Breakfast OpportunitySam’s Club Deep Dive
Sam’s Club Current Offerings
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Sam’s Club Frozen Breakfast
*All listed products based on availability in Bentonville, AR Club
SAVORY Frozen Breakfast Products*
Item # Count Ounce Retail $/Count $/OunceStar
Rating Status
Hot Pockets Breakfast Sandwiches 755147 13 52 $ 8.98 0.69 0.17 N/A A
Owens Tacos (Sausage, Egg, and Cheese) 17791 24 57.6 9.98 0.42 0.17 N
Jimmy Dean Snack Size Sausage Biscuits 496939 36 61.2 10.78 0.30 0.18 A
Jimmy Dean Biscuit Sandwich (Sausage, Egg, and Cheese) 452889 12 54 9.98 0.83 0.18 N
Jimmy Dean Sausage and Cheese Croissant 778 12 54 10.68 0.89 0.20 A
Jimmy Dean Delights Turkey Sausage Muffin Sandwiches 943979 12 61.2 11.98 1.00 0.20 A
Jimmy Dean Pancakes and Sausage 126124 18 45 8.98 0.50 0.20 N
Jimmy Dean Biscuit Sandwich (Bacon, Egg, and Cheese) 475888 12 43.2 10.78 0.90 0.25 A
Great Day Kolache Sausage Rolls 34431 20 40 10.68 0.53 0.27 N/A A
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Sam’s Club Frozen Breakfast
14 TOTAL Current Products in Frozen Breakfast Category
SWEET Frozen Breakfast Products
Item # Count Ounce Retail $/Count $/Ounce Star RatingStatu
s
Kellogg's Eggo Homestyle Waffles 909303 60 74.1 $ 8.98 0.15 0.12 N
Kellogg's Eggo Blueberry Waffles 152365 60 74.1 8.98 0.15 0.12 N/A A
FarmRich Cinnamon Sprinkle French Toast Sticks 877045 55-62 52 5.98 0.11 0.12 A
Pillsbury Toaster Strudel Variety Pack 11342 24 46 5.98 0.25 0.13 N/A A
Pillsbury Mini Pancakes Maple Burst'n 440004 16 50.7 8.98 0.56 0.18 A
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Closer Look - Current Products
• Eggo Homestyle Waffleso Eggo® Homestyle waffles toast up
golden brown with a light, crispy texture and a wonderfully classic taste — making them a delicious way to start your day!
o Quantity: 6 – 10 packso Retail: $8.98o Customer Reviews: 3
• Pro: Convenient and inexpensive• Con: Need more flavor options
• Eggo Blueberry Waffleso They have a light, crispy texture and the
perfect amount of blueberry flavor to give every day a berry-good start!
o Quantity: 6 – 10 packso Retail: $8.98o Customer Reviews: 0
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Closer Look – Current Products• Farm Rich Cinnamon Sprinkle
French Toast Stickso Made with whole white wheat and contain
0g trans fat per serving. Its fortified with 11 vitamins and minerals and is an excellent source of calcium!
o Retail: $5.98o Quantity: 55-62o Customer Reviews: 4
o Pro: Quality product, Inexpensiveo Con: None • Pillsbury Toaster Strudel Variety
Packo Convenient fruit-filled toaster pastries are
great from the freezer to the toaster.Variety Pack Includes: 12 Strawberry and 12 Apple
o Retail: $5.98o Quantity: 24o Customer Reviews: 0
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Closer Look – Current Products
• Pillsbury Mini Pancakes Maple Burst’no Delicious microwavable, pre-flavored
mini pancakes in a ready to serve pouch
o Retail: $8.98o Quantity:16 individual packageso Not listed online in Bentonville clubo Exclusive Club Producto Customer Reviews: 1 • Hot Pockets Breakfast Sandwich
o Made with premium bacon, low fat cheese and real scrabbled eggs with sauce in a flaky crust
o Retail: $8.98o Quantity:13 (Value pack)o Individually wrapped, 13 – 4 oz. sandwicho Customer Reviews: 0
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Closer Look – Current Products
• Jimmy Dean Sausage, Egg and Cheese Croissant– A delicious combination of Jimmy Dean
Sausage and a flaky croissant along with eggs and cheese to make a great sandwich
– Retail: $10.68– Count: 12– Reviews: 8
• Pro: Inexpensive• Con: None
• Jimmy Dean Delights Turkey Sausage Muffin Sandwich– Fully cooked and made with whole grain
muffin, turkey sausage patty, egg white and cheese. Delights™ sandwiches are a 1/3 fewer calories and 1/2 the fat compared to the leading breakfast sandwich
– Retail: $11.98– Count: 12– Only clear healthy option– Reviews: 20
• Pro: Quality, healthy, great buy• Con: Poor cooking instructions
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Closer Look – Current Products
• Jimmy Dean Snack Size Sausage Biscuitso A hot breakfast sandwich featuring
delicious Jimmy Dean® sausage on a biscuit. This pack includes 36 sausage biscuits: Individually wrapped twin packs
o Retail: $10.78o Quantity: 18 – twin packso Only snack size savory itemo Customer Reviews: 2
o Pro: Quick fixo Con: Price
• Owens Tacos (Sausage, egg, and cheese)o Individually wrapped and
microwaveable sausage, egg, and cheese tacos
o Retail: $9.98o Quantity: 12 – twin packso Customer Reviews: 1
o “Decent breakfast, decent price”
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Closer Look – Current Products
• Jimmy Dean Pancakes and Sausage– Jimmy Dean full-flavored sausage inside a sweet
pancake covering: microwave for less than two minutes
– Retail: $8.98– Quantity: 18 individually wrapped– Combines sweet and savory– Customer Reviews: 6
• Pro: Portable, tasty• Con: Hard to find
• Jimmy Dean Sandwich (Bacon, egg, and cheese)o 12 individually wrapped bacon, egg, and
cheese biscuitso Retail: $10.78o Quantity: 12o Customer Reviews: 1
o “Excellent product. Great for those days, when I or my husband want bacon, instead of sausage”
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Closer Look – Current Products
• Great Day Kolache Sausage Rollso 20 smoked sausage with cheddar baked in a rollo Retail: $10.68o Quantity: 20o New Packaging – Not listed online in Bentonville
clubo Customer Reviews: 5
o Pro: Delicious, qualityo Con: Quantity
• Jimmy Dean Biscuit Sandwich (Sausage, egg, and cheese)o Made with flavor fill Jimmy Dean
sausage patty, egg and cheese on a fluffy biscuit
o Retail: $9.98o Quantity: 12o Customer Reviews: 5
o “The folks in my office love these sandwiches. The sausage is very good and it's a good value.”
