The Spirit Ice Cream Co LLC

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The Spirit Ice Cream Co LLC

• Brief Overview

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In 1996, an ice cream dispensing system was
introduced to the global market by McGill
Technology of the UK.
By year end 2003 over 30,000 of these dispensers
had been installed in Japan. some 50,000
extrusion dispensers had been installed in Europe.
The USA remains an untapped market
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In 1997 Curt Everhart Nick Delaney met.

• They began to share a vision for a fourth way
  of selling ice cream in the US market.
• They understood that existing distribution
  systems could not handle this new dispensing
  technology.
• They realized that existing ice cream giants in
  the US had no entrepreneurial capabilities.
• They understood that the pull through marketing
  tactics employed by the market leaders would not
  suit this system.
• Their research showed that a program directed at
  the foodservice sectors was the optimum starting
  point.

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A plan was formulated
In 2002 it was brought to life in the form of The
Spirit Ice Cream Co LLC
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Why is the US market so attractive ?
Total ice cream and novelty business in the US
was worth 20.7 billion in 2001.
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Each US citizen eats on average 5.63 gallons of
ice cream per year!
The At home and away from home segments are
almost equal in size in gallon sales. 824
million vs 758 million respectively.
However, the away from home segment is
considerably greater in sales - (13 billion).
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Of the away from home segment..

• Soft serve accounts for 37
• Hard pack accounts for 35
• Pre-mixed shakes for 19
• Novelties 9

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The consumer prefers soft serve above all other
ice cream products.
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Consumer Trends

• Ice cream is the 1 restaurant snack
• 90 of US households eat ice cream
• More than 50 of kids and 40 of adults prefer
  soft ice cream to other types
• 7 out of 10 consumers say they would be more
  interested in visiting a restaurant where branded
  products were available
• Strong emphasis is now placed on products
  co-branded with popular candy flavors

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Market Composition

• In top markets there are generally less than 3-4
  adequately branded foodservice ice cream programs
• Approx 85 of current DSD ice cream distributors
  have less than 10 million annual revenue and
  family owned
• Most operate primarily as sub-distributors for
  large regional or national dairies such as
  Nestle, Good Humor Breyers or Blue Bunny

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There are over 860,000 foodservice outlets in the
USA with revenues exceeding 134 billion
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The Spirit Way

• A dedicated team of licensed distributors focused
  only on our system
• Total DSD package to the customer equipment,
  merchandising, ice cream, promotions, service
• Constant stream of new products to maximize the
  distributor revenue

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