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Vitalicious Marketing Data

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  1. Vitalicious Marketing Data NEW INTRODUCING NEW HEALTHY BAKING MIXES Now bringing their same quality product into the dry baking mix category

  2. Baking Mix/Muffin MixMarketing Data(US and Regional)

  3. % of TTL US RegionMuffin Mix Category The total US distribution for the muffin mix segment is pretty evenly spread in the US, with the Southeast and Midsouth having a slight advantage IRI Week Ending 3/19/2006

  4. Brand RankingsBy Region

  5. Main CompetitorsIn the NaturalClass of Trade

  6. TTL US RegionHodgson Mills SKU’s • Hodgson Mills (5 SKU’s) • Bran Muffin • $356,529 (+19.48% vs YAG) and 32% ACV • Cornbread Muffin • $221,250 (+19.26% vs YAG) and 22.75% ACV • Blueberry Muffin • $127,080 (0% vs YAG) and 19% ACV • Whole Wheat Muffin • $121,513 (+27.55% vs YAG) and 21.44% ACV • Apple Cinnamon Muffin • $5,812 (0% vs YAG) and 1.30% ACV IRI Week Ending 3/19/2006

  7. TTL US RegionBob’s Red Mill SKU’s • Bob’s Red Mill (5 SKU’s) • Cornmeal Muffin • $118,055 (+17.80% vs YAG) and 12.36% ACV • Apple Spice Bran Muffin • $50,586 (+.49% vs YAG) and 4.42% ACV • Date & Nut Muffin • $45,441 (6.75% vs YAG) and 3.80% ACV • Date Nut Bran Muffin • $17,942 (+2.80% vs YAG) and 1.39% ACV • Raisin Bran Muffin • $15,106 (-14.43% vs YAG) and 1.79% ACV IRI Week Ending 3/19/2006

  8. TTL US RegionOetker SKU’s • Oetker (5 SKU’s) • Apple Cinnamon Muffin (14 oz) • $83,021 (+31.40% vs YAG) and 6.42% ACV • Oatmeal Muffin • $54,103 (+33.56% vs YAG) and 3.42% ACV • Cornmeal Muffin • $47,122 (+24.56% vs YAG) and 4.30% ACV • Blueberry Muffin • $17,081 (0% vs YAG) and 2.21% ACV • Apple Cinnamon Muffin (18 oz) • $11,671 (+360.83% vs YAG) and 1.63% ACV IRI Week Ending 3/19/2006

  9. TTL US RegionArrowhead Mills SKU’s • Arrowhead Mills (2 SKU’s) • Carb Fit Blueberry Muffin • $3,639 (- 87.97% vs YAG) and 1.52% ACV • Carb Fit Banana Nut Bran Muffin • $4,919 (- 88.97% vs YAG) and 2.33% ACV IRI Week Ending 3/19/2006

  10. Average Price Points (TTL US) • Hodgson Mills • 7.5 oz package $1.24 (average) • 10 oz package $2.41 • Bobs Red Mill • 24 oz package $3.61 (average) • Oetker • 18-19 oz package $3.06 (average) IRI Week Ending 3/19/2006

  11. Top US PerformersDollar Growth vs YAG(Muffin Baking Mix Category)

  12. Top Performing Muffin Mix Brands in the TTL US Region • Only 6 Brands of the top 30 in the US showed dollar growth vs YAG. • Oetker +47.73% • Hodgson Mills +43.68% • Betty Crocker +16.48% Sweet Rewards • Bobs Red Mill +8.28% • Glory Foods +3.53% IRI Week Ending 3/19/2006

  13. Conclusion • Both the Baking Mix and Muffin Categories are declining single digits in all Regions of the US • The mainstream Brands (with the exception of Betty Crocker) have declined close to double digits in dollars vs YAG • The only SKU’s that have shown dollar growth vs YAG (with the exception of Betty Crocker) have been some all Natural Brands- Oetker, Hodgson Mills and Bobs Red Mill • There has also been some significant loss in ACV for some brands, which might lead us to believe they may be getting out of the Muffin mix segment. Most notably (Atkins and Arrowhead Mills) • The price point seems to be anywhere in the range from $2.99 to $3.79