Vitalicious Marketing Vitalicious Marketing DataData

INTRODUCING NEW HEALTHY BAKING MIXES

NEW

Now bringing their same quality product into the dry baking mix category

Baking Mix/Muffin MixBaking Mix/Muffin MixMarketing DataMarketing Data

(US and Regional)(US and Regional)

% of TTL US Region% of TTL US RegionMuffin Mix CategoryMuffin Mix Category

Northeast13%

Mid South15%

Great Lakes16%

California9%

West8%

S. East17%

S. Central13%

Plains9%

The total US distribution for the muffin mix segment is pretty evenlyspread in the US, with the Southeast and Midsouth having a slight advantage

IRI Week Ending 3/19/2006

Brand RankingsBrand RankingsBy RegionBy Region

Main CompetitorsMain CompetitorsIn the NaturalIn the NaturalClass of TradeClass of Trade

TTL US RegionTTL US RegionHodgson Mills SKU’sHodgson Mills SKU’s

Hodgson Mills (5 SKU’s)Hodgson Mills (5 SKU’s)– Bran MuffinBran Muffin

$356,529 (+19.48% vs YAG) and 32% ACV$356,529 (+19.48% vs YAG) and 32% ACV

– Cornbread MuffinCornbread Muffin $221,250 (+19.26% vs YAG) and 22.75% ACV$221,250 (+19.26% vs YAG) and 22.75% ACV

– Blueberry MuffinBlueberry Muffin $127,080 (0% vs YAG) and 19% ACV$127,080 (0% vs YAG) and 19% ACV

– Whole Wheat MuffinWhole Wheat Muffin $121,513 (+27.55% vs YAG) and 21.44% ACV$121,513 (+27.55% vs YAG) and 21.44% ACV

– Apple Cinnamon MuffinApple Cinnamon Muffin $5,812 (0% vs YAG) and 1.30% ACV$5,812 (0% vs YAG) and 1.30% ACV

IRI Week Ending 3/19/2006

TTL US RegionTTL US RegionBob’s Red Mill SKU’sBob’s Red Mill SKU’s

Bob’s Red Mill (5 SKU’s)Bob’s Red Mill (5 SKU’s)– Cornmeal MuffinCornmeal Muffin

$118,055 (+17.80% vs YAG) and 12.36% ACV$118,055 (+17.80% vs YAG) and 12.36% ACV

– Apple Spice Bran MuffinApple Spice Bran Muffin $50,586 (+.49% vs YAG) and 4.42% ACV$50,586 (+.49% vs YAG) and 4.42% ACV

– Date & Nut MuffinDate & Nut Muffin $45,441 (6.75% vs YAG) and 3.80% ACV$45,441 (6.75% vs YAG) and 3.80% ACV

– Date Nut Bran MuffinDate Nut Bran Muffin $17,942 (+2.80% vs YAG) and 1.39% ACV$17,942 (+2.80% vs YAG) and 1.39% ACV

– Raisin Bran MuffinRaisin Bran Muffin $15,106 (-14.43% vs YAG) and 1.79% ACV$15,106 (-14.43% vs YAG) and 1.79% ACV

IRI Week Ending 3/19/2006

TTL US RegionTTL US RegionOetker SKU’sOetker SKU’s

Oetker (5 SKU’s)Oetker (5 SKU’s)– Apple Cinnamon Muffin (14 oz)Apple Cinnamon Muffin (14 oz)

$83,021 (+31.40% vs YAG) and 6.42% ACV$83,021 (+31.40% vs YAG) and 6.42% ACV

– Oatmeal MuffinOatmeal Muffin $54,103 (+33.56% vs YAG) and 3.42% ACV$54,103 (+33.56% vs YAG) and 3.42% ACV

– Cornmeal MuffinCornmeal Muffin $47,122 (+24.56% vs YAG) and 4.30% ACV$47,122 (+24.56% vs YAG) and 4.30% ACV

– Blueberry MuffinBlueberry Muffin $17,081 (0% vs YAG) and 2.21% ACV$17,081 (0% vs YAG) and 2.21% ACV

– Apple Cinnamon Muffin (18 oz)Apple Cinnamon Muffin (18 oz) $11,671 (+360.83% vs YAG) and 1.63% ACV$11,671 (+360.83% vs YAG) and 1.63% ACV

IRI Week Ending 3/19/2006

TTL US RegionTTL US RegionArrowhead Mills SKU’sArrowhead Mills SKU’s

Arrowhead Mills (2 SKU’s)Arrowhead Mills (2 SKU’s)– Carb Fit Blueberry MuffinCarb Fit Blueberry Muffin

$3,639 (- 87.97% vs YAG) and 1.52% ACV$3,639 (- 87.97% vs YAG) and 1.52% ACV

– Carb Fit Banana Nut Bran MuffinCarb Fit Banana Nut Bran Muffin $4,919 (- 88.97% vs YAG) and 2.33% ACV$4,919 (- 88.97% vs YAG) and 2.33% ACV

IRI Week Ending 3/19/2006

Average Price Points (TTL US)Average Price Points (TTL US)

Hodgson MillsHodgson Mills– 7.5 oz package7.5 oz package $1.24 (average)$1.24 (average)– 10 oz package10 oz package $2.41$2.41

Bobs Red MillBobs Red Mill– 24 oz package24 oz package $3.61 (average)$3.61 (average)

OetkerOetker– 18-19 oz package18-19 oz package $3.06 (average)$3.06 (average)

IRI Week Ending 3/19/2006

Top US PerformersTop US PerformersDollar Growth vs YAGDollar Growth vs YAG

(Muffin Baking Mix Category)(Muffin Baking Mix Category)

Top Performing Muffin Mix Brands Top Performing Muffin Mix Brands in the TTL US Regionin the TTL US Region

Only 6 Brands of the top 30 in the US Only 6 Brands of the top 30 in the US showed dollar growth vs YAG.showed dollar growth vs YAG.– OetkerOetker +47.73%+47.73%– Hodgson MillsHodgson Mills +43.68%+43.68%– Betty CrockerBetty Crocker +16.48%+16.48%

Sweet RewardsSweet Rewards– Bobs Red MillBobs Red Mill +8.28%+8.28%– Glory FoodsGlory Foods +3.53%+3.53%

IRI Week Ending 3/19/2006

ConclusionConclusion

Both the Baking Mix and Muffin Categories are declining Both the Baking Mix and Muffin Categories are declining single digits in all Regions of the USsingle digits in all Regions of the US

The mainstream Brands (with the exception of Betty The mainstream Brands (with the exception of Betty Crocker) have declined close to double digits in dollars Crocker) have declined close to double digits in dollars vs YAGvs YAG

The only SKU’s that have shown dollar growth vs YAG The only SKU’s that have shown dollar growth vs YAG (with the exception of Betty Crocker) have been some (with the exception of Betty Crocker) have been some all Natural Brands- Oetker, Hodgson Mills and Bobs Red all Natural Brands- Oetker, Hodgson Mills and Bobs Red MillMill

There has also been some significant loss in ACV for There has also been some significant loss in ACV for some brands, which might lead us to believe they may some brands, which might lead us to believe they may be getting out of the Muffin mix segment. Most notably be getting out of the Muffin mix segment. Most notably (Atkins and Arrowhead Mills)(Atkins and Arrowhead Mills)

The price point seems to be anywhere in the range from The price point seems to be anywhere in the range from $2.99 to $3.79$2.99 to $3.79