CANADA’S 76 YEAR-OLD THE ALLAN CANDY COMPANY LAUNCHES NEXT GENERATION OF CHOCOLATE DELIGHTS BY RETURNING TO HIGH QUALITY 1945 GENERATION STANDARDS

Established and Popular Chocolate and Candy Maker
Introduces Creamier Tasting Milk Chocolate in March 2010

Chocolatier Puts One Million Lilliput® Milk Chocolate Easter Eggs Up For Grabs on Radio in “U B a Bunny 2!” Charity Drive with The Children’s Miracle Network

(TORONTO, March 4, 2010) – One of Canada‟s oldest and most established confectionary companies returns to its original roots this month, launching a new look and new world of milk chocolate and seasonal character brands that harkens back to the creamier tasting and less sweet original high quality standards from 1945 when The Allan Candy Company produced its first hollow Easter Bunny.

Free to once again demonstrate its seasonal leadership and excellence with innovative, selective and top-quality products after being divested by Cadbury in 2007, the newly independent chocolate-making expert serves up an all-star 2010 Easter milk chocolate parade.

The Allan Candy Company‟s 2010 Easter chocolate lineup includes bestsellers like Mr. Solid®, Mr. Munchy®, Mr. Toffee® and Mr. Nutty®, as well as their Jr.® counterparts. Also available is the popular Lilliput® Mini Eggs, Peter Rabbit® and Eggsplosionz™. New additions to the Allan Candy Company seasonal family of chocolate include Lilliput® Eggheadz™, Lilliput®, Eggstraz™, Mrs. Solid™, Mrs. Fluffy™ and many more.

According to The Allan Candy Company President and CEO Steve Diakowsky, “We are so enthusiastic to launch the next generation of chocolate backed by our first generation of chocolate quality principles. Returning to creamier tasting milk chocolate with less sweetness brings us back to the core essence of what we have been since we began making milk chocolate products in the „40s. From World War 11 to the establishment of the United Nations, The Allan Candy Company has always stood for quality products and original character brands.”

With the Canadian chocolate market growing each year and a proliferation of brands over the last decade, Allan Candy Company intends to aggressively re-introduce a completely overhauled Easter chocolate product line, returning to simple, quality ingredients. In 2009 third party Chocolate Benchmarking Testing, consumer groups overwhelmingly chose the new Allan Candy Company less sweet milk chocolate over previous versions. In fact, the new and creamier tasting chocolate was rated ideal in sweetness.

And, it doesn‟t stop with seasonal delights. In a savvy corporate move to position itself for the long term in the booming year-round milk and dark chocolate delights universe, The Allan Candy Company has married its chocolate- and candy-making expertise to launch DOPS™ to a demographic of women 24-55. The tiny DOPS™, available at WalMart, Shoppers Drug Mart, Zellers and Seven 11, and at Sobeys and Lawton grocery stores in Eastern Canada, features two different chewy berry centres surrounded by either milk or dark chocolate. A package of pure chocolate delight retails for $4.59.

The Allan Candy Company‟s re-formulated milk chocolate and new 55 percent cocoa dark chocolate DOPS™ has 0 trans fat, 0 cholesterol and only 180 calories per 14-piece serving. For the first time in 60 years, more than half the content of The Allan Candy Company dark chocolate is pure cocoa.

The Allan Candy Company takes up the cause of less fortunate children this Easter, too, teaming with Astral radio stations and The Children‟s Miracle Network for the first time to put one million Lilliput® Milk Chocolate Easter Eggs up for grabs in a radio online promotion called “U B a Bunny 2!” The promotion runs on six stations across Canada from March 8 to 28, 2010 and encourages listeners to go to their local station‟s website, give what they can and receive a surprise amount of eggs. All listeners are eligible to enter a local station contest for a Grand Prize Visit from the Easter Bunny and receive a basket full of Allan Easter treats valued at $100 on or before April 3, 2010. Visit www.UBabunny2.com for details of the promotion.

The Allan Candy Company is a wholly owned Canadian company specializing in the production and distribution of high quality chocolate and candy products. Celebrating its 76th year as one of Canada‟s most established confectionary companies, the Ontario- and Quebec-based company was founded by Allan Vertlieb in Hamilton, Ontario. Known for its high quality chocolate and candy brands, The Allan Candy Company makes and distributes over 300 products. The Allan Candy Company‟s vision is to be recognized as North America‟s pre-eminent independent confectionery business, and a partner and provider that is the catalyst for great confectionery experiences. Visit The Allan Candy Company‟s website at www.allancandy.com

ATTENTION EDITORS: High resolution images from

The Allan Candy Company Archives are available at  http://www.allancandy.com/node/33

FOR FURTHER INFORMATION:
Contact Margo Rapport, Adrenalin Communications
Email: rapport@sympatico.ca
Phone: 416-925-6271