Fruit2day(R) Launches in the United States, Gives U.S. Consumers a Whole New Way to Eat Fruit

BROOMFIELD, Colorado - New Drinkable and Edible Fruit Snack Hits Produce Aisles Nationwide

Most Americans love fruit, but few eat enough. According to the Produce for Better Health Foundation, 90 percent of Americans don’t eat four servings of fruit each day, which is the amount recommended by the USDA Dietary Guidelines based on a 2,000-calorie diet. Now, Hero/WhiteWave is introducing a whole new way to eat fruit - a new product called Fruit2day(R) - a drinkable and edible fruit snack with real fruit bits in a bottle. Fruit2day gives Americans a new way to add fruit to their diets.

Fruit2day provides natural fruit nutrition without peels, pits, bruising, spoiling or even sticky fingers.

- All-Natural - Fruit2day is made with a combination of real fruit pieces, fruit puree and fruit juice without any added sugar or preservatives. - Portioned Nutrition - Each bottle of Fruit2day packs in two servings of fruit and antioxidants in 6.75 ounces, with only 110 - 120 calories, depending on the flavor. It is an excellent source of vitamin C that provides consumers half of their daily fruit requirements, giving them a nutritious snack anytime of the day. - Portable - Fruits that need to be peeled, pitted, sliced or eaten with a fork make it difficult for people to eat on-the-go. Fruit2day’s portable bottle is perfectly suited for anytime, fruit snacking.

“Fruit2day is a new way to eat and enjoy fruit. It’s a well-portioned, all-natural snack packed with two servings of fruit in each bottle,” said Lisa Drayer, registered dietitian, health reporter and Fruit2day spokesperson. “Fruit2day makes getting more fruit in your diet easier to add to any daily snack routine, whether you’re working out, on-the-go, or just need a nutrition boost in between meals.”

Consumers can eat juicy fruit bits, while experiencing the velvety goodness of purees and juice at the same time. Fruit2day comes in four exciting flavor combinations: Strawberry Orange, Mango Peach, Pineapple Banana and Cherry Grape. Look for Fruit2day in the produce aisle beginning May 2009. The suggested retail price for each two pack is US$3.79.

“The desire to get more fruit in your diet is universal whether you’re in Europe or the U.S., especially to the growing number of health-minded consumers,” said Hanno Holm, President and CEO for Hero/WhiteWave, a joint venture formed to market the brand. “Fruit2day is a true innovation. It’s a new way to eat and enjoy fruit and based on our success in Europe and consumer research results in the US, we’re looking forward to its growth in America.”

Hero/WhiteWave is committed to bringing Fruit2day to American consumers. In preparation for the launch of Fruit2day, the company made a multimillion dollar investment to expand WhiteWave Foods’ manufacturing facility in Mount Crawford, Virginia. This investment has increased economic activity in the community and continues to support the company’s growth.

For more nutritional information about Fruit2day and to learn more about the nutritional benefits of fruit, visit the Fruit2day Nutrition Center at www.Fruit2day.com.

Hero/WhiteWave is a strategic joint venture between Switzerland-based Hero Group and WhiteWave Foods Company, a wholly owned subsidiary of Dean Foods Company (NYSE: DF) based in Broomfield, Colo.

ABOUT HERO

Hero, an international brand-focused consumer-foods group, was founded in 1886 in Lenzburg, Switzerland, and is committed to producing high-quality, nutritious products in its core product categories of Infant Nutrition and Fruit. Hero’s operations are based in Europe, North America, Middle East/Africa and Turkey/Central Asia. In North America, Hero markets leading brands in Infant Nutrition (Beech-Nut(R)), Decoration & Seasonal Products (Cake Mate(R), Paas(R), Pumpkin Masters(TM), Houston Harvest) and Jams (Hero).

ABOUT WHITEWAVE

WhiteWave Foods was established when Dean Foods Company (NYSE: DF) consolidated much of its branded business into one consumer packaged goods organization. Headquartered in Colorado, the company is a pioneer in creating healthy, innovative, responsibly produced foods, including organic and natural leaders Horizon Organic(R), Silk(R) Soymilk and Rachel’s(TM) yogurt, and indulgent favorites International Delight(R) and LAND O’LAKES(TM) cultured and liquid dairy products. For more information, visit www.whitewavefoods.com.

Source: Hero/WhiteWave

Christine Dooley of Ketchum, +1-312-228-6814, Christine.Dooley at Ketchum.com, for Hero/WhiteWave