What's Cooking Newsletter - Tenth Edition - Q1 2023

As Q1 2023 is already behind us, below are some of the highlights we have achieved together:

•GSEB Cookware brands continue to hold a strong position within the category (13.8% share) and benefit from the diversification of brands catering to all consumer*.

•T-fal held the #1 overall brand spot for the last 8 consecutive months with 8.6% dollar share (+0.5 pts); meanwhile All-Clad holds steady at 3.4% dollar share (-0.3 pts) despite double digit declines seen across premium specialty*.

•All-Clad.com continues to be the superstar with elevated content, a steadily growing footprint and increase in organic search.

•G5 Graphite Core, our 7 years in making innovation from Canonsburg, is live now at Williams-Sonoma online and in L1 stores (27 doors); and we are getting ready to expand the assortment and store listings.

•Weeknight Pans are making a comeback, combining the best attributes of a sauté pan and a saucier, to create delicious one-pot meals.

•Ceramic Excellence Reserve, our best Ceramic non-stick, launches on Amazon with strong content and 4.9 stars rating, while ‘Fresh’ Ceramic expands from Amazon and Target to Grocery channel.

•Ingenio expands further with addition of 5 new, on-trend colors and distribution expansion to Target.com and Walmart.com.

•Good Housekeeping awards for All-Clad Forged Knives under ‘Best Kitchen Gear’ and T-fal Initiatives Ceramic Cookware set for ‘Best Value’.

Feryal Rehman Marketing Director All-Clad & T-fal Cookware

Creating the bar, celebrating it, and then raising that bar is an everyday ritual at GSUSA lately and something we are committed to passionately drive within our cookware and multifunctional teams.

•Sustainability and eco-design are important pillars for cookware going forward, and we are obsessed with getting our key ranges to 100% recycled aluminum with plastic free and kraft box packaging wherever possible; more to come.

•Chefs and Influencers partnership locked in for the year with renowned and well-respected names such as Gavin Kaysen, Nina Compton, @cookingwithshereen, @chrislovesjulia who will be bringing our brands to life on Instagram, Facebook and Tik Tok.

•New and highly motivated teams across product marketing, business unit, development, and content functions.

Looking at the remainder of 2023, it will certainly not be a walk in the park. Our consumers, retailers and the overall category is reshaping right in front of our eyes. These behavioral changes are a product of looming socio-economic pressures, post-covid era priority shifts (for instance, less cooking, more traveling), evolving industry / food trends and new habit formation as we get more digital savvy (chatgpt anyone?).

As we prepare for the non-stick regulation changes up ahead, we are diversifying our portfolio to drive varied materials such as Ceramic, Stainless Steel and Cast Iron to offer more options to our loyalists and attract new, younger shopper to our cookware brands. We our course correcting our internal processes through initiating a monthly operational cycle to improve collaboration and efficiency. We are getting equipped with a more standardized and thoughtful content process to ensure we always present our brands and innovations in the best light.

We need to continue to demonstrate our unique ability to challenge our own self as market leader, to stay proactive and to unite in passion to always do better. I am looking forward to unveiling the exciting new projects we have in the pipeline for the year so stay tuned. We are just getting started!

“Winning is an attitude” – Ted Lasso

Marry Me Chicken

Chef Derek Finocchiaro

Culinary Relations Manger

INGREDIENTS

1 pound of chicken breast

2 tablespoons of olive oil

2 medium shallots - sliced

1 small fennel bulb - sliced thin

1/2 cup of chopped sundried tomatoes

1/2 to 1 teaspoon of red pepper flakes

(adjust the amount to your spice level)

1 teaspoon of fresh thyme - chopped

4 cloves of garlic - sliced thin

1/4 cup of dry white wine

1 cup of chicken broth

1/2 cup heavy cream

6 basil leaves - more for garnish

1/4 cup freshly grated Parmesan cheese

Salt and pepper to taste

Parsley leaves for garnish

1. Preheat oven to 400 degrees F.

2. Season your chicken breasts with salt and pepper and set aside. Over medium heat, add 1 tablespoon of oil to your All-Clad D3 Weeknight Pan. When the oil is hot, add the chicken and sear on both sides for 4- 5 minutes each until golden brown. Remove from the pan and set aside.

