Sara Lee Bakery Group Launches Web Site Resource for Credible Bread Nu

Sara Lee Bakery Group Launches Web Site Resource for Credible Bread Nutrition Information Just in Time for New Dietary Guidelines

    Business Editors

    ST. LOUIS--(BUSINESS WIRE)--Jan. 12, 2005--

Breadrules.com offers advice from nutrition experts and debunks myths
    and fads about bread

    Sara Lee Bakery Group has launched a new Web site called Bread Rules (www.breadrules.com) dedicated to providing consumers and others with straightforward, no-nonsense information about the healthfulness and nutrition of bread.
    The site utilizes nutrition professionals and science-based information to explain how refined and whole grains are essential components to a sensible and nutritious diet - and, in some cases, an important factor in the prevention of major health issues. Calorie for calorie, bread is one of the most affordable, accessible and nutrient-rich foods available to consumers. The site gives simple tips and information related to complex carbohydrates, weight control and other nutritional trends, while also debunking myths and fads that have attacked bread's value.
    "Since the new U.S. Dietary Guidelines will refocus a spotlight on grain-based foods, we wanted to create a tool for providing consumers with time-tested and scientifically sound information about the benefits of bread," said Frances Coletta, Ph.D., R.D., director of product nutrition for Sara Lee Bakery Group. "The Bread Rules site is an easy-to-use resource for consumers and health professionals who want to learn about the role grains play as part of a healthy diet - whether it is the link between whole-grain consumption and decreased risks for heart disease, the key role fiber can play in weight control, or the nature of complex carbohydrates as the body's most efficient energy source."
    New content will continually be added to the site, including information about the new U.S. Dietary Guidelines issued today by the U.S. Departments of Agriculture and Health and Human Services.
    The Bread Rules name was specifically chosen because of the dual meaning of its name: as a food, bread rules, having been the foundation of healthy human diets for 5,000 years, and like any other food, there are simple rules to follow that enhance the value of bread. Therefore, the site includes the top five reasons why bread rules and the top five rules to follow with bread.

    The top five reasons why bread rules are:

--	Diversity. Everyone loves bread because it comes in so many varieties to suit any taste preference -- from white, wheat, whole-grain, potato and rye breads, to multigrain, wide-pan breads, French loaves and more.
--	Power-Packed. Bread packs a strong nutritional punch, delivering the grain-based energy source the body prefers, along with a wide variety of nutrients.
--	Versatility. Bread works around the clock, versatile enough for breakfast, lunch, dinner and as a snack.
--	Companionship. Bread is a good partner for many other foods -- including cheeses, meats and vegetables -- which increases its nutritional value.
--	Value. Bread is an economical, portable and tasty source of nutrition.

    The top five bread rules consumers should follow are:

    -- Read the Nutrition Facts panels and ingredient lists for the
    best bread buy.

    -- Eat a balance of refined grains and whole grains to maximize
    nutrition, with at least three servings of whole-grain breads
    every day.

    -- Choose healthy toppings to bolster bread's nutritional
    benefits.

    -- Breads with extra fiber can help you get the daily intake
    recommended for your age group.

    -- Look for breads fortified with multiple nutrients to make it
    easier to meet your dietary needs.

    The Web site's content is divided into four primary sections:

    Bread Rules: In addition to listing the site's Bread Rules, this section contains content that discusses the essential nutrients bread delivers as part of a balanced eating plan, responses to recent fads, and advice on reading nutritional label panels and becoming savvy bread shoppers.
    Nutrition: Provides articles explaining the anatomy of whole grains and their benefits, the newest trend of fortifying whole grains, and important facts on fiber's key role in a healthy diet. When new versions of the U.S. Dietary Guidelines and the Food Guide Pyramid are released, a nutrition expert will provide explanations and easy-to-include meal ideas to help consumers adopt the committee's recommendations.
    News: Contains the latest company news related to nutrition and bread. Currently, the site highlights Sara Lee Bakery Group's recent expansion of its whole-grain offerings with the introduction of Sara Lee Heart Healthy Plus whole-grain breads, which are fortified with fiber, calcium with vitamin D and folic acid. The launch of these breads coincides with the release of the revised U.S. Dietary Guidelines, which advise Americans that half of their daily grain servings should come from whole-grain foods. In the past six months, Sara Lee Bakery Group has more than tripled the number of whole-grain bread and bagels it sells under the Sara Lee brand.
    Products: Offers descriptions and nutritional information for Sara Lee Bakery Group brands of breads and bagels, which are designed to meet a wide variety of diet sensibilities - without sacrificing taste.
    Sara Lee Bakery Group, a division of Sara Lee Corporation (NYSE:SLE), is a leading packaged bakery products producer, competing in the fresh, refrigerated and frozen bakery segments in the United States, Europe, and Australia. Major products include fresh bread, buns and bagels; refrigerated dough, such as biscuits and cinnamon rolls; and frozen cheesecake, pies and desserts. Major brands include Sara Lee, Earth Grains, IronKids, and Colonial/Rainbo in the United States, Bimbo and CroustiPate in Europe, and Sara Lee in Australia and Asia.

--30--SH/na*

CONTACT: Sara Lee Bakery Group, St. Louis Matt Hall, 314-259-7223

KEYWORD: MISSOURI INDUSTRY KEYWORD: MEDICAL FOODS/BEVERAGES RETAIL PRODUCT SOURCE: Sara Lee Bakery Group

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