Philip Morris
the Seven-Up Company 770000 Annual Report
Fields
- Author
- Wells, B.H.
- Winter, W.E.
- Area
- MCADAMS,DIANE/BOARD FILE ROOM
- Type
- CONT, CONTRACT, AGREEMENT RESOLUTION
- CHAR, CHART, GRAPH, TABLE, MAPS
- DRAW, DRAWING
- PHOT, PHOTOGRAPH
- CHAR, CHART, GRAPH, TABLE, MAPS
- Litigation
- Stmn/Produced
- Site
- N381
- Master ID
- 2048189000/9300
Related Documents:- 2048189000 Documents Incorporated by Reference
- 2048189001 Form 10-K Annual Report to the Securities and Exchange Commission for the Fiscal Year Ended 771231
- 2048189002-9056 Form 10-K for the Fiscal Year Ended 771231
- 2048189057-9066 Form 10-Q for Quarter Ended 780331
- 2048189067-9071 Form 8-K Date of Report 780524
- 2048189072-9107A Form 10q for Quarter Ended 780331
- 2048189082-9085 Quarterly Report to Shareholders 7up the Seven-Up Company Financial Report Period Ending 780331
- 2048189091-9102 Proxy Statement
- 2048189103
- 2048189104-9105
- 2048189106-9107
- 2048189108-9154 Form 10-K for the Fiscal Year Ended 761231
- 2048189155-9190 the Seven-Up Company 760000 Annual Report
- 2048189191-9237 Form 10-K for the Fiscal Year Ended 771231
- 2048189278
- 2048189279 Notice of Annual Meeting of Shareholders to Be Held Thursday, 780427
- 2048189280-9296 Proxy Statement
- 2048189297 Notice of Annual Meeting of Stockholders, Thursday, 780427 and Proxy Statement
- 2048189300 Untitled Document 2048189300
- Named Organization
- 7 Up
- Request
- Stmn/R1-004
- Stmn/R1-017
- Author (Organization)
- 7 Up
- Date Loaded
- 05 Jun 1998
- UCSF Legacy ID
- kym26e00
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BEVERAGES (continued)
Soft Drinks
7UP remained the largest-selling soft drink
in food stores in the Province of British
Columbia and the second largest-selling brand
in the Manitoba and Saskatchewan markets.
A dramatic share-of-market increase was
recorded in the Province of Manitoba.
Two important goals for Seven-Up Canada in
1977 were: first, the rebuilding of an effective
marketing team within the Franchise Division
following the transfer of several key executives
to Seven-Up U.S.A.; and, second, the reorganiza-
tion of the Company-owned Bottling Division.
Under the previous organization, the Bottling
Division had served the entire Toronto area and
southwest Ontario, utilizing a distribution
network of six warehouses. In 1977, five
independent distributors were appointed to
serve the outlying areas of southwest Ontario,
permitting the Bottling Division to concentrate
on the underdeveloped but high-potential
Toronto market.
A 25 percent sales increase in southwest
Ontario and a 20 percent sales increase in
metropolitan Toronto are indicative of the
effectiveness of the new organization. The area
served by the Toronto bottling operation showed
significant market share increases. _
For the first time, the advertising programs
of Seven-Up Canada included separate French
language promotions for the Province of
Quebec. The Quebecois slogan "Hop la vie!"-
"Up with Life"-was used as a pun on 7UP to
motivate Quebec consumers to continue
purchasing and enjoying 7UP at their histori-
cally high levels of consumption.
On October 1, the government ban on the
use of saccharin in Canada was put into effect,
necessitating the withdrawal of Sugar Free 7UP
from all Canadian markets. Leading the
industry, Seven-Up Canada launched on August
29 a reformulated, calorie-reduced soft drink
called Diet 7UP, containing less than half the
calories of 7UP. The new brand, which utilizes
Isomerose 900"' (a sugar derived from corn), has
achieved the number two position in the diet
segment of the market.
Despite the potential for additional govern-
ment legislation, both in terms of packaging
and product regulation, management expects
to maintain the overall momentum of 7UP sales
in Canada and to achieve even higher volume
and market share levels.
Seven-Up International, Inc.
Seven-Up International, Inc. achieved record
sales for the year. Increased sales performance
was further influenced positively by favorable
currency translation rates in several overseas
markets.
