NEWS RELEASE
[Back to Corporate Page]

Leading Brands and Trek Bicycle Corporation Announce Worldwide Licensing and Joint Promotion


VANCOUVER, British Columbia--Dec. 2, 2002-- Marketing Relationship Involving Leading Brands' TREK(TM) Optimized Performance Beverage(TM) Line

LEADING BRANDS, INC. LBIX(TSX:LBI), the developer of the TREK™ Optimized Performance Beverage™ line and TREK® BICYCLE CORPORATION of Waterloo, Wisconsin, the manufacturer of TREK® Bikes, are pleased to announce a long-term licensing arrangement and joint marketing and promotion initiative.

From its start in a small barn in Waterloo, Wisconsin almost 30 years ago, TREK® Bicycle Corporation ("TBC") has grown to become the largest premium bicycle manufacturer in the United States, with a share of more than 36% of that market. With wholly owned subsidiaries in Austria, the Netherlands, Germany, Japan, Spain, Switzerland and the United Kingdom and distributors in 65 other countries worldwide TBC also has a large and growing international presence for its TREK® bikes.

In July 2002, Leading Brands, Canada's largest independent, premium beverage company, launched its TREK™ Optimized Performance Beverage™ line across Canada and in the United States. The natural beverage product is distinguished by its unique, award winning packaging, which includes a carabiner and functional, reusable bottle.

Leading Brands Chairman and CEO Ralph McRae stated: "We are fortunate to be able to associate with a company of the stature and reputation of TREK® Bicycle Corporation. Their strong tradition of quality, innovation and value are core principles of ours. We also share a mutual desire to build brands recognized around the World in the outdoor and adventure markets. I am convinced that there will be countless opportunities to work together in the months and years to come, both in joint marketing and promotion initiatives and in developing exciting products to take both cycling and this brand to new levels."

TREK® Bicycle's Marketing Director Dick Moran said: "The new TREK™ Beverage is an exciting product and good fit for the TREK® brand. We are very proud of the TREK® Bicycle brand we have built and we look forward to a great business relationship with Leading Brands."

We Build Brands(TM)
About Leading Brands, Inc.

Leading Brands, Inc. LBIX (TSX:LBI) is the largest independent, fully integrated premium beverage company in Canada. 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 TREK™, Pez® 100% Juices™, Johnny's Roadside® Iced Tea and Lemonade, Country Harvest® Juices, Caesar's® Bloody Caesar Cocktail, and Cool Canadian® Water. Leading Brands recently undertook a major expansion into the United States, with its US headquarters located in Stamford, CT. Its subsidiary, Quick, Inc. is building a home replenishment and delivery system for the new economy.

Statements in this news release that are not historical are to be regarded as forward-looking statements which are subject to risks and uncertainties that could cause actual results to differ materially. Such risks and uncertainties with respect to the Company's business include general economic conditions, weather conditions, changing beverage consumption trends, pricing, and the availability of raw materials and economic uncertainties, including currency.

####