Sara Lee Corporation ("SLE") Reverse Split, Name/Symbol Change, Cash Distribution, and Spin-off Ex-Distribution Date: June 29, 2012

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1 CBOE Research Circular #RS DATE: June 26, 2012 TO: Permit Holders FROM: Scott Speer RE: Sara Lee Corporation ("SLE") Reverse Split, Name/Symbol Change, Cash Distribution, and Spin-off Ex-Distribution Date: June 29, 2012 Sara Lee Corporation ("SLE") announced a 1-for-5 reverse stock split and a distribution of CoffeeCo Common Stock to SLE shareholders. The distribution of CoffeeCo Common Shares will be effected on a 1-for-1 basis on pre-reverse split SLE shares. In addition, Sara Lee Corporation ("SLE") will change its name and trading symbol to Hillshire Brands Company ("HSH"). Immediately following the distribution of CoffeeCo Common Stock, CoffeeCo will pay a $3.00 special dividend to CoffeeCo Shareholders and then subsequently merge with a subsidiary of D.E Master Blenders 1753 N.V., which will be listed for trading on the NYSE Euronext Amsterdam Exchange under the ticker symbol "DE". Thus, as a result of the distribution and merger, each pre-split SLE shareholder will receive (1) one D.E Master Blenders 1753 N.V. ("DE") Ordinary Share, plus a $3.00 dividend, per SLE share. The record date for the distribution of CoffeeCo Shares is June 14, 2012; the mail date is June 28, The ex-date for the distribution will be Friday, June 29, SLE deliveries made after June 14, 2012 in settlement of trades made prior to June 29, 2012 will carry due bills for the CoffeeCo Share distribution and the subsequent $3.00 dividend. NOTE: D.E Master Blenders 1753 N.V. (DE) began trading on the NYSE Euronext Amsterdam Exchange on a when-issued basis on June 12, 2012, and is not expected to trade on a U.S market. Consequently, the Securities Committee has determined that a U.S. Dollar cash value equivalent for the DE shares will be determined and included in the adjusted Sara Lee Corporation deliverable as a fixed cash component. The U.S. Dollar cash value equivalent will be determined by averaging the daily U.S Dollar value of the when-issued closing prices of D.E Master Blenders 1753 N.V. (DE) from the last three days of when issued trading, expected to be July 4, 5, and 6, Exercise Considerations ANY SLE CALL OPTION HOLDERS WHO WISH TO ENSURE ENTITLEMENT TO D.E MASTER BLENDERS 1753 N.V. ("DE") ORDINARY SHARES, RATHER THAN THE CASH VALUE EQUIVALENT, MUST EXERCISE THEIR OPTIONS IN ADVANCE OF THE CONTRACT ADJUSTMENT. Contract Adjustment Pursuant to Article VI, Section 11 and 11A of OCC's By-Laws, all SLE options outstanding as of Friday, June 29, 2012, shall be adjusted to require the percontract delivery or receipt of the following: (A) 20 shares of (New) Hillshire Brands Company ("HSH"); plus (B) the U.S. Dollar equivalent of 100

2 Page 2 D.E Master Blenders 1753 N.V. Ordinary Shares; plus (C) $ cash. The SLE option symbol will change to HSH1. Premiums and strike-price amounts for the adjusted HSH1 options will continue to be calculated on the basis of a multiplier of 100, i.e., for premium and strike-price extensions, 1.00 will equal $100. Strike prices will remain the same. [Any FLEX series that may exist will be adjusted in a similar manner to the standardized option.] Adjusted Option Symbols On Friday, June 29, 2012, trading in SLE series will be on an adjusted basis. At 8:30 A.M., Chicago time, an opening rotation will be effected with the following adjustments: SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P

3 Page 3 SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P

4 Page 4 SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P 2014 LEAPS SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P SLE C/P => HSH C/P *Any additional SLE series that are added prior to the ex-date will also be adjusted in the manner described above. New Unadjusted Series To facilitate the maintenance of a fair and orderly market in The Hillshire Brands Company options, new HSH series with a contract unit of 100 shares will be introduced on Monday, July 2, The HSH series will be added for July, August, October and January expirations at exercise prices nearest the money. Also, new LEAP series with a contract unit of 100 shares will also be introduced on July 2, 2012, for the January 2014 expiration at exercise prices nearest the money. Settlement Procedures The OCC will delay settlement of the cash portion of HSH1 deliverable until the U.S. Dollar equivalent of 100 D.E Master Blenders 1753 N.V. (DE) Ordinary Shares is determined. Upon determination of the cash amount, OCC will require Put exercisers and Call assignees to deliver the appropriate cash amount. GTC Order Conversion On Thursday, June 28, 2012, immediately after the CBOE close, the system will convert or cancel all resting orders in the SLE order book. If your firm has requested, all booked orders (phone, wire, and electronic) and all ORS orders residing outside the book (booth or crowd routed) will be converted reflecting the adjustment. If your firm has requested, all booked orders and ORS orders residing outside of the book will be canceled. If your firm receives CXL drops, the CXL confirms will print at your booth at 3:15 p.m. ORS CXLs will also be transmitted electronically to your branches.

5 Page 5 A report will be available at the Help Desk listing the orders that are converted or canceled. If converted, this list will also show how the new orders will be adjusted. This report will be available on request anytime during the day prior to the night of the adjustment. Order Entry After Adjustment In entering orders, it is essential for member firms to identify trades in old (adjusted) series with the option symbol HSH1; trades in the new (unadjusted) Hillshire Brands Company series must have the standard option symbol HSH. Brokers should make certain that customers entering closing transactions describe the option series with the correct symbol. Negligence in this matter could lead customers to establish new positions in unadjusted series rather than closing out existing positions in adjusted series. Position and Exercise Limits The CBOE Department of Market Regulation has determined that: "The position and exercise limits will remain the same." Questions regarding this memo can be addressed to Options Industry Services at OPTIONS ( ). CBOE contract adjustment memos can also be accessed from CBOE.com at the following web address: