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: http://www.newscom.com/cgi-bin/prnh/20080222/NYF002 )
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 www.BreakfastBREAKS.com. 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
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 www.BreakfastBREAKS.com. 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 www.BreakfastBREAKS.com.
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.
Philip V. Ramirez
(212) 780-0200 x 413
SOURCE ESE Foods