Fresh Pizza Purchase Volume Exhibit 5

Trial Purchase Intent

Definitely would buy Tru Earth (percentage) 0.27
% of "Definites" who actually buy (percentage) 0.80
People who will "Definitely" purchase (percentage) 0.216
Probably would buy Tru Earth (percentage) 0.49
% of "Probables" who actually buy (percentage) 0.30
People who will "Probably" purchase (percentage) 0.147
Total trial rate (percentage) 0.3630
Total Target Households (Millions) (58.8/1.3) 45.23
Adjusted Awareness and Purchase Behavior Estimates Penetration 11%
Percentage of Pasta/Pizza customer (Percentage) 0.11
Customer Awareness (percentage) 0.50
Total Aware Customers (millions) 2.49
Percentage of Nonaware (percentage) 0.89
Non-Customer Awareness (percentage) 0.12
Total Non-Aware Customers (Millions) 4.83
Projected Customer Awareness (Millions) 7.32
% of Projected Customer Awarenes (Percentage) 0.16
ACV (All Commodity Volume Distribution ) (Percentage) 0.50
Marketing Adjusted Trial Rate (Percentage) 0.03
Trial Households (Millions) 1.33
Excellent Average
Repeat PurchaseVolume (Millions) 2.30 1.70
Repeat + Trial Household
Total Purchase (Millions) 3.63 3.03
Total Retail Purchases @ $5.75 20.86 17.41
Sauce
Trial Volume 0.90 0.90
Repeat Purchase Volume 2.60 1.80
Total Volume 3.50 2.70
Total Retail Purchases @ $4.5 15.75 12.15
Total Purchases Pasta +Sauce 36.61 29.56
Wholeseller at 35% 12.81 10.35
TruEarth 23.80 19.22
0.27
0.80
0.216
0.49
0.30
0.147
.3630
45.23
ration 11%
0.11
0.50
2.49
0.89
0.12
4.83
7.32
0.16
0.50
0.03
1.33
Mediocre
1.00

2.33
13.39

0.90
0.80
1.70
7.65
21.04
7.36
13.67
 TruEarth Healthy Foods: Pizza Introduction Analys
Total Market
58.80
(households)
Scenario 1
Segments
Cucina Fresca customers 5% of target market 2.94
Non-customers 95% of target market 55.86

Awareness
Cucina customers 50% 1.47
Non-customers 12% 6.70

Available Market
(access)
All Commodity Volume
40%
(ACV) =
Cucina customers 0.59
Non-customers 2.68

Purchasers
Definitely Would Buy
80%
(80% actually buy)
Cucina customers 26% 0.12
Non-customers 15% 0.32
Probably Would Buy
30%
(30% actually buy)
Cucina customers 53% 0.09
Non-customers 39% 0.31

Overall Purchasers
0.85
(households)

In case of Excellent
Purchases
Units sold (1st purchase) 1.25
Repeat purchase
Repurchasers (Assuming Excellent Product) 49%
Occasions 2

Repeat purchase 0.83

Total ( Repeat+overall purchase) 1.69
Spending per purchase ($) 12.38

Sales in $ 20.87
Wholesale sales after 35% retail margin 0.65 13.56

In case of Average
Purchases
Units sold (1st purchase) 1.25
Repeat purchase
Repurchasers (Assuming Average Product) 37%
Occasions 2

Repeat purchase 0.63

Total ( Repeat+overall purchase) 1.48
Spending per purchase ($) 12.38

Sales 18.34
Wholesale sales after 35% retail margin 0.65 11.92

In case of Mediocre
Purchases
Units sold (1st purchase) 1.25
Repeat purchase
Repurchasers (Assuming Mediocre Product) 21%
Occasions 2

Repeat purchase 0.36

Total ( Repeat+overall purchase) 1.21
Spending per purchase ($) 12.38

Sales 14.96
Wholesale sales after 35% retail margin 0.65 9.73
Foods: Pizza Introduction Analysis

Scenario 2 Scenario 3

11% of target market 6.47 15% of target market 8.82

89% of target market 52.33 85% of target market 49.98

50% 3.23 50% 4.41

12% 6.28 12% 6.00

40% 40%
1.29 1.76
2.51 2.40

80% 80%
26% 0.27 26% 0.37
15% 0.30 15% 0.29
30% 30%
53% 0.21 53% 0.28
39% 0.29 39% 0.28

1.07 1.22

1.25 1.25

49% 49%
2 2

1.05 1.19
2.12 2.41
12.38 12.38

26.23 29.81
0.65 17.05 0.65 19.37
 1.25 1.25

37% 37%
2 2

0.79 0.90
1.86 2.12
12.38 12.38

23.05 26.19
0.65 14.98 0.65 17.03

1.25 1.25

21% 21%
2 2

0.45 0.51
1.52 1.73
12.38 12.38

18.81 21.38
0.65 12.23 0.65 13.89