Leading Brands, Inc. Launches TREK NITRO Optimized Performance Beverage in the United States and Canada
The First "ACCELERATOR" to Deliver a Serious Blast of Energy Will Be Launched Mid-December 2002
VANCOUVER, CANADA - November 19, 2002 - Leading Brands, Inc. LBIX (TSX:LBI), Canada's largest independent, premium beverage company, introduces TREK™ NITRO™, the latest in its line of Optimized Performance Beverages™.
FUEL, BURN and RECOVER, the first TREK™ products launched in July 2002 are "HYDRATORS"™, formulated to provide enhanced hydration and improve performance before, during and after activity. NITRO™is TREK's™ first "ACCELERATOR"™, designed to deliver a serious blast of energy. US ingredients include caffeine, taurine and a variety of B vitamins. Initial flavors will be Grape and Blue Raspberry.
Leading Brands Chairman & CEO Ralph McRae said: "Our R&D department has done it again! They've managed to give us a completely functional beverage that not only provides an incredible energy boost, but is also gulpable and tastes great. Non-carbonated and slightly sweeter, TREK™ NITRO™ is focused at a consumer that is in need of an immediate lift. We created TREK™ Accelerators™ to extend the reach and appeal of the Optimized Performance Beverage™ category. We are today notifying our distributors and customers that this product will be available for shipping in mid-December 2002."
Distinguished by a bright yellow and black label and new black carabiner and cap, TREK™ NITRO™ will initially be available in the Company's unique and award winning 20.6oz (620ml) functional, reusable bottle.
TREK™ is coincidentally introducing its 'biner exchange program. Customers will now be able to exchange their TREK™ branded carabiners for TREK™ gear such as hats and t-shirts. Point of sale displays will advertise the program and an expanded version of the exchange will be available at www.trekenergy.com.
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.