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Breakfast BREAKS and Teen Music Phenomenon the Jonas Brothers Team Up to Raise Awareness about the Importance of Eating Breakfast
Date:2/22/2008

Kevin, Joe and Nick Jonas Kick-Off Campaign with Launch of Online Video Contest with Winner Appearing in the New Breakfast BREAKS TV Commercial Jonas Brothers Surprise 750 Students at Illinois Middle School with Concert

to Announce New Breakfast BREAKS Retail Product

WOODBURY, N.Y., Feb. 22 /PRNewswire/ -- ESE Foods, a division of East Side Entrees, announced it is partnering with teen music phenomenon, the Jonas Brothers, for a national campaign to raise awareness about the importance of eating breakfast and the availability of Breakfast BREAKS, a nutritious grab-and-go breakfast kit for kids. The new retail version of Breakfast BREAKS is currently available in stores and is modeled after the popular school version being used by hundreds of thousands of students across the country.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080222/NYF002 )

Kevin, Joe and Nick Jonas kicked-off their new Breakfast BREAKS campaign today by surprising 750 Kimball Middle School students in Elgin, Illinois with a concert. The brothers discussed the benefits of eating a nutritious breakfast and announced a new national contest in which the winner will appear with the Jonas Brothers in the next Breakfast BREAKS television commercial. The contest encourages kids to create a video about why breakfast is important and submit it to http://www.BreakfastBREAKS.com. Select entries will be chosen from across the country to be posted and shared with other Jonas Brothers fans online.

"Breakfast BREAKS is an awesome product that is a nutritious way to make sure kids eat breakfast every morning so we are really excited to be working together with them on this initiative," said Kevin Jonas on behalf of his brothers, Joe and Nick. "Our fans always surprise us with how creative they are, so this contest will be awesome. We can't wait to meet the winner."

To support their Breakfast BREAKS awareness campaign, the Jonas Brothers will be involved in events and initiatives taking place throughout the year with updates being posted on http://www.BreakfastBREAKS.com. The website is also the exclusive home for the Breakfast BREAKS Jonas Brothers video initiative and includes information on how to enter the contest. Entries will be accepted beginning March 1, 2008 and kids will be able to regularly check the site to see which videos have been selected to be featured. All viewers will have the chance to rate their favorites. One winning video will be chosen and the winner will join the Jonas Brothers for an appearance in the next Breakfast BREAKS commercial to be aired nationally.

Kevin, Joe and Nick are featured on specially marked Breakfast BREAKS boxes that are currently available in stores. They also shot a commercial and print ad for the product with their parents, Denise and Kevin, Sr., and little brother, Frankie, that will be aired on national television and featured in magazines.

"The Jonas Brothers musical success has made them superstars, so having them partner with Breakfast BREAKS is a great opportunity for us to reach teens across the country with the message that eating breakfast is critical to starting the day right," said Gary A. Davis, CEO, East Side Entrees. "Studies show that children who eat breakfast perform better in school and have overall better health than those who skip morning meals so Breakfast BREAKS was created to serve breakfast quickly and conveniently so that busy families never miss out on a nutritious breakfast everyday."

The retail version of Breakfast BREAKS is sold in a convenient single-serve box that contains a Bowl Pack(TM) cereal from General Mills, a 100% fruit juice box from Minute Maid(R), a division of The Coca-Cola Company, a nutritious snack and utensils. Each box has a handle and easy-to-open flip-up lid so that Breakfast BREAKS can be eaten at home or on-the-go. The retail version has a suggested retail price of $2.49 and is available in an array of kid-friendly varieties, including Cheerios(R), Cinnamon Toast Crunch(R), Honey Nut Cheerios(R) and Lucky Charms(R).

Breakfast BREAKS History

In 2005, ESE Foods' parent company, East Side Entrees, developed Breakfast BREAKS for schools in response to the startling fact that millions of children across America who are eligible for a free or reduced-price breakfast through the national School Breakfast Program were still not receiving them. Out of 55 million children who attend school in the United States, 30 million eat federally funded lunch at school, yet only 9.6 million eat federally funded breakfast. The school version of Breakfast BREAKS was an instant hit, helping thousands of schools overcome obstacles that prevented them from serving breakfast because the kits required no heating or refrigeration, could be served quickly with little staffing and contained quality branded products that kids love to eat.

In the first year alone, Breakfast BREAKS were purchased by schools in more than 40 states, helping them serve hundreds of thousands of kids a nutritious breakfast. In response to an overwhelming request from parents to have the Breakfast BREAKS product available for home use, the company developed the new retail version and launched it this year. ESE Foods is working closely with GMR Entertainment who initiated and negotiated the partnership with the Jonas Brothers and is assisting in managing the strategy for the launch.

About ESE Foods

ESE Foods is a subsidiary of East Side Entrees of Woodbury, New York, which specializes in developing and marketing nutritious, kid-friendly products to the school foodservice and retail markets. East Side Entrees has been a leading supplier of nutritious food products to America's children since 1998. The company works with registered dietitians and leading nutritionists to create delicious and nutritious products geared specifically to children. Breakfast BREAKS was designed to eliminate the traditional barriers to serving breakfast to children. To learn more about Breakfast BREAKS, go to http://www.BreakfastBREAKS.com.

Cheerios(R), Cinnamon Toast Crunch(R), Honey Nut Cheerios(R) and Lucky Charms(R) are registered trademarks of General Mills used with permission.

(C)2007 The Coca-Cola Company. "Minute Maid" is a registered trademark of The Coca-Cola Company used under license.

Contact

Philip V. Ramirez

(212) 780-0200 x 413

philip@groupgordon.com


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SOURCE ESE Foods
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