Plain biscuits;

20%

Sandwich biscuits;

19%Wafers; 17%

Filled biscuits;

11%

Cookies; 9%

Digestive; 9%

Crackers; 8%

Coated Biscuits; 6%Assortments/Others;

1%

Growing at a rate of 10% year on year

The biscuit category segmentation in the MENA

EgyptCreams introduction in Egypt was very successful and this new SKU is contributing positively in the growth of the core range.Both flavours show a good sell-out with a preference for the chocolate creams over the Vanilla (2.42 T choco vs. 2.12 T vanilla).

Build on this success, the launch of Happy Faces should have a better outcome as it is serving a wider consumer base (kids and adults), is launched under McVities Junior and is more affordable then the creams (2.5 EGP).

McVitie’s Junior – Affordable Kids NPD

What: McVitie’s Junior Happy Faces

“Give Health a smile”

Happy Faces CreamsVanilla Ice cream flavour

# of CDUs per case: 8# of packs per CDU:12#of biscuits per pack: 6Weight per pack: 60gPack Barcode : 5000396034219CDU Barcode: 5000396034356

McVitie’s Junior Happy Faces

Happy Faces Creams Chocolate and Hazelnut flavour

# of CDUs per case: 8# of packs per CDU:12#of biscuits per pack: 6Weight per pack: 60gPack Barcode : 5000396034196CDU Barcode: 5000396034349

McVitie’s Junior Happy Faces

Happy FacesPlain

# of CDUs per case: 8# of packs per CDU:12#of biscuits per pack: 12Weight per pack: 60gPack Barcode : 5000396034271CDU Barcode: 5000396034387

McVitie’s Junior Happy Faces

Why

McVitie’s Junior Happy Faces

• With kids biscuits there are 2 important people to consider:…….Kids – who want a tasty fun biscuits…….Parents – who want biscuits that support the development of their child

• McVitie’s Happy Faces are Enriched with Vitamins & Minerals …….Calcium (for bone growth), Iron (for vitality), Iodine (for brain development). Made of wheat

• Mothers trust McVitie’s……McVitie’s bring biscuits with nutrients…… at an affordable price!

• First order of Happy Faces : P11

Merchandising• All packs in a full colour CDU with an empty spot to communicate the price

• 12 packs per CDUUpper Trade:• Merchandise next to Oreo• Display CDUs together• Position CDUs @ checkout where possibleLower Trade• Merchandise next to Oreo • Display CDUs together• Position CDUs @ checkout where possible• Ensure pack price is marked on the CDU

Size impression vs. Oreo:More biscuits + bigger size

Merchandising: planograms

2nd shelf

1st shelf

3rd shelf

Wobbler 13cmx13cm

POSM

Qty: 100

Belts25cm x 1m

Qty: 300

70cmx100cm

Qty: 50

Posters A3

Push & pull stickers 20cm x 20cmQty: 250

Qty: 1000

Some of the trucks can be branded using the new core generic design and some with the HF visual