Margaritaville Nielsen Analysis Nielsen Data through 4/01/06

Margaritaville Nielsen Analysis

Nielsen Data through 4/01/06

Distribution Trend by Market(% ACV)

4 WKS THRU WEEK

ENDING 12/31/05

4 WKS THRU WEEK

ENDING 01/28/06

4 WKS THRU WEEK

ENDING 02/25/06

4 WKS THRU WEEK

ENDING 04/01/06

TOTAL US OVER $2 MILLION 35 38 41 43ALBANY $2 MM 66 67 55 64ATLANTA $2 MM 63 64 72 76BALTIMORE $2 MM 72 71 77 78BIRMINGHAM $2 MM 17 20 23 25BOSTON $2 MM 66 60 62 66BUFFALO/ROCHESTER $2 MM 3 2 3 2CHARLOTTE $2 MM 61 66 70 70CHICAGO $2 MM 66 66 66 70CINCINNATI $2 MM 42 41 51 57CLEVELAND $2 MM 43 42 42 43COLUMBUS $2 MM 63 67 69 77DALLAS/FT WORTH $2MM 12 21 18 16DENVER $2 MM 41 62 69 77DETROIT $2 MM 66 72 69 73GRAND RAPIDS $2 MM 54 54 57 59HARTFORD/NEW HAVEN $2 MM 76 74 77 81HOUSTON $2 MM 3 7 11 12INDIANAPOLIS $2 MM 42 43 44 46JACKSONVILLE $2 MM 52 51 52 48KANSAS CITY $2 MM 5 7 5 5LITTLE ROCK $2MM 10 8 7 21LOS ANGELES $2 MM 2 9 15 19LOUISVILLE $2 MM 10 11 11 10MEMPHIS $2 MM 3 9 8 45MIAMI $2 MM 61 61 61 59MILWAUKEE $2 MM 65 63 64 52MINNEAPOLIS $2 MM 16 17 17 14NASHVILLE $2 MM 19 23 21 10NEW ORLEANS $2 MM 17 19 19 23NEW YORK $2 MM 69 59 64 63ORLANDO $2 MM 59 55 54 57PHILADELPHIA $2 MM 50 52 49 53PHOENIX $2MM 1 16 22 40PITTSBURGH $2 MM 60 51 52 54PORTLAND $2MM 2 21 27 30RALEIGH/DURHAM $2 MM 49 54 57 53RICHMOND/NORFOLK $2 MM 60 58 52 49SACRAMENTO $2 MM 4 10 25 27ST. LOUIS $2 MM 23 26 28 31SALT LAKE CITY/BOISE 12 28 24 19SAN ANTONIO $2 MM 0 3 5 5SAN DIEGO 7 27 37 38SAN FRANCISCO $2 MM 7 29 50 55SEATTLE $2 MM 0 25 29 32SYRACUSE $2 MM 23 23 21 23TAMPA $2 MM 46 45 45 47WASHINGTON D.C. $2 MM 73 71 73 80*Source: ACNielsen thru 4/01/06

Distribution Trend Growth by Market(% ACV)

