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Multimedia Release -- It's True - Famous Candy Icons Mike and Ike Return

Mike & Ike Original Fruits

BETHLEHEM, Pa., March 27, 2013 (GLOBE NEWSWIRE) -- Just Born, Inc., makers of MIKE AND IKE®, PEEPS®, HOT TAMALES® and GOLDENBERG'S PEANUT CHEWS® candies, confirms rumors that the legendary candy duo, Mike and Ike, have re-united. The candy duo cited irreconcilable differences a year ago, causing them to stop collaborating on their famous fruit chewy candies.





A video accompanying this release is available at http://www.youtube.com/watch?v=Udtby5nfAZ8

A photo accompanying this release is available at http://www.globenewswire.com/newsroom/prs/?pkgid=17812

Mike and Ike are re-uniting for the love of their fans and passion for MIKE and IKE® candy. The company says the business partners will still be involved with music and art, but are now refocused on what they are most passionate about -- MIKE AND IKE® candy.

As part of their comeback, Mike and Ike have agreed to let Hollywood make a movie trailer about their return. (Available online starting March 26th)

The Return of Mike and Ike™ Movie Trailer will air on national television in June. The celebrity candy duo once again breaks the mold, doing things that no other candy brand is doing.

Mike and Ike have collaborated making their candy better than ever with a new package design and the addition of real fruit juice and amplified fruit flavor for all of the fruit varieties of MIKE AND IKE® candy. The return of Mike and Ike also brings a new flavor "Strawberry Reunion" to shelves this spring. Last year, Mike, a music lover, produced a song called "Strawberry or Die" which inspired the new Strawberry Reunion flavor and Ike, collected fruit art, which inspired the all new packaging design.

"People of all ages showed their love for Mike and Ike during the split this year", says Donald Houston, Senior Marketing Manager, Just Born Candy. "It's due to the fans that they are back in business. Sales and excitement for MIKE AND IKE® candy have never been higher. With a new movie trailer, Mike and Ike will really solidify their status as candy legends."

Consumer Engagement Programs for the Return of Mike and Ike

As a result of the return, MIKE AND IKE® executives have been working with Mike and Ike non-stop to develop many exciting events to help fans celebrate.

The new packaging is fun, colorful and contemporary. Retailers will feature new MIKE AND IKE® displays with a sleek black design. The packaging has a message informing consumers that the feud is over and Mike and Ike are back.

The new mikeandike.com website launched March 26th. It combines social media feeds such as Twitter and Instagram, with product and promotional information. Fans can see what Mike and Ike are up to and learn about what's new and what's next.

"The MIKE AND IKE® Movie Mania Promotion" will run from May to September 2013. It will encourage fans of the candy to enter to win movie tickets, a home theater system and other prizes to support both the movie theater candy the brand is famous for, and the upcoming movie trailer about the return of Mike and Ike. This promotion will live on mikeandike.com

Network Cable Television, Radio, Outdoor and Online Advertising -The Return of Mike and Ike™ Movie Trailer will appear on the website in late March, in Facebook ads in May and will include spots on national TV beginning in June. Radio ads and billboard advertising will continue to promote The Return of Mike and Ike.

The campaign was created by Elevator Group, Scituate, Massachusetts and Nail Communications, Providence, Rhode Island.

Mark Richardson, President, Elevator Group said, "A Hollywood movie trailer about The Return of Mike and Ike™ keeps people involved and curious about what will happen next."

A press conference will be held in Chicago during the Sweets & Snacks Expo in May. Mike and Ike are expected to attend along with their spokespeople and Just Born executives.

About Just Born

Just Born, Inc. a privately owned company founded in 1923 and headquartered in Bethlehem, PA, manufactures PEEPS®, HOT TAMALES® and MIKE AND IKE® Brand Candies. GOLDENBERG'S® PEANUT CHEWS® Brand Candies are produced in Philadelphia, PA. All Just Born candies are made in the U.S.A.

For more information on the split, to follow Mike and Ike's individual exploits, log onto www.facebook.com/mikeandike.

The photo is also available at Newscom, www.newscom.com, and via AP PhotoExpress.

CONTACT: Stacey Bender Stacey.bender@bhgpr.comSource:Just Born, Inc.