Food Business News - June 18, 2013 - 30

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CONTRACT MANUFACTURING

Single-serve coffee ‘harbinger of
things to come at TreeHouse’
NEW YORK — Despite numerous successes in terms of brand acquisitions and
development since its formation in 2005,
TreeHouse Foods, Inc. may be poised for
its most important initiative in the months
and years ahead, said Sam Reed, chairman
and chief executive officer.
“We have, after six years of starting and
building this company, for the first time
launched a large-scale project for organic
growth based on utilization of intellectual
property and the assets that we had internally — and that is single-serve filtered
coffee,” Mr. Reed told analysts at the Citi
Global Consumer Conference held May 30
in New York.
Mr. Reed said it is still “early in the game”
for single-serve coffee, but expressed optimism that “this is an investment that is a
harbinger of things to come at TreeHouse.”
He noted several reasons for his optimism.
“We have proved for the first time to ourselves that we can in fact develop something internally as opposed to simply pay
for it and then lay it over our distribution
system,” he said. “And in that regard, I think
we will find, once there is sufficient data as
this rolls out, that TreeHouse will be the
leader in that private label category.
“And secondly, that our presence in that
category will reach that $100 million mark
as kind of the threshold for sufficient size
for us to invest in the long term, for not only
growth but a greater presence with our grocery customers.”
Mr. Reed described TreeHouse’s experiences with the single-serve coffee launch as
being both similar — and different — from
other private label efforts. Similar in that
there was a substantial opportunity to create a private label presence, but different in
that there was a specific date in which patent protections would expire and any
and all private label coffee products
would be able to hit the market.
In the year leading up to the
launch, TreeHouse developed its
technology and met with customers to determine how to best emulate the national brand, he said.
“I think it was very important
that we concluded early on that we
would focus only on the premium
segment with regard to the quality
of the product, how the beans were
roasted, how they were blended, that
we would limit our initial foray to only
those grocery customers that we saw that

were committed to creating a house brand
in this category in their stores,” he said.
Mr. Reed said TreeHouse views singleserve coffee’s long-term prospects as being
a multi-billion dollar category. There also is
an opportunity with the category to expand
beyond food retailers, he said.
“For TreeHouse, this was the first product line that enabled us to move out of food
brick-and-mortar retailers and go where
coffee was being sold elsewhere,” Mr. Reed
said. “And second, it enabled us to launch
our first private label and control brands
into the Internet.
“And while the Internet remains a small
portion of food and beverage, its share is
roughly equal to the total growth across
the whole of the industry on a year-byyear. So it is an important beachhead for
us to have.”
Dennis Riordan, executive vice-president and chief financial officer, said TreeHouse took a different approach with the
single-serve coffee program than a more
typical product category, opting to presell
business and build capacity to match the
sale. He said the measured approach “has
exceeded” expectations, and TreeHouse
will continue with the strategy.
He also said the company “will continue to move as the category moves,” regardless of private label coffee’s share of
the overall market.
“We would love to see it be a large portion of the category, but we also want to
make sure that it is working within the
category where everybody maintains good
margins,” Mr. Riordan said. “What you really don’t want to do is turn the category into a volume play.” FBN

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30

FOODBUSINESS NEWS

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June 18, 2013


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Food Business News - June 18, 2013

