“Better-For-You” better -...

BETTER-FOR-YOU SNACKS

Nbetterbetter

“Better-For-You”

for business.is o matter the type of business you’re in, getting more customers through the door and to the checkout is the goal, and in the convenience business, this is definitely true!

C-stores have a core group of shoppers

that we want to keep happy, but there

are others out there who aren’t shop-

ping with us because they believe we

don’t have what they’re looking for –

better-for-you items. Fortunately, these

shoppers simply don’t know us well

enough and this represents an opportu-

nity for growth!

It’s clear that shoppers today are

leading hectic lives and, according

to NACS Magazine, “…snacking is

becoming the new mealtime.” However,

it’s also evident that there is a segment

of shoppers who don’t just want any old

snack…they want a better-for-you or

BFY snack. These customers believe

that better food choices lead to a better

quality of life, but they don’t want to

sacrifice taste and convenience…this is

where your c-store has an opportunity

to shine! BFY snacks that are appropri-

ate for the convenience channel are

things such as nuts, seeds, natural

jerky, nutrition bars, pretzels and even

non-GMO and gluten-free chips and

popcorn.

What is Better For You?

BFY means different things to each

of us. Some may want reduced fat, salt,

sugar or gluten free, while others may

insist on Non GMO verified, or USDA

Organics. It is important to define BFY,

and for Eby-Brown, it is no artificial

colors, sweeteners, preservatives or

hydrogenated fats. These attributes are

different than socially better initiatives

like Animal Welfare standards, Rain

Forest Alliance and Fair Trade products.

Bringing in the BFY Shopper

So who is your BFY shopper?

The Natural Marketing Institute has

– ...customers believe that better food choices lead to a better quality of life, but they don’t want to sacrifice taste and conve-nience…this is where your c-store has an opportunity to shine!

34 CATEGORY INSIGHTS™


1st Quarter 2016 35

The Diversity of the Population Across the Health and Wellness Landscape

WELLBEINGS

19%*

Most health pro-activeMarket leaders & influencersHighest organic usageUse some supplementsUse many health modaltiesMost green

Healthy eatinga priority

FOODACTIVES

12%*

Mainstream healthyBasics, balance and controlDesire inherently healthy foodsTake variety of supplementsLeast eco-friendlyMost price driven

Self-directedhealth

MAGIC BULLETS

17%*

Lack commitment to healthy lifestyleSkew Boomer/Senior, lower incomeHealth managers vs preventersWeight managersLeaast likely to exercise

Health strivers looking for quick fix

FENCESITTERS

38%*

‘Wannabe’ healthyMost likely to have kidsConvenience importantStressed out, want help and controlMore health kicks but no clear goalsEco-friendlyActive weight loss

Self-directedhealth

EAT, DRINK & BE MERRYS

14%*

Least health activeUnconcerned about preventionChoose taste over healthYoungerLeast likely to be PGS

Not very healthmotivated

Source: Natural Marketing Institute * C-Store Shoppers



76% of c-store shoppers say they’re

eating healthier today than they did in

2007. Finally, it’s important to note that

women are more likely to express strong

interest in BFY items in c-stores.

Where to Start with BFY

Anytime you tackle a new segment,

it’s difficult to know where to start, but

with BFY, you simply start at the begin-

ning – the morning daypart!

In general, consumers say that nutri-

tion ranks highest for them in the morn-

ing, and consequently, breakfast can be

your “breakthrough” daypart for BFY.

57% of “Fence Sitters”, who we have

already identified as a primary target for

BFY, say they eat extremely/very healthy

at the breakfast meal occasion.

This tells us that we should certainly

market to the morning daypart with

things like early-bird specials or cross

promotions with water, fresh fruit or

other healthy items like yogurt. Nutri-

tion or fruit bars also make an excellent

breakfast option for those looking for

BFY options. It is important to make sure

your BFY offering is located in a highly

visible area of your store.

Once you’ve moved past the break-

fast daypart, remember that healthy

snacking is top-of-mind for your BFY

customers so items such as Kettle Brand

Total

Male

Female

Age 18-34

Age 35-54

1 in 4 Shoppers Say TheyWant BFY in C-stores

31%

23%23%

28%

0 10 20 30

27%

26%

“I wish C-stores offered morehealthy food options.”

Would shop more often

20%of consumers “strongly agree” that they would shop at a c-store more often if

it carried more BFY products.(Men: 17%, Women: 22%)

Source: GMI BFY Research - Jan/Feb, 2013.% Top 2 Box Agreement Among Total

Respondents (N=1600 past 3 month c-storefood and beverage shoppers, 18-54 years old).

developed a segmentation model that

divides consumers into five groups

based upon their attitudes toward health

and wellness. These five groups are the

“Eat, Drink & Be Merry’s” who are not

very health motivated, followed by the

“Fence Sitters” who are health strivers.