Vigorous volume increases for 7UP were
achieved in Latin America, the Middle East and
Asia. Europe, while experiencing an unfavorably
cool summer, saw 7UP solidify its share
position in most markets.
The introduction of 7UP in 1976 in London
was expanded during 1977 to include all of the
United Kingdom-England, Scotland and Wales.
7UP was also introduced in the Isle of Madeira;
Grand Cayman Isles; Tunis, Tunisia; Puebla,
Toluca and Pachuca, Mexico; Frederikstad,
Norway; and, Windhoek in Southwest Africa.
In Holland, Sugar Free 7UP became the first
international brand to enter the diet soft drink
field. It quickly established its acceptance in
the Dutch market and added brand share to the
already strong position 7UP enjoys in that
country.
Seven-Up International has sharply
increased its sales revenue and profit base in
the past five years, and anticipates accelerated
growth in overseas markets in 1978 and the
years ahead.
10

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BEVERAGES (continued)
Lemon Products
Ventura Coastal Corporation
Ventura Coastal Corporation posted record
sales and earnings in 1977, contributing
significantly to corporate profitability for the
year. The subsidiary, which is a leading U.S.
producer of frozen concentrate for lemonade,
experienced particularly high sales growth in
lemonade concentrate and also in lemon oil, a
principal ingredient in the production of 7UP
Extract.
Three factors were instrumental to Ventura
Coastal's exceptionally good performance for
1977: increased lemon production, expanded
fruit processing capacity, and a significant
increase in business from new customers.
Ventura Coastal's second largest lemon
harvest in history, up approximately 40 percent
over 1976, was helped by normal, good growing
weather. Also, trees planted in 1973 and 1974
began to mature, with fruit yields contributing
noticeably to the total lemon harvest for the
year. Lemon crop predictions for 1978 indicate
a similarly successful harvest. Seven new
private label brands of frozen concentrate for
lemonade were added during the year, and
1977 marked the first full year for supplying the
frozen lemonade requirements of two major
supermarket chains. Ventura Coastal presently
produces 71 brands of frozen concentrate
for lemonade.
Phase I of the $2 million expansion begun in
1976 has been completed, doubling the
Company's fruit processing capacity. The
installation of additional juice extractors and
expansion of facilities for production of frozen
concentrate for lemonade now enables Ventura
Coastal to process 600 tons of fresh fruit daily,
as compared with 280 tons previously.
The new $1 million frozen storage ware-
house adjacent to existing production and
warehouse facilities will be completed in late
spring, 1978. This new 20,000-square-foot
warehouse will nearly double present capacity
for storage of frozen concentrate for lemonade,
and will result in significant savings in outside
storage and freight costs later in 1978 and
1979.
Golden Crown Citrus Corporation
Led by the successful introduction of a full
line of flavored soft drink mixes, Golden Crown
Citrus Corporation of Evanston, Illinois,
reported a significant increase in volume sales
for 1977. Golden Crown became an affiliate of
Ventura Coastal Corp. in 1974 and is a leading
producer of reconstituted lemon and lime juice,
operating production facilities in Evanston and
Bridgeton, N.J.
In 1976, Golden Crown successfully intro-
duced a lemonade-flavored powdered soft drink
mix on a test market basis in selected cities.
Based on the results of that testing, the
lemonade-flavored powdered mix and a full line
of other flavors - cherry, grape, orange and
tropical punch-were marketed nationally in
1977. Concentrating its efforts on producing
a superior product at competitive prices,
Golden Crown expanded distribution of its soft
drink mixes from a single flavor in four
markets to five flavors in more than 40 markets
nationwide in 1977-covering nearly 65 percent
of the potential domestic market in the first
full year of distribution.
To meet the demand for Golden Crown
products on the West Coast, especially reconsti-
tuted lemon and lime juice, a bottling facility
within the Ventura Coastal production complex
was opened in December 1977. The expansion
facilitates distribution of Golden Crown
products on the West Coast and in adjoining
western states.
12

FOOD FLAVORS & COLORS
Warner-Jenkinson Company
The Warner-Jenkinson Company is a leading
producer of food flavors and colors.
