PowerBar(R) Expands Product Portfolio to Include Carb Select(TM) Carbohydrate Control Bars

- New PowerBar(R) Snack Bars Formulated Specifically for Carb-Conscious
Men and Women -

BERKELEY, Calif., Nov. 24 /PRNewswire/ -- As creator and leader of the
energy bar category, PowerBar provides consumers with essential tools to
achieve their performance and nutrition goals. Responding to consumer demand
for carbohydrate control snack options, the company has expanded its product
portfolio with PowerBar(R) Carb Select(TM), a new line of great-tasting,
nutritious, carbohydrate (carb) control bars. PowerBar is taking product
orders now and will ship product starting in early 2004.

New PowerBar(R) Pria(TM) and PowerBar(R) ProteinPlus(TM) Carb Select(TM)
were formulated specifically for women and men, respectively, who are seeking
a healthier lifestyle through diet and exercise. Carb Select bars contain
only two grams of impact carbs* and come in five delicious flavors. In fact,
early consumer taste tests with plant trial Carb Select product showed it
outscored the leading competitive brands on taste and texture(1).

"PowerBar products are nutritional tools that help consumers achieve their
goals -- be it health and wellness or athletic performance," said Christine
Dahm, PowerBar Marketing Director. "Carb Select bars are a tasty,
vitamin-packed new option that help carb-conscious consumers succeed in
reaching their weight management goals without feeling deprived."

Category Research
According to a recent Gallop study, 47 percent of Americans currently are
monitoring their dietary carbohydrate intake(2), with many consumers using
bars as a convenient snack or meal replacement option. PowerBar took a closer
look at this trend and found that while reduced carbohydrate foods strongly
appeal to both men and women, the product attributes each group seeks varies
by gender.

According to PowerBar research, women desire carb control foods that taste
indulgent, are low in calories and are sized appropriately for snacking with
added nutritional fortification. Men, in contrast, want a great-tasting bar
with high levels of quality protein, a low carb count and an adequate supply
of calories to satisfy their hunger(3). The formulas for Pria and PowerBar
ProteinPlus Carb Select bars effectively deliver on these gender-specific
dietary desires.

PowerBar Pria Carb Select
PowerBar Pria Carb Select is an indulgent-tasting, nutritious snack that
supports women's efforts to control their carbohydrate intake. Pria Carb
Select is the first nutritional triple-layer carb control snack bar, featuring
a soft and chewy center topped with caramel and sprinkled with peanuts or
cookie pieces, and covered in a rich chocolatey coating. With only two grams
of impact carbs and 170 calories, the bars are fortified with ten grams of
protein and 23 vitamins and minerals, including excellent sources of calcium,
folic acid and antioxidants C and E. A 48-gram PowerBar Pria Carb Select bar,
for example, delivers as much calcium as an eight-ounce glass of milk and more
folic acid than an eight-ounce glass of fresh orange juice.

PowerBar ProteinPlus Carb Select
PowerBar ProteinPlus Carb Select is a new high protein bar formulated
specifically for men watching their carbohydrate intake. Enrobed in a
chocolatey coating, ProteinPlus Carb Select bars offer a decadent taste
sensation packed with 22 grams of high-quality protein and a mere two grams of
impact carbs. At 70-grams each, ProteinPlus Carb Select bars are 15-20
percent larger than current category leaders to deliver a sizable snack that
satisfies hunger. The nutritional profile of ProteinPlus Carb Select includes
260-270 calories and 12 essential vitamins and minerals.

Product Availability
The Carb Select line from PowerBar will be distributed via grocery and
convenience stores, health food and drug stores, club and mass merchandise
outlets and via the PowerBar web site. Early market research with plant trial
Carb Select product revealed a higher purchase intent among consumers for all
five flavors of PowerBar Carb Select over current category leaders(1).
Complete flavor offerings and suggested retail pricing is as follows:

-- PowerBar Pria Carb Select: Cookies N' Caramel, Peanut Butter Caramel
Nut, Caramel Nut Brownie. Suggested retail price $1.89 to $1.99.

-- PowerBar ProteinPlus Carb Select: Chocolate Peanut Butter, Double
Chocolate. Suggested retail price $2.49 to $2.59.

About PowerBar
PowerBar Inc. is the creator and leader of the energy bar market.
PowerBar proudly fuels world-class athletes including Lance Armstrong,
sponsors premier events such as the Boston Marathon and is the Official
Nutritional Energy Bar Supplier to the U.S. Olympic Team. Headquartered in
Berkeley, Calif., the company's product line includes PowerBar(R) Performance
energy bars, PowerBar Harvest(R) morning energy bars, PowerBar(R)
ProteinPlus(TM) protein bars, PowerBar(R) Pria(TM) nutritional snack bars,
PowerBar(R) Energy Bites(TM), PowerBar(R) PowerGel(R) energy gels, and
PowerBar(R) ProteinPlus(TM) Carb Select(TM) and Pria(TM) Carb Select(TM) bars.
For more information visit powerbar.com .

* Impact carbs is a term developed in reference to "low carb" diets. This
term was created with the understanding that not all carbohydrates behave the
same way in the body. Some carbohydrates, such as sugar, cause a noted effect
on blood sugar while other carbs, such as fiber and sugar alcohols, have a
minimal effect. Impact carbs are calculated by subtracting fiber and sugar
alcohol from total carbohydrates -- leaving the carbs that have a greater
impact on blood sugar.

1. PowerBar - Sequential Monadic Product Test with Paired Comparison,
2. 2002 Gallup Study - Dieting & The Market for Diet Products &
3. PowerBar - Qualitative Research, 7/03

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