Margaritaville Nielsen Analysis Nielsen Data through 10/29/05

Margaritaville Nielsen Analysis

Nielsen Data through 10/29/05

Distribution Trend by Market(% ACV)

4 WKS THRU WEEK

ENDING 07/30/05

4 WKS THRU WEEK

ENDING 08/27/05

4 WKS THRU WEEK

ENDING 10/01/05

4 WKS THRU WEEK

ENDING 10/29/05

TOTAL US OVER $2 MILLION 29 30 32 35ALBANY $2 MM 73 76 79 77ATLANTA $2 MM 24 33 43 60BALTIMORE $2 MM 64 63 69 76BIRMINGHAM $2 MM 10 25 26 23BOSTON $2 MM 64 61 63 69BUFFALO/ROCHESTER $2 MM 4 2 2 2CHARLOTTE $2 MM 35 47 47 61CHICAGO $2 MM 59 60 58 63CINCINNATI $2 MM 32 32 36 36CLEVELAND $2 MM 36 41 41 42COLUMBUS $2 MM 65 57 56 63DALLAS/FT WORTH $2MM 6 7 6 7DENVER $2 MM 18 27 45 50DES MOINES $2 MM 2 1 1 1DETROIT $2 MM 58 60 62 63GRAND RAPIDS $2 MM 44 38 40 46HARTFORD/NEW HAVEN $2 MM 82 78 78 85HOUSTON $2 MM 0 0 2 3INDIANAPOLIS $2 MM 40 29 31 35JACKSONVILLE $2 MM 34 40 44 50KANSAS CITY $2 MM 10 14 7 7LITTLE ROCK $2MM 10 7 6 6LOS ANGELES $2 MM 0 0 1 1LOUISVILLE $2 MM 13 12 13 13MEMPHIS $2 MM 9 10 8 4MIAMI $2 MM 56 55 56 56MILWAUKEE $2 MM 14 15 53 59MINNEAPOLIS $2 MM 7 7 14 19NASHVILLE $2 MM 12 15 18 20NEW ORLEANS $2 MM 13 21 17 24NEW YORK $2 MM 74 72 70 74OMAHA $2 MM 1 1 0 1ORLANDO $2 MM 46 48 49 52PHILADELPHIA $2 MM 67 68 67 67PITTSBURGH $2 MM 55 56 52 57RALEIGH/DURHAM $2 MM 28 35 47 57RICHMOND/NORFOLK $2 MM 25 25 47 66SACRAMENTO $2 MM 3 3 4 3ST. LOUIS $2 MM 21 22 20 18SALT LAKE CITY/BOISE 0 1 1 1SAN DIEGO 0 2 2 5SAN FRANCISCO $2 MM 2 4 4 4SYRACUSE $2 MM 26 21 22 28TAMPA $2 MM 45 44 45 44WASHINGTON D.C. $2 MM 52 57 66 73*Source: ACNielsen thru 10/29/05

U.S. Distribution Trend by Item (%ACV)

