Breakfast BREAKS and Teen Music Phenomenon the Jonas Brothers Team Up to Raise Awareness about the Importance of Eating Breakfast

Kevin, Joe and Nick Jonas Kick-Off Campaign with Launch of Online Video

Contest with Winner Appearing in the New Breakfast BREAKS TV Commercial

Jonas Brothers Surprise 750 Students at Illinois Middle School with Concert

to Announce New Breakfast BREAKS Retail Product

Feb 22, 2008, 00:00 ET from ESE Foods

    WOODBURY, N.Y., Feb. 22 /PRNewswire/ -- ESE Foods, a division of East
 Side Entrees, announced it is partnering with teen music phenomenon, the
 Jonas Brothers, for a national campaign to raise awareness about the
 importance of eating breakfast and the availability of Breakfast BREAKS, a
 nutritious grab-and-go breakfast kit for kids. The new retail version of
 Breakfast BREAKS is currently available in stores and is modeled after the
 popular school version being used by hundreds of thousands of students
 across the country.
     (Photo: )
     Kevin, Joe and Nick Jonas kicked-off their new Breakfast BREAKS
 campaign today by surprising 750 Kimball Middle School students in Elgin,
 Illinois with a concert. The brothers discussed the benefits of eating a
 nutritious breakfast and announced a new national contest in which the
 winner will appear with the Jonas Brothers in the next Breakfast BREAKS
 television commercial. The contest encourages kids to create a video about
 why breakfast is important and submit it to Select
 entries will be chosen from across the country to be posted and shared with
 other Jonas Brothers fans online.
     "Breakfast BREAKS is an awesome product that is a nutritious way to
 make sure kids eat breakfast every morning so we are really excited to be
 working together with them on this initiative," said Kevin Jonas on behalf
 of his brothers, Joe and Nick. "Our fans always surprise us with how
 creative they are, so this contest will be awesome. We can't wait to meet
 the winner."
     To support their Breakfast BREAKS awareness campaign, the Jonas
 Brothers will be involved in events and initiatives taking place throughout
 the year with updates being posted on The website
 is also the exclusive home for the Breakfast BREAKS Jonas Brothers video
 initiative and includes information on how to enter the contest. Entries
 will be accepted beginning March 1, 2008 and kids will be able to regularly
 check the site to see which videos have been selected to be featured. All
 viewers will have the chance to rate their favorites. One winning video
 will be chosen and the winner will join the Jonas Brothers for an
 appearance in the next Breakfast BREAKS commercial to be aired nationally.
     Kevin, Joe and Nick are featured on specially marked Breakfast BREAKS
 boxes that are currently available in stores. They also shot a commercial
 and print ad for the product with their parents, Denise and Kevin, Sr., and
 little brother, Frankie, that will be aired on national television and
 featured in magazines.
     "The Jonas Brothers musical success has made them superstars, so having
 them partner with Breakfast BREAKS is a great opportunity for us to reach
 teens across the country with the message that eating breakfast is critical
 to starting the day right," said Gary A. Davis, CEO, East Side Entrees.
 "Studies show that children who eat breakfast perform better in school and
 have overall better health than those who skip morning meals so Breakfast
 BREAKS was created to serve breakfast quickly and conveniently so that busy
 families never miss out on a nutritious breakfast everyday."
     The retail version of Breakfast BREAKS is sold in a convenient
 single-serve box that contains a Bowl Pack(TM) cereal from General Mills, a
 100% fruit juice box from Minute Maid(R), a division of The Coca-Cola
 Company, a nutritious snack and utensils. Each box has a handle and
 easy-to-open flip-up lid so that Breakfast BREAKS can be eaten at home or
 on-the-go. The retail version has a suggested retail price of $2.49 and is
 available in an array of kid-friendly varieties, including Cheerios(R),
 Cinnamon Toast Crunch(R), Honey Nut Cheerios(R) and Lucky Charms(R).
     Breakfast BREAKS History
     In 2005, ESE Foods' parent company, East Side Entrees, developed
 Breakfast BREAKS for schools in response to the startling fact that
 millions of children across America who are eligible for a free or
 reduced-price breakfast through the national School Breakfast Program were
 still not receiving them. Out of 55 million children who attend school in
 the United States, 30 million eat federally funded lunch at school, yet
 only 9.6 million eat federally funded breakfast. The school version of
 Breakfast BREAKS was an instant hit, helping thousands of schools overcome
 obstacles that prevented them from serving breakfast because the kits
 required no heating or refrigeration, could be served quickly with little
 staffing and contained quality branded products that kids love to eat.
     In the first year alone, Breakfast BREAKS were purchased by schools in
 more than 40 states, helping them serve hundreds of thousands of kids a
 nutritious breakfast. In response to an overwhelming request from parents
 to have the Breakfast BREAKS product available for home use, the company
 developed the new retail version and launched it this year. ESE Foods is
 working closely with GMR Entertainment who initiated and negotiated the
 partnership with the Jonas Brothers and is assisting in managing the
 strategy for the launch.
     About ESE Foods
     ESE Foods is a subsidiary of East Side Entrees of Woodbury, New York,
 which specializes in developing and marketing nutritious, kid-friendly
 products to the school foodservice and retail markets. East Side Entrees
 has been a leading supplier of nutritious food products to America's
 children since 1998. The company works with registered dietitians and
 leading nutritionists to create delicious and nutritious products geared
 specifically to children. Breakfast BREAKS was designed to eliminate the
 traditional barriers to serving breakfast to children. To learn more about
 Breakfast BREAKS, go to
     Cheerios(R), Cinnamon Toast Crunch(R), Honey Nut Cheerios(R) and Lucky
 Charms(R) are registered trademarks of General Mills used with permission.
     (C)2007 The Coca-Cola Company. "Minute Maid" is a registered trademark
 of The Coca-Cola Company used under license.
Contact Philip V. Ramirez (212) 780-0200 x 413