Marketing using Peel ‘n Taste increases ad effectiveness.

First Flavor announced the findings of an independent custom advertising study conducted by GfK Starch Communications, a division of GfK Custom Research North America.

The study analyzed a Welch’s 100% Grape Juice two-page ad insert that appeared in PEOPLE magazine on February 18, 2008 and featured a Peel ‘n Taste strip flavored like Welch’s Grape Juice manufactured by First Flavor, Inc. Peel ‘n Taste dissolving flavor strips are a groundbreaking and proprietary technology that enables consumers to taste the flavor of a product simply by dissolving an edible flavor strip on the tongue. The Welch’s ad in PEOPLE magazine was the juice industry’s first national advertising campaign using Peel ‘n Taste.

Key findings of the report include:

— The Welch’s ad featuring Peel ‘n Taste received the top branding score of any ad in the February 18, 2008 edition of PEOPLE — the ad was the second most noted of any ad in the magazine (behind only an inside front cover gatefold premium ad)

— Compared to typical advertising metrics, the Welch’s ad is a superior marketing vehicle for attracting attention and involving readers — the two-page Welch’s ad insert with Peel ‘n Taste(R) scored on par with an eight-page ad insert

— Purchase consideration more than doubled when readers tried the Peel ‘n Taste flavor strip — 59% of those who tried the flavor strip were likely to buy Welch’s, compared to only 25% of those who did not sample the Peel ‘n Taste strip

— Also key, among those that tried the Peel ‘n Taste flavor strip, there was no negative impact on likelihood of purchasing the Welch’s product

— An overwhelming 88% of those that tried the Peel ‘n Taste flavor strip liked the taste

“We are extremely pleased with these findings as they confirm what we at First Flavor have seen first-hand with our clients — the Peel ‘n Taste flavor strips engage consumers, actively involve them in your brand and allow them to experience the taste of your product,” said Jay Minkoff, President and CEO of First Flavor. “We believe the sensory experience we made possible with the Welch’s ad represents the next step in active and engaging advertising. We’re helping companies connect to their customers in a new and innovative way — and according to these findings, it’s working!”

“We were proud to be the first to launch the national breakthrough Peel ‘n Taste advertising method to reach our core consumer, the Gen-X mom, in an innovative and engaging way. This analysis, coupled with the media exposure, proves we made a sizable impact with those consumers we want to reach,” said Christopher Heye, Vice President of Marketing at Welch’s.

“Readers saw our ad, some even tasted the flavor strip of our Welch’s 100% grape juice and, most importantly, were more likely to purchase our delicious product as a result.”