4 wk 7/30

4 wk 8/27

4 wk 10/1

4 wk 10/29

10 oz. Cal. Coconut 20 21 21 23

8 oz. Island Lime 16 18 19 21

8 oz. Jammin’ Jerk 18 20 19 22

8 oz. Suns. Scampi 3 4 5 7

13 oz. Captain’s Calamari 0 1 2 4

10 oz. Surfside Skewers 0 1 1 2

*Source: ACNielsen thru 10/29/05

U.S. $ Per Point Trend by Item

4 wk 7/30

4 wk 8/27

4 wk 10/1

4 wk 10/29

10 oz. Cal. Coconut $12.0 $15.4 $12.3 $14.6

8 oz. Island Lime $10.1 $17.6 $10.2 $12.3

8 oz. Jam. Jerk $10.5 $13.6 $10.9 $12.1

8 oz. Suns. Scampi $10.6 $14.7 $13.3 $13.3

13 oz. Captain’s Calamari $0.0 $9.4 $10.7 $11.9

10 oz. Surfside Skewers $0.0 $6.1 $10.0 $10.1


Dollar Sales Trend by Market


4 WKS THRU WEEK

ENDING 07/30/05

4 WKS THRU WEEK ENDING

08/27/05


10/01/05


10/29/05 TOTAL US OVER $2 MILLION 663,048$ 983,740$ 786,754$ 1,054,813$ ALBANY $2 MM 14,231$ 10,459$ 12,423$ 13,274$ ATLANTA $2 MM 13,970$ 50,337$ 23,697$ 31,043$ BALTIMORE $2 MM 23,070$ 27,039$ 30,474$ 36,631$ BIRMINGHAM $2 MM 2,730$ 11,308$ 10,033$ 6,851$ BOSTON $2 MM 43,266$ 34,076$ 34,470$ 46,938$ BUFFALO/ROCHESTER $2 MM 911$ 497$ 699$ 633$ CHARLOTTE $2 MM 8,223$ 13,192$ 11,843$ 13,924$ CHICAGO $2 MM 32,825$ 35,214$ 29,200$ 51,396$ CINCINNATI $2 MM 5,693$ 5,212$ 6,357$ 6,398$ CLEVELAND $2 MM 15,405$ 14,703$ 16,640$ 53,337$ COLUMBUS $2 MM 7,254$ 5,446$ 5,069$ 7,560$ DALLAS/FT. WORTH $2 MM 4,568$ 5,851$ 2,650$ 5,319$ DENVER $2 MM 5,657$ 8,708$ 17,019$ 20,395$ DES MOINES $2 MM 224$ 55$ 110$ 55$ DETROIT $2 MM 24,426$ 25,782$ 35,610$ 32,286$ GRAND RAPIDS $2 MM 5,682$ 3,604$ 4,159$ 6,028$ HARTFORD/NEW HAVEN $2 MM 32,962$ 25,860$ 26,860$ 33,515$ HOUSTON $2 MM -$ -$ 1,038$ 1,585$ INDIANAPOLIS $2 MM 9,298$ 4,904$ 4,796$ 6,861$ JACKSONVILLE $2 MM 7,515$ 31,552$ 11,370$ 12,039$ KANSAS CITY $2 MM 1,622$ 2,640$ 1,597$ 1,622$ LITTLE ROCK $2 MM 2,365$ 1,092$ 1,113$ 1,049$ LOS ANGELES $2 MM -$ 647$ 2,447$ 2,372$ LOUISVILLE $2 MM 2,527$ 2,310$ 2,123$ 2,435$ MEMPHIS $2 MM 2,057$ 1,280$ 880$ 339$ MIAMI $2 MM 27,760$ 104,309$ 32,869$ 32,925$ MILWAUKEE $2 MM 2,488$ 2,719$ 12,259$ 11,515$ MINNEAPOLIS $2 MM 2,698$ 1,059$ 3,703$ 6,245$ NASHVILLE $2 MM 4,640$ 6,615$ 7,464$ 5,825$ NEW ORLEANS/MOBILE $2 MM 5,090$ 10,385$ 7,256$ 19,269$ NEW YORK $2 MM 131,463$ 108,668$ 100,229$ 183,409$ OMAHA $2 MM 164$ 121$ 84$ 165$ ORLANDO $2 MM 12,844$ 71,031$ 11,884$ 17,318$ PHILADELPHIA $2 MM 43,967$ 52,996$ 65,230$ 78,105$ PITTSBURGH $2 MM 17,195$ 15,104$ 14,590$ 53,174$ RALEIGH/DURHAM $2 MM 7,392$ 12,421$ 14,633$ 19,155$ RICHMOND/NORFOLK $2 MM 6,479$ 7,089$ 15,412$ 21,107$ SACRAMENTO $2 MM 1,620$ 1,340$ 1,713$ 2,939$ ST. LOUIS $2 MM 3,167$ 3,350$ 3,213$ 2,771$ SALT LAKE CITY/BOISE $2 MM -$ 196$ 275$ 244$ SAN DIEGO $2 MM -$ 281$ 220$ 1,444$ SAN FRANCISCO $2 MM 316$ 1,065$ 1,336$ 2,706$ SYRACUSE $2 MM 4,468$ 2,878$ 5,118$ 4,278$ TAMPA $2 MM 20,989$ 95,099$ 22,008$ 23,936$ WASHINGTON D.C. $2 MM 31,887$ 41,329$ 47,759$ 64,373$