3. In the same pan, turn your heat down to medium-low and heat 1 additional tablespoon of oil. Add the shallots, fennel, sundried tomatoes, red pepper flakes, and thyme to the pan. Sauté for 3 to 4 minutes or until the shallots are translucent and the tomatoes have darkened. Add the garlic and continue to cook for an additional minute.

4. Add the wine to deglaze the bottom of the pan. Then add the broth and heavy cream. Add the basil leaves. Season with salt and pepper to taste and stir to combine. Bring to a simmer, turn off the heat, and add the cheese. Stir to combine.

5. Return the chicken to the pan. Spoon the sauce over the chicken. Put in the oven and bake for 15 to 20 minutes or until the chicken is cooked through at roughly 155 degrees F.

6. Remove from the oven. Stir the sauce and garnish with parsley leaves. Serve.

BACK BY POPULAR DEMAND

D3 STAINLESS 4QT. WEEKNIGHT PAN AVAILABLE NOW

Ideal for preparing one-pan meals during the busy week ahead, the D3® Weeknight Pan utilizes classic tri-ply construction. Made with a responsive aluminum core bonded together with 2 layers of durable, stainless steel all the way around for

BD5 STAINLESS 4QT. WEEKNIGHT PAN AVAILABLE NOW

A natural choice for making convenient onepot meals, this versatile piece combines the attributes of a sauté pan and a saucier.

The D5® Weeknight Pan utilizes 5-ply bonded construction with alternating layers of stainless steel and aluminum for supremely even heating that eliminates hotspots. It has a wide base for searing and sautéing ingredients over higher heat and sloped rounded sides.

WEEKNIGHT RECIPES TO INSPIRE YOUR TASTEBUDS

Mushroom Birria Tacos

Spicy Vodka Pasta with Chicken & Basil

Chicken & Mushroom Pot Pie

cooktops

Inoceram Glide Technology: Ceramic non-stick coating for

Turns

solid red when the pans are

All-Clad is All In on SIOC Packaging

Mario DiSalvo Director Product Development & Engineering

The drive to sustainability is ongoing, and we all play a role in it. One of the more high-profile projects in this area is the objective to eliminate the use of plastic in packaging. Another lesser-known project which can have a bigger environmental and financial impact is pursuing packaging designs that pass the Ship In Own Container (SIOC) model. SIOC is a key requirement necessary to pass Amazon’s frustration-free packaging (FFP) program. In simplest terms, SIOC is a form of product packaging where a product can be shipped in the original packaging without any additional overpack protection. For the warehouse, this means “tape it, label it, and ship it”, reducing the time to get the products into the hands of the consumer.

Old Box vs SIOC Box (SS 12” Covered Fry Pan)

To be SIOC compliant, the packaged product needs to pass a test certification known as ISTA 6. The ISTA 6 test includes a variety of vibration and drop tests meant to simulate general damage-producing motions, forces, and conditions one can expect to see in normal handling and transportation. When done correctly, the final packaging design should be optimized to be more sustainable, improve operations, and can have tremendous cost benefits.

In 2022, three high volume items were targeted for this program that represented 109k pcs per year. The design objectives were simple. (1) Design to eliminate use of an outer shipping carton, (2) do not add complications to manufacturing process of box building, (3) do not negatively impact production cycle times, (4) reduce the overall packaging footprint, and (5) net a financially favorable result for SEB NA with a reduced PRSC.

