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Leading Brands, Inc. Announces Launch of LiteBlue™ Reduced Calorie Blueberry Juice Cocktail
VANCOUVER, CANADA - August 23, 2005 - Leading Brands Inc. (Nasdaq: LBIX), North America's only fully integrated premium beverage company, announces the launch of LiteBlue™ Reduced Calorie Blueberry Juice Cocktail. The product will initially be available in a rectangular 64oz (1.89 liter) PET bottle in Canada, with an introduction to the United States market to follow later this fiscal year.
 Sweetened with a combination of cane sugar and Splenda® brand sweetener, LiteBlue™ contains 50% less calories than the Company's successful line of TrueBlue™ Blueberry Cocktails. LiteBlue™ is available in two great flavors: traditional Blueberry and new Blueberry Raspberry. As with TrueBlue™, each 16oz (500ml) glass of LiteBlue™ contains as much juice as a full serving of fresh blueberries1.
Leading Brands Vice-President of Marketing, Joanne Saunders added: "Unlike other reduced calorie juices, LiteBlue™ is true to the flavor profile of TrueBlue™ with a fresh, natural taste. All of our research and taste testing showed that consumers overwhelmingly love the taste of TrueBlue™ and we were able to capture that in this new, lighter formulation."
Ms. Saunders continued: "Incorporating Splenda® brand sweetener was important to us as it is widely recognized as the zero calorie sweetener of choice. Splenda® no calorie sweetener is made from sugar so it tastes like sugar. The blend of cane sugar and Splenda® gives LiteBlue™ a refreshing fruit flavor without the unpleasant aftertaste associated with other reduced calorie beverages."
LiteBlue™ will be available shortly in leading Canadian grocery stores, with a US launch to follow shortly.
Please continue to check out developments with TrueBlue™ and LiteBlue™ on www.trueblueberry.com.
The Company will continue to provide operational updates in its monthly newsletter on the first of most months, posted at www.LBIX.com.
1According to Canada's Food Guide, one serving of fresh blueberries equals ˝ cup.
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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