<p><strong>Classic cookbook serves up meals matching today's lifestyle</strong>
Minneapolis, MN - January 5, 2009 - It was 1931, shortly after the Great Depression hit, that 54-year old Irma Rombauer took $3,000, the entire sum of her late husband's legacy, and self-published the first edition of the Joy of Cooking. Since then, this classic cookbook has occupied kitchen shelves across thousands of homes. Simon & Schuster published the 75th anniversary edition in 2006.

A new licensing agreement between Simon & Schuster and Bellisio Foods is extending the Joy of Cooking brand to an entire new line of premium meal solutions, including entrees, side dishes, vegetables and breads. They are currently test launching 22 items in many major retailers including Kroger, Albertson's, Wegman's, and Stop & Shop, in select markets across the country.

"Most people can name where they keep the Joy of Cooking cookbook or where their mother's is," says Joel Conner, CEO, Bellisio Foods. "It's that emotional connection that we wanted to leverage."

Bellisio Food's research revealed that consumers were looking for meals that are wholesome, quick and easy with minimal mess and clean up and offered something for every family member.

Prior to presenting the licensing idea to Simon & Schuster, Bellisio tapped CBX, a strategic brand consultancy, to create packaging concepts for their pitch. Staying true to the clean, simple approach of the original cookbook, the CBX design team created an elegant white package that prominently features the red bulls-eye Joy of Cooking logo. Appetizing photography highlights the quality of the food and color-coded bars: brown for main dishes and entrees, green for vegetables and sides and gold for breads distinguishes the items in the line and creates a shelf block -- a one-stop shop for busy consumers looking for quick and easy meal solutions. Side panel recipes allow consumers to customize the dishes, playing off the concept of the cookbook.

"We created a contemporary link to the Joy of Cooking brand," says Scott Fisher, Creative Director, CBX. "We took a 75-year old brand and made it relevant to the realities of modern day cooking and today's fast-paced lifestyle."

These packaging concepts helped convince Simon & Schuster that the licensing idea would help extend the brand in the right direction and build equity. Bellisio proceeded to hire a chef to create products with no preservatives and 0 trans fat.

"The packaging is sophisticated, clean, crisp, and light while beautifully replicating the iconography of the cookbook," says Conner. "Consumers who see these products on shelf instantly recognize and appreciate the Joy of Cooking premium image."

The all-in-one meal stop for consumers that Bellisio introduced to retailers was met with such enthusiasm that many retailers gave it the highly-coveted position of end-aisle door space for the brand.

Bellisio plans to expand the test launch in January 2009 with protein entrees such a pot roast, pulled pork and chicken quarters.</p>