Big Flower's Laser Tech Color Announces Agreement with Imperial Sugar Company.

NEW YORK--(BUSINESS WIRE)--March 8, 1999--

Digital Solutions Leader to Serve as

Preferred Provider for Sugar Giant

Big Flower Holdings, Inc. (NYSE: BGF) announced today that its digital premedia services group, Laser Tech Color (LTC) has been chosen by Imperial Sugar Company (AMEX: IHK), the largest processor and marketer of refined sugar in the U.S., as its preferred provider of graphic premedia services.

Laser Tech Color (LTC) will be responsible for premedia management for the packaging of all products under the Imperial Sugar umbrella which includes sugar brands such as Imperial, Holly, Dixie Crystals, Spreckels and Pioneer. Officials with Texas-based Imperial said that their intent is for LTC to become "our one-stop shop for graphic development to plate needs." LTC conducted a workflow analysis over several months to determine how their expertise could best benefit Imperial Sugar. Officials at both companies expect this move to provide several key advantages.

"With the recent consolidations and acquisitions we've undertaken, the management of label brand graphics has become an enormously resource-consuming task," said James Gutowsky, Manager, Supply and Marketing Development at Imperial. "Having LTC's expertise at our disposal in managing these assets should provide significant time savings and cost savings."

Brian Mason, CEO of LTC, added that part of the time and cost savings will come from having a single group handle all the label brand graphics. "By consolidating all these efforts through us, Imperial can dramatically improve speed to market and realize substantial efficiencies in the marketing and production process."

Dallas-based LTC, the digital premedia unit of Big Flower Holdings, Inc. (NYSE: BGF), is the global leader in digital advertising and marketing solutions. Dedicated to increasing clients' profitability and market share, LTC specializes in creative services, digital media production and strategic consulting. Their clients are among Fortune 500 companies and span across such diverse industries as retail, consumer and commercial products as well as the world's leading advertising agencies. LTC has 2,000 professionals working at over 30 worldwide facilities. For more information about Laser Tech, visit their web site at www.lasertechcolor.com.

Big Flower Holdings, Inc. is a leading advertising, marketing and information products and services company which provides more than 3,000 retail, advertising agency, broadcasting, manufacturing and newspaper customers with highly-targeted, promotional advertising products, services and software. Big Flower specializes in targeted advertising inserts, circulation-building newspaper products, data-driven direct mail and direct marketing services and digital services, including digital image design and production and computer-based management. For the year ended December 31, 1998, the Company's pro forma revenues were approximately $1.8 billion, including 1998 acquisitions.