Tim Fedewa to Drive #12 Mike and Ike(R) Brand Race Car in Daytona

Start Your Engines ...

BETHLEHEM, Pa., June 22 -- Just Born, Inc., makers of MIKE AND IKE(R) chewy fruit flavored candies will be sponsoring the No. 12 Chevrolet Monte Carlo racecar at Daytona International Speedway as part of the brand's re-launch activities. For this one time race, MIKE AND IKE(R) candies have teamed up with FitzBradshaw Racing, co-owned by NASCAR(R) veteran Armando Fitz and Pro Football Hall of Fame member/FOX broadcaster Terry Bradshaw. Sister brand, HOT TAMALES(R) chewy cinnamon flavored candies, has been a primary and associate sponsor with the No. 12 team since 2001.

Driver Tim Fedewa will be behind the wheel of the new MIKE AND IKE(R) racecar as it zooms around the track in the NASCAR(R) Busch Series race on July 2nd. For this race, the No. 12 car will sport the new MIKE AND IKE(R) logo with candy pieces scattered about the car's bright green exterior. The No. 12 will be prominently featured in bright yellow on the roof and doors.

"I am excited to drive the MIKE AND IKE(R) car in Daytona. I think the HOT TAMALES(R) car is one of the best looking and this new car is really cool," said a revved up Fedewa. "This car is going to really stand out and there's no better place to premiere something than in Daytona. Hopefully we'll get to see how it looks in victory lane." Fedewa has three top 10 finishes and is currently 14th in points.

"We're very excited about our MIKE AND IKE(R) car and Daytona is the perfect race to showcase the MIKE AND IKE(R) brand," said Doreen Perini, Group Brand Manager for the MIKE AND IKE(R) and HOT TAMALES(R) brands. "Working with the team has been great excitement for the HOT TAMALES(R) brand and has been a primary factor for its growth. We hope to generate the same type of enthusiasm for the MIKE AND IKE(R) brand."

The new MIKE AND IKE(R) racecar is a part of the successful year of changes for the MIKE AND IKE(R) brand. After 60 years, MIKE AND IKE(R) chewy fruit flavored candies pumped up the taste, added more fruit juice flavor to a smaller piece size, and redesigned its packaging. The new bold, colorful graphics now capture the essence of fruit flavor.

MIKE AND IKE(R) Brand ... MOVIES, MUSIC AND MORE

MIKE AND IKE(R) chewy fruit flavored candies have also teamed up with mtv.com by sponsoring the 2004 Movie Awards. The Brand sponsored Best Female Performance and Best Action Sequence categories. Banner ads on http://www.mtv.com/ run through the end of July.

Additionally, the MIKE AND IKE(R) brand will be running 60 second radio commercials during the summer on teen radio stations across the United States. As part of the radio advertising, the stations will be executing in-market promotions. There will be MIKE AND IKE(R) contests, mall events, concert- singing contests, and movie ticket discounts -- all with lots of MIKE AND IKE(R) candy samples being distributed.

For the first time in the brand's history, MIKE AND IKE(R) chewy fruit flavored candies have launched a new, interactive website, http://www.mikeandike.com/. The site urges teens to "FlavUp(TM)" in their own unique ways. Pictures of real MIKE AND IKE(R) candy eaters are featured exhibiting their own distinctive flavors-skateboarding, playing guitar, hanging out with friends. A special "TuneUp" section even allows aspiring teen musicians to post their music to the site.

Be Part of the Action ...

SPEED Channel, the fastest growing sports cable network in the U.S., has created a reality series based on the NASCAR(R) Busch Series in 2004. The show titled NBS 24/7 chronicles the lives of multiple NASCAR(R) Busch Series drivers and their teams including the FitzBradshaw Team. Designed to highlight the personalities of the participants, the program focuses on activities between events as well as each team's success or failure on the racetrack.

This season NBS 24/7 has included the FitzBradshaw Team, which also includes the No. 14 Navy Accelerate your life(TM) car driven by Casey Atwood and No. 82 Jani-King/Goulds Pumps car driven by Randy LaJoie.

The Choice of NASCAR(R) ...

Since 1999 HOT TAMALES(R) chewy cinnamon flavored candies, MIKE AND IKE(R) chewy fruit flavored candies, and ZOURS(R) chewy sour candies have been the official non-chocolate candy of NASCAR(R) and have the rights to use the NASCAR(R) marks and the proprietary tagline "The Choice of NASCAR(R)."

Just Born, Inc ...

Just Born, Inc., is a privately owned company founded in 1923 and located in Bethlehem, PA. Just Born also manufactures Marshmallow Peeps(R) brand candies, PEANUT CHEWS(R) candies, ZOURS(R) chewy sour candies, and Teenee Beanee(R) jelly beans. The company employs over 520 people and markets its candy in over 35 countries.

For more information, fans can visit the newly launched http://www.mikeandike.com/ or http://www.hottamales.com/.

MIKE AND IKE(R) brand packaging graphics and website were created by Think360 of Tarrytown, NY.