Sara Lee Fresh & Warner Bros. Consumer Products Partner to Bring Fun to the Grocer's Fresh Bread Aisle

March 16, 1998

Sara Lee Fresh Launches New Looney Tunes Jr. Bagels, English Muffins, Mini Donuts and Cookies.

Bugs Bunny, Tweety, Daffy Duck and their Looney Tunes friends have teamed with Sara Lee Fresh to introduce a line of quality fresh baked goods that the entire family will enjoy.

The new Sara Lee Looney Tunes Jr. Bagels, English Muffins, Mini Donuts and Cookies debut this month in the supermarket fresh bread aisle.

"Sara Lee is strengthening its all-family appeal through the licensing of Warner Bros.' Looney Tunes characters. The joining of these two powerful brands will bring fun, excitement and innovation to the fresh baked goods aisle," said Brian Dean, vice president, marketing, Sara Lee Fresh.

"Just as `nobody doesn't like Sara Lee,' it's tough to find a child or adult who doesn't like Bugs Bunny and the Looney Tunes," said Jordan Sollitto, vice president, promotions and branded foods, Warner Bros. Consumer Products. "Both brands bring decades of quality, heritage, consumer awareness and approval to the partnership, and we think that's a recipe for success." Sara Lee Looney Tunes Jr. Bagels The First Vitamin-Fortified Fresh-Baked Packaged Bagel

With its Looney Tunes Jr. Bagels, Sara Lee is the first nationally recognized brand in the fresh-baked packaged bagel category with vitamin fortification. Sara Lee's new Jr. Bagels provide 12 essential vitamins and minerals. With fun flavors like Peanut Bunny and Jelly, Chocolate Chip, Pizza, Apple Cinnamon and Blueberry, the Jr. Bagels are great for "on-the-go" breakfasts, lunch boxes or after-school snacks. At 1 ounce each, the new mini-sized Jr. Bagels are perfect for "kid-sized" hands. Sara Lee Looney Tunes English Muffins

"The fresh English muffin category is almost $400 million in retail sales. However, the category has seen little innovation and negative trends," said Dean. "With our new Sara Lee English Muffins we are offering exciting new flavors that will extend the usage of English muffins and attract younger users to the category."

The new Sara Lee English muffins feature the Looney Tunes cast of characters and are offered in six varieties: Pizza, Chocolate Chip, Wildberry, Raisin Cinnamon, Original and Sourdough. Sara Lee Looney Tunes Mini Donuts and Cookies

What could make a Sara Lee Chocolate Frosted Mini Donut more appealing? You guessed it -- adding the Tasmanian Devil and Daffy Duck to the package! Sara Lee Fresh is re-staging its best-selling sweet goods in bold new packaging that features Warner Bros.' Looney Tunes characters. In addition to Chocolate Frosted Mini Donuts, Sara Lee Fresh is adding its Powdered Mini Donuts, Chocolate Chunk Cookies and White Chocolate Macadamia Nut Cookies to the list of Sara Lee products featuring the Looney Tunes.

A new flavor, Glazed Mini Donuts, will feature Marvin the Martian and his outer space friends. Sara Lee Fresh has state-of-the art manufacturing facilities in Vernon, Calif., and Arlington, Texas. These two bakeries produce a wide variety of specialty breads and sweet goods. The new Sara Lee Fresh Looney Tunes products are currently available in the 25 percent of the country covered by Sara Lee Fresh's DSD (Direct Store Distribution) system. This distribution includes: California, Arizona, Nevada, Texas, Oklahoma, and Illinois. Sara Lee Fresh is a division of Chicago-based Sara Lee Corp.

Warner Bros. Consumer Products, which includes the Licensing, Studio Stores, Warner Bros. Interactive Entertainment, WB Sport and WB Toys divisions, is a division of Time Warner Entertainment Company L.P.

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