1. Green Tea Thea Morrill Lana Hacker

2. Supplier Is in Control  Strong Brand Presence  Private label has a weak presence

3. Green Tea SKUs  119 different SKUs

4. Green Tea Demographics  Lipton is most consistent through out all house hold incomes  Ages 55 and up has the majority of consumer consumption  Higher income households tend to purchase more tea

5. BIGELOW - TEA - BAGS CELESTIAL SEASONINGS - TEA - BAGS CTL BR - TEA - BAGS LIPTON - TEA - BAGS NUMI - TEA - BAGSTAZO - TEA - BAGS DOLLAR VOLUME INDEX 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 TOTAL HOUSEH OLDS 100.0 NA100.0 INC - <$20,000 55.659.782.684.5126.0129.183.296.7 14.6 NA 21.8 67.7 INC - $20,000- 29,999 72.978.2109.190.9115.8111.6102.199.643.6NA63.869.0 INC - $30,000- 39,999 87.289.768.191.0100.5105.2108.5104.442.5NA51.054.5 INC - $40,000- 49,999 100.095.8101.4114.0112.3117.1103.6101.041.2NA44.867.0 INC - $50,000- 69,999 112.7115.797.8104.093.782.8107.1100.0 173.7 NA81.571.7 INC - $70,000+ NA156.2NA117.9NA61.3NA99.6NA 242.9 INC - $70,000- 99,999 111.3NA105.6NA81.6NA104.0NA101.7NA95.0NA INC - $100,000+ 146.6NA125.7NA79.4NA97.3NA 218.9 NA 276.8 NA

6. BIGELOW - TEA - BAGS CELESTIAL SEASONINGS - TEA - BAGS CTL BR - TEA - BAGSLIPTON - TEA - BAGSNUMI - TEA - BAGSTAZO - TEA - BAGS DOLLAR VOLUME INDEX 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 52 WEEKS ENDING 12/29/07 52 WEEKS ENDING 12/27/03 AGE FH - UNDER 35 54.958.077.871.684.693.885.970.4 10.7 NA95.196.2 AGE FH - 35-44 92.968.9112.0106.1107.5108.9112.2118.1 154.3 NA101.1140.1 AGE FH - 45-54 114.7120.1125.8109.9121.6111.3119.8117.3113.2NA106.0130.5 AGE FH - 55+ 131.8141.4124.9117.7105.3115.8117.2125.650.7NA102.580.2 AGE FH - 55-64 134.9131.6124.4115.3110.3130.9119.3123.362.6NA 149.6 119.3 AGE FH - 65+ 128.6 149.4 125.3119.6100.2103.7115.0 127.538.5 NA54.348.9 AGE FH - NO FEMALE HEAD 85.784.149.184.378.462.758.655.5 192.2 NA94.063.7

7. Green Tea Roles  Sales Volume - $628,502,000  Household Penetration - 46.2%  Blattberg’s Category: in between Cash Machine and Maintain

8. Green Tea Brand Strength  Lipton Dominates Market with 19.5% of products on shelf  Bigelow has 12.7 %  Celestial seasonings has 11%  Yogi has11%

10. Stocking Rate  Lipton - 65.83%  Bigelow - 24.66%  Celestial Seasonings – 22.5%  Salada – 13.33%  Stash – 14.28%  Uncle Lee’s 23.33%

11. Green Tea Strength  Lipton, Bigelow and Celestial Seasonings were present in almost every store

13. Green Tea Private Label  Not Strong in any Retailer  Best Choice 6% Harps facings  Great Value 4.3% WalMart facings  Retailer is not committed  Not a ploy

14. Green Tea Trends in Private Label  Private Label SKUs - 6  Total SKUs - 119  Private labels make up about 5% of total SKUs  Nationally 11% of tea sales are Private Label (under $20,000 between 45-54)

15. Recommendations to Retailers  Should not increase emphasis on private label