EXCITING NEWS FROM NIELSEN-MASSEY

WAUKEGAN, ILLINOIS - (May 10, 2005) - Nielsen-Massey is excited to announce a change in our product line-up that is designed to help retailers and consumers.

Nielsen-Massey's retail products will soon sport new labels that will help differentiate the varieties on the retail shelf.

New labeling will help differentiate the types Nielsen-Massey Vanillas on the store shelf.

Mexican Pure Vanilla will soon be sporting a label with a cream background and Aztec red lettering, while Tahitian Pure Vanilla will be dressed in a label with a cream background with Pacific blue lettering. These changes will help consumers tell the difference between these products and our classic Madagascar Bourbon Pure Vanilla with its cream label with brown lettering. Finally, Nielsen-Massey’s Pure Vanilla blend will have a label with a brown background with cream lettering.

The new labels are sure to have shoppers wondering what the differences in the various vanillas are.

Explained simply, Mexican Pure Vanilla is known for its creamy, spicy flavor and has a special affinity for foods that contain chocolate, cinnamon and other warm spices, even chilies. A favorite of pastry chefs, Tahitian Pure Vanilla is marked by its aromatic, fruity, cherry-like flavor. This delicate flavoring is best in low or no-heat applications, as excessive heat can weaken the flavor. Pure Vanilla Blend is a combination of vanillas from various growers, expertly blended to give consistent flavor and economics. Madagascar Bourbon Pure Vanilla is the gold standard of vanillas, with a rich, sweet, creamy character that is ideal for baking and all other types of cooking applications. All of these differences are explained on the new labels, to assist consumers in choosing the type of vanilla that is right for their application.

We hope that our vendors and retailers are as pleased with this change as we are. It will help to make all of our products stand out in the marketplace and spur some interest at the retail level. Stay tuned for further developments with the new, more colorful Nielsen-Massey labels!

For more information, contact Dan Fox 1-800-525-PURE or www.Nielsen-Massey.com.

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