TOTAL MARGARITAVILLE

4 WKS THRU WEEK ENDING

04/01/06


04/02/05

Distribution Points Change

vs. 2005TOTAL US OVER $2 MILLION 43 28 15ALBANY $2 MM 64 81 -18ATLANTA $2 MM 76 25 51BALTIMORE $2 MM 78 71 7BIRMINGHAM $2 MM 25 8 16BOSTON $2 MM 66 76 -10BUFFALO/ROCHESTER $2 MM 2 3 -1CHARLOTTE $2 MM 70 30 41CHICAGO $2 MM 70 63 7CINCINNATI $2 MM 57 33 24CLEVELAND $2 MM 43 38 5COLUMBUS $2 MM 77 52 24DALLAS/FT. WORTH $2 MM 16 0 16DENVER $2 MM 77 0 77DETROIT $2 MM 73 55 18GRAND RAPIDS $2 MM 59 46 13HARTFORD/NEW HAVEN $2 MM 81 87 -6HOUSTON $2 MM 12 0 12INDIANAPOLIS $2 MM 46 27 20JACKSONVILLE $2 MM 48 39 9KANSAS CITY $2 MM 5 13 -7LITTLE ROCK $2 MM 21 0 21LOS ANGELES $2 MM 19 0 19LOUISVILLE $2 MM 10 11 -1MEMPHIS $2 MM 45 7 38MIAMI $2 MM 59 55 4MILWAUKEE $2 MM 52 23 30MINNEAPOLIS $2 MM 14 5 9NASHVILLE $2 MM 10 12 -2NEW ORLEANS/MOBILE $2 MM 23 0 23NEW YORK $2 MM 63 76 -14ORLANDO $2 MM 57 53 3PHILADELPHIA $2 MM 53 71 -19PHOENIX $2 MM 40 0 40PITTSBURGH $2 MM 54 48 6PORTLAND $2 MM 30 0 30RALEIGH/DURHAM $2 MM 53 27 26RICHMOND/NORFOLK $2 MM 49 23 26SACRAMENTO $2 MM 27 0 27ST. LOUIS $2 MM 31 23 8SALT LAKE CITY/BOISE $2 MM 19 0 19SAN ANTONIO $2 MM 5 0 5SAN DIEGO $2 MM 38 0 38SAN FRANCISCO $2 MM 55 0 55SEATTLE $2 MM 32 0 32SYRACUSE $2 MM 23 26 -3TAMPA $2 MM 47 45 3WASHINGTON D.C. $2 MM 80 66 14

