Current Press Releases | 2007 | 2006 |

Contact:

Milena DeLuca	Ellie Deardorff
609.921.1695	609.279.0977
mdeluca@justborn.com	edeardorff@justborn.com

MIKE AND IKE® and HOT TAMALES® Take First and Second Place At the Box Office

Bethlehem, PA, November 2007—Just Born, Inc.’s MIKE AND IKE® and HOT TAMALES® Brand Candies are stars in the Theater Box Category. MIKE AND IKE® maintains its role as the #1 brand with HOT TAMALES® #2 in the latest Theater Box Category retail dollar sales rankings (including Sugar and Chocolate brands - source: IRI 52 wk 7/15/07).  Theater Box sales have increased 22.6% over the latest 52 weeks, far outpacing Total Candy growth of 1.4%.  Just Born has 20.6% of Theater Box sales in the 52-week period.

Just Born leads the Sugar Candy Theater Box segment with 33.9% of 52-week dollar sales.  Sugar Candy represents the largest portion of theater box sales with 60.0% or $92.6 Million; chocolate is 40.0% or $61.8 Million.

Donald Houston, Brand Manager of the MIKE AND IKE® and HOT TAMALES® Brands commented, “As a leader in the Theater Box category we are pleased that our brands have helped drive category growth.  For the 12-week period, Just Born’s Theater Box sales were up 24.1% compared with the same year ago period.  We attribute this in large part to our additional theater box varieties. As an example, Tangy Twister™ accounts for 18% of the growth of MIKE AND IKE® in the latest 12 week period, illustrating that consumers believe it’s a great addition to the brand.”

Just Born has also seen significant success with its two new Theater Box sizes in 6-oz. and 9.5-oz. The smaller theater box has an SRP of $1.19 and “The Big Box!” an SRP of $1.59.  Beyond these packs, MIKE AND IKE® and HOT TAMALES® Brand Candies are offered in an assortment of sizes to meet all consumer needs.

The MIKE AND IKE® Brand was introduced in 1940 and HOT TAMALES® in the 1950s.  Both MIKE AND IKE® and HOT TAMALES® are kosher and gluten free.

Just Born, Inc.
Just Born, Inc., is a privately owned company founded in 1923 and headquartered in Bethlehem, PA.  Just Born makes PEEPS® Marshmallow Candies, MIKE AND IKE® Chewy Fruit Flavored Candies, HOT TAMALES® Chewy Cinnamon and Mint Flavored Candies, TEENEE BEANEE® Jellybeans, and PEANUT CHEWS® Brand Candies, made in Philadelphia.  The company employs over 560 associates and markets its candy in over 50 countries.

Visit “hottamales.com,” “mikeandike.com" for more information.