Food Business News - December 22, 2020 - 9

J.M. Smucker Co. announces
restructuring, divestment

The company is divesting
its Natural Balance
premium pet food business
to focus on core brands.

J.M. SMUCKER

J.M. SMUCKER

ORRVILLE, OHIO - Sales associates for the J.M.
Smucker Co. soon will be staying in their
lanes as the company separates its sales
teams between people and pet food. The
new sales model will be deployed in the
coming year, according to the company.
" These businesses compete in

similarly sized categories, but they are
very different, " said Geoff E. Tanner, chief
marketing and commercial officer, Dec.
10 during a presentation at the company's virtual investor day. " The category
dynamics are different. The competitive
landscape is different. What it takes to
win is different. This new structure will
support a greater focus on each category
and business, providing greater category
knowledge and expertise to our customers, and much tighter vertical integration
within our operating segments. "
Mark T. Smucker, president and chief
executive officer, said the shift is due to
the " different dynamics " in each category
and the way the company's customers
are structured today, often with unique
category buyers.
" One of the things we've learned is
that deep category expertise is critical

Smucker still chasing
UNCRUSTABLES OPPORTUNITY

T

he J.M. Smucker Co.'s new Uncrustables manufacturing plant in Longmont, Colo., was
intended to ease capacity constraints on the brand. But then the pandemic hit, sales
surged, and now management is adding capacity to capitalize on the demand.
The brand's sales growth has been impressive. In fiscal 2020, Uncrustables sales were
$365 million, a 26% increase over fiscal 2019. Through the first two quarters of fiscal 2021,
sales have grown an additional 22%, said John P. Brase, chief operating officer. He spoke
during the company's virtual investor day conference
held on Dec. 10.
He added demand for Uncrustables continues to
exceed Smucker's capacity to produce the brand.
" We have been capacity constrained at times during
7 of the past 10 years on Uncrustables, " Mr. Brase said. " A
new production line will be operational next month. And
we've accelerated phase two of the plant expansion in
Longmont, with construction to begin early next calendar year, providing capacity to exceed our $500 million
J.M. SMUCKER
net sales target in fiscal year 2023. "
The brand is expected to achieve double-digit top- and bottom-line growth over the
next few years through the increased capacity, marketing investments and pricing.
Mr. Brase called Uncrustables " one of the key growth drivers for the company. "
Mark T. Smucker, president and chief executive officer, said the company sees the Uncrustables brand as more than just a handheld sandwich.
" We are leaning into snacking occasions with Uncrustables, " he said. " That product is a
very simple way to deliver on some of our snacking ambitions. So, snacking is still very much
part of our strategy. "
Brand extensions that have moved Uncrustables into snacking include thaw-and-eat
roll-ups and a line of heat-and-eat bites. FBN
December 22, 2020

to bringing category winning solutions
to our retailers, and it's also right for our
brands, " said John P. Brase, chief operating officer. " And, so, this concept of more
dedicated, deeper coverage in both the pet
and human side of the business is really,
I think, a breakthrough for our company,
and (we are) really excited to bring that to
market. "
The splitting of the sales teams was
only one component of a three-prong
strategy to create a more effective sales
infrastructure. The other two components
include better in-store execution and building improved e-commerce capabilities.
" We have not been ruthlessly focused
on executing these (in-store) fundamentals, " Mr. Tanner said. " The objective is
(to) optimize distribution, merchandising,
pricing, shelving and in stocks in every
single store. "
Aiding in improving in-store execution is a technology platform the company
is calling Customer GPS, which will be
fully deployed in 2021.
" Customer GPS sits on over one billion
points of data and applies advanced analytics and AI (artificial intelligence) to first
determine and then measure the optimal
set of conditions for each customer, in some
cases, down to the store level, " Mr. Tanner
said. " For every customer, we will establish
clear GPS targets, and we will use every lever at our disposal to execute against these
targets. Customer GPS and this focus on
fundamental execution at the store level is
how we will further accelerate growth. "
Smucker's e-commerce sales grew
57% during the first half of 2020 and now
represent 11% of US sales, Mr. Tanner said.
He said the digital sales channel accelerated
six years in six weeks during the pandemic
and management is focused on improving
operations and solidifying gains.
" The good news is that capability investments we made pre-COVID prepared
us for this acceleration, and they are supporting the delivery of our recent strong
results, " he said.
The investments included building
a digital shelf, creating unique pack sizes
and increasing investments in technology
and data capabilities. Future investments
will include optimizing assortment,
developing unique, more profitable
Food Business News

9



Food Business News - December 22, 2020

Table of Contents for the Digital Edition of Food Business News - December 22, 2020

Food Business News - December 22, 2020 - 1
Food Business News - December 22, 2020 - 1
Food Business News - December 22, 2020 - 2
Food Business News - December 22, 2020 - 3
Food Business News - December 22, 2020 - 4
Food Business News - December 22, 2020 - 5
Food Business News - December 22, 2020 - 6
Food Business News - December 22, 2020 - 7
Food Business News - December 22, 2020 - 8
Food Business News - December 22, 2020 - 9
Food Business News - December 22, 2020 - 10
Food Business News - December 22, 2020 - 11
Food Business News - December 22, 2020 - 12
Food Business News - December 22, 2020 - 13
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Food Business News - December 22, 2020 - 15
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Food Business News - December 22, 2020 - 64
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