Novatine hit record market share levels in October, driven by the new Purple flavor and increased distribution. Novatine gained 2.2 share points and 12% volume growth over the last 4 weeks compared to last year. Shipments were also up 15.7% in October and 9.7% year-to-date, exceeding forecasts. However, some risks remain from softer sales at Costco and Safeway in October. The report provides an overview of Novatine's market performance and identifies growth drivers like the Purple flavor launch as well as areas for improvement such as link scores for the new TV ad.

1. EXAMPLE ONE PAGE MONTHLY REPORT
Graham Robertson | President of Beloved Brands Inc.

2. Novatine Monthly Report for October 2012
Consumption Overview
Novatine hit a record 42% $ share in September, up 11% vya. Both Benytineand Private Label both lost share.
For the latest 4 weeks, Novatine achieved a 42% dollar share (+11% vya and a gain of 2.2 share ptsvya) and a 38% unit
share (+12% and a gain of 2 share ptsvya). The source of growth for the period is the new Purple flavour and increased
food shares. This keeps Novatine’s momentum going, with the dollar share going from 39% up to 41% for the year. The
major growth continues to the Blue flavour with accounts for 48% of the overall consumption. We continue to see that the
new advertising is driving an increase in future purchase intent, up from 67% in Q1 up to 79% in Q4. The new purple
flavour, which now has 93% distribution, now accounts for 15% of the brand’s consumption.
Latest 4 Weeks Latest 12 Weeks YTD
$ Vol % $ $ Pt Unit Vol Unit Unit Pt $ Vol % $ $ Share Pt $ Vol % $ $ Pt
Chg Share Change % Chg Share Change Chg Share Change Chg Share Change
Category 4% 100% 0 5% 100% 0 2% 100% 0 4% 100% 0
Novatine 11% 42% 2.2 12% 38% 2.0 14% 42% 2.1 11% 41% 2.0
Nextact 0% 28% -0.2 1% 27% -0.3 1% 27.% -0.2 0% 27% -0.2
Benytine -6% 10% -1.1 -4% 12% -1.1 2% 11% -1.1 -6% 10% -1.1
Private Label -2% 20% -1.0 -4% 23% -0.8 4% 23% -1.0 -2% 22% -0.9
Key Drivers Key Inhibitors
Purple 1L up to a 7% $ share, with distribution up from New TV ad has soft link scores: 42% vs norm of 55%.
73% to 93. New food listings include Publix. Looking at new edit options for Q4 media.
TV Advertising continues to drive consideration and Q2 promo had strong sell in, but did not achieve same
purchase intention. coop and display vs year ago. Adjustments made to Q4
Benytine has cut spend and seeing consumption falling program to regain customer support.
for second straight year. Green awareness is softer this year, over-shadowed by
Innovation plan behind the Purple launch has helped launch of purple. Explore Green sampling program to
steal share from Private Label (down 2% for the year). keep brand top of mind.
Shipments Overview
Novatine sales were up 15.7% vya for October, up 6% in Q3 and up 9.7% for the year. Latest forecast for the year
has Novatine exceeding plan by 3%. Wal-Mart continues to lead the way, Costco has some risk. Safeway had a very
soft October but on pace for a strong year. The 1.5L size continues to be strong and the new Purple flavour continues to
see strong sell-in.
October 2012 Year To Date Key Drivers
Total % Total % Wal-Mart remarkable 27% growth continues, outpacing
Sales change Sales change the brand by 3-fold. Additional promo and increased
$MM vya $MM vya display have helped sell through.
Total Novatine 10.0 +15.7% 112.0 +9.7% Purple having a strong year (+22%) following last year’s
Top 5 Accounts launch. New food listings have helped shipments.
Wal-Mart 1.5L promotion sell-in for Q3 much stronger than last
2.59 +23% 25.0 +27%
Costco year. Need to ensure consumption to stay on forecast.
1.11 -11% 11.7 -6%
Walgreens Walgreens had a strong month (+9%), regaining some
0.85 +9% 7.2 +3%
Kroger of the softness from the first half of he year.
0.55 +2% 4.4 +2%
Safeway 0.41 -44% 5.3 +15% Key Inhibitors
Publix 0.33 -9% 3.8 -7% Safeway had a soft October (-44%) but continues to
Top Skus stay strong on the year (+15%)
1L Blue 4.5 +2% 53.7 +5% Costco continues to see softness (-11% in Oct and -6%
1L Green 2.2 +1% 26.2 -2% for the year) as some of the FDM customers launch the
1L Purple 1.5 +5% 17.3 +22% 1.5L sku. Exploring combo pack for Q1.
1.5L Blue 1.8 +73% 11.2 +11% Green is stabilizing, but has seen cannibalization at the
shelf from retailers and with consumers. Continue to
push for re-listing at the expense of Benytine.

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