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MIKE AND IKE(R) Asks What's Your Flavor Today?

BETHLEHEM, Pa., June 10 /PRNewswire/ -- This summer, there's plenty to choose from with MIKE AND IKE(R) chewy fruit flavored candy. Candy maker Just Born, Inc. is pleased to announce that the MIKE AND IKE(R) brand will once again sponsor a summer radio program complete with fun promotions, cool giveaways, lots of free candy, and teen-relevant advertising. The repeat of this activity is a result of a 34% sales increase (IRI FDTKS 12 wks ending 7.18.04) for the brand.

(Photo: http://www.newscom.com/cgi-bin/prnh/20040518/PHTU010 )

MIKE AND IKE(R) is currently experiencing a record 13+% growth (IRI FDTKS 52 wks ending 05.15.05) and is expecting to continue this growth through this summer's radio program. MIKE AND IKE(R) will reach more cities, attract more consumers, and encourage more people to FlavUp(TM).

Doreen Perini, Group Product Manager, commented, "We continue to reinforce our 'FlavUp(TM)' positioning with our core teen audience through our marketing activities. The radio program is just one tactic that has been a perfect fit for the MIKE AND IKE(R) brand and its audience."

Beginning June 13 and running through July 10, listen for the MIKE AND IKE(R) radio spots and promotions in the following cities: NYC, Chicago, L.A., Philly, Miami, Dallas, Atlanta, Baltimore, Boston, Charlotte, Orlando, Des Moines, Seattle, Portland, Spokane, Indianapolis, Minneapolis, Albany, Columbus, Pittsburgh, and Syracuse.

In addition to the radio program, MIKE AND IKE(R) will launch new commercials on Fuse TV. Fuse TV is the fourth most highly recognized teen TV brand in the US, with the single highest concentration of teen audiences on cable or broadcast TV. The campaign focuses on the "FlavUp"(TM) positioning. The spots will run throughout the summer. Also on Fuse TV, the MIKE AND IKE(R) Hip Hop Spot will debut on Saturday, June 25th at 10:30pm. Still another element of the Fuse TV partnership is the on-pack instant win promotion where one grand prize winner can win a trip to New York City, get a mini-makeover, and appear as a guest VJ on Fuse TV's hit show "Daily Download."

Along with the promotional 2.12-oz. bag, MIKE AND IKE(R) brand candies are available in 1.1-oz., 3-oz., 8-oz., 16-oz., and 5 lb. packs. This summer, everything MIKE AND IKE(R) will send its fans craving the delicious fruit flavors and dare them to FlavUp(TM).

Feel the fruity sensation at http://www.mikeandike.com/.

The Company that makes them so fruity ...

Just Born, Inc., is a privately owned company founded in 1923. Just Born also manufactures MARSHMALLOW PEEPS(R) brand candies, HOT TAMALES(R) chewy cinnamon flavored candies, PEANUT CHEWS(R) candies, and TEENEE BEANEE(R) jelly beans. The company employs over 600 associates and markets its candy in over 50 countries.
Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20040518/PHTU010
PRN Photo Desk photodesk@prnewswire.com

Source: Just Born, Inc.

CONTACT: Milena DeLuca, Just Born, +1-609-448-3636,

Web site: http://www.justborn.com/

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