As a group, Warner-Jenkinson companies in
the U.S. experienced moderate sales growth in
1977. Flavor and food color dollar sales showed
good gains, exceeding the record performance
of 1976. Lemon flavor by-product sales,
however, declined substantially.
Declining margins in food colors, significant
increases in cost of materials and processing
operations, and the sharp decline in margins
of lemon flavor by-products had a material
impact on operations. In addition, costs for
retesting the safety of certified food colors, as
required by the government, increased
operating expenses significantly.
The Company's new 125,000-square-foot
Hyde Park food color plant in St. Louis
completed its first full year of operation in 1977.
This new manufacturing facility increases the
Company's food dye and lake pigment
production capacity by 75 percent.
Warner-Jenkinson East, Inc.
In May 1977, Warner-Jenkinson East
combined the fragrance and flavor production
operations of the Manhattan and Brooklyn
facilities into a new, single installation in
Carlstadt, New Jersey. This new building
complex now serves also as a sales and
distribution center for flavors and food colors.
Consolidating these multiple functions in
one location provides more efficient adminis-
tration of Warner-Jenkinson's fragrance and
flavor units and provides greatly improved
service to East Coast customers.
Warner-Jenkinson of California
Warner-Jenkinson of California set record
sales for the Specialty Product Division's lines
of Chefmastee- cake decorating colors and
Flavor Milil~ brand gourmet flavors in 1977.
Operating at consistently high efficiency levels
throughout the year, the Santa Ana manufac-
turing and distribution center also produces
and markets Warner-Jenkinson's Red Sea1'91
lines of food flavors and colors throughout the
Western U.S.
Warner-Jenkinson S.A. de C.V.
Record sales and shipments of food colors
were achieved by Warner-.Jenkinson S.A. de
C.V. for the third consecutive year. The
affiliate, which maintains offices in Mexico City
and manufacturing facilities in Lerma, markets
and distributes food colors to customers in
Mexico and Central and South America.
14

FINANCIAL REVIEW
Business Description
The Seven-Up Company is basically engaged in two business segments; beverages and food
flavors and colors.
The beverage segment is engaged in the manufacture and sale of extract to independently-
owned franchised 7UP Developers (bottlers) in United States, Canadian and international
markets. The beverage segment also supplies finished soft drink products manufactured by
independent contract canners to some Developers for resale and provides all Developers with
marketing, advertising, management and financial services. In addition, this segment includes
two bottling plant operations and the manufacture and sale of frozen concentrate for lemonade,
reconstituted lemon and lime juice and powdered soft drink mixes.
The food flavor and color segment of The Seven-Up Company includes the manufacture of food
flavors and colors for sale to various producers of foods and pharmaceuticals. It also includes
the manufacture and sale of cake decorating colors and gourmet flavor specialty products.
In each of the two product groups (beverages and food flavors and colors) competition is
intense. Major competitors normally have substantially greater sales and financial resources.
From time to time, raw materials essential in the manufacture of products in these groups are
difficult to acquire. The Company attempts to protect itself against such problems by maintain-
ing adequate inventories.
Management's Discussion and Analysis of Operations
In 1977, consolidated sales of The Seven-Up Company reached record levels of $250,998,056.
This is an increase of 7.6 percent over 1976 sales of $233,282,664.
Although net dollar sales increased in 1977 at more modest rates than in previous years,
sales during the last five years have increased at an annual rate of 13.6 percent. This rate is
within the long-range sales growth plan of the Company. For an extended period in 1977, the
controversy in the U.S. over the sale of saccharin-based products, as well as the actual ban in
Canada, unfavorably influenced total consolidated dollar sales. Also in 1977, average selling
prices of Company products were generally below 19761evels, with product unit sales increasing
at rates in excess of dollar sales.
The distribution of net sales by business segment for the current and previous two years
has been:
Net Sales
Percent Percent
1977 1976 Change 1975 Change
s (000) (000) 1977/1976 (000) 1976/1975
B
v
ra
g
e
e
e
Soft drinks ................... . ............
Lemon products .... . .... . ............. , _-.
Total Beverages ......... . ....... . ... . . > ..
Food Flavors and Colors ........ . .......... . .-.-
Total ....................-:..:._....::
$193,677 $184,134 + 5.2 $171,290 + 7.5
35,163 28,394 + 23.8 - 26,906 + 5.5
- 228,840 212,528 + 7.7 198,196 + 7.2
22,158 20
755 + 6.8 15
427 + 34
5
, - , .
