Edible Arrangements Launches New Multi-Unit Development Strategy

-New "Core and Station" Strategy Fuels Launch of Frutation; Fast Fruit Concept
Offering Fresh Fruit Smoothies, Juices and Snacks for Customers on the Go-

WALLINGFORD, Conn., Aug. 31 /PRNewswire/ -- Edible Arrangements(R), the
pioneer and leader in hand-sculpted, fresh-fruit arrangements, announced today
the launch of its new "core and station" store enterprise development program
and the company's evolution into multi-unit franchising. A central component
of the new strategy is Frutation by Edible Arrangements(R), a grab-and-go
concept offering customers fresh-fruit smoothies and juices, fruit and green
salads, dipped fruit and a variety of other fresh-fruit products.

Frutation(R), which had previously been in a pilot stage, will launch
nationally and open in new markets this year helping the company reach its
goal of 1,000 stores by 2010.

This new multi-unit strategy features a "core" Edible Arrangements store
serving as the main location within a defined area with several smaller
"station" locations surrounding the core store in high-traffic areas. The
core store is a full service Edible Arrangements that offers the complete line
of products, and may include Frutation menu items, whereas the station stores
focus will be on Frutation while also selling some of the Edible Arrangements
product line.

"Over the last 10 years, we've worked to refine our system to enable
enterprise multi-unit owners to succeed and our core-station model will allow
franchisees the ability to cover a broader area and introduce more consumers
to the Edible Arrangements brand through Frutation," said Tariq Farid, Founder
and CEO, Edible Arrangements, Inc. "Our customers already know our beautiful
arrangements and delicious dipped fruit, and we look forward to introducing
them to our 'Fast Fruit' concept that encompasses our Frutation product line."

This new strategy has recently fueled the signing of the first multi-unit
development agreements in the company's 10-year-history, with two existing
franchisees for a total of 10 new locations. Currently there are 20 Frutation
by Edible Arrangements locations throughout the country and these recent
agreements will bring six additional locations to Massachusetts and three to
Virginia.

Benefits of owning a core and station enterprise include utilizing a smaller
footprint, while sharing delivery, operations and marketing resources, as well
as access to an enterprise version of Edible Arrangements' proprietary
technology.

This technology platform and point-of-sale system is the backbone of each
Edible Arrangements and Frutation store, where franchisees have 24/7 access to
its industry leading on-line support system. Technology also assists in the
development of the tools used to design arrangements, which enhances the
product's look and increases profit margins, for both single and multi-unit
operators.

To support the national launch of Frutation, Edible Arrangements hired Chef
Russ Camolli, a graduate of the Culinary Institute of America and experienced
chef and restaurateur, to create new products, new production procedures and
new recipes. The new menu items include FruZees((TM)) (iced fruit beverages),
FruJuices((TM)) (fruit juices), FruSalads((TM)) (green salads with various
fruit, cheeses and nuts), FruSalsas((TM)) (organic pita chips with fresh fruit
dipping sauces), and more, all made with no preservatives, no additives and no
artificial sweeteners. Available in various flavors and sizes, items can be
customized to meet the customers taste. In addition, Frutation will be
supported by comprehensive marketing materials under the "Real Fruit. No
Kidding.(TM)" tag line.

"As the industry leader in fresh fruit arrangements, it was a natural
transition for Edible Arrangements to enhance their menu options to offer
great tasting, healthy food and drinks for customers and busy people on the
go," said Diana Brandt, Frutation Brand Manager, Edible Arrangements, Inc.
"By leveraging Edible Arrangements current reputation, we hope to expand
Frutation by Edible Arrangements presence in markets across the country and
service consumers in every market."

Currently, Edible Arrangements has 913 operating and opening soon locations
with the goal to reach 1,000 units by 2010. The company is in the midst of an
aggressive growth strategy that includes expanding in existing markets and
countries while continuing Edible Arrangements domestic growth in California,
Texas, Arizona, Florida, Salt Lake City, Pittsburgh, Seattle, Philadelphia and
New York.

Individuals seeking to own and operate an individual Edible Arrangements'
franchise should posses a minimum liquidity of $50,000 and the ability to
invest approximately $154,920 - $298,005. Individual locations, international
master franchisee licenses and financing options are also available for
qualified applicants. For more information, please visit www.eafranchise.com
or call 888.727.4258.

About Edible Arrangements

Edible Arrangements International, Inc., is the leading purveyor of delicious,
high quality, artistically designed, fresh fruit arrangements that are
practical and healthy gifts. Founded in 1999 in East Haven, CT. by Tariq
Farid, Edible Arrangements earned the 27th spot on Entrepreneur Magazine's
"2008 Hot 100 List of Fastest-Growing Businesses in America." With 913
locations operating or opening soon worldwide, Edible Arrangements is rapidly
expanding across the United States, Canada, Puerto Rico, the United Kingdom,
Saudi Arabia, the United Arab Emirates, Kuwait, Qatar, Italy, and Hong Kong.
Customers may order arrangements by telephone at 1-877-DO-FRUIT, at one of the
company's retail stores, or on-line at ediblearrangements.com.

All franchise offerings are made only by Franchise Disclosure Document.

Media Contact:
Jenna Kantrowitz
Fish Consulting
646.454.9708
jkantrowitz@fish-consulting.com

SOURCE Edible Arrangements International, Inc.

Jenna Kantrowitz, Fish Consulting, +1-646-454-9708,
jkantrowitz@fish-consulting.com