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Old London Launches Skinny Jeans Contest

Old London(R) Challenges Americans to Get Fit and Live a Healthier

Lifestyle in 2008

TULSA, Okla., Feb. 18 /PRNewswire/ -- Old London, a leading brand of Nonni's Food Company, is launching a multi-faceted campaign aimed at helping women renew their commitment to a healthy lifestyle.

The "Skinny Jeans" concept is based on the feeling women get when they are able to fit into an old pair of skinny jeans.

The contest, which runs from mid-February through June 30, invites women to log on to to post images and creatively illustrate in writing how fitting into their skinny jeans made them feel. The site also offers a variety of tips to help consumers gain that "skinny jeans attitude" and provides them with a variety of tools that are sure to help keep them on track.

Consumers are invited to log on July 20th and vote for their favorite entrants. The winner will be announced August 1, 2008.

On board as spokespeople for Old London are television star Samantha Harris and nutritionist Carolyn O'Neil, who both agree that the "Skinny Jeans" attitude is something that all women should feel, regardless of how much weight they lose.

"The skinny jeans attitude is about the confidence that comes with making simple changes everyday," said O'Neil, MS, RD. "I decided to partner with Old London Foods for this campaign because it aligns exactly with what I have been telling women for years: leading a healthier lifestyle is not about making drastic changes to your everyday routine."

The winner (and a guest) of the online contest will receive an all-expenses-paid trip to Los Angeles to attend the 2008 Fall premier episode of a hit television show, courtesy of Old London. The trip includes an L.A. style make-over.

Along with Harris and O'Neil, Old London has also teamed up with Susan G. Komen for the Cure(R) to help spread that feeling of satisfaction across the nation.

Online entrants will be encouraged to jump-start their exercise routines by training for the Komen Races for the Cure(R). The Komen Races for the Cure -- held in cities across the country during the spring, summer and fall -- are the largest series of 5K runs and fitness walks in the world. will also provide training tips, a list of local Komen races and walking groups, and inspirational stories about breast cancer survivors. The site will serve as a social network where walkers and runners striving to achieve common health goals can connect and help motivate each other.

In addition, for every package of Old London branded snacks purchased throughout October 31 and entered online, Old London will donate 75 cents to Susan G. Komen for the Cure to support breast cancer research.

"We decided to launch this campaign because we found many consumers are using our products as healthy alternatives to bread and crackers," said Chris Gunsch, director of marketing for Old London. "In addition, Susan G. Komen has been one of our partners for the past two years and we wanted to expand our relationship with them. Working together to encourage people to live healthier lives while helping such a great organization raise funds seemed like the perfect partnership."

Old London produces a line of healthy, baked snacks with a signature crunch that are on trend with the way Americans are eating today. Old London has a large snack portfolio that includes Melba toast, Melba snacks, pita chips, bagel chips, International toast, croutons and waffle snacks. All products can be found at club, grocery and retail chains nationwide. For recipes and more information, visit the website at

About Old London

Old London was founded in 1932 as Devonsheer Melba Company. Eventually, Devonsheer Melba became part of the Old London Foods brand name to form a larger array of Melba products. Old London Foods has over 20 different flavors available in Melba Toasts, Melba Rounds and other snacks. Old London, a well-respected, trusted brand, produces a wide variety of high quality products.

About Nonni's Food Company

Founded in 1988, Nonni's Food Company is home to premium quality brands including Nonni's Biscotti, New York Style and Old London. The Nonni's Biscotti brand uses the original family recipe including real eggs, butter and gourmet bittersweet chocolate that gives the biscotti a light, crunchy texture that is delicately sweet. The New York Style snack line includes Bagel Crisps and Pita Chips; wholesome snacks that capture the tastes found in traditional New York City's bakeries. Old London serves up great snacks and light lunches with its core Melba toast products. More information about Nonni's Food Company can be found at

About Susan G. Komen for the Cure

Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Today, Komen for the Cure is the world's largest grassroots network of breast cancer survivors and activists fighting to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Komen Race for the Cure, we have invested nearly $1 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit or call 1-800 I'M AWARE.


Tracy Straub

(312) 202-6553

SOURCE Old London
Copyright©2008 PR Newswire.
All rights reserved

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