$250,998 $233,283 + 7.6 $213,623 + 9.2
In 1977, total beverage dollar sales increased 7.7 percent over the previous year. In the U.S.,
consolidated unit sales of both 7UP and Sugar Free 7UP soft drink extracts increased modestly
to set new records. In the U.S. unit sales trends for the last six months improved with the
resumption of marketing support of Sugar Free 7UP. Soft drink extract unit sales in international
and Canadian markets, despite the October 15 Canadian ban of saccharin, grew at rates higher
than those in the U.S. In international markets, extract unit sales in the important Argentine
market were below 19761evels. However, sales in Mexico were significantly higher than a year ago.
Unit sales of finished soft drink products grew at a rate in excess of that experienced by
soft drink extracts.
For 1977, 7UP Developers in the United States reported to the Company the following
distribution of sales by package type based on equivalent 8-ounce cases.
Percent of Total Case Sales
1977
Cans ............................:....:.::.. . :..:...:.:. :...:c...r. 30.9
Non-returnable Bottles .. . ..... ..-............... . ........ . . ..<. . . , 24.6
Subtotal ............... ....... -_.................. .:...... ,,.:.::. - 55.5
Returnable Bottles .... . ................. ........... . . . . . . . .. . 32.3
Bulk Sales ................. ............ ....... ....... ..................... . 12.2
100.0
1976
28.3
25.7
54.0
34.5
11.5
100.0
16

Unit sales of lemon products, primarily frozen concentrate for lemonade, reconstituted
lemon juice and lemon oil were up sharply. Also, sales of fresh fruit processed for resale
reached record levels. The Golden Crown expanded line of flavored powdered soft drink mixes
contributed to increased dollar sales.
Lower food flavor unit sales were offset by significantly higher food color and specialty
product sales. Dollar sales did not reflect the growth of unit sales because of lower selling
prices.
The distribution of income before taxes by business segment for the last three years has been:
Income Before Taxes
Percent Percent
1977 1976 Change 1975 Change
(000) (000) 1977/1976 (000) 1976/1975
Beverages ......... ....... ..._........ ,,..$48,464 $46,152 + 5,0 $41,579 + 11.0
Food flavors and colors -
From operations .................... ........ 1,327 1,717 - 22.7 433 + 296.5
Long-term research project ....... . . . ........ (1,000)
327 1,717 - 81.0 433 + 296.5
Total operating profit. . ........... _ . -48,791 47,869 + 1.9 42,012 + 13.9
Corporate expenses ........ .......... ........ (3,360) (3,109) + 8.1 (2,834) + 9.7
Interest income-net . . . ............... ....... :. . : 2,009 1,908 + 5.3 1,770 + 7.8
Currency-gains (losses) . ............ _ .... - (231) 477 (1,104)
Income before income taxes ........ .... . _ . $47,209 $47,145 + 0.1 $39,844 + 18.3
The profit contribution to income before tax of the beverage segment increased 5.0 percent
over 1976. Lower selling prices in finished soft drinks and frozen concentrate for lemonade
reduced the rate of dollar sales increase for this segment. Also, a shift in the sales mix between
finished goods and soft drink extract modestly reduced the profitability ratios for the group to
21.2 percent of sales in 1977, ~compared to 21.7 percent in 1976.
The profitability of the food flavors and colors segment was 22.7 percent below 1976.
Competitive pricing of food colors and the absorption of increased costs reduced profit margins.
The profitability of this segment as a percent of sales was 6.0 percent in 1977 (excluding long-
term research project), versus 8.3 percent in 1976. For 1977, this segment included the first
year research expenditures of $1,000,000 (five cents per share) related to the development of
non-absorbable food colors.
In summary, the contribution of the two business segments to consolidated sales and
operating income for 1977 and prior years has been:
1977 1976 1975 1974 1973
Net sales (expressed in thousands of dollars)
Beverages .............. ................
-.
$228,840
$212,528
$198,196
$172,749
$134,471
Food flavors and colors ................... 22,158 20,755 15,427 18,131 12,277
Total Sales ..........................
. ...
