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JIMMY DEAN® BRAND UNVEILS A NEW LOOK FOR ITS LINE OF POPULAR BREAKFAST PRODUCTS

Jimmy Dean Brand Makes Over the Packaging for Its Breakfast Product Portfolio Including Its Line of Jimmy Dean Delights® Better-for-You Offerings

DOWNERS GROVE, Ill. (October 3, 2012) – Timed to October’s celebration of National Sausage Month, Jimmy Dean® brand (www.jimmydean.com), America’s favorite traditional breakfast sausage brand*, announced today the introduction of a new packaging look for its line of convenience breakfast products. The packaging refresh, which features new graphics, product images and a contemporized brand logo gives the brand’s breakfast products a consistent look and feel across the entire product portfolio, including Jimmy Dean breakfast sandwiches, breakfast bowls, skillets, omelets, pancakes & sausage, quesadillas, and all Jimmy Dean Delights® product offerings.

With updated food imagery displayed prominently along with a new quality seal guaranteeing an enjoyable eating experience, the new look stimulates appetite appeal while reinforcing the great taste and high-quality ingredients that consumers can expect from every Jimmy Dean product. In addition, softer fonts and an updated brand logo give the brand a modernized look while still remaining authentic to the original Jimmy Dean branding. The new look also features easy-to-read flavor banners and a clearly marked count size to communicate the servings along with heating instructions in both English and Spanish for multilingual consumers.

As part of the overall packaging refresh, the Jimmy Dean Delights line of better-for-you frozen breakfast products is also receiving an updated look to differentiate the line on shelf while easily communicating key nutritional information to consumers. The new Delights packaging features a varied color scheme comprised of green and yellow hues while conveying a “better for you” look and feel in a format that is still consistent with the Jimmy Dean master brand packaging.

“This contemporary new look was created to provide consistency and immediately grab consumers attention, making it easier to find their favorite Jimmy Dean products on shelves,” said Amy Grabow, VP, Marketing, Jimmy Dean. “We’ve also created a distinct new look for our popular Delights line that communicates a ‘better for you’ message while staying true to the Jimmy Dean brand persona.”

Consumers can begin to see the new look in grocery stores nationwide beginning immediately with the launch of new Jimmy Dean Snack Size Ham & Cheese Biscuit and Jimmy Dean Snack Size Maple Sausage Biscuit sandwiches. The entire convenience product portfolio is expected to make a complete transformation by November 2012. The Jimmy Dean brand is scheduled to roll out new packaging consistent with this new look for its line of refrigerated fresh roll sausage and fully cooked links and patties beginning in early 2013.

*Share of Breakfast Sausage and Frozen Protein Breakfast Categories, number one in Dollar Sales and Volume Sales data per IRI FDM + WM 52 weeks ending September 16, 2012

About Jimmy Dean

Jimmy Dean brand is America’s favorite protein breakfast brand*. Since 1969, the brand has ensured quality in every plate, providing warm, satisfying breakfast options the whole family can enjoy. Jimmy Dean Fresh Roll Breakfast Sausage, Fresh Links & Patties, Fully Cooked Sausage Links & Patties, Omelets, Skillets, Sandwiches, Breakfast Bowls, Heat 'N Serve Sausage Links & Patties, and Pancakes & Sausage on a Stick boast full flavors and top quality ingredients guaranteed to make any meal the best.

About Hillshire Brands Company

Hillshire Brands Company (NYSE: HSH) is a leader in meat-centric food solutions for the retail and foodservice markets.  The company generates nearly $4 billion in annual sales and has approximately 9,500 employees. The Hillshire Brands’ portfolio includes iconic brands such as Jimmy Dean, Ball Park, Hillshire Farm, State Fair, Sara Lee frozen bakery and Chef Pierre pies, as well as artisanal brands Aidells and Gallo Salame.  The company, formerly known as Sara Lee Corporation, began trading under the “HSH” ticker symbol on June 29, 2012, following the successful spinoff of its international coffee and tea business.  For more information on the company, please visit www.hillshirebrands.com.