Unit Sales Trend by Market



07/30/05


08/27/05


10/01/05


10/29/05 TOTAL US OVER $2 MILLION 87,990 154,906 110,635 155,454 ALBANY $2 MM 2,116 1,483 1,954 1,813 ATLANTA $2 MM 1,829 9,121 3,278 4,208 BALTIMORE $2 MM 3,083 3,754 4,760 4,869 BIRMINGHAM $2 MM 461 1,926 1,698 1,123 BOSTON $2 MM 5,520 4,086 4,223 6,282 BUFFALO/ROCHESTER $2 MM 121 62 95 88 CHARLOTTE $2 MM 1,227 2,009 1,742 2,114 CHICAGO $2 MM 4,224 4,625 3,652 8,189 CINCINNATI $2 MM 494 444 539 578 CLEVELAND $2 MM 2,250 1,727 1,922 10,246 COLUMBUS $2 MM 990 726 617 1,032 DALLAS/FT. WORTH $2 MM 583 737 377 761 DENVER $2 MM 630 1,136 2,327 2,823 DES MOINES $2 MM 28 7 14 7 DETROIT $2 MM 3,185 3,397 5,580 4,319 GRAND RAPIDS $2 MM 769 461 533 821 HARTFORD/NEW HAVEN $2 MM 4,047 2,907 3,178 4,179 HOUSTON $2 MM 0 0 150 236 INDIANAPOLIS $2 MM 1,380 640 566 898 JACKSONVILLE $2 MM 903 6,111 1,307 1,497 KANSAS CITY $2 MM 204 323 200 208 LITTLE ROCK $2 MM 308 138 158 147 LOS ANGELES $2 MM 0 67 268 246 LOUISVILLE $2 MM 326 296 276 325 MEMPHIS $2 MM 233 144 99 39 MIAMI $2 MM 3,375 20,517 3,656 3,874 MILWAUKEE $2 MM 303 405 1,855 1,593 MINNEAPOLIS $2 MM 391 153 502 802 NASHVILLE $2 MM 672 1,028 1,109 895 NEW ORLEANS/MOBILE $2 MM 621 1,473 1,037 2,739 NEW YORK $2 MM 18,075 13,520 14,932 29,341 OMAHA $2 MM 20 15 10 20 ORLANDO $2 MM 1,546 14,534 1,338 2,068 PHILADELPHIA $2 MM 6,079 7,305 11,338 11,993 PITTSBURGH $2 MM 2,022 1,749 1,727 10,005 RALEIGH/DURHAM $2 MM 1,132 1,903 2,144 2,876 RICHMOND/NORFOLK $2 MM 942 945 2,129 3,098 SACRAMENTO $2 MM 196 168 228 399 ST. LOUIS $2 MM 361 373 357 321 SALT LAKE CITY/BOISE $2 MM 0 33 31 41 SAN DIEGO $2 MM 0 31 24 179 SAN FRANCISCO $2 MM 39 142 179 445 SYRACUSE $2 MM 683 426 875 585 TAMPA $2 MM 2,586 19,122 2,448 2,926 WASHINGTON D.C. $2 MM 4,222 5,357 6,576 8,587

U.S. Dollar Sales Trend by Item4 wk

7/30

4 wk

8/27

4 wk

10/1

4 wk

10/29

10 oz. Cal. Coconut $242.3 $315.0 $260.4 $340.4

8 oz. Island Lime $161.6 $317.2 $194.5 $260.3

8 oz. Jam. Jerk $189.0 $264.6 $207.8 $270.0

8 oz. Suns. Scampi $32.0 $51.4 $66.5 $96.0

13 oz. Calamari Strips $1.8 $7.1 $21.4 $44.6

10 oz. Shrimp Skewers $3.0 $4.6 $10.0 $22.8

Total Margaritaville $663.0 $983.7 $781.6 $1,054.8


U.S. Sales & Av. Price by Item

4 wk $ Sales

10/29

4 wk Units 10/29

Average Price

10 oz. Cal. Coconut $340.4 50.4 $7.07

8 oz. Island Lime $260.3 37.8 $7.16

8 oz. Jam. Jerk $269.5 39.4 $7.11

8 oz. Suns. Scampi $96.4 14.5 $6.99

13 oz. Calamari Strips $44.7 7.0 $6.91

10 oz. Shrimp Skewers $22.8 3.8 $7.22

Total Margaritaville $1,054.8 155.5 $7.10


Frozen Seafood Category($ Millions)

