|Ralph D. McRae,
Chairman and CEO
Leading Brands, Inc.
(604) 214-9722 ext. 238
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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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