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

4 wk 12/31

4 wk 1/28

4 wk 2/25

4 wk 4/01

10 oz. Cal. Coconut 24 25 27 32

8 oz. Island Lime 19 21 23 27

8 oz. Jammin’ Jerk 21 23 24 29

8 oz. Suns. Scampi 8 10 11 16

13 oz. Captain’s Calamari 4 4 4 5

10 oz. Surfside Skewers 2 2 1 3

*Source: ACNielsen thru 4/01/06

U.S. $ Per Point Trend by Item

4 wk 12/31

4 wk 1/28

4 wk 2/25

4 wk 4/01

10 oz. Cal. Coconut $14.5 $13.2 $12.8 $16.1

8 oz. Island Lime $10.5 $11.0 $11.3 $14.1

8 oz. Jam. Jerk $11.1 $10.8 $11.3 $13.5

8 oz. Suns. Scampi $12.4 $11.4 $11.4 $13.5

13 oz. Captain’s Calamari $12.1 $11.6 $11.3 $13.8

10 oz. Surfside Skewers $7.0 $8.2 $9.5 $8.2


Dollar Sales Trend by Market



12/31/05


1/28/06


2/25/06


4/01/06 TOTAL US OVER $2 MILLION $ 944,569 990,763$ 1,074,915$ 1,584,301$ ALBANY $2 MM $ 14,913 12,481$ 8,836$ 18,872$ ATLANTA $2 MM $ 29,270 31,285$ 32,088$ 42,749$ BALTIMORE $2 MM $ 33,792 30,033$ 32,989$ 52,725$ BIRMINGHAM $2 MM $ 3,994 6,839$ 5,079$ 6,175$ BOSTON $2 MM $ 50,356 38,159$ 41,468$ 82,618$ BUFFALO/ROCHESTER $2 MM $ 833 532$ 966$ 697$ CHARLOTTE $2 MM $ 13,788 20,191$ 18,550$ 19,532$ CHICAGO $2 MM $ 46,874 38,751$ 64,477$ 70,736$ CINCINNATI $2 MM $ 10,130 7,045$ 10,003$ 12,987$ CLEVELAND $2 MM $ 26,900 17,554$ 16,069$ 41,422$ COLUMBUS $2 MM $ 7,987 7,193$ 7,716$ 15,166$ DALLAS/FT. WORTH $2 MM $ 8,720 12,369$ 7,034$ 15,121$ DENVER $2 MM $ 13,524 21,201$ 20,920$ 39,052$ DETROIT $2 MM $ 44,486 42,852$ 31,119$ 47,990$ GRAND RAPIDS $2 MM $ 12,553 8,144$ 8,006$ 12,957$ HARTFORD/NEW HAVEN $2 MM $ 28,987 27,174$ 24,840$ 64,083$ HOUSTON $2 MM $ 1,744 4,152$ 6,516$ 9,449$ INDIANAPOLIS $2 MM $ 9,228 6,536$ 6,862$ 9,418$ JACKSONVILLE $2 MM $ 11,797 11,735$ 9,499$ 9,858$ KANSAS CITY $2 MM $ 607 1,481$ 688$ 789$ LITTLE ROCK $2 MM $ 1,542 1,223$ 1,027$ 5,124$ LOS ANGELES $2 MM $ 5,027 10,359$ 20,725$ 62,491$ LOUISVILLE $2 MM $ - -$ 2,398$ MEMPHIS $2 MM $ 340 1,217$ 1,652$ 17,055$ MIAMI $2 MM $ 44,418 35,664$ 34,907$ 38,313$ MILWAUKEE $2 MM $ 11,676 12,007$ 13,799$ 7,241$ MINNEAPOLIS $2 MM $ 8,093 4,287$ 4,078$ 4,243$ NASHVILLE $2 MM $ 5,171 6,735$ 8,549$ 3,432$ NEW ORLEANS/MOBILE $2 MM $ 6,460 7,123$ 7,167$ 11,385$ NEW YORK $2 MM $ 140,503 114,095$ 145,085$ 157,744$ ORLANDO $2 MM $ 56,160 17,846$ 17,804$ 19,606$ PHILADELPHIA $2 MM $ 20,621 42,834$ 49,538$ 63,159$ PHOENIX $2 MM $ - 13,177$ 12,679$ 44,212$ PITTSBURGH $2 MM $ 96 16,565$ 15,019$ 49,815$ PORTLAND $2 MM $ - 10,176$ 11,274$ 23,022$ RALEIGH/DURHAM $2 MM $ 14,467 19,357$ 21,374$ 21,319$ RICHMOND/NORFOLK $2 MM $ 21,701 24,513$ 21,723$ 24,298$ SACRAMENTO $2 MM $ 2,469 4,781$ 9,045$ 13,267$ ST. LOUIS $2 MM $ 3,395 5,169$ 4,508$ 6,257$ SALT LAKE CITY/BOISE $2 MM $ 2,343 10,625$ 8,234$ 4,984$ SAN ANTONIO $2 MM $ - 902$ 1,383$ 952$ SAN DIEGO $2 MM $ 2,506 8,280$ 9,214$ 16,337$ SAN FRANCISCO $2 MM $ 2,660 20,414$ 35,989$ 56,243$ SEATTLE $2 MM $ - 17,135$ 17,149$ 24,514$ SYRACUSE $2 MM $ 7,787 5,159$ 4,272$ 7,493$ TAMPA $2 MM $ 25,354 26,559$ 24,702$ 25,133$ WASHINGTON D.C. $2 MM $ 58,571 60,194$ 62,198$ 100,293$

