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CANADA: Leading Brands to launch PEZ drinks in North America

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Canada's largest independent food and beverage brand management company, Leading Brands Inc, has signed a multi-year license agreement with PEZ Candy of Orange, Connecticut, for the design, manufacture and distribution of PEZ-branded Juice Drinks throughout the US and Canada.

Leading Brands will create a package for the juices incorporating elements of PEZ, the sweets known for their famous dispensers. The preservative-free drinks will be targeted at eight- to 14-year-olds, addressing what Leading Brands perceives to be a gap in the market.
 
"This is a huge opportunity for our company," said Leading Brands chairman and CEO, Ralph D. McRae. "We have been searching for more than a year for the right product to spearhead our US expansion and we believe we have found it with PEZ. The PEZ brand has almost universal recognition amongst kids and their parents. It is a fun product that lends itself well to an extension into beverages."


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