Company Overview

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Company Overview
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Nancy Grey Ice Cream

• Nancy Grey - in production since 1909 -- 2008
  revenue 15 MM
• La Salle Brand - 36 years in the market -- 2008
  revenue 10 MM
• Approximate Market Share (last year)
• La Salle Ice Cream -- 30 share of Super
  Premium Ice Cream in New York metro market
  (larger than Ben and Jerry and 67 the size of
  Haagen Daas)

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The Frozen Novelties Category is Very Fragmented
Compared to Other Frozen Food Categories
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Dreyers/Edys Fruit Bars are the Second Largest
Brand of Frozen Novelties
IRI Brand Report, Total US, Latest 52 weeks
ending 1/25/09
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The Healthy Frozen Novelties Segment is Growing
at a Faster Pace than Other Segments
Healthy segment includes Weight Watchers Smart
Ones, Dreyers/Edys Fruit Bars, The Skinny Cow,
Klondike Slim-A-Bear, Weight Watchers, Breyers
CarbSmart
IRI Brand Report, Total US, Latest 52 weeks
ending 1/25/09
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Dreyers/Edys Strawberry Fruit Bars Are Growing at
a Significantly Faster Rate than Any Other Frozen
Novelty Item
IRI Top 25 UPC Report, Total US, Latest 52 weeks
ending 1/25/09
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• Provide a quality branded line of thin crust
  pizza priced at retail below comparable regional
  and national brands
• Provide superior margins to retailers
• Leverage the pizza line with the entire line of
  products

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RETAIL PRICE COMPARISONPITTSBURGH MARKET
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The Frozen Deep Dish Pizza Market is Extremely
Underdeveloped

• Deep dish pizza accounts for 15 of Pizza Hut and
  Dominos unit sales.
• In contrast, based on Nielsen data for the
  Chicago market, frozen deep dish pizza accounts
  for only 4 of all frozen pizza sales.
• If deep dish pizza had 15 share of the frozen
  pizza market, the size of the category would be
  10,772,815 instead of 3,891,272.

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the Undisputed Market Leader in Frozen Deep Dish
Pizza
Source Nielsen Item Report Total Pizza-Frozen,
Chicago, 26 weeks ending 12/27/2008
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• Tony Boombozz Obssessed with the handcrafted art
  of making the perfect pizza by sourcing and
  preparing the finest toppings available .
• We start with hand-crafted dough mixed with
  extra-virgin olive oil. Our signature pizza
  sauce is made with tomatoes that are rushed from
  the field and fresh-packed within six hours,
  never from concentrate. We smother our pizzas
  with only 100 Cheese that is selected from the
  finest Wisconsin Cheese makers. Farm fresh
  toppings and fresh cut vegetables finish the
  picturesque pies.
• Tony Boombozz recipes finished first in the most
  recent coveted International Pizza Olympics in
  Rome. Additionally he has was recently named
  Pizza Operator of the Year by the leading pizza
  trade magazine.

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Tailgater Brand Overview

• Introducing a new line of breakfast, lunch,
  dinner, and snack food products that kids and
  teens will love because of the kid-friendly taste
  and you will love because they are made from
  organic and good-for-you ingredients. Kids and
  teens will also love them because they are
  professional basketball team branded and you will
  love them because they cost less than the
  national brands and a portion of the profits go
  to local charities.

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More than 70 of the HIPsters would be likely to
try this line of products.
An online survey was conducted with Riedel
Marketing Groups proprietary HomeTrend
Influentials Panel from June 13-15., 2008 The
HomeTrend Influentials Panel (HIP) is a panel of
100 HomeTrend Influentials who participate in a
range of different research studies ranging from
e-mail surveys to in-home interviews to home-use
tests to online click-through surveys to focus
groups, both traditional in-person and
online. HomeTrend Influentials (HIPsters) are the
3 to 5 of the U.S. adult population who embrace
new products much sooner than the rest of the
U.S. population. As such, they are the
bellwether for predicting how well new products
will be embraced by the mainstream population.
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There are 4 major benefits to the team and their
sponsors

• Reinforce the fan experience from US Airways
  Arena to the retail location
• Further enhance the community relationship
• Reinforce the brand at alternative venues
• Enhance sponsor relationship by
• Increasing store traffic
• Increasing store loyalty and reward program
• Increasing store sales
• Increasing store profits

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