For Immediate Release
Contact: Susan J. Anthony
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INDISCRETION™ ICE CREAM TO LAUNCH VALENTINE’S DAY
New Super Premium Line Focuses On Delights of Indulgence; Woman Ice Cream Connoisseur Advocates Passion in Ice Cream

Akron, N.Y. (Month, Date, Year) — Indiscretion™ Luscious Ice Cream™, a new line of super premium ice cream designed to satisfy America’s favorite food indulgence, will officially launch on Valentine’s Day, 2003.

Packaged in rich purple pint containers, Indiscretion™ features flavors with names like Spellbound, Hidden Riches, After Dark, Sweet Revenge, Pure Surrender, and Midnight Rendezvous. Manufactured by Perry’s Ice Cream Company, Inc. of Akron, N.Y., the new line of ice cream will be available locally at all Wegmans Supermarket and Tops Supermarket locations as well as convenience stores.

Perry’s is launching the new ice cream in the middle of the winter to underscore the notion that ice cream is more of an experience than a food, according to Akron, N.Y. native Gayle Perry, Consumer Advocate for Perry’s Ice Cream.

National Survey of Our Ice Cream ‘Indiscretions’
Perry’s Ice Cream commissioned a national opinion poll conducted by Harris Interactive that revealed that 70 percent of Americans tend to exhibit ritualistic — and sometimes unusual — behaviors when it comes to enjoying a bowl of their favorite ice cream. Women, in particular, tend to have more “indiscretions” with their ice cream eating habits, according to the survey. Among their rituals or indiscretions: sneaking extra servings, eating ice cream in bed, keeping a secret stash in the freezer or eating ice cream as a meal.

Among all respondents, one-fifth reported sharing a single container with a loved one and two spoons, while one in seven Americans wait until they are alone before digging into a bowl.

“Indiscretion brings an array of new flavors and ice cream sensory experiences that will enable our customers to continue with their favorite ice cream rituals and perhaps prompt them to explore new ones,” Perry said.

Six flavors to explore
Indiscretion™ Luscious Ice Cream ™ will initially offer the following flavors: Spellbound — featuring the icy magic of sweet Blood Orange sorbet swirled with exotic Prickly Pear and Marula Fruit ice cream; Hidden Riches — a sensuous touch of creamy Mascarpone Cheese ice cream layered with tart marion blackberries, rich cheesecake spirals and flaky phyllo dough; Sweet Revenge — scrumptious caramelized Banana and Rum-flavored ice cream spun with banana slices and ribbons of brown sugar.

Also, Pure Surrender — full of the intoxicating taste of sinfully rich, pure Vanilla ice cream; After Dark — the elegant union of Dark Chocolate mousse entwined with succulent raspberries and soft dark cocoa flakes; and, Midnight Rendezvous — the dark delights of Mocha ice cream fused with ribbons of espresso and morsels of fudge coated almond biscotti.

Behind the launch: a family that knows ice cream
Gayle Perry has ice cream in her blood. Her family has been the force behind Perry’s Ice Cream, Upstate New York’s most popular ice cream company, for 85 years. Like everyone in her family, Gayle knows her ice cream. She can quote percentages of butterfat and name 203 flavors without taking a breath. Growing up across the street from the Perry’s manufacturing plant as the daughter of the company’s president and great-granddaughter of the company founder, offered her many opportunities to stop by for a sample.

Perry also knows why people — especially women — love ice cream. “For many people, ice cream is all about indulgence in a world that is sometimes very harsh. It is the food equivalent of a great romance novel or movie. It is pure escapism with just a touch of fantasy,” she says.

“We talked with hundreds of ice cream lovers not only about why they eat ice cream, but also where and with whom,” says Perry. “We were surprised how many people eat ice cream alone — often in bed or in their favorite chair and even while in the bathtub. It is the food they turn to when life and love lets them down. And it’s also the food they turn to when life and love has them smiling.” She played a major role in developing the new line and already admits to two favorite flavors: Midnight Rendezvous and Hidden Riches.

Perry says that people feel guilty when it comes to indulging in ice cream. “Guilt never gets anybody anywhere,” says the mother of three young daughters. “If indulging in your favorite ice cream is as naughty as you’re going to get, then you are living a life you should be proud of. We want people to be open about their passion for ice cream. That’s why we’re having so much fun creating an ice cream brand called Indiscretion.”

The launch of Indiscretion™ Luscious Ice Cream™ officially kicks off on Feb. 14 with an advertising and publicity campaign in the Buffalo and Rochester markets. It will include billboards, radio spots and transit advertising, supported by in-store promotions. The campaign will continue in other Perry’s markets in New York, Pennsylvania and Ohio.

About Perry’s Ice Cream Company, Inc.
Founded in 1918 by H. Morton Perry, Perry’s Ice Cream Company, Inc. is a family-owned and operated fourth generation ice cream manufacturer and distributor. Since its humble beginnings, when hand cranks and horse-drawn delivery wagons were used, Perry’s has developed one of the most modern, state-of-the-art production facilities in the country. The company has 325 employees and is headquartered in Akron, N.Y., between Buffalo and Rochester. For more information visit www.perrysicecream.com

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