Improving performance from increased local scale. Atle Vidar Johansen EVP & CEO, Orkla Foods

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1 Improving performance from increased local scale Atle Vidar Johansen EVP & CEO, Orkla Foods

2 Improving performance from increased local scale Building on unmatched market positions Reaching 2016 targets Achieving top line growth through improved innovation and scale 34

3 Improving performance from increased local scale Building on unmatched market positions Reaching 2016 targets Achieving top line growth through improved innovation and scale 35

4 Building on unmatched market positions Strong and well-known local brands with mainly market positions Superior in serving the local consumer needs and preferences Local business model with significant scale advantage 36

5 A broad portfolio with 80% of revenues from Norway and Sweden Revenues 2012, proforma incl. Rieber for the full year: NOK 10.7 billion Geographical sales split Sales channel sales split Category sales split Baltics Other Finland 2% 6% 2% Denmark 11% Out-of-home 14% 4% 2% Export Other Meals: ready, canned,dry, components 25% Sauces 13% 12% Pizza 48% Norway Sweden 31% 80% Retail Other 14% 7% Jam 8% Seafood 12% Bread 9% topping Desserts/ snacks 37

6 Strong brands with long heritage 38

7 market positions in Norway Market share Position Orkla vs. Multinationals 78% Soups Dry 96% Casseroles 95% Sauces dry 91% Mackerel 90% Ketchup Orkla Foods 79% 19% Heinz Frozen pizza 79% Ketchup 78% Canned dinner 73% Sweet spread 70% Jam 53% Dressings 48% Liverpate 42% Dilutables Frozen RM 40% 38% Salad spreads 26% Chilled RM 20% #2 #2 #2 Pizza Dressings Sauces dry Orkla Foods 48% Orkla Foods 91% 16% Dr. Oetker 4% Unilever 7% Orkla Foods Unilever 39 Source: AC Nielsen grocery market shares, RTM as of week 32

8 market positions in Sweden Market share Position Orkla vs. Multinationals 55% Cod roe spread Pies 77% 77% Ketchup 35% Dilutables 71% Fruit and berry drinks Pickled herring 69% 64% Orkla Foods Heinz Frozen pies and cakes Pickled cucumber Ketchup 63% 63% 55% Pizza 36% 28% Frozen potatoe 51% Jam Frozen pizza 50% 36% Orkla Foods Dr. Oetker Chilled snacks 32% 37% Tuna 25% #2 Dressings 16% Orkla Foods Unilever 40 Source: AC Nielsen grocery market shares, RTM as of week 32

9 Solid market positions in Denmark Market share Position Orkla vs. Multinationals Pickled vegetables Marmelade 52% 43% Ketchup 43% 37% Ketchup 43% Orkla Foods Heinz Fresh pasta 42% Salad spreads 27% 62% Tuna Pickled herring 15% 13% #2 #2 Mustard 13% Orkla Foods Unilever 41 Source: AC Nielsen grocery market shares, RTM as of week 32

10 Solid market positions in Finland Market share Position Pickled herring 73% Pickeled vegetables 54% Ketchup Dilutables Pizza 40% 34% 33% /2 /2 42 Source: Company estimates

11 Local brands based on local insight are winners Local brands Local insight Superior local consumer understanding Superior trade and category understanding Local scale Cost advantages and competitive strength in sales and advertising Attracting the best people Flexible local value chain 43

12 Improving performance from increased local scale Building on unmatched market positions Reaching 2016 targets Achieving top line growth through improved innovation and scale 44

13 Orkla Foods targets for 2016 Organic growth 2-3 % Focus on growing core brands and categories Launch new products outside existing categories Increase cross-country innovations EBIT margin > 15 % Realise the full synergy potential from Rieber Improve cost efficiency throughout the value chain 45

14 Track record of positive EBIT margin performance RTM EBIT (adjusted) 1 in NOK million EBIT margins (adjusted) 2 1,200 1, % 14.0% 14.3% 14.4% 13.9% 1,100 1,050 1, Q Q Q Q Q RTM H Consolidation of Rieber will lower EBIT margin by around 1.5-2% points Adjusted for other income and expenses 2. Adjusted for other income and expenses. Divested bakery business exluded for all years.

