Progressive Grocer Product

Spring 2015

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POMPEIAN IS THE # 1 Extra Virgin Olive Oil Brand * Extra Virgin Segment in 2014 is 70% of Olive Oil Category Pompeian introduces SMOOTH Extra Virgin Olive Oil Pompeian's NEW Look Extensive focus group research indicated that consumers desired better communication on Pompeian's current olive oil labels. Based on these fi ndings, Pompeian redesigned their labels to have strong consumer appeal by featuring the distinctive taste profi les along with usage suggestions. The olive oil category has certainly been changing over the years. The extra virgin segment back in 1997 was only 41% of the olive oil category. Today it is 70%. That's right, 70% of the olive oil category is extra virgin. Pompeian sees this as an opportunity for retailers to profi t from this trend. With the launch of Pompeian's NEW Smooth Extra Virgin, they are predicting incremental extra virgin sales for all of their retailers as the segment continues to climb. And, Pompeian is still the only company in the world to have the USDA seal for Extra Virgin Olive Oil. When Pompeian conducted market research, 93% of the 1,000 respondents stated they were likely or somewhat likely to purchase the New Smooth Extra Virgin, while 91% stated they would purchase the Robust. This indicates that both varieties would be purchased by consumers. The research also showed a positive response to the parity pricing for both Pompeian Robust and Smooth. Now retailers can feature both items at the same price. Category Category POMPEIAN POMPEIAN 0 10 20 30 1.6% 4.2% 18.5% 16.3% PERCENTAGE CHANGE BY VOLUME *IRI Data as of December 28, 2014, including Walmart but no warehouse clubs Olive Oil Market – 2013 to 2014 YTD PERCENTAGE CHANGE BY DOLLAR Reaching Over 220 Million Consumers Extensive Brand Support in 2015 with over $5 Million in Advertising, Social Media and Public Relations! • Vignette TV spots featuring Cooking Channel chef Grace Choi giving a Pompeian cooking demo on Food Network and Cooking Channel stations. • Banner Ads, along with Vignette videos on and • Full-page Ads in Food Network Magazine • Partnering with top food blogger network to increase social media buzz around Pompeian Extra Virgin Olive Oil and how to use 2 different varieties. • Multi-media Public Relations program Pompeian is supporting the launch of their new Robust and Smooth Extra Virgin Olive Oils through TV, Print, Digital and Social Media initiatives including : Pompeian's sourcing model is unique and offers effi ciencies in Pricing Flexibility, Freshness and Traceability. HOT OFF THE PRESSES! NEW! Raspberry Infused Balsamic Vinegar NEW! Honey Infused Balsamic Vinegar Pompeian, the leader in Gourmet Vinegars now offers 3 NEW Flavors! NEW! Jalapeño Infused Red Wine Vinegar NEW! Smooth Extra Virgin Olive Oil Pompeian introduces a New Extra Virgin Olive Oil fl avor to increase your olive oil profi ts! Through our market research we saw an opportunity to launch a new fl avor of Extra Virgin Olive Oil that is a more delicate taste profi le to capitalize on the growth of this segment. Pompeian asked over 1000 respondents of heavy EVOO users how likely they would be to purchase these oils: 93% were likely or somewhat likely to purchase Pompeian's new "Smooth". Our Robust Extra Virgin Olive Oil is the leading brand! When the 1000 respondents were asked if they would continue to purchase Robust, 91% said they were likely or somewhat likely to purchase Robust. This is a strong indicator that both varieties would be purchased by consumers. Research also showed a positive response to Pompeian's parity pricing of both Extra Virgin Olive Oil fl avors. This gives the retailer the opportunity to feature both items at the same price!

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