FOR IMMEDIATE RELEASE

January 11, 2008

DAWN FOODS INTRODUCES FIRST-OF-ITS-KIND CAKE PACKAGING SYSTEM

 New easy-to-open, resealable and recyclable cake dome design available in February 2008

will greatly benefit Consumers and Dawns’ in-store bakery customers

JACKSON, MI – Dawn Food Products, Inc. today announced it is introducing in February 2008 revolutionary new cake packaging featuring a special interlocking design that makes cake domes easy to open and reseal.  This first-of-its-kind cake dome design will eliminate the struggle consumers often have when trying to open traditional cake domes, and will in turn help preserve freshness by being easier to close.

Dawn’s new special interlocking design allows users to easily slide two tabs apart to open and back together to close. 

According to Hugh Brooks, Senior Product Manager for Commercial Cakes and Batters at Dawn, research indicates that packaging has a critical impact on perceptions of overall quality and value.  “Even though they are ultimately choosing the product inside, consumers say they are often frustrated by traditional cake packaging that is difficult to open and reseal,” said Brooks. “They immediately viewed the ease of Dawn’s new cake dome design as an extremely compelling solution for an annoying problem.”

The new cake domes are also recyclable – something that Brooks said many consumers respect.  “Made of polyethylene terephthalate (PET), Dawn’s new cake packaging is safe, recyclable, convenient and approved by the U.S. Food and Drug Administration (FDA).”  

Consumers aren’t the only ones who will appreciate the new packaging.  The design will greatly benefit Dawn’s in-store bakery customers and help the company take a leadership role in the ready-to-sell (RTS) cake category.

“At Dawn, we understand the needs of our in-store bakery customers,” said Brooks.  “Since decorated cakes represent nearly 40 percent of their sales, the best cake packaging is essential.  Consumer research shows that ease of opening combined with our new clear cake domes and reduced excess dome height all enhance the appearance and elevate the perceived value of the cakes – giving the impression of even higher quality.  Minimizing the dome height across the product line-up also provides increased sustainability efficiencies through the use of less plastic and reduced freight.”  

Brooks said the new packaging will also help Dawn customers with their inventory management.  “The new dome design offers a more efficient use of shelving space because of its compact size,” said Brooks.  “It’s just one more way Dawn is working to make our customers’ jobs a little easier.”

In addition to the revamped dome design, the new packaging features redesigned labels –  another key selling point for customers.  “The new labels are attractive and really eye catching, which will help our customers sell more cakes and give consumers all the information they need to make the purchase decision,” said Brooks.

The new packaging system will be available on more than 20 varieties of Dawn’s ready-to-sell (RTS) cakes including 7- and 8-inch gourmet and premium double layer dessert cakes, 7- and 8-inch premium refrigerated mousse cakes, and 7- and 8-inch torte cakes.  Production of the 7- and 8-inch RTS cakes is scheduled to begin by January 31, 2008, with initial shipments beginning throughout the months of February and March 2008.  

For over 85 years, Dawn’s dedicated employees, outstanding products and valued customers have made the Dawn name synonymous with excellence.  American-owned and family operated, Dawn currently supplies a complete line of quality, consistent mixes, bases, icings, glazes, fillings, frozen dough, par-baked and fully baked products and equipment to the food industry, worldwide. For further information, please contact Dawn Food Products, Inc. at 3333 Sargent Road, Jackson, MI  49201; phone: (800) 248-1144 or (517) 789-4400; fax: (517) 789-4465; web site: www.dawnfoods.com.

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