Table of Contents for the Digital Edition of Food Business News - June 18, 2013

Food Business News - June 18, 2013
Diamond Foods challenged by walnut supply and Emerald relaunch
Market Insight: Mid-year commodity outlook
Fruitful ice cream options
Table of Contents
Web Contents
Editorial - Proposed SNAP cuts will be felt throughout the food sector
Flavored milk to grow at double the rate of white milk
Smucker exits bulk coffee, remains bullish on K-Cups
C.e.o. in unsolicited takeover bid for Dole
Heinz acquisition completed, new c.e.o. takes over
Mondelez to offer coffee pods compatible with rival’s system
Tyson Foods expands prepared foods portfolio with acquisition
Nielsen honors Breakthrough Innovation winners
Taco Bell taking charge of breakfast
Expanded breakfast helps lift McDonald’s May sales
McCormick & Company sees growth ahead from innovation and acquisitions
Wal-Mart doubles-down on fresh produce promise
Morningstar buy may be just the beginning for Saputo
Target delves deeper into organics
PepsiCo hires chief marketing officer
Wenner sees winner in Pirate Brands acquisition
Single-serve coffee' harbinger of things to come at TreeHouse'
Washington - Senate passes farm bill, stage set for debate over SNAP cuts
Sports Nutrition - Improved performance
Ingredient Innovations - Diverse Dynamos for Digestion
I.F.T. to convene in Chicago
New Food Products
Ingredient Market Trends - Imports from Mexico send U.S. sugar stocks to record highs
Ingredient Markets
Supplier Innovations and News
Classifieds
Marketplace
Ad Index
Food Business in the News
Food Business News - June 18, 2013 - Fruitful ice cream options
Food Business News - June 18, 2013 - 2
Food Business News - June 18, 2013 - 3
Food Business News - June 18, 2013 - Table of Contents
Food Business News - June 18, 2013 - 5
Food Business News - June 18, 2013 - Web Contents
Food Business News - June 18, 2013 - 7
Food Business News - June 18, 2013 - 8
Food Business News - June 18, 2013 - Editorial - Proposed SNAP cuts will be felt throughout the food sector
Food Business News - June 18, 2013 - Flavored milk to grow at double the rate of white milk
Food Business News - June 18, 2013 - 11
Food Business News - June 18, 2013 - Mondelez to offer coffee pods compatible with rival’s system
Food Business News - June 18, 2013 - 13
Food Business News - June 18, 2013 - 14
Food Business News - June 18, 2013 - 15
Food Business News - June 18, 2013 - Tyson Foods expands prepared foods portfolio with acquisition
Food Business News - June 18, 2013 - 17
Food Business News - June 18, 2013 - Nielsen honors Breakthrough Innovation winners
Food Business News - June 18, 2013 - 19
Food Business News - June 18, 2013 - Expanded breakfast helps lift McDonald’s May sales
Food Business News - June 18, 2013 - 21
Food Business News - June 18, 2013 - McCormick & Company sees growth ahead from innovation and acquisitions
Food Business News - June 18, 2013 - 23
Food Business News - June 18, 2013 - Wal-Mart doubles-down on fresh produce promise
Food Business News - June 18, 2013 - Morningstar buy may be just the beginning for Saputo
Food Business News - June 18, 2013 - PepsiCo hires chief marketing officer
Food Business News - June 18, 2013 - 27
Food Business News - June 18, 2013 - Wenner sees winner in Pirate Brands acquisition
Food Business News - June 18, 2013 - 29
Food Business News - June 18, 2013 - Single-serve coffee' harbinger of things to come at TreeHouse'
Food Business News - June 18, 2013 - 31
Food Business News - June 18, 2013 - Washington - Senate passes farm bill, stage set for debate over SNAP cuts
Food Business News - June 18, 2013 - 33
Food Business News - June 18, 2013 - 34
Food Business News - June 18, 2013 - 35
Food Business News - June 18, 2013 - 36
Food Business News - June 18, 2013 - Sports Nutrition - Improved performance
Food Business News - June 18, 2013 - 38
Food Business News - June 18, 2013 - 39
Food Business News - June 18, 2013 - Ingredient Innovations - Diverse Dynamos for Digestion
Food Business News - June 18, 2013 - 41
Food Business News - June 18, 2013 - 42
Food Business News - June 18, 2013 - 43
Food Business News - June 18, 2013 - 44
Food Business News - June 18, 2013 - 45
Food Business News - June 18, 2013 - 46
Food Business News - June 18, 2013 - 47
Food Business News - June 18, 2013 - 48
Food Business News - June 18, 2013 - 49
Food Business News - June 18, 2013 - I.F.T. to convene in Chicago
Food Business News - June 18, 2013 - 51
Food Business News - June 18, 2013 - 52
Food Business News - June 18, 2013 - 53
Food Business News - June 18, 2013 - 54
Food Business News - June 18, 2013 - 55
Food Business News - June 18, 2013 - New Food Products
Food Business News - June 18, 2013 - 57
Food Business News - June 18, 2013 - 58
Food Business News - June 18, 2013 - 59
Food Business News - June 18, 2013 - 60
Food Business News - June 18, 2013 - Ingredient Market Trends - Imports from Mexico send U.S. sugar stocks to record highs
Food Business News - June 18, 2013 - Ingredient Markets
Food Business News - June 18, 2013 - 63
Food Business News - June 18, 2013 - 64
Food Business News - June 18, 2013 - 65
Food Business News - June 18, 2013 - 66
Food Business News - June 18, 2013 - 67
Food Business News - June 18, 2013 - 68
Food Business News - June 18, 2013 - 69
Food Business News - June 18, 2013 - 70
Food Business News - June 18, 2013 - Supplier Innovations and News
Food Business News - June 18, 2013 - 72
Food Business News - June 18, 2013 - Classifieds
Food Business News - June 18, 2013 - 74
Food Business News - June 18, 2013 - Marketplace
Food Business News - June 18, 2013 - 76
Food Business News - June 18, 2013 - Ad Index
Food Business News - June 18, 2013 - Food Business in the News
Food Business News - June 18, 2013 - 79
Food Business News - June 18, 2013 - 80
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