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Chattanooga Bakery, Inc. to Launch MoonPie(R) Crunch Mint

CHATTANOOGA, Tenn., Nov. 19 /PRNewswire/ -- Chattanooga Bakery, Inc., maker of the iconic MoonPie brand marshmallow sandwich, announces the introduction of MoonPie Crunch Mint, scheduled for first shipment in November 2009. Chattanooga Bakery also announces the unveiling of its newly-designed web site (www.moonpie.com) which, among other things, will allow consumers to order the new MoonPie Crunch Mint products as well as the full array of other MoonPie products.

(Photo: http://www.newscom.com/cgi-bin/prnh/20091119/CL14385)

Sized like today's "Mini" MoonPie, the MoonPie Crunch Mint product touts a creamy Mint filling, a crunchier, chocolate-flavored cookie and a chocolatey coating on the outside. Mint will become the second item in the new MoonPie Crunch line, following the launch of Peanut Butter in September 2008. Consumer research results on Mint have been very encouraging, with most comparing it favorably to the ever-popular Girl Scout Thin Mint cookies.

"We're really excited to be launching another new and different item under the proven MoonPie® trademark," said Tory Johnston, VP of Marketing for Chattanooga Bakery. "For over 90 years, we stayed true to our original design - soft cookies with marshmallow filling. With the early successes we've seen on Peanut Butter, we're hopeful Mint will also deliver on the taste and quality expectations our consumers demand. It's encouraging to hear the positive comments on the Crunch line so far - Mint is next, with more in the pipeline."

MoonPie Crunch Mint will be available in the exact same formats as Peanut Butter - an 8 ct. multipack carton, a 48/8 ct. floor display and a twin pack for single-serve, available in a 12 ct. shelf / counter caddie and 96 ct. floor display.

MoonPies are available in three sizes (Original, Double-Decker® and Mini) and six flavors (Chocolate, Vanilla, Banana, Lemon, Orange & Strawberry). Distribution is national, with particular strength in the Southeast and Southwest. The brand can be found in Grocery, Mass, Club, Drug, Convenience, Vending, Foodservice and a number of specialty retail outlets. The MoonPie products are typically merchandised in the cookie section of stores.

Chattanooga Bakery was founded in 1902 as a subsidiary of the Mountain City Flour Mill. A fourth generation, family-owned business, the company made nearly 100 snack cake and cookie items under the Lookout(TM) trademark, named after the popular residential and tourist community near Chattanooga, Lookout Mountain. In 1917, after a brainstorming conversation between a bakery salesman and some Appalachian coal miners, the MoonPie® was born, and by the late 1930's was the bakery's #1 seller, a spot it still occupies today.

Web Site: www.moonpie.com

Facebook: www.facebook.com/moonpie

SOURCE Chattanooga Bakery, Inc.