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Customer PresentationJanuary 2013
2
Company Information
Consumer Research
Licorice Category Performance
Lucky Country® Proposal
Meeting Agenda
3
Lucky Country Inc. is the leading manufacturer of Australian style soft licorice in North America Began importing soft licorice into the U.S. from Australia in 2000 Established U.S. manufacturing operations in Lincolnton, North Carolina in 2005
Lucky Country® products are known for their soft texture and bold flavor profile Available in multiple flavors including Traditional Black, Strawberry , Cherry, Apple &
Pineapple Package sizes ranging from 4oz to 1.5lbs to meet every consumer usage occasion
Company Information
4
Consumer Research - Licorice Category
Age - L icor ice Consumpt ion
The sweet spot appears to be consumers age 25-54
H e a v y n = 2 1 0
M o d e r a t en = 3 5 8
I n f re q u e n tn = 2 3 6
Source: Brand Benchmark & Consumer Insights Study, March 2012
Gender - L icor ice Consumpt ion
Sl ightly more males tended to be Heavy consumers of l icor ice whi le more Infrequent users were female.
H e a v y n = 2 1 0
M o d e r a t en = 3 5 8
I n f re q u e n tn = 2 3 6
Source: Brand Benchmark & Consumer Insights Study, March 2012
Channels – L icor ice Consumpt ion
Grocery and mass merchandisers are the dominant purchase venues.
n = 8 0 4
Source: Brand Benchmark & Consumer Insights Study, March 2012
Drivers – L icor ice Consumpt ion
Taste and texture are the two dominant decision drivers.
n = 8 0 4
Source: Brand Benchmark & Consumer Insights Study, March 2012
Flavor Preferences - Top-3 Shown
Strawberry is the #1 fl avor fo l lowed by b lack, then cherry.
n = 8 0 4
Source: Brand Benchmark & Consumer Insights Study, March 2012
Frequency - Auss ie vs . Standard
The Aussie consumer is a “licorice enthusiast” with 75% consuming l icor ice at least 2-3 t imes per month
A u s s i e n = 8 2
S t a n d a rdn = 7 2 2
Source: Brand Benchmark & Consumer Insights Study, March 2012
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Licorice Category Performance
Lico
rice
Categ
ory
1
3 W
eek
Luck
y Cou
ntry
®
1
3 W
eek
Lico
rice
Categ
ory
26 W
eek
Luck
y Cou
ntry
®
2
6 W
eek
0%10%20%30%40%50%
Licorice Category Overview$ S
ale
s C
hg
vs.
YA
G
Source: Nielsen - Licorice Category - Total U.S XAOC - Ending 12/22/12
Lucky Country® Soft Licorice is driving growth in the category …
+0.8%
+37.9%
+1.2%
+34.2%
Licorice Category
13 Week
Lucky Country® 13 Week
Licorice Category 26 Week
Lucky Country®
26 Week
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Licorice Category OverviewA
vera
ge U
nit
Pri
ce
Source: Nielsen - Licorice Category - Total U.S XAOC - Ending 12/22/12
…And increasing penny profit and register ring!
$1.96
$2.72
$1.94
$2.58
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Lucky Country® Proposal
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Lucky Country® - Flavor Ranking
#1 Black
#2 Strawberry
#3 Cherry
#4 Apple
#5 Pineapple
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Lucky Country – Package Sizes & Flavors
4oz Peg Bags $1.49 SRP
6oz Peg Bags$1.99 SRP
8oz Gusset Bags$2.59 SRP
1.5lb Gusset Bags$6.99 SRP
Immediate
Consumption
ModerateConsumpt
ion
HeavyConsumpt
ion
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Lucky Country® Proposal
Products 6oz Black
6oz Strawberr
y
6ozCherry
6ozApple
6ozPineapple
Retail Price
Price/Ounce
Unit Cost
Margin
Permanent Distribution
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Lucky Country® Proposal
Products 7.2oz Black
7.2oz Strawberry
7.2oz Cherry
Retail Price
Price/Ounce
Unit Cost
Margin
Promotional Program – 20% More Free
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Appendix
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An onl ine study was fi elded among: Adults age 18+ Nationwide US geography Gender spl i t 50/50 Screener: Must be l icor ice consumers / at least
a couple of t imes per year or more frequently
The research was fi elded February 28-March 2, 2012 and yielded a total of 804 completes (goal = 800).
Consumer Research Methodology
Nielsen Expanded All Outlet (XAOC)
Grocery Channel: 148 Different Chains
Mass Channel: Walmart, Target, Kmart, Shopko, Alco & Pamida
Drug Channel: Walgreens, CVS, Rite Aid, Kinney, Kerr, Discount Drug Mart, White, Bartell
& USA Drug
Dollar Channel: Dollar General, Family Dollar & Fred’s
Club Channel: Sam’s & BJ’s
Data Suppliers