Unit Sales Trend by Market



11/26/05


12/31/05


1/28/05


4/01/06 TOTAL US OVER $2 MILLION 117,119 129,474 135,663 241,394 ALBANY $2 MM 1,285 2,529 1,982 3,463 ATLANTA $2 MM 4,449 3,778 4,239 5,791 BALTIMORE $2 MM 4,151 4,534 4,332 8,147 BIRMINGHAM $2 MM 1,821 600 1,202 994 BOSTON $2 MM 5,041 6,569 4,636 14,648 BUFFALO/ROCHESTER $2 MM 104 106 67 87 CHARLOTTE $2 MM 2,884 1,973 2,990 3,077 CHICAGO $2 MM 6,054 6,042 5,107 9,765 CINCINNATI $2 MM 600 1,096 646 1,675 CLEVELAND $2 MM 1,947 4,258 2,203 7,935 COLUMBUS $2 MM 641 1,132 1,016 2,217 DALLAS/FT. WORTH $2 MM 706 1,247 1,769 2,148 DENVER $2 MM 1,977 1,505 2,719 5,136 DETROIT $2 MM 3,801 6,201 6,326 6,794 GRAND RAPIDS $2 MM 821 1,868 1,074 1,823 HARTFORD/NEW HAVEN $2 MM 3,344 3,785 3,342 11,820 HOUSTON $2 MM 236 260 575 1,313 INDIANAPOLIS $2 MM 819 1,377 893 1,367 JACKSONVILLE $2 MM 1,435 1,728 1,502 1,228 KANSAS CITY $2 MM 141 73 184 97 LITTLE ROCK $2 MM 148 217 175 901 LOS ANGELES $2 MM 312 690 1,332 8,728 LOUISVILLE $2 MM - - - 361 MEMPHIS $2 MM 488 38 144 2,860 MIAMI $2 MM 5,064 5,513 4,261 4,261 MILWAUKEE $2 MM 1,835 1,728 1,446 880 MINNEAPOLIS $2 MM 727 1,119 497 476 NASHVILLE $2 MM 1,238 740 1,000 540 NEW ORLEANS/MOBILE $2 MM 1,909 800 1,141 1,715 NEW YORK $2 MM 13,872 18,965 15,925 23,602 ORLANDO $2 MM 2,954 7,546 2,183 2,193 PHILADELPHIA $2 MM 6,513 3,249 6,021 8,680 PHOENIX $2 MM - - 1,898 8,172 PITTSBURGH $2 MM 1,861 12 2,108 9,610 PORTLAND $2 MM - - 1,502 3,326 RALEIGH/DURHAM $2 MM 2,832 2,069 2,797 4,046 RICHMOND/NORFOLK $2 MM 3,585 3,083 3,692 3,761 SACRAMENTO $2 MM 300 336 679 1,903 ST. LOUIS $2 MM 1,911 379 642 746 SALT LAKE CITY/BOISE $2 MM 120 340 1,627 704 SAN ANTONIO $2 MM - - 123 135 SAN DIEGO $2 MM 281 353 1,098 2,285 SAN FRANCISCO $2 MM 392 330 2,793 7,830 SEATTLE $2 MM - - 2,502 3,496 SYRACUSE $2 MM - 1,388 900 1,312 TAMPA $2 MM 3,208 3,183 3,205 2,796 WASHINGTON D.C. $2 MM 6,423 7,850 8,382 15,901

U.S. Dollar Sales Trend by Item4 wk

12/31

4 wk

1/28

4 wk

2/25

4 wk

4/01

10 oz. Cal. Coconut $346.0 $333.2 $352.6 $509.9

8 oz. Island Lime $202.8 $229.0 $255.1 $381.8

8 oz. Jam. Jerk $230.0 $248.4 $275.4 $386.2

8 oz. Suns. Scampi $95.8 $117.6 $124.1 $210.0

13 oz. Calamari Strips $51.6 $43.7 $49.2 $68.2

10 oz. Shrimp Skewers $12.3 $14.2 $13.1 $25.3

Total Margaritaville $944.6 $990.8 $1,074.9 $1,584.3


U.S. Sales & Av. Price by Item

4 wk

4/01

4 wk Units 4/01

Average Price

10 oz. Cal. Coconut $509.9 78.7 $6.67

8 oz. Island Lime $381.8 57.7 $6.81

8 oz. Jam. Jerk $386.2 57.6 $6.87

8 oz. Suns. Scampi $210.0 32.0 $6.59

13 oz. Calamari Strips $68.2 11.0 $6.28

10 oz. Shrimp Skewers $25.3 4.3 $7.10

Total Margaritaville $1,584.3 241.4 $6.72


Key Category Rankings Top 10 Value Added Coconut Shrimp

13 weeks thru 4/01/06$ Volume Unit

VolumeACV $ per point

of dist. (000)

Total US Market over $2 million $3,906,488 693,962

Margaritaville Coconut Shrimp w/ Mango Chutney Sc 10 oz. $1,282,412 184,499 28 $45.2

