NEWS RELEASE
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Ralph D. McRae,
Chairman and CEO
Leading Brands, Inc.
(604) 214-9722 ext. 238
[email protected]

Howard E. Wishner
Leading Brands of America, Inc.
[email protected]
203/323-9435 Ext. 3004

Matthew D. Kemp
Leading Brands of America, Inc.
Tel: (203) 323-9435 Ext. 3003
[email protected]

Strategic Growth International
Stan Altschuler/David Waldman
(516) 829-7111
[email protected]

Leading Brands, Inc. Announces First Shipments Of TREK™, Optimized Performance Beverage; Distributor Response Exceeds Most Optimistic Expectations


VANCOUVER, Canada--June 18, 2002--Leading Brands, Inc. LBIX(TSX:LBI), Canada's largest independent, fully integrated premium beverage company, is pleased to announce it is shipping the first cases of its new TREK™ Optimized Performance Beverage™(OPB), the scientifically formulated hydration system that delivers the functional elements the body requires to prepare for, sustain and recover from any type of activity. The product will be delivered to select retailers in Canada and to specific markets in the Western, Central and Eastern United States.

Leading Brands Chairman and CEO Ralph D. McRae said, "This day is the culmination of more than two years of persistent effort, creativity and imagination. What started with a vision for a truly unique product has become a convention breaking reality - an entirely new category of beverage that is already generating excitement in distributors and retailers and will soon invigorate the consumer. This is a significant milestone and a very proud moment for our company and all those who contributed to the launch of TREK™."

Leading Brands of America President Bob Miller added, "Distributor reaction to TREK™ has been nothing short of extraordinary. Demand for the product has exceeded our most optimistic forecasts, putting us in the advantageous position of having to ramp-up our production. In all my experience, I have never seen a beverage product that has been received so eagerly by regional and nationwide distributors."

"The rollout of the marketing effort supporting the TREK™ launch is perfectly timed to leverage this shipment," remarked Leading Brands Chief Marketing Officer Howard Wishner. "We'll kick-off July 12-14 at the Telluride 360 Adventure Festival where TREK™ is the Official Beverage, and follow up with a national and regional campaign designed to introduce the brand and educate the consumer on the science behind the Optimized Performance Beverage™ system. We'll be building on the interest and excitement we've seen in the media and beverage community to generate real and significant consumer demand."

About TREK™, Engineered Energy™

TREK™ is the worlds first Optimized Performance Beverage™. More than just refreshments, OPBs are the result of years of intense scientific development and are proven to enhance the hydration process and optimize individual performance, better and faster than any other product on the market. TREK™ is also the first beverage to be delivered in a "Bullet Proof", hot filled PET bottle without unsightly heat panels. The endlessly reusable 20.6 fl oz (620ml) bottle is topped with the innovative, heavy-duty Click Cap™ which opens with a single turn of the wrist and clicks audibly when fully closed. Attached to the Click Cap™ is a removable TREK™branded carabiner that allows the adventurer to firmly secure the bottle during activity. The base of the bottle is molded into a functional compass and the reflective signaling mirror label includes a map ruler on the front and an explanation of the TREK™ system on back. The components of the package would retail independently at a cost of $10 or more - without the beverage. TREK™ ships with a suggested retail price of US$1.99-2.29.

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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™, 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.

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