News | July 22, 2008

New Survey Reveals Majority Of Colorado Parents Avoiding High Fructose Corn Syrup In Their Family's Diet, Not Aware Packaged Sandwich Bread Often Contains The Ingredient

BOULDER, Colo.--(BUSINESS WIRE)--Rudi's Organic Bakery, Inc., the nation's largest and one of the fastest growing certified-organic bread brands, today launched a multi-faceted consumer education campaign designed to raise awareness of the presence of high fructose corn syrup (HFCS) in packaged sandwich bread. The campaign launch comes after a recent Zoomerang survey – commissioned by Rudi's Organic – of more than 350 Colorado parents with children 12 years of age and younger. Survey results revealed that while a majority of parents, 60 percent, try to avoid HFCS in their family's diet, only 23 percent are aware that packaged sandwich breads often contain HFCS. HFCS is a sweetener commonly found in processed foods and soft drinks, and has been reported in health and nutrition studies to increase the risk of diabetes, cholesterol levels, and other adverse health conditions.

The new campaign will help educate Colorado parents about this important issue by encouraging them to check ingredients labels for HFCS before purchasing dietary staples, including bread. The Rudi's Organic campaign will include a consumer launch event, multi-media ad campaign, a series of family-oriented sampling events and more.

"Based on Colorado parents' concerns about HFCS, we are hoping to help them make more informed choices when purchasing staples, like bread and other baked goods," said Doug Radi, vice president of marketing for Rudi's Organic Bakery. "Rudi's Organic will be arming parents with the information they need to identify products made without the use of HFCS or artificial ingredients."

The educational campaign will launch with a "Get Real Bread" event on Aug. 2 in partnership with KALC-FM Denver, Alice 105.9. During this event, Colorado moms and dads will be invited to trade in their conventional breads made with high fructose corn syrup and artificial ingredients for a free loaf of Rudi's Organic Bread made with wholesome, organic ingredients and nothing artificial.

Other components of the campaign include clever, attention-grabbing print and television advertisements highlighting the presence of HFCS and artificial ingredients in most conventional, mass-produced packaged sandwich breads. The advertisements focus on drawing attention to the HFCS in conventional breads through the creation of "fictional" packaged breads named "Whole Grain High Fructose Corn Syrup & Oat" and "Prairie Azodicarbonamide White." Many consumers can also expect to find their Sunday newspaper wrapped in one of these "fictional" bread packages on July 27. Plus consumers will be seeing signage in their local supermarkets, highlighting these fake breads. Rudi's Organic also will be sampling bread at a series of different events throughout the summer at soccer fields, festivals, retail stores, farmers markets, and outdoor malls. Lastly, just in time for the new school year, Rudi's Organic will participate in an organic lunch box tour with other organic companies to help teach parents how to pack healthy, HFCS-free lunch boxes.

For the past 32 years, Rudi's Organic Bakery has been committed to making better, nutritious baked goods for healthy families. All of Rudi's Organic baked goods are free of HFCS; instead, they are lightly sweetened naturally with organic cane juice or organic brown sugar. With the implementation of this campaign, Rudi's Organic Bakery will help consumers understand and identify the difference between sweeteners, including HFCS, and encourage them to read ingredients labels when shopping for baked goods.

More information about Rudi's Organic Bakery and a complete list of Rudi's Organic retailers can be found by visiting www.rudisbakery.com.

About Rudi's Organic Bakery, Inc.

Rudi's Organic Bakery, Inc., headquartered in Boulder, Colo., is the nation's largest and fastest growing brand of USDA certified organic breads. Since 2005, Rudi's Organic has been a Charter Baking Company, Inc., a portfolio company of Charterhouse Group, Inc. Rudi's Organic is a premier organic brand with distribution throughout the U.S. in both natural foods stores and mainstream supermarkets. Founded in 1976, Rudi's Organic offers small batch organic artisan breads, sliced sandwich breads, hamburger and hot dog buns, granola, wraps and a popular line of organic spelt – an heirloom grain and a viable option for many wheat-sensitive individuals – breads, buns and tortillas.

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