Fruit2day(R) Launches in the United States, Gives U.S. Consumers a Whole New Way...

Mon May 18, 2009 12:39pm EDT

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Fruit2day(R) Launches in the United States, Gives U.S. Consumers a Whole New
Way to Eat Fruit

New Drinkable and Edible Fruit Snack Hits Produce Aisles Nationwide 

BROOMFIELD, Colo., May 18 /PRNewswire/ -- Most Americans love fruit, but few
eat enough. According to the Produce for Better Health Foundation, 90 percent
of Americans don't eat four servings of fruit each day, which is the amount
recommended by the USDA Dietary Guidelines based on a 2,000-calorie diet. Now,
Hero/WhiteWave is introducing a whole new way to eat fruit - a new product
called Fruit2day(R) -- a drinkable and edible fruit snack with real fruit bits
in a bottle. Fruit2day gives Americans a new way to add fruit to their diets.

Fruit2day provides natural fruit nutrition without peels, pits, bruising,
spoiling or even sticky fingers.

    --  All-Natural - Fruit2day is made with a combination of real fruit
        fruit puree and fruit juice without any added sugar or preservatives.
    --  Portioned Nutrition - Each bottle of Fruit2day packs in two servings
        fruit and antioxidants in 6.75 ounces, with only 110 - 120 calories,
        depending on the flavor.  It is an excellent source of vitamin C that
        provides consumers half of their daily fruit requirements, giving them
        nutritious snack anytime of the day.

    --  Portable - Fruits that need to be peeled, pitted, sliced or eaten with
        fork make it difficult for people to eat on-the-go. Fruit2day's
        portable bottle is perfectly suited for anytime, fruit snacking.

"Fruit2day is a new way to eat and enjoy fruit.  It's a well-portioned,
all-natural snack packed with two servings of fruit in each bottle," said Lisa
Drayer, registered dietitian, health reporter and Fruit2day spokesperson.
"Fruit2day makes getting more fruit in your diet easier to add to any daily
snack routine, whether you're working out, on-the-go, or just need a nutrition
boost in between meals."

Consumers can eat juicy fruit bits, while experiencing the velvety goodness of
purees and juice at the same time. Fruit2day comes in four exciting flavor
combinations: Strawberry Orange, Mango Peach, Pineapple Banana and Cherry
Grape. Look for Fruit2day in the produce aisle beginning May 2009. The
suggested retail price for each two pack is $3.79.

"The desire to get more fruit in your diet is universal whether you're in
Europe or the U.S., especially to the growing number of health-minded
consumers," said Hanno Holm, President and CEO for Hero/WhiteWave, a joint
venture formed to market the brand. "Fruit2day is a true innovation. It's a
new way to eat and enjoy fruit and based on our success in Europe and consumer
research results in the US, we're looking forward to its growth in America."

Hero/WhiteWave is committed to bringing Fruit2day to American consumers.  In
preparation for the launch of Fruit2day, the company made a multimillion
dollar investment to expand WhiteWave Foods' manufacturing facility in Mount
Crawford, Virginia.  This investment has increased economic activity in the
community and continues to support the company's growth.

For more nutritional information about Fruit2day and to learn more about the
nutritional benefits of fruit, visit the Fruit2day Nutrition Center at

Hero/WhiteWave is a strategic joint venture between Switzerland-based Hero
Group and WhiteWave Foods Company, a wholly owned subsidiary of Dean Foods
Company (NYSE: DF) based in Broomfield, Colo.

Hero, an international brand-focused consumer-foods group, was founded in 1886
in Lenzburg, Switzerland, and is committed to producing high-quality,
nutritious products in its core product categories of Infant Nutrition and
Fruit. Hero's operations are based in Europe, North America, Middle
East/Africa and Turkey/Central Asia. In North America, Hero markets leading
brands in Infant Nutrition (Beech-Nut(R)), Decoration & Seasonal Products
(Cake Mate(R), Paas(R), Pumpkin Masters(TM), Houston Harvest) and Jams (Hero).

WhiteWave Foods was established when Dean Foods Company (NYSE: DF)
consolidated much of its branded business into one consumer packaged goods
organization.  Headquartered in Colorado, the company is a pioneer in creating
healthy, innovative, responsibly produced foods, including organic and natural
leaders Horizon Organic(R), Silk(R) Soymilk and Rachel's(TM) yogurt, and
indulgent favorites International Delight(R) and LAND O'LAKES(TM) cultured and
liquid dairy products.  For more information, visit

SOURCE  Hero/WhiteWave

Christine Dooley of Ketchum, +1-312-228-6814,,
for Hero/WhiteWave
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