavored

mini pancakes in a ready to serve pouch

o Retail: $8.98o Quantity:16 individual packageso Not listed online in Bentonville clubo Exclusive Club Producto Customer Reviews: 1 • Hot Pockets Breakfast Sandwich

o Made with premium bacon, low fat cheese and real scrabbled eggs with sauce in a flaky crust

o Retail: $8.98o Quantity:13 (Value pack)o Individually wrapped, 13 – 4 oz. sandwicho Customer Reviews: 0

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Page 8: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Current Products

• 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

• 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

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Page 9: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Current Products

• Jimmy Dean Snack Size Sausage Biscuitso A hot breakfast sandwich featuring

delicious Jimmy Dean® sausage on a biscuit. This pack includes 36 sausage biscuits: Individually wrapped twin packs

o Retail: $10.78o Quantity: 18 – twin packso Only snack size savory itemo Customer Reviews: 2

o Pro: Quick fixo Con: Price

• Owens Tacos (Sausage, egg, and cheese)o Individually wrapped and

microwaveable sausage, egg, and cheese tacos

o Retail: $9.98o Quantity: 12 – twin packso Customer Reviews: 1

o “Decent breakfast, decent price”

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Page 10: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Current Products

• 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

• Jimmy Dean Sandwich (Bacon, egg, and cheese)o 12 individually wrapped bacon, egg, and

cheese biscuitso Retail: $10.78o Quantity: 12o Customer Reviews: 1

o “Excellent product. Great for those days, when I or my husband want bacon, instead of sausage”

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Page 11: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Current Products

• Great Day Kolache Sausage Rollso 20 smoked sausage with cheddar baked in a rollo Retail: $10.68o Quantity: 20o New Packaging – Not listed online in Bentonville

clubo Customer Reviews: 5

o Pro: Delicious, qualityo Con: Quantity

• Jimmy Dean Biscuit Sandwich (Sausage, egg, and cheese)o Made with flavor fill Jimmy Dean

sausage patty, egg and cheese on a fluffy biscuit

o Retail: $9.98o Quantity: 12o Customer Reviews: 5

o “The folks in my office love these sandwiches. The sausage is very good and it's a good value.”

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Page 12: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Schwan’s Opportunity

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Page 13: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Opportunity

• Current “White Space”– 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)

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Page 14: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Future Product Options

• Red Baron Mini Scrambleso 30ct. Bacon and Egg (10 – 3 count packs)o Cost: $6.50o Retail: $7.98 retail = 20% value to dollar channelo $.798 per piece (3pk) and $.196/ozo Slightly below Jimmy Dean Biscuit sandwich on a

$/count basis.o On Par with Jimmy Dean on a $/oz basis

• Red Baron Scrambleso 8ct. Bacon or variety Packo Cost: $7.24/unit or $.90/pzo Retail: $8.89 = 20% value to WM retail of

$2.78 / 2 pack ($1.39 ea)o $1.11 per piece and $.20/ozo Most expensive on a $/count basis in

categoryo On par with Jimmy Dean on a $/oz basis

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Page 15: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Closer Look – Future Product Options

• Other Opportunitieso Biscuit Stickso Pastry Stickso Pancake and Sausage Biteso Toastwich

• Tony’s Mega Poucho 10ct. Bacon Egg and Cheeseo Cost: $6.50o Retail: $7.98 retail = 20% value to dollar channelo $.798 per piece (3pk) and $.09/ozo Slightly below Jimmy Dean Biscuit sandwich on a

$/count basis. $.10 above hot pocket.o Lowest in category on a $/oz basis

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Page 16: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Schwan’s Past Offerings

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Page 17: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

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Page 18: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

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Page 19: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

Appendix

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Page 20: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

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

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Page 21: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

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.

WesternWM item number 9120714

SausageWM item number 9120693

BaconWM item number 9120686

Best Selling in WMT!

Current Wal-Mart EDLP: $2.96$/count – 1.48 $/ounce - .30

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Page 22: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

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

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Page 23: Breakfast Opportunity Sam’s Club Deep Dive. Sam’s Club Current Offerings 13

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: – Total Frozen Breakfast Foods:

• 545,631,083 – Frozen/Refrigerated Breakfasts:

• 244,014,661 – Frozen Waffles/Pancakes, French Toast:

• 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) 11