Are you qualified to be a snack champion?



    - Agent Wildfire Leverages Word of Mouth to Engage Snack Champions for
    Dare Simple Pleasures Baked Cookie Bars -

    TORONTO, April 10 /CNW/ - If you are a refined snacker with a passion and
willingness to get involved, a snacking habit with a healthy conscience and if
you find yourself at the centre of snack break conversations, you could be
just the person we're looking for.
    Agent Wildfire, Canada's Word of Mouth Experts, is recruiting
snack-friendly and health-conscious Snack Champions to ignite genuine word of
mouth buzz about Dare Foods Limited's innovative new product - Simple
Pleasures Baked Cookie Bars.
    "Word of mouth is an ideal way to launch Simple Pleasures Baked Cookie
Bars as innovative snack products like these are great topics of
conversation," says Sean Moffitt, President, Agent Wildfire. "Baked Cookie
Bars push the buzz hot buttons of 'snacking', 'health' and 'convenience'. By
tapping the involvement of an influential group of Snack Champions before this
product launches, word of mouth has the potential to spread quickly."
    Over the next month, Agent Wildfire, through www.TheInfluencers.ca, will
recruit a passionate and influential group of snackers in Toronto, Vancouver,
Calgary and Edmonton, to become sneak preview insiders and word of mouth
ambassadors known as the Dare Simple Pleasures Snack Champions.
    This word of mouth campaign will take place over a 10-week period during
which Snack Champions will engage in a wide range of activities to provide
feedback, collaborate on brand ideas, be a product evangelist and help measure
the campaign's success. In addition, active participants and their referrals
will also earn Influence points for their feedback to be redeemed to a charity
of their choice and chances for participation rewards.
    "Simple Pleasures Baked Cookie Bars are Dare's most successfully tested
products in recent years. We have a real winner here - the great taste of a
cookie with healthful benefits and convenience," says Louise Falcioni, Brand
Manager - Cookies. "In product research, 93% of consumers polled said they
would definitely/probably purchase this product, due to the valuable benefits
they can gain through snacking on these great-tasting cookie bars." "And to
top it off, these tasty snacks are a proud participant in the Heart and Stroke
Foundation of Canada's Health Check(TM) program." "We're excited about the
word of mouth campaign and based on how word is already spreading at Dare's
own facilities, we are confident the program will be strong."
    Interested snackers are encouraged to visit www.TheInfluencers.ca to
nominate themselves as campaign participants. In April, the qualified nominees
will receive a Word of Mouth Insider's Handbook and sample products to try
themselves and to share. They will then be on their way to influence the
success and future development of Dare's newest product.

    About Simple Pleasures Baked Cookie Bars & Dare Foods
    Dare's new Baked Cookie Bars are perfect for today's fast-paced,
on-the-go lifestyle. Whether heading out to the golf course or packing up for
a road trip, these snacks come in a convenient portion-controlled, portable
package to be easily taken anywhere, anytime. Now snack cravings can be
satisfied guilt-free instead of over indulging on traditional unhealthy
snacks.
    Dare Foods took health concerns into account when making its new Simple
Pleasures Baked Cookie Bars. All three flavours have the following features:
    
    -   Free of trans fat, peanuts and artificial flavours and colours
    -   Low in saturated fat and sodium
    -   Made with whole grains
    -   Proud participant in the Heart and Stroke Foundation of Canada's
        Health Check(TM) program

    Each flavour comes with its own added benefit to tailor to individual
concerns:
    -   Oatmeal Cranberry - is a source of omega-3 polyunsaturates
    -   California Crunch - provides 4 grams of protein
    -   Raisin Spice - has reduced sugar
    

    About Dare Foods
    Feel good food is at the heart of everything Dare does, especially when
it comes to baking delicious, quality snacks for your family. Although a few
things have changed since the first hand-made cookie was baked in 1892, Dare
maintains its commitment to high quality products. Today, after 115 years,
Dare remains a solid, family-owned business that continues to build a legacy
rich in innovative, high-quality products that meet the changing needs of
consumers. (www.darefoods.com).

    About Agent Wildfire & The Influencers
    Agent Wildfire is Canada's Word of Mouth Expert, working with a diverse
range of clients, to build word of mouth successes. Category-leading products,
challenger brands and startups alike, seek Agent Wildfire's help in getting
their brands onto the conversation grapevine via word of mouth community
building, campaign launches, insight panels and strategy consulting.
(www.AgentWildfire.com).

    The Influencers is Canada's first word of mouth community, has a mission
to change the way Canadian companies market their products and services.
TheInfluencers.ca is a part of Agent Wildfire's new breed of word of mouth
marketing and its members comprise a grassroots network of well-connected,
informed and influential Canadians. (www.TheInfluencers.ca).





For further information:

For further information: For more information about Agent Wildfire,
please contact: Betsy Cooper, B*Co Communications, Inc., (778) 329-7389
(office), (778) 229-4947 (mobile), cooper@b-co.ca; For more information, about
Dare Foods, please contact: Linsey Nogueira, Ketchum Public Relations, (416)
544-4907 (office), Linsey.nogueira@ketchum.com

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