$250,998
$233,283
$213,623
$190,880
$146,748
Operating profit
Beverages ................ ........... :..
$ 48,464
$ 46,152
s 41,579
$ 30,017
$ 26,505
Food flavors and colors
From operations ................... .., 1,327 1,717 433 2,850 1,695
Long-term research project ......... . . . . (1,000)
327 1.717 433 2,850 1,695
Total Operating Profit ........ . . . . . .... s 48,791 s 47,869 s 42.012 $ 32,867 $ 28.200
TOTAL CORPORATE NET SALES
(Millions of Dollars)
1973
1974
1975
1976
1977
146.7
190.9
213.6
233.3
251.0
17

FINANCIAL REVIEW (continued)
Quarterly Review Highlights
The consolidated sales for The Seven-Up Company and its subsidiaries by fiscal quarters
were:
Net Sales
1977 Percent
Change
1976 Percent
Change
1975 Percent
Change
(000) 1977/1976 (000) 1976/1975 (000) 1975/1974
First Quarter. . . . . . . . . . . . . . . . . . S 50,416 + 2.8 s 49,030 +17.8 $ 41,617 + 25.4
Second Quarter . ............ 74,800 + 10.4 __ 67,783 7,783 + 11.9 60,574 _ + 15.7
Six Months ................... 125,216 + 7.2 116,813 + 14.3 102,191 + 19.5
Third Quarter . . . . ..... . . . . . _ _-, 70,002 ~ 8.7 64,374 + 4.3 61,734 + 7.3
Nine Months.................. 195,218 + 7.7 181,187 + 10.5 163,925 + 14.6
Fourth Quarter . . .... . ...... . . 55,780 + 7.1 52,096 + 4.8 49,698 + 3.9
Year ........................ $250,998 + 7.6 $233,283 + 9.2 $213,623 + 11.9
First Quarter (January-March)
Consolidated sales of $50,416,083 increased 2.8 percent over the same quarter of the
previous year. The first quarter of 1976 had been favorably influenced by advanced shipments
of soft drink extracts made in anticipation of a transportation strike. Net income for the first
quarter was $4,864,263, modestly below the comparable 1976 quarter of $4,898,163. Earnings
per share for the quarter were 45 cents in both 1977 and 1976.
Soft drink U.S. extract unit sales declined comparatively in the first quarter. However, if the
prior year's sales are adjusted for the abnormal advanced shipments, the current quarter
exceeded both the plan and previous years. Canadian soft drink unit sales were up significantly
for the period. In international markets, unit sales were below year-ago levels, influenced
unfavorably by the important Argentine and Mexican markets. Unit sales of Sugar Free 7UP
Extract were below year-ago levels in both U.S. and Canadian markets, as Developers adjusted
inventory levels in anticipation of the proposed saccharin ban.
Unit sales of lemon products from Ventura Coastal Corporation, frozen concentrate for
lemonade as well as fresh fruit, were sharply higher for the quarter. Average selling prices were
below 19761evels. In addition, Golden Crown Citrus Corporation expanded its powdered soft
drink product line to include additional flavors and introduced them nationally to the
grocery trade.
First quarter food flavor dollar and unit sales were below previous year's results. Sales of food
colors in 1977 equalled peak 1976 levels, when Red #40 sales accelerated to fill the market void
created by the ban of Red #2.
Net other income in 1977 reflected a gain on the sale of Canadian real estate which was no
longer required after the distribution system of the Toronto bottling division was restructured.
Adjustments for translation and foreign exchange transactions were not material in the first
quarters of 1977 and 1976.
Second Quarter (April-June)
For the three-month period ended June 30, 1977, consolidated net sales were $74,799,707,
an increase of 10.4 percent over 1976 second quarter sales of $67,783,687.
Consolidated dollar sales for the month of June and the second quarter 1977 were the
largest in the history of the Company. Net income for the quarter was $7,995,162 in 1977,
compared with $7,340,212 in 1976, an increase of 8.9 percent. Earnings per share were 74 cents,
compared with 68 cents in 1976.
Unit sales of 7UP Extract increased significantly in both the U.S. and Canadian markets over
the second quarter of 1976. Extract sales in international markets were up sharply. Unit sales
of Sugar Free 7UP Extract increased in U.S. markets during the second quarter but declined
significantly in Canadian markets in anticipation of the announced saccharin ban.
