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Retailer Ad Support for Coffee & Tea Categories A Review of Circular Print Ads 1st Half of 2011 Source: ECRM’s MarketGate Ad Comparisons U.S. & Canadian Retailers, 26 Weeks Ending 7/2/2011 Includes Grocery/Drug/Mass/Dollar Channels, Includes Alcohol Products www.AdCompare.MarketGate.com 1 Retail Ad Support Across Hot Beverage Categories Non-Dairy Creamers & Syrups 4.8% Share of Hot Beverage Ads Cocoa 4.6% Coffee 72.7% Tea 17.9% Excludes Liquid Teas Source: MarketGate Ad Comparisons 26-Weeks Ending 7/2/2011 www.AdCompare.marketgate.com 2 Top Promoted Coffee Brands Weighted Share of Coffee Ad Blocks Maxwell House Private Brand Folgers Starbucks Dunkin' Donuts Chock Full O' Nuts Peet's New England Taster's Choice Melitta Yuban Classic Roast Via Eight O'Clock 16.6% 14.5% 11.8% 9.8% 6.9% 3.7% 3.5% 3.1% 2.8% 2.6% 2.4% 2.4% 2.2% 2.1% Source: MarketGate Ad Comparisons 26-Weeks Ending 7/2/2011 www.AdCompare.marketgate.com 3 Top Promoted Tea Brands Excludes Liquid Teas Weighted Share of Tea Ad Blocks Lipton Private Brand Twinings Traditional Medicinal Bigelow Tetley Yogi Red Rose Luzianne Celestial Seasonings Bromley Estates Salada Good Earth Stash 32.5% 14.1% 6.9% 6.3% 5.6% 5.6% 4.4% 3.6% 3.4% 3.0% 2.6% 2.5% 2.4% 2.4% Source: MarketGate Ad Comparisons 26-Weeks Ending 7/2/2011 www.AdCompare.marketgate.com 4 Retail Ad Support Vs. Year Ago +30% +25% +27.6% Change Vs. First Half of 2010 +20% +15% +7.7% +10% +5% +2.1% +1.1% +0% -5% -1.9% Coffee Source: MarketGate Ad Comparisons 26-Weeks Ending 7/2/2011 www.AdCompare.marketgate.com Tea Excludes Liquid Teas Cocoa Non-Dairy Creamers & Syrups Total Hot Beverages 5