15 Rieber & Søn and Orkla are a perfect match Similar strategy and focus Strong positions Local consumer insight and taste preferences Multi-local model Complementary Competence Products and categories Technology + Overlapping geographies 47

16 2013: Restructuring to reach the 2016 targets Integrating the Nordic Rieber & Søn business units with the existing Orkla Foods companies NOK million 1 Successfully merged Abba Seafood and Procordia NOK million Changed production structure for Orkla Foods Danmark NOK million Merged our two companies in Estonia and created a more efficient organisation structure in the Finnish-Baltic organisation NOK 10 million Synergies for the Orkla Group, not only Orkla Foods

17 Rieber: Realising cost synergies well on track Expected cost synergies of MNOK , whereof ~50% to be realized in 2013 Run-rate effect realized per end of year 80% 100% Split cost synergies 42% 12% 100% 50% 46% FTEpayroll Purchasing Other Total Synergies for the Orkla Group, not only Orkla Foods

18 Improving performance from increased local scale Building on unmatched market positions Reaching 2016 targets Achieving top line growth through improved innovation and scale 50

19 Organic sales growth 1 3,7% 2,4% 2,0% 0,5% -1,3% -1,9% -1,5% -2,3% H Retail channel All channels Adjusted for acquired and divested companies and currency translation effects. Divested bakery business exluded for all years.

20 Innovation is clearly the key growth driver Main trends in our markets Health/Nutrition Indulgence Convenience Product upgrades/ improvements Taste Nutrition Packaging Our innovation is always based on local consumer and category insight 52

21 Two examples showing new growth platforms through innovation Abba Middagsklart! Helping consumers eat more fish Pauluns The launch of a cross category health brand 53

22 Focusing on local consumer insights Starting with local consumer insight 7 of 10 Swedes want to increase their fish consumption developing products consumers prefer to buy ABBA Middagsklart! makes it easy to cook fish that everybody likes Difficult to cook fish properly Necessary that all the family find it tasty Focus on: 1. Great taste 2. Broad taste appeal 3. Simplicity in use 54

23 Rolling out successful launches Launch wave 1 Launch wave 2 Launch wave 3 Launch wave 4 Just add salmon Bigger pack size Just add cod New varieties New taste variety New geographies 55

24 Value (SEK million) Resulting in ABBA Middagsklart generating additional revenue RTM W Source: AC Nielsen

25 Launching of a new cross-category healthy brand Starting with local consumer insight Sales of healthy food were increasing Shift from diet focus to other health benefits A larger group of consumers are willing to pay a higher price for these health benefits establishing a brand consumers prefer to buy Core of the brand Bara bra mat Clear health benefit Building credibility and concept generation through famous nutrition expert All natural ingredients No added sugar no sweeteners Great taste 57

26 Creating a wide product range Cereals Granola Müsli Juice Porridge Coconut water 58

27 Resulting in impressive value growth and high brand awareness Value growth, SEK million Brand awareness, % % +30% +43% % Source: 2008 TNS, resp 2010 och v Scandinfo

28 Returning Rieber to organic growth Growth has been negatively impacted by the long period of uncertainty But we are now going to... Focus on the core portfolio under the Toro brand Innovate from complementary competence and technologies Build on a management team with proven track record 60

29 Achieving top line growth through improved innovation and scale Bente Brevik, CEO Orkla Foods Norge

30

31 EBITA (NOK million) Financial performance Net sales value (NOK million) EBITA Net sales value 63

32 Change in volume shares (%) We are able to create volume growth Total market Privat label Other Orkla Foods Norge 64 Source: AC Nielsen RTM. Changes in volume shares (%)

33 Innovation is the core of what we do 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % New launches Line extensions Re-launches Total innovation 65 Share of Orkla Foods Norge s revenues that comes from launches the last three years

34

35 Rieber s superior market positions % Dry sauces Dry soups Dry casseroles Frozen pizza Sweet bread spread Frozen ready to eat meals Ketchup Dressing Jam 67 Source: AC Nielsen grocery market shares, YTD as of week

36 ..are a perfect match with Orkla s market positions 120 % Dry sauces Dry soups Dry casseroles Frozen pizza Sweet bread spread Frozen ready to eat meals Ketchup Dressing Jam 68 Source: AC Nielsen grocery market shares, YTD as of week

37 Local brands and taste are the winners 120 % Dry sauces Dry soups Dry casseroles 18 Frozen pizza 1 Sweet bread spread Frozen ready to eat meals Ketchup Dressing Jam 69 Source: AC Nielsen grocery market shares, YTD as of week

38 -Mature markets don t exist

39 Significant growth in market shares 50 % 50 % 45 % 40 % 40 % 41 % 42 % 43 % 45 % 40 % 39 % 40 % 35 % 36 % 34 % 34 % 35 % 33 % 35 % 35 % 30 % 30 % 25 % 25 % 20 % Stabburet kjølt Chilled Stabburet Total Stabburet Leverpostei Leverpostei 20 % 71 Source: AC Nielsen grocery market shares

40 Income synergies....through sharing competencies and technologies 72

41

42 Improving performance from increased local scale Building on unmatched market positions Reaching 2016 targets Achieving top line growth through improved innovation and scale 74

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