Unit and dollar sales of frozen concentrate for lemonade were up sharply for the period and
made a record contribution to total corporate sales. Unit sales of flavored soft drink powdered
mixes, introduced in the first quarter 1977, continued to gain consumer acceptance. Unit sales
of food color and specialty products in the second quarter of 1977 were significantly higher
than 1976. Average selling prices and sales margins were below year-ago levels as a result of
competitive pricing. For the quarter, food flavor sales were below year-ago levels.
Net other income for the quarter was below that reported in 1976, primarily as a result of
lower interest and royalty payments.
18

Third Quarter (July-September)
Dollar sales for the third quarter 1977 were $70,002,583, an increase of 8.7 percent over 1976
sales of $64,374,469. Third quarter 1977 sales were the largest ever reported for that three-
month period and were favorably influenced by the warm weather in July and August. Net
income of $7,378,468 was also a third quarter record, increasing 7.9 percent over the
$6,840,745 earned in 1976.
U.S. soft drink extract sales were up significantly. Canadian unit sales increased more
modestly, with less favorable weather and the "phasing out" of saccharin-based Sugar Free 7UP.
Diet 7UP, a new product with 50% fewer calories than 7UP, was introduced into the Canadian
market in August.
International extract sales continued to accelerate and reflected a sharp increase over 1976
sales, with improved trends in Mexican and Asian markets. Sales in Argentina continued to be
below 1976 results.
Case sales of finished soft drinks were at record levels. However, lower average selling prices
produced more modest gains in dollar sales compared with 1976.
Lemon product unit sales, primarily frozen concentrate for lemonade, made record sales and
net income contribution to this quarter.
Dollar sales of food flavor and color products were modestly above 1976 results, but lower
selling prices in food colors reduced 1977 net income sharply from the comparable 1976
quarter. Lower food flavor and color unit sales for the 1977 quarter were offset by significantly
higher specialty product unit sales.
Net other income was $587,471, as compared with $903,845 in 1976. For 1977, third quarter
earnings were 68 cents, with immaterial currency and translation adjustments. In 1976, earnings
were 63 cents for the quarter, including a currency gain of 3 cents resulting from the Mexican
peso adjustment.
Fourth Quarter (October- December)
For the three months ended December 31, 1977, consolidated sales were $55,779,683,
increasing 7.1 percent over 1976 sales of $52,094,823.
_
Net income for the quarter was $5,551,391, a decline of 2.1 percent from fourth quarter 1976
net income of $5,671,885. Quarterly earnings per share in 1977 were 51 cents versus 52 cents
in the previous year.
Consolidated soft drink extract unit sales fell modestly below the record 1976 fourth
quarter, although unit sales of Sugar Free 7UP were up significantly over the previous year.
Unit case and dollar sales of finished soft drink products were sharply higher than in 1976. The
resulting change in sales mix reduced consolidated gross profit on sales below normal levels
for this quarter. _
Operating expenses increased 6.8 percent to $18,950,391, compared with $17,745,090
in 1976. Marketing support expenditures for the important holiday selling season were
increased during the quarter.
Net other income for the quarter declined from $735,100 in 1976 to $504,671 in 1977. Net
interest income and royalties were higher in 1977 than in the previous year. However, the write-
off in Canada of Sugar Free 7UP containers, made obsolete by the saccharin ban, as well as a
non-recurring inventory adjustment of a foreign subsidiary, reduced other income below year-
ago levels._ The net effect of adjustments for currency translation and foreign exchange transac-
tions was not material in the last quarter of 1977. In 1976, currency losses decreased fourth
quarter earnings by about 1 cent.
Fourth quarter 1977 sales and net income results did not meet management's objectives for
the quarter.
COMPARISON OF HOW THE DOLLAR WAS SPENT
1976
1977
50.2
51.4
18.6
18.1
5.9
5.6
5.1
6.1
9.6
8.5
5.3
5.4
5.3
4.9
Cost of products sold I
Marketing services
Payroll
All other expense, net
Taxes
Paid to shareholders
Reinvested in the business
$1.00
$1.00
19

L LIC .7CVC1i-U~J L.ViatPCU.y cuau vu-.uiu-.,...+
FINANCIAL REVIEW (continued)
Operating Results
Consolidated gross profit on sales was 48.6 percent, a decline from 49.8 percent in 1976.