SeaPak Coconut Shrimp w/ Tangy Citrus Sc 10 oz. $734,425 143,237 19 $37.0

Private Label Coconut Shrimp w/ sauce 10 oz. $644,941 137,896 12 $54.3

Contessa Lightly Breaded Coconut Shrimp w/ sauce 12 oz. $546,789 94,263 15 $36.6

Phillips Coconut Shrimp 12’s 7 oz. $244,791 42,726 6 $42.4

Black Tie Breaded Coconut Shrimp w/ Sauce 9 oz. $61,925 19,497 1 $36.4

World Catch Coconut w/ citrus sauce 12 oz. $59,409 9,348 1 $43.6

Black Tie Butterfly Breaded Coconut Shrimp w/ Sauce 9 oz. $52,771 11,253 1 $43.8

Private Label Coconut Shrimp 7 oz. $47,441 6,815 1 $47.4

Private Label Coconut Shrimp – butterfly 16 oz. $43,360 7,537 2 $26.3

Key Category Rankings Top 10 Shrimp Scampi

13 weeks thru 4/01/06

$ Volume Unit Volume ACV $ per point of dist. (000)

Total US Market over $2 million $9,135,019 2,054,694

SeaPak Shrimp Scampi 12 oz. $2,709,899 527,172 33 $80.4

Gorton’s Shrimp Temptations Shrimp Scampi 12 oz. $2,709,697 512,187 40 $64.1

Contessa Shrimp Scampi 12 oz. $1,632,697 272,063 31 $53.4

Michelina’s Lean Gourmet Shrimp Scampi 8 oz. $592,527 485,558 26 $22.5

Margaritaville Shrimp Scampi 8 oz. $491,708 71,730 12 $39.4

Healthy Choice Shrimp Scampi 8 oz. $246,923 43,452 9 $27.5

Private Label Shrimp Scampi Garlic & wine 20 oz. $219,155 25,382 4 $52.2

Private Label Shrimp Scampi Garlic & Herb 10 oz. $137,539 23,373 5 $29.8

Private Label Shrimp Scampi 12 oz. $107,071 16,588 3 $36.8

Lean Gourmet Shrimp Scampi 8 oz. $57,311 40,048 4 $14.6

Key Category Rankings Top 10 Value Added Unbreaded Shrimp

13 weeks thru 4/01/06

$ Volume Unit Volume

ACV $ per point of

dist. (000)

Total US Market over $2 million $10,246,884 3,844,311

Healthy Choice Shrimp in Garlic Cream Sauce 11.5 oz. $1,927,822 792,926 59 $32.7

Gorton’s Shrimp Temptations Lemon Butter Shrimp 12 oz. $1,493,892 280,205 33 $43.0

Weight Watchers Low Calorie Low Fat Marinated Shrimp 9 oz. $1,374,441 724,537 35 $38.9

Contessa Sweet & Sour Shrimp 24 oz. $1,047,173 187,736 27 $39.3

Margaritaville Jammin’ Jerk 8 oz. $976,357 137,830 25 $38.3

Margaritaville Island Lime 8 oz. $932,894 133,402 23 $39.3

Gourmet Dining Garlic Shrimp 32 oz. $551,307 120,080 14 $38.2

Phillips Shrimp with Buffalo Sauce 12’S 8 oz. $245,527 45,302 7 $36.6

Contessa Shrimp w/ Cajun/Whiskey Flavored Sauce 12 oz. $187,570 34,197 6 $29.5

Sea Pak Shrimp Cesar Parmesan Marinated 10 oz. $169,388 34,306 5 $32.1

Frozen Seafood Category($ Millions)

4/01 13 wk sales

Sales % Change vs. YA

4/01 52 wk sales

Sales % Change vs. YA

Shrimp Un-Breaded $58.6 +40% $179.8 +39%

Shrimp Breaded $32.9 +8% $101.8 +12%

Shrimp Coconut $3.9 +26% $11.7 +32%

Unbreaded Fish $45.6 +15% $141.6 +20%

Breaded Fish $108.9 -13% $345.8 -6%

Crab Cakes $5.9 -1% $21.4 +3%

Calamari $1.1 +21% $4.2 +23%


Frozen Seafood Category Key Item Movement Rates 4 WK ($000)

