NEWS RELEASE
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Leading Brands, Inc. Launches TREK NITRO Optimized Performance Beverage in the United States and Canada


VANCOUVER, British Columbia--Nov. 18, 2002-- The First "ACCELERATOR" to Deliver a Serious Blast of Energy Will Be Launched Mid-December 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.

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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™, 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.

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