Normandie CamembertA taste of Normandy on your plate!

07/19/2010

The Camembert Category

Despite a stable ACV (66% nationally) and increased promotions (from 6 to 30% ACV on Promo): consumers are not coming back to the product.

CAM

SRC

+ 4.1%

- 4.3%

In Lb

The Camembert segment is loosing sales and is

under performing the SRC category:

*Nielsen latest 52 weeks ending May 15th 2010

The Leading Offer today

12 months trend YTD

- 16%

- 9.8%

In Lb

*Nielsen latest 52 weeks ending May 15th 2010

With 36% of market share, Président leads this segment, but is under performing the category: declining – 9.8% vs.category at – 4.3%. This is confirmed, with a YTD at –16%. Price is not the issue as Brie and Camembert 8oz are sold at same RSP.

The Leading Offer Today

Président CamembertPrésident Brie

So, why the drop?

Inside the pack, looking at the cheeses, it is difficult to distinguish any differences.

In their own words*, our Ile de France Foodie target is in search for:

• I like a variety of tastes and flavors. I have traveled extensively and enjoyed exotic

meals around the world.

• I buy specialty foods to ensure the distinct flavor and quality in certain dishes that I

cook for entertaining.

• I like to experiment and try new things and I like to try foods I ate years ago in

Europe when I lived there and are now making their way to the States.

What are Foodies looking for?

*Mintel, Nov. 2008 & Nov. 2009, US Consumer Report

The real thing, the real taste,

• What they have experienced abroad,

• Cooking dishes with the most authentic cheese, to re-create their past

experience,

• Buying specific cheeses due to their authentic nature.

What are Foodies looking for?

They are NO FOOLS and today they are unlikely to repeat their purchase.

Pushing for more authenticity,

we have worked with our cheesemakers

to bring you a “new” recipe full of flavor!

The Answer…

Normandie Camembert

Ile de France Camembert is crafted in

Normandie, from local Rbst free

pasteurized cow milk.

It reintroduces under its artisan-looking

ivory rind, the wonderful flavor of

traditional farmhouse French

Camembert.

It has an aromatic bouquet with

mushrooms and nutty undertones.

Ile de France Normandie Camembert

The REAL Thing:

Why does NORMANDIE matters?

• Best quality milk: herds spend most of their time out side, grazing in the

fields of Normandie, known for its temperate climate and rich soil.

• Local farmers: the milk is locally collected among 5,000 farms surrounding

the area, controlled and certified. Each farm signed “A good Practice

agreement” to only provide best quality milk.

• Very fresh milk: The milk is transformed within 48 hours of the milking of

the cows.

• Most fresh and own-made cream: The plant producing Ile de France

Camembert is making its own cream, and using it the same day!

Ile de France Normandie Camembert

SummaryItem #: 012041-001

NO Pack Size change: 6/7.7 ozNO UPC/GTIN changeNO shelf life change

Date of switch:

File 37 - 09/13/2010 From France ETA USA +/- Mid-October (1st shipment)

Pricing: $6.85 to $7.29/unit suggested RSP

Retailers Distributors

Del. Warehouse : $20.49/case Del. Warehouse : $19.79/case

Del. Cross Dock : $21.09/case Del. Cross Dock : $20.39/case

DSD : $21.99/case N/A

Why should consumers and retailers buy

Ile de France Camembert?

Consumer Benefits

1. Fits the demand in terms of more

product authenticity

2. Only premium and the freshest

ingredients are used

3. A real differentiation between

Brie and Camembert

4. Imported from France, we have

the possibility to taste the real

thing

Retailer Benefits

1. A real product differentiation in

the Deli case between Brie and

Camembert

2. Will increase category sales and

profits by repeat purchase

3. More upscale & higher quality

product

4. A real Normandy Camembert,

birthplace of the cheese more

than 300 years ago

Transition Period

The first shipment of

Ile de France Camembert new recipe

will be delivered in the USA: Mid-October

It will gradually replace the current recipe.

To create awareness, boost sales

and facilitate the transition

Support & Promotional Material Available

Promotional Calendar*

September October November December

Internet

Communication

Public Relations

Trade Support

Internet

Consumer

Support

Newsletter/Coupons

Website Cheese of the Month, interviews, recipes & videos

Featured on our Facebook, MySpace, Twitter & Flickr pages

Who wants to win a wheel of camembert? Game

Press release

Weekly chefs basket including a wheel of camembert in each shipment

$1.00 OFF COUPONS

*Detailed Program in appendices

In-pack $1.00 OFF coupons in Brie and Camembert 7.7 oz pack

140 DEMOS + POS (Danglers, Case Cards) + $1.00 Coupons Tear Pads

Exclusive preview: 50 bloggers

to receive 1 wheel of cheese

SEO keyword maximization

Press Release

Attractive POS material to create

awareness & generate trial

Appendices

Among our current customers, who is

buying it today*?

1. Publix 46%**

2. HT 12.5%

3. DPI 4%

4. Burris 4%

5. HEB 3.5%

6. AHOLD 3%

7. Wakefern 3%

8. White Rose 2.5%

9. SYSCO Philadelphia 2%

10. World Wide Food 1.5%

**Percentage are expressed on 2010 volume through June 30th*80% of our customers are represented

Internet Support Material

Starting in September, Ile de France Cheese website, US#1 Portal for French

cheeses, up to 150,000 visits per month, will promote the Normandie Camembert:

- Our 50 bloggers and Foodies will receive a free wheel of cheese “in exclusive

preview” and will be interviewed on the product, favor profile, cooking/ pairing suggestions (September)

- SEO keyword Optimization: “Camembert” ,“Normandy Camembert”

(September)

- Internet Press release (September & November)

Internet Support Material

- Mid-October and beginning of November 2 exclusive newsletters

will be sent to our 60,000 subscribers to present the New cheese

including a $1.00 OFF coupon

- Featured on MySpace, Facebook, Twitter and Flickr (October – December)

Internet Support Material

- Will be featured as “Cheese of the Month” for 2 months with exclusive interview of the cheesemaker, recipes, video recipes and pairings (November/December)

- “Who wants to win a Camembert?” game will be available

for the Holidays: A simple question will be asked about the

Camembert (extracted from featured articles) and 1

winner/day will be picked randomly among the correct responses to

win a wheel of cheese! (November/December)

Internet Support Material

- Our weekly and Special Holiday gift baskets will not only include the cheese but also a leaflet with a $1.00 OFF coupon throughout the Holidays .

- Special $1.00 OFF coupons will be available online throughout the Holidays