Next come the “Magic Bullets” who are

looking for a quick fix, followed by the

“Food Actives” who use self-directed

health. And finally we have the “Well

Beings” who make healthy eating a

priority.

Their research shows that 25%

of convenience shoppers fall into the

“Fence Sitter” group, which means that

they’re likely visiting your c-store to

purchase fuel, but they are underserved

in the BFY area. Therefore, they may

not be purchasing their snack items

from you. The good news is that this is

a shopper who you can utilize to grow

your BFY base – they simply need to be

educated about the BFY products you

offer. In addition, these shoppers tend

to have a higher median income, are

millennial-aged, have children, and have

a higher annual basket ring at c-stores.

Also, one in four shoppers say they

want BFY in c-stores, and 20% of con-

sumers strongly agree that they would

shop at a c-store more often if BFY

products were available. In addition,

– ...one in four shoppers say they want BFY in c-stores, and 20% of consumers strongly agree that they would shop at a c-store more often if BFY products were available.

1st Quarter 2016 37


chips, Skinny Pop, natural jerky (Krave,

Oberto or Dukes), Back to Nature Fruit

and Nut mixes, Seapoint Farms Eda-

mame, and Wonderful nuts are perfect

on-the-go snacking options.

Organics are also part of the BFY

conversation and some great options

are now available for convenience that

are certified USDA Organic. Ferrara

Candy is offering both Stonyfield Farms

fruit chews and Black Forest gummies.

Amy’s Kitchen has a couple of candy

bars, and Snyder’s is offering Late July

Tortilla Chips that are USDA Organic. A

BFY end cap is a great location to high-

light these organic options.

Please note the graphic on pages

40-41 that lists key better for you

snacks available at Eby-Brown, along

with the attributes of each item. This can

be helpful for selecting particular items,

or for in-store signage.

Breakfast

Lunch

Dinner

Snacking

% of FENCE SITTERSindicating they eat

extremely/very healthyduring each meal occasion

50%50%

40%

33%

0 20 40 60

57%

Breakfast appears to be the meal occasion where c-stores can offer healthier options to attract FENCE SITTERS

Source: Natural Marketing Institute

Where ShouldBetter-For-YouBe Located?

Other3%

Other

In a separate location58%

In-line39%

Source: GMI BFY Research - Jan/Feb, 2013

As far as where consumers would

like to see BFY products, it’s in a sepa-

rate section. C-stores are not associated

with BFY foods, so shoppers don’t want

to have to hunt around to find them. Of

course, that will not be realistic for every

store so if BFY items are in-line, that’s

also okay.

To assist you with this new and

promising category, Eby-Brown offers a

three-foot end cap, and a four-foot POG

to meet your needs. For stores that have

the clientele and commitment for a BFY

snack set, we recommend an end cap

or other highly visible location near other

healthy options like fresh fruit, cut fruit,

yogurt or salads. In some instances, this

can be close to a grab-and-go cooler

featuring these refrigerated options. Con-

sult your Eby-Brown representative for

customized planning solutions to make

the BFY category the best it can be!

Sources: NACS Magazine, “Blending Health and Convenience,” October 2015; Natural Marketing Institute; GMI BFY Research – Jan/Feb, 2013; General Mills “Better For You” Insights.

– For stores that have the clientele and commitment for a BFY snack set, we recommend an end cap or other highly visible location near other healthy options like fresh fruit, cut fruit, yogurt or salads.

What if nirvana came in bite-sized pieces? With Crunchmaster Crackers, every bite is like a little piece of paradise. You’ll know what we mean the moment you taste one of our irresistibly crunchy gluten free crackers. Packed with 100% whole grain goodness, Crunchmaster crackers are made with a blend of pure, California rice and loaded with seeds like sesame, quinoa, amaranth, millet and flax. Crunchmaster crackers are certified Gluten Free by the Gluten Free Certification Organization (gfco.org). For coupons, recipes and additional information, please visit our website at crunchmaster.com Say Hello to your delicious new daily break.

Eby-Brown Order Code # 396788 BX • CRUNCHMSTR CRISP ORG



Key BFY Snacks Available from Eby-Brown

908293396978397000986141702373702399762542986620980185891465396788397208509158500108397638398024397992861971905414987925987909455790744979399808399790399634399618993782993774905026397752397760396804396796762534702365944603509141858373595223310748743344732982732909825414906511

