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KELLOGG'S™ GROW MY STORE™ INCENTIVE

Official Terms & Conditions

CONVENIENCE RETAILERS THAT PURCHASE PRINGLES® PRODUCTS FROM CONVENIENCE WHOLESALERS AND/OR DISTRIBUTORS: Beginning 2/17/14 through 7/31/14 (“Promotion Period”):

1. New members register online for Kellogg’s™ Grow My Store™ at www.kelloggsconvenience.com (“Website”); or current members log in at the Website; and then follow the instructions to complete an online survey.

2. Upon successful completion of the survey, members will receive a kit that includes the following: one (1) can of Pringles® Tortilla Crisps Truly Original, one (1) can of Pringles® Tortilla Crisps Nacho Cheese, one (1) Pringles® Can Speaker, one (1) sell sheet and one (1) introduction letter. Please allow 4 – 6 weeks for delivery of kit.

Surveys must be completed by eligible members during the Promotion Period. Limit one (1) kit per convenience retail store for the promotion. Offer is good while supplies last. Void where prohibited. Offer open only to convenience retailers that purchase Kellogg’s® products from convenience wholesalers and/or distributors, and who are in good standing during the Promotion Period and at the time of receiving a kit. Sponsor is not responsible for electronic transmission errors resulting in omission, interruption, deletion, defect, delay in operations or transmission, theft or destruction or unauthorized access to or alterations of surveys, or for technical, network, telephone equipment, electronic, computer, hardware or software malfunctions or limitations of any kind, or inaccurate transmissions of or failure to receive survey information by Sponsor or presenter on account of technical problems or traffic congestion on the Internet or at any website or any combination thereof. If for any reason the Internet portion of the program is not capable of running as planned, including infection by computer virus, bugs, tampering, unauthorized intervention, fraud, technical failures, or any other causes beyond the control of the Sponsor which corrupt or affect the administration, security, fairness, integrity, or proper conduct of this program, the Sponsor reserves the right at its sole discretion, to disqualify any individual who tampers with the survey submission process, and to cancel, terminate, modify or suspend the program. Caution: Any attempt by any person to deliberately damage any website or undermine the legitimate operation of the program is a violation of law and should such an attempt be made, Sponsor reserves the right to seek damages from any such person to the fullest extent of the law. Sponsor: Kellogg North America Company, One Kellogg Square, Battle Creek, MI 49016.

®, ™, © 2014 Kellogg NA Co.

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Retailing Trends
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Move over, Bubba
…and make way for Healthy Habit Females & other secondary customers in convenience

C-stores aren’t built on truck drivers, Joe six packs and smokers alone. Just ask any of the 37 percent of Healthy Habit Females age 25 and under, 60 percent of Young and Active Males under age 25, and 60 percent of Busy Bee Families with kids younger than 18 years old who visit c-stores once a week or more, according to data from Schawk, Inc. and Mintel.

"C-store retailers know that they cannot simply rely on ‘Bubba’ for their future sales," said Steven J. Montgomery, president of b2b Solutions, LLC, Lake Forest, Ill. "The cigarette category that Bubba is known to be a heavier buyer in is declining. They have to appeal to a broad range of customers. And in order to keep them coming, retailers have to change their historic positioning to broaden that appeal."

One of the most important secondary shopper categories to aim for is Healthy Habit Females, Montgomery said. Among this young demographic, 40 percent purchase hot foods and 75 percent buy sweet and salty snacks—and that makes them an ideal target for tasty, guilt-free treats like Kellogg’s new line of Special K® Cracker Chips, now available in Sea Salt and Cheddar flavors.

"Females are more likely to be interested in healthy foods and snacks than their male counterparts," said Montgomery.

One particular subset of the Health Habit Female worthy of attention are young Latino women, typically age 24, which are the fastest growing c-store customer segment, according to David Brewster, president, David Brewster Design, Wadsworth, Ohio.

Research from NPD Group/Crest indicates that over 70 percent of Americans are trying to eat healthier, which makes a snack like Special K® Cracker Chips attractive: They represent a good source of fiber and contain only 110 calories per bag. Plus, they generated over $100 million in sales in their first 7 months, per Nielsen FDMx data.

Montgomery recommends testing the new Special K® line of Cracker Chips in both the main snack area and healthy snack area to determine where it sells the best.

Brewster further suggests placing Special K® Cracker Chips "at the food service counter, so it’s associated with fresh foods."

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