April 4th, 2006

OLD ORCHARD INTRODUCES ANTIOXIDANT-RICH JUICES AT LOW PRICE POINT

New line of 100 percent juice and 100 percent juice blends takes aim at expensive “super-juice” niche market

SPARTA, Mich., April 04, 2006 — Old Orchard Brands is adding to its inventory of healthy products with the roll out of premium, antioxidant-rich 100 percent fruit juice and fruit juice blends—Pomegranate, Black Currant, and Black Currant/Pomegranate—available in 64-ounce shelf-stable bottles at nearly half the price per ounce of the market leading producer of similar products.

“There are several brands of premium, antioxidant-rich fruit juice available today, but most of them are at a price point that is unaffordable for many families,” said Mark Saur, founder of Old Orchard. “We’ve applied our expertise and research to develop an antioxidant-rich line of fruit juice that is affordable, so everyone can take advantage of the health benefits.” All three flavors of the premium line feature 100 percent fruit juice, with no added sugars, preservatives or artificial colors.

To date, consumers looking for this variety of fruit juices found them available primarily in single-serve-sized containers in the grocers’ refrigerated produce section, costing upwards of $4 per 16-ounce bottle. Old Orchard’s premium line will retail for $6.99 for a 64-ounce bottle—roughly half the cost, ounce-for-ounce, of similar juice flavors.

A leading trade publication illustrates the demand for healthy juices by citing a 40 percent year-to-year increase of new product offerings in the category. This popularity among consumers is due in large part to the associative health benefits of antioxidants in some fruit. Both pomegranate and black currant score near the top of the U.S. Department of Agriculture’s Oxygen Radical Absorbance Capacity (ORAC) scale -- a chart used to score antioxidant values in food. A recent study by an independent research group indicates that Pomegranate juice, in particular, has been proven to reduce oxidative stress due to its high-antioxidant levels, resulting in health claims ranging from anti-aging to improved cardiovascular health.

Old Orchard’s Pomegranate, Black Currant and Black Currant/Pomegranate is available for purchase now via its website, www.oldorchardjuice.com. The line will begin to appear in major U.S. grocery chains and nationwide retailers by the middle of April.