Sara Lee 2008 Annual Report Download - page 6

4Sara Lee Corporation
Building big brands in big markets
4Sara Lee Corporation
$1 billion brand
The
Sara Lee brand
crossed the $1 billion
sales mark in fiscal
2008 for the first time,
growing an impressive
17 percent year over
year on the strength of
innovative products such
as
Sara Lee Soft &
Smooth Made with 30%
Whole Grain White bread
and buns. Great cus-
tomer management and
sales-boosting in-store
merchandizing programs
resulted in over 25 miles
of additional shelf space
for
Sara Lee fresh bakery
products, helping drive the
brand past the important
$1 billion sales milestone.
Innovative breakfast
platform
Over the last couple of
years, the
Jimmy Dean
brand has evolved from
a traditional breakfast
sausage brand into an
innovative protein break-
fast platform that offers
busy consumers con-
venient, hot and hearty
breakfast products such
as
Jimmy Dean Breakfast
Bowls, Skillets, Omelets
and Breakfast Sandwiches.
New
Jimmy Dean Breakfast
Entrées, which are crois-
sants or scrambled eggs
combined with sides of
potatoes and fruit in a
convenient microwaveable
tray, were launched in
early fiscal 2009.
Single-serve coffee
sensation
Since its initial launch
in the Netherlands in
2001, the
Senseo brand –
Sara Lee’s convenient
single-serve coffee inno-
vation – has offered
consumers around the
world a wide variety of
frothy gourmet coffees,
cappuccinos and espres-
sos, made quick and
easy with the Philips
Senseo coffee machine.
Driven by the success of
new flavors and varieties,
the
Senseo brand contin-
ued its impressive growth
in fiscal 2008 realizing
sales of $547 million.
Upgrading the Brazilian
coffee market
Not only does Brazil
produce a large amount
of the world’s coffee, it’s
also the second-largest
coffee consuming country
in the world, anticipated to
overtake the United States
in coffee consumption
in the foreseeable future.
With that in mind, Sara Lee
entered the Brazilian cof-
fee market in 1998. Today,
we have the leading mar-
ket position in Brazil with
our
Café Pilão brand, a
position Sara Lee intends
to strengthen through
further upgrading of the
Brazilian coffee market.
Refreshing growth
Driven by product
innovation and geographic
expansion, Sara Lee suc-
cessfully built its
Ambi Pur
air care brand to reach
sales of $456 million in
fiscal 2008. Today, the
Ambi Pur brand is mar-
keted in over 30 countries
offering consumers inno-
vative air care products
such as the new
Ambi Pur
Renov’Air, a battery oper-
ated air freshener that
neutralizes and refreshes
the air in two steps.
our successful and innovative line of
Senseo
single-serve coffee products perked up the coffee
category in many markets and with coffee brands
such as
Douwe Egberts, Maison du Café, Marcilla
and Café Pilão, Sara Lee has premier market posi-
tions across Europe and in Brazil. Last but not least,
Sara Lee is a leader in many important European
and Asian household and body care categories
with brands such as
Ambi Pur air fresheners, Sanex
body care products and Kiwi shoe care products.
Sara Lee has a strong portfolio of big and growing
brands that compete in large consumer markets
around the world. First and foremost is our name-
sake
Sara Lee brand, which is the #1 fresh bakery
and frozen sweet goods brand in the United States.
We are also building on our strong position in the U.S.
packaged meats category through innovative products,
great category management and effective, eye-
catching advertising for our
Ball Park, Hillshire Farm,
Jimmy Dean
and Sara Lee brands. Internationally,