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Concord Foods Inc. Introduces ChiquitaTM Banana Bread Mix

Tuesday, September 15, 2009 

Concord Foods is introducing a new addition to its line of easy to make breads - CHIQUITA BANANA BREAD MIX. This new banana bread mix provides consumers with an easy-to-make bread. When prepared, the banana bread has 0 trans fats, is preservative free and contains real bananas.

The CHIQUITA BANANA BREAD MIX, unlike current all-in-one dry mixes, is a unique offering that simply requires two bananas, water and an egg to be added to the mix.  As a result, this bread has an authentic banana flavor combined with a moist texture. In addition, this innovative product will be available in the fresh produce department of major food retailers next to bananas, providing consumers with bananas and a banana bread mix in one easy location.

Concord Foods recently entered into a licensing agreement with Chiquita to develop and market this new product. The agreement was facilitated by IMC Licensing.

According to Judy Chen, marketing and business development, "This is another example of how we can leverage the Chiquita brand to support the company's strategy of providing more convenient, healthy food options to meet consumer needs."

"This innovative banana bread mix gives consumers a convenient "from scratch" option, said Charles Olins, V.P. sales and marketing at Concord Foods Inc. "CHIQUITA BANANA BREAD MIX is a natural companion product for fresh produce, which provides consumers with a unique tasting, healthy treat."

Consumers will be able to purchase the product in the U.S. starting in October 2009.  CHIQUITA BANANA BREAD MIX is packaged in an eye catching decorated box featuring the instantly recognizable Chiquita logo. The mix will be available in 12 unit cartons and 48 unit floor display shippers.

Distribution channels are expected to include retail grocery stores, mass merchandisers and club stores in the U.S.  The launch will include a comprehensive in-store merchandising program including on-pack coupons, in-store displays and sampling events.