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National Kids Candy Company, Innovative Candy Concepts, Converts Entire Brand to Too Tarts SmartChoice - Healthier, Better Tasting Candy.

ATLANTA, May 18 /PRNewswire/ -- Atlanta-based Innovative Candy Concepts (I.C.C.), makers of best-selling kids candy brand Too Tarts, today announced it will lead the industry by being the first to change its entire product line to healthier candy for kids, under the brand name Too Tarts SmartChoice. The already nationally-distributed brand, which includes Sour Blast and Super Sweet spray candies, Xtra Sour Goo, UFOs and Suck Ups, will offer new formulations for each product that will contain fruit juice concentrates--the equivalent of 100 percent juice per container--no refined sugar, a 50-60 percent reduction in calories and even more appealing flavor. Too Tarts SmartChoice products will be launched at the NCA All Candy Expo, in June, and ship to retail, beginning in July.

"Let's face it, kids are going to eat candy. We're making our livings selling candy to kids, so let's do it responsibly," said Armand Hammer, President & CEO, I.C.C. "Our mission is to promote healthy, active lifestyles for kids through balanced diet and exercise. It's good for our kids, and it's positive for the growth of our industry."

"We are the first to step up to the plate and change every one of our products to reflect our new company focus of 'healthier, better tasting candy,'" added Hammer. "We hope other companies will soon follow, because the demand is already there. To date, the kids candy market has been ignored. That is changing and we're a big part of the change."
 Recent statistics:
 -- 1 in 3 kids born in the year 2000 will develop diabetes (American
 Diabetes Assoc.)
 -- Approximately 30.3 percent of children (ages 6 to 11) are overweight.
 (American Obesity Association)
 -- 15.3 percent of children (ages 6 to 11) are obese. (American Obesity
 Association)




New Too Tarts SmartChoice candy is sweetened primarily with Jammy Juice, the company's exclusive fruit juice concentrate blend. Sweeteners also include very small amounts of sucralose, glycerin and Acesulfame K. Unlike many sugar free products, Too Tarts does not depend on sugar alcohols as primary sweeteners because they can cause a mild laxative effect. The Jammy Juice formulation has already been flavor tested with kids in Too Tarts Suck Ups, and has met with enormous success. Although costs for the product conversions have increased, Hammer said the company plans to keep the suggested retail price the same, which is currently $.99-$1.29 per item.

With the new company focus, I.C.C. expects its kids candy sales to explode because kids will continue to purchase the candy based on its great taste, while parent purchases will increase due to its healthier attributes. Company sales officials say retailers are now looking at the trickle down movement in their kids candy sections, and ways to effectively add healthier items for kids into their plan-o-grams. The new products will be marketed as a "kids own" healthier brand under the label SmartChoice in kids candy sections, as well as to parents/adults in special low carb and sugar free sections.

The Too Tarts SmartChoice product line, in its entirety, will be unveiled at the National Confectioner's Association (NCA) All Candy Expo, June 8-10, in Chicago. The products are expected to arrive at retail outlets nationwide, beginning in July. Too Tarts products are already distributed nationally in stores such as Wal-Mart, Sam's Club, Toys R Us, Michaels, Circle K, Eckerds and Blockbuster.

Innovative Candy Concepts is a privately-held company, based in Atlanta, GA. For the second consecutive year, the company has been chosen as Confectioner's Silver Circle Award winner for driver in the category. No strangers to innovation, the company introduced the first liquid candy in 1996 under the Too Tarts name. Today, Too Tarts has national distribution in mass merchant, convenience store, grocery chain and specialty retailers, and is considered a mainstream kids candy for its taste appeal and consistent sales growth. The company introduced Sinfully Delicious, in 2003, and currently operates both companies under the I.C.C. umbrella.

Too Tarts SmartChoice is a proud proceeds sponsor of the American Diabetes Association. Dietary Exchange: Free Food. Minimum contribution $75,000.
 Media Contact:
 Lisa Westerfield
 National Director of Communications
 404-505-7332
 lisa.westerfield@icccandy.co
 News Room:
 http://www.tootarts.com/media



CONTACT: Lisa Westerfield, National Director of Communications for Innovative Candy Concepts, +1-404-505-7332, or lisa.westerfield@icccandy.com

Web site: http://www.icccandy.com/ http://www.tootarts.com/media
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Date:May 18, 2004
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