10/29 13 wk sales

Sales % Change vs. YA

10/1 52 wk sales

Sales % Change vs. YA

Unbreaded Shrimp Frz. $163.2 +16.1% $729.7 +4.1%

Breaded Shrimp Frz. $18.5 +4.6% $80.0 +8.3%

Unbreaded Fish Frz. $54.3 +14.5% $211.8 +7.8%

Breaded Fish Frz. $74.6 -4.3% $330.9 -3.1%

Frz. Seafood Entrees (1) $52.0 +30.0% $201.5 +22.2%

Frz. Seafood Entrees (2) $10.5 +74.0% $34.6 +39.9%


Frozen Seafood Category Key Item Movement Rates 13 WK

Item: Avg. Price

10/29 13 wk sales $

% ACV $ per point

Phillips Crab Cake 6 oz. $7.70 $1,326,266 16 $82,102

SeaPak Brd. Shr. 9 oz. $5.94 $2,749,134 43 $63,367

M’Ville Coconut 10 oz. $7.13 $976,111 22 $44,368

SeaPak Scampi 12 oz. $5.73 $1,485,143 24 $61,881

Stouffers Tuna Ndl. 10 oz. $2.12 $2,985,143 71 $42,044

M’Ville Jerk 8 oz. $7.19 $796,343 20 $39,817

Gortons Gr Fish Fil 7.6 oz. $3.12 $1,472,412 58 $25,386

M’Ville Lime 8 oz. $7.13 $822,648 19 $43.297

SeaPak Coc Shrimp 10 oz. $5.80 $466,953 16 $29.185

Mrs. Pauls Shr. Scampi 11 oz. $7.44 $68,488 3 $22,946

M’Ville Shr. Scampi 8 oz. $6.97 $226,842 5 $45,368

Contessa Shr. Scampi 12 oz. $5.93 $1,317,348 25 $52,694

World Catch Chipotle & Lime 10 oz. $5.43 $61,384 2 $30,692

World Catch Coconut 12 oz. $5.97 $93,548 3 $31,183

World Catch Shr. Scampi 10 oz. $5.90 $74,054 3 $24,685

Yankee Trader Crab Cake 10 oz. $5.60 $18,398 1 $18,398


Frozen Seafood Category Key Item Movement Rates 4 WK


Item: Avg. Price

10/1 4 wk sales $

% ACV $ per point

Phillips Crab Cake 6 oz. $7.35 $421,021 17 $24,766

SeaPak Brd. Shr. 9 oz. $5.51 $1,017,423 45 $22,609

M’Ville Coconut 10 oz. $7.07 $340,435 23 $14,801

SeaPak Scampi 12 oz. $5.03 $663,149 26 $25,506

Stouffers Tuna Ndl. 10 oz. $2.13 $930,195 71 $13,101

M’Ville Jerk 8 oz. $7.11 $269,522 22 $12,251

Gortons Gr Fish Fil 7.6 oz. $3.00 $500,378 59 $8,481

M’Ville Lime 8 oz. $7.16 $260,320 21 $12,396

SeaPak Coc Shrimp 10 oz. $5.57 $147,476 16 $9,217

Mrs. Pauls Shr. Scampi 11 oz. $6.80 $25,049 3 $8,350

M’Ville Shr. Scampi 8 oz. $6.99 $96,442 7 $13,777

Contessa Shr. Scampi 12 oz. $5.70 $430,806 27 $15.956

World Catch Chipotle & Lime 10 oz. $5.93 $13,927 2 $6,964

World Catch Coconut 12 oz. $5.92 $27,202 3 $9,067

World Catch Shr. Scampi 10 oz. $5.91 $25,917 3 $8,639

Yankee Trader Crab Cake 10 oz. $5.45 $5,843 1 $5,843

52 Wk.Market $ Rank by Brand Frozen Seafood Entrees

Market Margaritaville SeaPak Gorton’s Contessa Matlaws Phillips Private Label

Total US 8 9 1 7 13 4 3

Albany 5 23 1 10 2 15 3

Baltimore 3 4 2 6 11 1 25

Boston 3 17 1 11 3 12 9

Hartford 2 21 3 5 1 9 12

New York 3 18 1 4 3 9 27

Philadelphia 3 11 2 5 11 1 23

Pittsburgh 6 8 1 18 13 2 10

Washington D.C. 3 4 2 10 14 1 38




Total US 8 9 1 3 12 5 4

Albany 4 22 1 9 2 14 6

Baltimore 3 7 2 5 15 1 27

Boston 4 24 2 11 1 8 13

Hartford 2 24 3 5 1 10 12

New York 2 19 4 1 2 8 30


Pittsburgh 3 9 1 20 14 2 11

Washington D.C. 3 5 2 9 16 1 32




Total US 6 7 1 3 12 5 4

Albany 4 23 1 8 2 14 7

Baltimore 3 5 2 6 16 1 27

Boston 4 24 1 11 2 7 13

Hartford 2 22 3 5 1 10 13

New York 2 17 4 1 2 10 32


Pittsburgh 1 8 2 22 18 3 9

Washington D.C. 4 3 2 7 16 1 35


Key Category Rankings Top 10 Value Added Coconut Shrimp

4 weeks thru 10/29/05$ Volume Unit

VolumeACV $ per point

of dist.

