Packaging Makeover Spotlights the Changing Face of Crowley

Binghamton, N.Y., April 11, 2005 — After celebrating its 100th anniversary last year, and completing a merger with HP Hood LLC, Crowley Foods is celebrating 2005 with a sweeping packaging makeover of its consumer dairy line.

Starting in June, retailers and consumers will see Crowley products in a whole new light as the company introduces its new brand look. The bright, contemporary appearance reinforces Crowley's "Life.Style." promise, visibly portrays the company's reputation for quality, and capitalizes on the dairy industry's weight-loss message.

"It's an exciting time here at Crowley," said Joe Cervantes, chief operating officer of Crowley Foods. "With our merger, our anniversary, and our commitment to the dairy weight loss program, everything just fell into place. It was a perfect time to revisit our packaging, turn up the volume, and shake up the dairy case."

The new packaging boasts bright contemporary colors, clean graphic design, a larger brand logo, and lively branding copy. All the products that carry the Crowley brand name, including the company's award winning milk, cottage cheese, and sour cream lines, are included in the sweeping makeover to create a consistent brand look across product lines.

In addition, Crowley's lowfat and nonfat products will be highlighted with Crowley's proprietary "Enjoy Dairy, Lose Weight" symbol and message. Crowley was one of the first dairy firms in the Northeast to join the International Dairy Food Association's licensed program to promote dairy and weight loss.

"We're extremely pleased to be early adopters of this program," Cervantes said. "By getting involved and informing consumers, we're answering a clear nutritional need while staying at the forefront of consumer awareness."

Crowley's makeover will be supported by an newly designed fleet graphics and consumer Web site, local events, FSIs, and extensive consumer television and billboard advertising, which will be first launched in core markets this June, followed by expansion markets. In concert with the new package design, the advertising builds the "Life.Style." brand message, educating consumers that Crowley dairy products are more than just wholesome staples, they are trusted ingredients that fit every life and style.

Based in Binghamton, N.Y., Crowley has been producing delicious dairy products since 1904. Today, as part of HP Hood LLC, a nationally recognized dairy firm, Crowley Foods manufactures and distributes products throughout the Eastern U.S. through eight popular consumer and foodservice brands.

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