In 1977, average selling prices were below 1976 levels, although some higher prices were
experienced in the latter months of the year. Competitive pricing pressures, reducing normal
profit margins on food color unit sales, existed throughout the year. Consolidated gross profit
was also affected by the relatively higher contribution to consolidated sales of beverage finished
products, which have lower sales margins. Finished beverage sales were 52.7 percent of total
sales in 1977 versus 52.1 percent in 1976. Gross profit on sales was $121,958,445 in 1977 and
$116,116,432 in 1976, an increase of 5 percent.
Selling, general and administrative costs were $76,814,537 in 1977 and $71,482,245 in 1976.
Total operating expenses increased 7.5 percent over 1976, comparable with the increase in dollar
sales, and were 30.6 percent of sales for both years.
Expenditures for marketing services, which include advertising and promotional programs,
increased 5 percent to a record level of $45,328,529 or 18.1 percent of sales. This compared with
$43,306,814 or 18.6 percent in 1976. Actual expenditures for marketing support funds in 1977
were below management's original plan because of the proposed ban on saccharin in March 1977.
Between March and June, advertising programs were curtailed due to the existing uncertainty
about saccharin. However, in July 1977, full marketing support efforts were resumed in U.S.
markets. In August, Diet 7UP, a Canadian replacement product for Sugar Free 7UP, was introduced
with appropriate new marketing support. Consequently, for the last six months, marketing support
expenditures were at higher levels than in the first six-month period. For the year, promotional
programs accelerated at higher rates of increase than dollars allocated to media advertising.
Total selling and administrative payroll, excluding fringe benefits, was equal to 5.6 cents of
the sales dollar in 1977, compared with 5.9 cents in 1976. Total employment costs, including
salaries, wages and fringe benefits, increased only $571,189 or 1.2 percent. This modest
increase in employment costs reflected primarily the change in the distribution system in the
Canadian subsidiary which reduced the number of employees in Canada by more than 70
people. Increases in research and development expenses were up sharply, exceeding 1976
expenses by $1,186,866. Also accelerating at abnormally high rates in 1977 were increased
charges for outside warehousing, freight, travel and entertainment. These costs exceeded 1976
expenditures by $817,471.
Estimated annual sales productivity of personnel employed at year-end was $154,800,
compared with $143,800 in 1976. Individual sales productivity of personnel employed in each
of the companies increased over year-ago levels.
Consolidated operating profit was $45,143,908 or 18.0 percent of sales, compared with
$44,634,187 or 19.1 percent of sales in 1976. While operating profit increased only modestly
for the year, the 1977 ratio to sales has been exceeded in only two years since the Company
became public in 1967.
Interest income (net of interest expense) increased to $2,009,198 from the $1,907,738
earned in 1976. Foreign interest expense increased sharply as a result of higher levels of local
borrowings for currency hedging purposes. Domestic net interest income increased sharply
with a larger amount of funds available for investment. Yields on short-term U.S. investments
were modestly below 1976 levels.
Miscellaneous other income totaled $1,322,932, compared with $1,611,117 in 1976. These
amounts are principally composed of revenues from royalties, rentals, sales of assets and
currency gains. Offsetting other income are miscellaneous deductions totaling $1,266,754,
compared with $1,008,037 in 1976. Such miscellaneous deductions include certain non-
recurring expenses as well as currency losses. Higher miscellaneous charges reflected
primarily non-recurring termination charges in Canada relating to changes in the distribution
system as well as the write-off of Sugar Free 7UP containers made obsolete by the saccharin ban.
In 1977, translation and currency losses, net of tax, decreased net income $224,189 or
approximately 2.1 cents per share. This compared with a currency gain in 1976 or $297,607,
approximately 2.8 cents per share.
Income Taxes
Income taxes for 1977 were $21,420,000 or 45.4 percent of pre-tax income, compared to
$22,394,000 or 47.5 percent of pre-tax income in 1976. The lower effective income tax rate in
1977 is a result of income earned in foreign countries which have low income tax rates, investmeni
tax credit on capital expenditures and tax-free interest on government investments.
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