After months of redesigns and testing, success was achieved. On average, there was an increase in 32-pieces per pallet, contributing to a decrease in transportationrelated carbon emissions. Eliminating the overpack cartons resulted in a 44% average decrease of square feet of cardboard used to pack and ship a product. Also, the PRSC of the SIOC versions are on average 1.1% less expensive than the traditional versions. That translates to an annual savings of $93k for these 3 items (based on DTC-customer forecasts) when you factor in the elimination of the overpack cost which is not recognized in a PRSC.

By the end of 2022, SIOC versions of the 3 items were rolled out to all pure player customers and DTC channels. The plan in 2023 is to build on this success by migrating more products into the SIOC packaging model. This includes the All-Clad.com exclusive D3® Everyday range as well as H2 2023 in-and-out DTC promotions.

Amazon News

As we move through the first quarter of 2023, Amazon Point of Sale is already off to a good start, currently standing at +6% YoY. Rowenta is a big part of this success, with POS +27% YoY driven by the DG8624 steam station. The Cookware category remains strong, with T-fal C +16% YoY with our $199 Ultimate Hard Anodized 17-piece set as a top performer. All-Clad C continues to struggle, especially on top sets due to lost buy box. As for electrics, All-Clad E is +10% YoY driven by immersion blenders and Deep Fryer. Finally, Krups POS is +15% YoY driven by the Simply Brew 5 Cup and the GQ502 Waffle Maker.

We have seen positive trends in consumer spending, especially during promotional activities. Proof of this was the Presidents’ Day DOTD performance on February 20th: we sold 9% over forecasted units. Rowenta over-delivered significantly, and we increased the maximum caps to drive sell-out. The latter made the event a success. We have also mapped out the marquee events for the entire year by ASINs and units, including Prime Day, Fall Prime Day, and T5, among others.

(POS: March 11, 2023)

As we look forward to the rest of the year, we are excited to build on this momentum and continue to innovate and evolve with the new launches, some of which are already selling on Amazon, such as T-fal Ceramic Excellence and Ingenio Colors, and some of which are coming, such as Rowenta Pure Pop handheld steamers and stick vacuums, Krups coffee makers, All-Clad weeknight and cast iron pans, among others. We are sure these will help us achieve even greater success along with the continuity to merchandise our catalog, monitor our paid search, and create new marketing strategies.

DTC News

After an extremely successful 2022 in which our All-Clad.com D2C (Direct-to-Consumer) business finished +134.3% vs. 2021 we are showing positive growth indicators for 2023 out of the gates. As the business continues to mature, we finished the first two months of 2023 ahead of plan and +73.3% vs. LY (last year). After experiencing relatively flat traffic in much of 2022 due to the post-pandemic return to normalcy we are currently seeing a +18.7% growth in traffic which will be vital to achieve our ambitious goals this year.

Big Wins in 2023

Big wins for 2023 will be the ongoing optimization of our major sales channels such as SEO (search Engine Optimization), SEA (Search Engine Advertising) and CRM (Customer Relationship Management) that will ultimately drive the business. After the first two months our SEO program is +43.7% vs. LY and our SEA efforts are up an astounding +284.6% vs. LY. Topping it off our total CRM initiatives are +70.1% with our transactional automation programs such as shopping cart, browse abandonment and our acquisition welcome series +148.4% LY.

Enhancing the Consumer Journey

Along with the big wins in 2023 we will be doubling down on enhancing the consumer journey. In Q2 we will be launching an All-Clad loyalty program turning one-time shoppers into loyal customers for life, brand advocates and real influencers. Also, we will be improving our customers post purchase experience from setting delivery expectations pre-checkout to shipping notifications to returns management and analytics. Working with internal departments we will continue to improve the overall site experience delivering immersive content and personalized shopping experiences.

The sky’s the limit in 2023 and the D2C team thanks everyone for their ongoing support and dedication to the D2C business!

Coming in Q2, an improved post-purchase experience with deliver expectations and shipping notifications

After relatively flat growth in much of 2022, traffic is rebounding and is currently +18.7% vs. last year.

