DEAR FELLOW SHAREHOLDERS:
LBIX MONTHLY NEWSLETTERSales in September held up very well as weather cooled and October seems to be following a similar trend. The surging Canadian (retracting US?) dollar continues to have a positive impact for us.
We have received an overwhelming response to our launch of Soy2O™. Since introducing it at the National Association of Convenience Stores Show in Chicago three weeks ago, we have been surprised at the quick and eager reaction to this innovative new drink. As BevNet.com stated: “Perhaps the most unique new product at the show was Soy2O™ from Leading Brands.” The positive reaction we received at our booth underscored that statement.
We are working toward the rollout of production in the first week of December. We will be taking a slightly different approach to distribution in the US with Soy2O™, as we believe that its appeal cuts across more than one conventional distribution channel. Not only will we be pushing the product through conventional grocery, c-store and mass merchandising outlets, but we will also be focusing our efforts on the health stores, coffee shops and other places that our core consumer frequents.
There are two other key aspects to our marketing of this brand. The first is a need to educate consumers, not only as to the benefits of soy, but also that our product solves all of the taste issues normally negatively associated with soy. That will take a focused public relations campaign. Next, we must sample the product wherever that opportunity presents itself. The product looks great; there is no disputing that. The product tastes great as well and we have to let consumers know that, optimally at the point of purchase.
December will also see the introduction of our new TREK™ Red Turbo Berry. That will be coincident with the change in Nitro identity to a “Hydrating Energy Drink” with exciting new labels that you can soon see at www.trekenergy.com.
Thank you for your continued support.
LEADING BRANDS, INC.
Ralph D. McRae
Chairman & CEO
We Build Brands