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Baking Mix/Muffin Mix Marketing Data (US and Regional)

TTL US Baking Mix Category $1,037,042,000 (-4.20% in dollars vs YAG) IRI Week Ending 3/19/2006

TTL US Muffin Mix Category $160,942,700 (-8.42% in dollars vs YAG) IRI Week Ending 3/19/2006

% of TTL US Region Muffin 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

% of TTL Muffin Mix Category to TTL Baking Mix Category (US 15.5% of TTL Baking Mix Category) In the Muffin Mix Category, 4 Regions showed a higher % in the Muffin Mix Category as compared to the Baking Mix category. The Southeast Region was the highest at 22.4% IRI Week Ending 3/19/2006

Brand Rankings By Region

TTL US Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Jiffy$49,191, %99.8%+.02 Betty Crocker $43,275, %97.07%-.30 Martha White $22,486, %49.82%+.16 Krusteaz$12,500, %80.27%+1.76 Duncan Hines $10,039, %71.53%-6.55 P/L$4,871, %54.90%-1.24 Pillsbury$4,487, %29.23%-8.28 White Lilly $3,554, %12.85%-1.27 Krusteaz Carb Simple $2,291, %59.47%-5.58 Sunmaid$1,226, %29.34%-1.67 Betty Crocker Sweet Rewards $895, %17.13%-3.72 Hodgson Mills $832, %41.00%+9.70 IRI Week Ending 3/19/2006

TTL California Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Ranking Betty Crocker $4,920, Jiffy$4,185, Krusteaz$2,614, Sunmaid$484, Krusteaz Carb Simple $462, Duncan Hines $414, P/L$205, Ghiradelli$115, Atkins$94, Betty Crocker Carb Monitor $87, Bobs Red Mill $49, Pillsbury Ultimate $43, IRI Week Ending 3/19/2006

TTL Great Lakes Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Jiffy$7,822, Betty Crocker $7,459, Martha White $2,846, Duncan Hines $2,028, Krusteaz$1,414, Pillsbury$1,074, P/L$764, Krusteaz Carb Cimple $336, White Lily $201, Pillsbury Ultimate $189, Miracle Maze $158, Glory Foods $136, IRI Week Ending 3/19/2006

TTL Midsouth Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Martha White $7,220, Jiffy$6,589, Betty Crocker $4,252, Duncan Hines $1,376, White Lily $1,334, Krusteaz$1,057, P/L$745, Krusteaz Carb Cimple $193, Pillsbury$181, Washington Raga Muffin $167, Washington Muffin $149, Betty Crocker Sweet Rewards $138, IRI Week Ending 3/19/2006

TTL Northeast Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Betty Crocker $8,747, Jiffy$5,503, Duncan Hines $1,778, Krusteaz$1,413, Pillsbury$1,105, P/L$666, Hodgson Mills $378, Washington Muffin $265, Krusteaz Carb Simple $204, Washington Raga Muffin $152, Sunmaid$133, Betty Crocker Carb Monitor $130, IRI Week Ending 3/19/2006

TTL Plains Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Betty Crocker $5,540, Jiffy$3,029, Pillsbury$1,871, Krusteaz1,016, Duncan Hines $746, P/L$692, Martha White $688, Krusteaz Carb Simple $105, Betty Crocker Sweet Reward $75, Pillsbury Ultimate $68, Baker Girl $61, Sunmaid$61, IRI Week Ending 3/19/2006

TTL South Central Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Jiffy$8,722, Martha White $4,010, Betty Crocker $3,333, Duncan Hines $1,345, P/L$1,117, Krusteaz$543, Morrison$419, Krusteaz Carb Simple $229, Pioneer$178, Betty Crocker Sweet Reward $175, Shawnee Mills $112, Pillsbury$99, IRI Week Ending 3/19/2006

TTL South East Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Jiffy$10,390, Martha White $7,400, Betty Crocker $4,163, White Lily $1,998, Duncan Hines $1,969, Krusteaz$1,163, P/L$445, Betty Crocker Sweet Rewards $359, Krusteaz Carb Simple $281, Sunmaid$224, Martha White Cornbread Creation $81, Betty Crocker Carb Monitor $66, IRI Week Ending 3/19/2006

TTL West Region Top 12 Muffin Mix Brand Ranking BrandDollars % Chng vs YAG ACV % ACV % Chng vs YAG Betty Crocker $4,857, Krusteaz$3,277, Jiffy$2,947, Krusteaz Carb Simple $477, Duncan Hines $380, Martha White $283, P/L$240, Sunmaid$141, Pillsbury$115, Atkins Quick Cuisine $73, Betty Crocker Carb Monitor $54, Pillsbury Ultimate $53, IRI Week Ending 3/19/2006

Main Competitors In the Natural Class of Trade

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

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

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

TTL US Region Arrowhead Mills SKU’s n Arrowhead Mills (2 SKU’s) –Carb Fit Blueberry Muffin n $3,639 ( % vs YAG) and 1.52% ACV –Carb Fit Banana Nut Bran Muffin n $4,919 ( % vs YAG) and 2.33% ACV IRI Week Ending 3/19/2006

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

Top US Performers Dollar Growth vs YAG (Muffin Baking Mix Category)

Top Performing Muffin Mix Brands in the TTL US Region n 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 Sweet Rewards –Bobs Red Mill+8.28% –Glory Foods+3.53% IRI Week Ending 3/19/2006

Conclusion n Both the Baking Mix and Muffin Categories are declining single digits in all Regions of the US n The mainstream Brands (with the exception of Betty Crocker) have declined close to double digits in dollars vs YAG n 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 n 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) n The price point seems to be anywhere in the range from $2.99 to $3.79