Total US Market over $2 million $886,356 151,487

Margaritaville Coconut Shrimp w/ Mango Chutney Sc 10 oz. $340,435 50,421 23 $14,802

SeaPak Coconut Shrimp w/ Tangy Citrus Sc 10 oz. $147,475 26,991 26 $5,672

Private Label Coconut Shrimp w/ sauce 10 oz. $134,285 26,512 11 $12,208

Contessa Lightly Breaded Coconut Shrimp w/ sauce 12 oz. $106,277 20,308 8 $13,285

Phillips Coconut Shrimp 12’s 7 oz. $66,690 12,534 5 $13,338

World Catch Coconut w/ citrus sauce 12 oz. $27,202 4,589 3 $9,067

Private Label Coconut Shrimp 7 oz. $13,587 1,944 1 $13,587

Private Label Coconut Shrimp – butterfly 16 oz. $10,643 1,777 2 $5,322

Private Label Asian Shrimp Trio 10 oz. $7,429 1,240 1 $7,429

Sea Best Breaded Coconut Shrimp 9 oz. $6,996 1,630 1 $6,996

Key Category Rankings Top 10 Value Added Unbr Shrimp - Scampi

4 weeks thru 10/29/05

$ Volume Unit Volume ACV $ per point of dist.

Total US Market over $2 million $1,352,551 301,305

SeaPak Shrimp Scampi 12 oz. $663,148 141,193 26 $25,506

Contessa Shrimp Scampi 12 oz. $430,806 75,552 27 $15,956

Gorton’s Shrimp Scampi 12 oz. $215,120 33,023 14 $15,366

Margaritaville Shrimp Scampi 8 oz. $96,442 14,494 7 $13,777

SeaPak Shrimp Scampi 12 oz. $85,536 16,509 8 $10,692

Lean Gourmet Shrimp Scampi 8 oz. $69,483 58,301 9 $7,720

Healthy Choice Shrimp Scampi 8 oz. $56,982 10,065 5 $11,3964

Private Label Shrimp Scampi 10 oz. $43,984 8,248 5 $8,797

Private Label Shrimp Scampi 12 oz. $36,603 5,496 1 $36,603

World Catch Shrimp Scampi 10 oz. $25,917 4,389 3 $8,639

Key Category Rankings Top 10 Value Added Unbr Shrimp –

Seasoned/Sauced/Marinated4 weeks thru 10/29/05

$ Volume Unit Volume

ACV $ per point of

dist.

Total US Market over $2 million $3,490,651 946,899

Healthy Choice Shrimp in Garlic Cream Sauce 11.5 oz. $557,973 223,425 62 $9,000

Contessa Mediterranean Shrimp 24 OZ. $421,456 84,778 27 $15,609

Weight Watchers Low Calorie Low Fat Marinated Shrimp 9 oz. $406,087 234,595 36 $11,280

Contessa Sweet & Sour Shrimp 24 oz. $366,671 81,257 25 $14,667

Margaritaville Jammin’ Jerk 8 oz. $269,522 39,371 22 $12,251

Margaritaville Island Lime 8 oz. $260,321 37,790 21 $12,396

Gourmet Dining Garlic Shrimp 32 oz. $151,206 31,206 13 $11,631

Gorton’s Shrimp Temptations Lemon Butter Shrimp 12 oz. $116,815 18,056 11 $10,620

SeaPak Cesar Parmesan Marinated Shrimp 10 oz. $60,453 13,789 5 $12,091

Phillips Shrimp with Buffalo Sauce 12’S 8 OZ. $59,872 11,258 6 $9,979

(18) Margaritaville Surfside Shrimp Skewers 10 OZ. $22,813 11,258 6 $9,979

Documents

Margaritaville Nielsen Analysis Nielsen Data through 10/29/05