<p><em>New product and package design innovations help solidify market leadership position and create value.</em>
New York, N.Y. – October 8, 2008 – In a slowing economy consumers think twice before putting a name brand into their shopping cart, when a less costly store brand is an option.

While consumers recognize and favor Reynolds Wrap aluminum foil as a performance leader, many purchase store brands for everyday tasks and save Reynolds Wrap, which they perceived as stronger, versatile and more durable, for tougher cooking assignments.

The need for innovation within the category prompted Reynolds to bring in CBX, a strategic branding company based in New York. "To reinforce Reynolds' leadership position, justify its price and communicate the differences among its products, we introduced a value system," explained Rick Barrack, Chief Creative Officer at CBX. "A 'good, better, best' system created added value, allowed room for product extensions and reinforced customer loyalty, all while maintaining brand equity." CBX retained the core equities of the brand including the reflex blue background, silver laminate and familiar typography, but a color coding system on the end corridor provides differentiation and reduces the focus on square footage. Nomenclature was revised to further clarify the functional benefits of each of the new product sku's; Reynolds Wrap, with the traditional salmon end corridor, Reynolds Wrap Heavy Strength (silver), Reynolds Wrap Super Strength (gold) and Reynolds Wrap Non-Stick (yellow). Heritage and trust was leveraged across the range of products by locking up the brand name with a ribbon containing a "Trusted Since 1947" message. The new designs are rolling out nationally. CBX's exploratory into various innovations led to the launch of a new sku – Reynolds Pro-Grille a superior quality product with non-stick, heavy strength and extra width features. Illustrations of barbecue tools and a red end corridor establish new Reynolds Pro-Grille as a necessary tool for out door grilling. With this new position and packaging, Reynolds gained distribution through a new channel and is selling Pro-Grille exclusively at Lowe's in the grilling products section.</p>