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Lance Increases Efforts to Reassure Consumers about the Safety of Its Lance Products

^{Published on 2009-02-11 12:48:00, Last Modified on 2009-02-11 12:48:54 - Market Wire}
 

CHARLOTTE, N.C.--([ BUSINESS WIRE ])--In conjunction with the U.S. House of Representatives subcommittee hearing today about the Peanut Corp. of America peanut butter-related recall, Lance, Inc. (Nasdaq:LNCE) launched today [ www.LanceCrackersAreSafe.com ]. This microsite is dedicated exclusively to clarify consumer confusion about the safety of Lance brand peanut butter sandwich crackers and peanut products, which are not part of the recall.

Since the inception of the peanut butter recall nearly one month ago, Lance has taken great strides to get its message out to consumers via an evolving multi-media campaign including a [ YouTube video ] message from Lance President and CEO Dave Singer, sending Lance peanut butter sandwich crackers to radio and television stations, placing half-page color advertisements in more than 50 mainstream newspapers, developing shelf signage and sending e-mails to thousands of consumers, suppliers, retailers and employees.

As the largest U.S. producer of peanut butter sandwich crackers, Lance makes 100% of the peanut butter used in its Lance-brand sandwich crackers. Lance follows a strict, in-depth quality control program that includes extensive testing of its peanut butter at multiple phases of the production process.

"Peanut butter sandwich crackers are very important to our company," said Singer. "As more products are implicated by this recall and as more details are revealed about the actions by PCA, we understand how confusing it can be for consumers to determine what products are safe to eat. That is why Lance is taking such extraordinary measures to reassure consumers about the safety of Lance products."

Lance makes eight peanut butter sandwich cracker varieties which can continue to be found on store shelves and remain safe to eat: ToastChee®, Reduced Fat ToastChee®, Toasty, Reduced Fat Toasty™, Captain's Wafers™ Peanut Butter and Honey, Malt Peanut Butter, Wheat Crackers with Peanut Butter, and Nekot®.

Consumers can log onto [ www.LanceCrackersAreSafe.com ] for more information.

About Lance, Inc.

Lance, Inc., headquartered in Charlotte, N.C., manufactures and markets snack foods throughout much of the United States and other parts of North America. The Company's products include sandwich crackers, potato chips, crackers, cookies, other snacks, sugar wafers, nuts, restaurant style crackers and candy. Lance has manufacturing facilities in North Carolina, Iowa, Georgia, Massachusetts, Texas, Florida, Arkansas, Ohio, and Ontario, Canada. Products are sold under the Lance, Cape Cod, Archway, and Tom's brand names along with a number of private label and third party brands. The Company's products are distributed through a direct-store-delivery system of approximately 1,300 sales routes, a network of independent distributors and direct shipments to customer locations. Products are distributed widely through grocery and mass merchant stores, convenience stores, food service outlets and other channels.