ITEM # PK EACH PiCK

DESCRIPTION CAT PEG TRAYOR BOX

NATURAL

8888666

12666

126

1212121288

1212151515151212111

121212126666

18121212121211

399782397588

862342

397547397554

SNYDERS EAT SMART VEGGIE CHIPSLATE JULY TORTILLA CHIP -MULTIGRAINLATE JULY TORTILLA CHIP - JALAPENOSNACK FACTORY PRETZEL CRISPS ORIGINALKETTLE SALTEDKETTLE SALT & PEPPERKETTLE BACK YARD BBQSKINNY POP 1ZPOPCORN INDIANA KETTLE 2.1ZFSTG SWT POTATO CHIPCRUNCHMASTER MULTI SEED CRISPS CRAKCERSCELLO PARM CHEESE WHISPSHARVEST SNAPPEAS SALTED 1.75DAVID SIMPLY - SALTEDBACK TO NATURE HARVEST BLENDSEAPOINT EDEMAMME ROASTED 3.5ZSEAPOINT EDEMAMME WASABI 4ZWONDERFUL PISATCHIOWONDERFUL ALMONDSCLIF ORG CH/PBCLIF ORG CH/CHR/ALMLUNA LEMON ZESTLUNA PEPERMINTFSTG MACADAMIA CHAIFSTG HAZELNUT SEA SALTTHAT’S IT APL/STRAWTHAT’S IT APL/BLUBKRAVE SWT CHIPPOTLEKRAVE CHILE LIMEDUKES SHORTIESSTONYFIELD FRUIT CHEWSBLACK FORREST ORGANICAMY’S ORGANIC CRISPY CANDY BARAMY’S ORGANIC CRUNCHY CANDY BARKETTLE JALAPENOKETTLE SALT & VINEGARKETTLE MAPLE BACONHARVEST SNAPPEAS WASABI 1.75PLANTERS HEART HEALTHBLUE DIAMOND WHOLE NAT ALMCLIF CHOC CHIPCLIF WH CHOC MACCLIF BUILDERS CHOC MINTCLIF BUILDERS CHOC PEANUT BUTTEROBERTO ORIGINAL BEEF JERKYOBERTO APPLEWOOD BACON JERKY

SALTYSALTYSALTYSALTYSALTYSALTYSALTYSALTYSALTYSALTYSALTYSALTYSALTYNUTS/SEEDSNUTS/SEEDSNUTS/SEEDSNUTS/SEEDSNUTS/SEEDSNUTS/SEEDSNUTRN BARNUTRN BARNUTRN BARNUTRN BARNUTRN BARNUTRN BARNUTRN BARNUTRN BARMEATMEATMEATSWEETSWEETSWEETSWEETSALTYSALTYSALTYSALTYNUTS/SEEDNUTS/SEEDNUTR BARNUTR BARPROTEIN BARPROTEIN BARMEATMEAT

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POG

3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT3 & 4FT

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1st Quarter 2016 41


USDAORGANIC

YY

YY

YYYY

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Y

YYYYY

YYYY

YYYY

NONGMO

YYY

YYYYYYYYY

YYYYYY

YYYYYY

YYYYYY

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GLUTENFREE

YYYY

YY

YY

YY

Y

Y

HEARTHEALTHY

WHOLEGRAIN

FAIRTRADE

YY

YY

Y

YY

YY

Y

YY

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RAINFORESTALLIANCE

VEGAN

NEW travel size Harvest Blend Trail Mix!

Simply Delicious. Simply Good.facebook.com/backtonaturebacktonaturefoods.com #backtonature

Inspired by nature—A premium blend of Raisins, Almonds, Pumpkin Seeds, Sunflower Seeds, Dried Apricots, and Pecans!

Convenient On-the-Go packs.

✔ Non-GMO Project Verified

✔ Dry Oven Roasted Nuts

✔ NO Hydrogenated Oils

✔ No High Fructose Corn Syrup

✔ Permission to Snack Better

EBY ITEM # BTN # DESCRIPTION PACK SIZE397638 03126 BTN Harvest Blend Fruit & Nut Mix 12 4.5 oz

Enjoy Life... Eat Well

Good Source ofPlant Based Protein Healthy

Heart*

Dry Roasted EdamameSea Salt

4 oz. Bag / EBY Item #398024

Dry Roasted EdamameSpicy Wasabi

3.5 oz. Bag / EBY Item #397992

vegan

NON

ProjectV E R I F I E D

nongmoproject.org

GM

Hungry and in a hurry? Let Seapoint Farms satisfy your craving with America’s favorite edamame. Enjoy these protein-packed low carb snacks with ZERO guilt. Enjoy!

O



Place this endcap in a high traffic area near fresh fruits or salads.