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Schwan’s Opportunity
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Opportunity
• Current “White Space”– Breakfast Pizza– Value Breakfast Items
• Best Options– Red Baron Scrambles or Red Baron Breakfast Minis– Tony’s or Private Label – to capture value option
• Possible Schwan’s offerings:– Mega Pouches– Biscuit Sticks– Pancake and Sausage Bites– Toastwich
• Volume Potential– Test: $250,000 (assuming 100 club test for 3 months)– Annual – all clubs: $7.5MM (assuming $300/club)
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Closer Look – Future Product Options
• Red Baron Mini Scrambleso 30ct. Bacon and Egg (10 – 3 count packs)o Cost: $6.50o Retail: $7.98 retail = 20% value to dollar channelo $.798 per piece (3pk) and $.196/ozo Slightly below Jimmy Dean Biscuit sandwich on a
$/count basis.o On Par with Jimmy Dean on a $/oz basis
• Red Baron Scrambleso 8ct. Bacon or variety Packo Cost: $7.24/unit or $.90/pzo Retail: $8.89 = 20% value to WM retail of
$2.78 / 2 pack ($1.39 ea)o $1.11 per piece and $.20/ozo Most expensive on a $/count basis in
categoryo On par with Jimmy Dean on a $/oz basis
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Closer Look – Future Product Options
• Other Opportunitieso Biscuit Stickso Pastry Stickso Pancake and Sausage Biteso Toastwich
• Tony’s Mega Poucho 10ct. Bacon Egg and Cheeseo Cost: $6.50o Retail: $7.98 retail = 20% value to dollar channelo $.798 per piece (3pk) and $.09/ozo Slightly below Jimmy Dean Biscuit sandwich on a
$/count basis. $.10 above hot pocket.o Lowest in category on a $/oz basis
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Schwan’s Past Offerings
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Appendix
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Red Baron Singles Breakfast Solution
• Red Baron breakfast fulfills consumer needs– Consumers are looking for quick meals for
breakfast– Consumers are looking for variety of
options that provide a complete breakfast meal (a protein & a starch)
• Red Baron pizza with a twist!– Red Baron has taken the pizza dough crust
that consumers love and added breakfast toppings to fill the breakfast occasion .
• Red Baron is a trusted brand name– Red Baron is recognized by 91% of
households*– Consumers trust Red Baron quality
Source: AAU Study May 2009
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Red Baron Singles Breakfast Details
Product Description:
Red Baron Single Serve Breakfast Scrambles are biscuit style deep dish crusts topped with scrambled eggs, 100% real cheeses and high quality meats. There are three varieties available and each package contains two 5” Scrambles.
WesternWM item number 9120714
SausageWM item number 9120693
BaconWM item number 9120686
Best Selling in WMT!
Current Wal-Mart EDLP: $2.96$/count – 1.48 $/ounce - .30
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Biggest Competitor
• Jimmy Dean Products
• New Non-club Breakfast Product (Currently in grocery)– Launched March 1, 2012– Two Options
• Sausage• Delights turkey sausage
– 2 Count package: $3.99
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Industry Statistics• Dollar Sales:
– Total Frozen Breakfast Foods: • $1,583,927,773
– Frozen/Refrigerated Breakfasts: • $830,571,676
– Frozen Waffles/Pancakes, French Toast: • $753,356,097
• Sales Units: – Total Frozen Breakfast Foods:
• 545,631,083 – Frozen/Refrigerated Breakfasts:
• 244,014,661 – Frozen Waffles/Pancakes, French Toast:
• 301,616,422 Source: Nielsen; data for the 52 weeks ending Nov. 26, 2011, for U.S. food stores with at least $2
million in sales (excluding supercenters) 11