Item: Avg. Price

4/014 wk sales $

% ACV $ per point

Phillips Crab Cake 6 oz. $7.56 $433.9 18 $24.1

SeaPak Brd. Shr. 9 oz. $5.20 $1,529.1 49 $31.2

M’Ville Coconut 10 oz. $6.67 $509.9 32 $16.1

SeaPak Scampi 12 oz. $5.14 $1,091.2 37 $29.4

Stouffers Tuna Ndl. 10 oz. $2.14 $1,058.9 74 $14.4

M’Ville Jerk 8 oz. $6.87 $386.2 29 $13.5

Gortons Gr Fish Fil 7.6 oz. $2.63 $910.8 70 $13.1

M’Ville Lime 8 oz. $6.81 $381.8 27 $14.1

SeaPak Coc Shrimp 10 oz. $5.16 $274.0 22 $12.6

Mrs. Pauls Shr. Scampi 11 oz. $8.21 $5.1 1 $4.2

M’Ville Shr. Scampi 8 oz. $6.59 $210.0 16 $13.5

Contessa Shr. Scampi 12 oz. $6.11 $485.4 31 $15.5

World Catch Chipotle & Lime 10 oz. $6.50 $5.8 1 $5.8

World Catch Coconut 12 oz. $6.32 $19.9 1 $19.9

World Catch Shr. Scampi 10 oz. $6.32 $13.5 1 $13.5

Yankee Trader Crab Cake 10 oz. $5.64 $6.2 1 $6.2


Frozen Seafood Category Key Item Movement Rates 13 WK ($000)


Item: Avg. Price

1/28 13 wk

sales $

% ACV $ per point

Phillips Crab Cake 6 oz. $7.53 $1,404.0 18 $76.8

SeaPak Brd. Shr. 9 oz. $5.59 $4,221.8 48 $87.4

M’Ville Coconut 10 oz. $7.19 $1,282.4 28 $45.2

SeaPak Scampi 12 oz. $5.52 $2,709.9 33 $80.4

Stouffers Tuna Ndl. 10 oz. $2.20 $3,252.3 73 $44.4

M’Ville Jerk 8 oz. $7.29 $976.4 25 $38.3

Gortons Gr Fish Fil 7.6 oz. $2.78 $2,728.3 68 $40.1

M’Ville Lime 8 oz. $7.21 $932.9 23 $39.3

SeaPak Coc Shrimp 10 oz. $5.48 $734.4 19 $37.0

Mrs. Pauls Shr. Scampi 11 oz. $8.18 $23.1 1 $23.1

M’Ville Shr. Scampi 8 oz. $7.04 $491.7 12 $39.4

Contessa Shr. Scampi 12 oz. $6.08 $1,632.7 31 $53.4

World Catch Chipotle & Lime 10 oz. $6.68 $24.4 1 $24.4

World Catch Coconut 12 oz. $6.47 $59.4 1 $59.4

World Catch Shr. Scampi 10 oz. $6.48 $45.8 1 $45.8

Yankee Trader Crab Cake 10 oz. $5.62 $24.1 1 $24.1

52 Wk.Market $ Rank by Brand Frozen Seafood Entrees

Market Margaritaville SeaPak Gorton’s Contessa Matlaws Phillips Private Label

Total US 7 9 1 5 11 6 4

Albany 5 28 1 9 2 14 4

Baltimore 3 5 2 7 14 1 28

Boston 4 22 1 8 2 10 12

Hartford 3 19 2 5 1 10 12

New York 4 20 3 2 1 9 33

Philadelphia 4 11 2 3 8 1 25

Pittsburgh 4 8 1 21 13 2 11

Washington D.C. 4 5 2 9 16 1 38




Total US 8 7 1 3 11 9 5

Albany 5 31 1 8 2 15 6

Baltimore 3 6 1 8 12 2 23

Boston 5 20 1 8 2 11 14

Hartford 3 17 1 6 2 9 23

New York 4 20 1 2 3 9 32


Pittsburgh 6 8 1 21 14 2 10

Washington D.C. 4 6 2 9 13 1 35




Total US 5 4 1 6 12 9 8

Albany 3 35 1 8 2 15 7

Baltimore 4 5 1 8 12 2 23

Boston 3 21 1 8 4 13 14

Hartford 2 19 1 6 3 9 21

New York 4 18 1 2 3 9 33


Pittsburgh 3 7 1 21 14 2 12

Washington D.C. 4 6 2 8 12 1 33


Documents

Margaritaville Nielsen Analysis Nielsen Data through 4/01/06