Biometric Screening: Schedule

your appointment now!

Groupe SEB is dedicated to your well-being and has teamed with Quest Diagnostics, the nation’s leading provider of worksite biometric screenings, to offer you a complimentary biometric screening.

Please note that a blood draw plus biometric measurements may include weight, height, blood pressure, waist circumference, and Body Mass Index, or BMI.

The screening will be held as follows:

Participation includes spouses that are covered under the medical plan. In addition, each participate will earn points towards your 2023 Wellness Incentive.

To participate in this event please follow the instruction below and schedule your appointment online, or you can call the number to get assistance with scheduling.

Focusing on your health and well-being is always important

How to complete your biometric screening

1. Scheduling Appointments:

Scheduling is highly recommended to limit the possibility of backups and to provide a more efficient participant flow for the events.

Participants Registration: Click here.

Registration Key: GroupeSEB2023

Video Tutorial of Participant Registration:

Click here.

2. Scheduling by Phone:

If participants are unable to schedule online, they can contact the Quest Service Center at 877-304-7055 to schedule an appointment.

Please make sure that participants refer to the company how the name is listed on the agreement. If participants use “nicknames” or alternate company names, it may cause delay in the call center representative locating the company record.

Completing your biometric screening is easy and convenient.

You will receive current and accurate lab results that you can share with your doctor.

We hope you take advantage of this free service.

What a great way to start the year!

We want to thank everyone whose participation has supported each location's different activities and events. In these first three months, we have spread love and fellowship, celebrated diversity and recognized the women in our lives, and raised awareness about our health with the Wellness program...Thank you for being a part of this, and we hope you will continue to participate... there is much more to come!

National Pancake Day

St. Patrick´s Day

RESOURCES

Cumberland County Clean Up

Members from The Church of Jesus Christ of Latter Day Saints located in Vineland, NJ volunteered to help Groupe Seb maintain our property. 29 volunteers helped to clean up the road and entrance to our facility. We are so grateful for their hard work, time, and support!

Newcomers

Juliana Yepes

Lauriane Morel

Mark Callahan

Nare Mnatsakanyan

Sarah Simon

Shaina Ochetto

Sofia Flores

Susana Ossa

Valentina Coronado

Procurement Logistics Associate

VIE - Product Manager

Senior Product Manager, T-Fal Cookware.

Regional Buyer

Product Manager, T-Fal Cookware.

Consumer Service Representative

Marketing Associate, CKW

Marketing Associate, CKW

Digital Designer

IMUSA USA Medellín

GS USA Parsippany

GS USA Parsippany

GS USA Parsippany

GS USA Parsippany

GS USA Millville

GS USA Medellín

GS USA Medellín

GS USA Medellín

Durrand Liston

Evan Bair

John McClain

All-Clad Canonsburg

All-Clad Canonsburg

All-Clad Canonsburg

April Joynes

Jason Marinoff

Julian Chaparro

Mahlon Johnson

Matthew Mallery

Stephen Bald

William Gray

GS USA Millville

All-Clad Canonsburg

GS USA Parsippany

GS USA Millville

GS USA Bentonville AR

All-Clad Canonsburg

All-Clad Canonsburg

GS USA Bentonville AR

Carrie Ross

Chris Rupnik

Jerado Clarke

Jhonn Valencia

Timothy Dusenberry

All-Clad Canonsburg

All-Clad Canonsburg

All-Clad Canonsburg

IMUSA USA

All-Clad Canonsburg

Elsa Alvear

Holly Johnson

Lisa Omahne

Mary Ann Pinto

Patricia Trautman

Sally O’Brien

GS USA Millville

GS USA Millville

GS USA Millville

GS USA Millville

GS USA Millville

GS USA Millville

GS USA Parsippany

Jennifer Petersen

Kathleen Fitchik

Happy with