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SECOND SHELF396804987909399790947051399634744979THIRD SHELF397000396978908293986141397208509158BOTTOM SHELF891465702373762542702399986620980185

ITEM # DESCRIPTION

ITEM # DESCRIPTION

STONYFIELD ORGNC FRT SNK MIX BRYBACK/NATURE HARVEST BLENDWONDERFUL PISTACHIOS RST/SLTSEAPOINT FRM EDAMAME LT SLTDAVID SIMPLY SEEDS JUMBO LT SLTKRAVE JERKY SWEET CHIPOTLEBLACK FOREST ORGNC GUMMY BEARSCRUNCHMASTER MULTI-SD CRISP ORIGWONDERFUL ALMONDS RST/SLTSEAPOINT FRM EDAMAME DRY RST WSDUKES SHORTY SSG ORIGKRAVE JERKY CHILI LIME

AMYS ORGNC ANDY DNDY CRNCHY BARCLIF ORGNC TRL MX BR DRK P-BFOOD TASTE GOOD BAR ALM/MCDMIABEAR NAKED ENERGY BAR CHOC PBTHATS IT APPLE/BLUEBERRYLUNA BAR LEMON ZEST

AMYS ORGNC BAR CRISPYCLIF ORGNC TRL MX BR DRK CHR ALMFOOD TASTE GOOD BAR HZLNUT/ALMBEAR NAKED ENERGY BAR PNT BTRTHATS IT APPLE/STRAWBERRYLUNA BAR CHOC PPRMNT STK

LATE JULY TORT CHIP JLPNO LIMELATE JULY ORGNC TORT CHP SEA SLTEAT SMART VEG CRSP POT/TMT/SPNCHPRETZEL CRISP ORIGCELLO WHISPS PARMESAN CRISPSCALBEE SNAPEA CRISPS SALT

FOOD TASTE GOOD TORT CHP SWT POTKETTLE CHIP SEA SALTKETTLE POTATO CHIP BACKYARD BBQKETTLE CHIP KRINKLE CUT SALT/PPRSKINNYPOP POPCORNPOPCORN INDIANA KTTLCRN SWT/SLTY

3ft Better-For-You Planogram


1st Quarter 2016 45


www.thatsitfruit.com

Eby item #399626That's it. Apple + Cherry fruit bar

Eby item #399600That's it. Apple + Banana fruit bar

Eby item #399618That's it. Apple + Blueberry fruit bar

Eby item #399634That's it. Apple + Strawberry fruit bar

Lightly SaltedMSRP - $1.79

Eby # - 509158

Wasabi RanchMSRP - $1.79

Eby # - 509141

This expanded version is offered for a 4ft section. BFY must be highly visible.

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ITEM # DESCRIPTION

ITEM # DESCRIPTION

STONYFIELD ORGNC FRT SNK MIX BRYBACK/NATURE HARVEST BLENDPLANTERS NUT-RITION HRT HLTHY MXWONDERFUL PISTACHIOS RST/SLTSEAPOINT FRM EDAMAME LT SLTDAVID SIMPLY SEEDS JUMBO LT SLTOH BOY! OBERTO JRKY BACONKRAVE JERKY SWEET CHIPOTLEBLACK FOREST ORGNC GUMMY BEARSCRUNCHMASTER MULTI-SD CRISP ORIGBLUE DIAMOND ALMONDS WHL NTRLWONDERFUL ALMONDS RST/SLTSEAPOINT FRM EDAMAME DRY RST WSDUKES SHORTY SSG ORIGOH BOY! OBERTO BF JRKYKRAVE JERKY CHILI LIME

AMYS ORGNC ANDY DNDY CRNCHY BARCLIF ORGNC TRL MX BR DRK P-BFOOD TASTE GOOD BAR ALM/MCDMIABEAR NAKED ENERGY BAR CHOC PBTHATS IT APPLE/BLUEBERRYLUNA BAR LEMON ZESTCLIF BUILDERS BAR P-BTRCLIF ENERGY BAR WHT CHOC MCDM NT

AMYS ORGNC BAR CRISPYCLIF ORGNC TRL MX BR DRK CHR ALMFOOD TASTE GOOD BAR HZLNUT/ALMBEAR NAKED ENERGY BAR PNT BTRTHATS IT APPLE/STRAWBERRYLUNA BAR CHOC PPRMNT STKCLIF BUILDERS BAR CHOC MINTCLIF ENERGY BAR C-CHP

LATE JULY TORT CHIP JLPNO LIMELATE JULY ORGNC TORT CHP SEA SLTEAT SMART VEG CRSP POT/TMT/SPNCHPRETZEL CRISP ORIGCELLO WHISPS PARMESAN CRISPSCALBEE SNAPEA CRISPS SALTCALBEE SNAPEA CRISPS WASABISKINNYPOP POPCORN

FOOD TASTE GOOD TORT CHP SWT POTKETTLE POTATO CHIP MAPLE BACONKETTLE POTATO CHIP JALAPENOKETTLE CHIP SEA SALT/VINEGARKETTLE CHIP SEA SALTKETTLE POTATO CHIP BACKYARD BBQKETTLE CHIP KRINKLE CUT SALT/PPRPOPCORN INDIANA KTTLCRN SWT/SLTY





1st Quarter 2016 49


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