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TrueBlue® and Bloomingdale’s Partner for a National Promotion

Celebrating ‘Denim Days’ By Giving Customers a Unique TrueBlue Experience

VANCOUVER, CANADA - March 15, 2006 - LEADING BRANDS, Inc. (NASDAQ: LBIX), North America's only fully integrated premium beverage company, proudly announces an exclusive partnership between Bloomingdale's Department Stores and TrueBlue® Blueberry Juice Cocktails.

Bloomingdale's and TrueBlue® Blueberry Juice Cocktails are working together for the bi-annual "Denim Days" in 29 stores nationwide continuing to brand the business of denim and introducing Bloomingdale's customers to new products with blue denim flair. More than 14,000 bottles of TrueBlue® will be served to Bloomingdale's customers for a national sampling day on April 8th, 2006. This event will introduce TrueBlue® to thousands of Bloomingdales' customers for a unique marketing and sampling opportunity.

TrueBlue® Blueberry Juice Cocktails were launched in early 2005.  Lightly sweetened with cane sugar, (not high fructose corn syrup) the product is 'all natural' and formulated to comply with the most strict health food requirements. Each 16oz (473mL) serving contains as much juice as a full serving of fresh blueberries. With 25% fewer calories per serving than most cranberry-based products, TrueBlue® is also a preferred dietary choice for health-conscious consumers.

TrueBlue® is available in five delicious flavors: Blueberry, Blueberry-Cranberry, Blueberry-Pomegranate, Blueberry-Green Tea, and Blueberry-Raspberry, all high in antioxidants. TrueBlue® is available in major grocery chains across Canada and in 40 US States. Two conveniently-sized  64oz (1.89L) and 16oz (473mL) PET bottles are offered at retail.

Bloomingdale's, a division of Federated Department Stores, was founded in 1872 and operates 36 stores in New York, New Jersey, Nevada, Massachusetts, Pennsylvania, Maryland, Virginia, Illinois, Minnesota, Florida, California and Georgia. For website access, please log onto www.bloomingdales.com.

For more details on TrueBlue® please visit www.trueblueberry.com.

To request interviews, samples or photos, please contact Joanne Saunders at 1.866.685.5200 ext.288.

About Leading Brands, Inc.
Leading Brands, Inc. (NASDAQ:LBIX) is North America’s only fully integrated premium beverage company. The Company’s unique Integrated Distribution System (IDS) ™ offers turnkey, one-stop shopping to food and beverage brand owners, including manufacturing, distribution, sales/marketing and licensing. In addition, Leading Brands produces their own line of beverages such as TrueBlue®, LiteBlue®, TREK® Natural Sports Drinks, NITRO® Energy Drinks, INFINITY® Health Water™, Country Harvest® Juices, and Caesar’s® Cocktails.

Forward Looking Statements
Certain information contained in this press release includes forward-looking statements. Words such as “believe”, “expect,” “will,” or comparable terms, are intended to identify forward-looking statements concerning the Company’s expectations, beliefs, intentions, plans, objectives, future events or performance and other developments. All forward-looking statements included in this press release are based on information available to the Company on the date hereof. Such statements speak only as of the date hereof. Important factors that could cause actual results to differ materially from the Company’s estimations and projections are disclosed in the Company’s securities filings and include, but are not limited to, the following: general economic conditions, weather conditions, changing beverage consumption trends, pricing, availability of raw materials, economic uncertainties (including currency exchange rates), government regulation, managing and maintaining growth, the effect of adverse publicity, litigation, competition and other risk factors described from time to time in securities reports filed by Leading Brands, Inc.

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