MEDIA

IBC MOUNTS NATIONAL ADVERTISING CAMPAIGN FOR
BAKER’S INN™ SUPER PREMIUM BREAD

Interest in Award-Winning Brand Continues to Grow Year After
Successful Launch

Kansas City, MO – June, 14, 2005 - As interest in Baker’s Inn™ continues to grow following its successful launch last year, Interstate Bakeries Corp. is mounting a national television and magazine advertising campaign to promote the brand of super premium bread, recently named a top 10 “brand to watch” by Information Resources, Inc.(IRI).

The Baker’s Inn™ ads, which will run from late June through October 2005, are designed to enhance brand awareness among consumers looking for great tasting, bakery-style bread that offers whole grain goodness and is available in the bread isle of the supermarket. The campaign will include spots on national television shows and print ads in several top consumer magazines.

“With Baker’s Inn whole wheat and wheat varieties providing a good or excellent source of whole grain nutrition, the brand is exactly in step with the health trends of today’s consumers,” said Bob Morgan, executive vice president of sales and trade marketing at Interstate Bakeries Corporation. “Our new advertising campaign is designed to continue to fuel already impressive growth by increasing brand awareness and consumer trials by communicating the bread’s health benefits, great taste and unique qualities, such as corner bakery style packaging, to consumers.”

With outstanding consumer feedback and strong sales, Baker’s Inn was named a top 10 “brand to watch” by Information Resources, Inc. in its recent “New Product Pacesetters” report. To qualify as a pacesetter, brands must achieve a certain sales threshold in the food, drug and mass channels (excluding Wal-Mart) in their first year. Less than one quarter of new brands or brand extensions introduced in 2003-2004 reached that threshold, according to IRI. In addition, Baker’s Inn was named the best new product of the year at FMI in May of 2004.

Interstate Bakeries Corporation is the nation’s largest wholesale baker and distributor of fresh baked bread and sweet goods, under various brand names, including Wonder®, Hostess®, Dolly Madison®, Baker’s Inn®, Home Pride®, Merita® and Drake’s®.

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