MIKE AND IKE(R) Asks Young Canadian Heroes to ANTE UP!(TM) and Spread the
Inspiration

TORONTO, March 15 /CNW/ - The hunt is on for Canada's most inspiring young leaders. The much-loved candy brand, MIKE AND IKE(R) is asking young Canadians to ANTE UP!(TM) their inspirational story in a competition that could win a donation of up to $2,500 for their favourite registered charity.

"MIKE AND IKE(R) wants to shine a spotlight on extraordinary young leaders who are working to make a difference in our world be it locally or globally," said Donald Houston, Senior Brand Manager for the MIKE AND IKE(R) Brand. "Their social values reflect MIKE AND IKE(R)'s long-standing history of working in the community, and this program is designed to pass their inspiration on to all of us."

Young Canadians are being asked to visit www.mikeandike.ca to ANTE UP!(TM) the most impactful, innovative or creative thing that they, or someone they know have done to help a charity or cause - supporting either social, economical, educational, cultural or environmental change. Nominations are being accepted from March 15 to April 12, 2010. This competition is running across Canada (excluding Quebec) and the awards are open to Canadians between the ages of 12-25.

A MIKE AND IKE(R) ANTE UP(TM) judging panel will review nominations and select the top ten list that will be opened up to a public online vote on www.mikeandike.ca from April 26 to May 25, 2010.

This MIKE AND IKE(R) ANTE UP(TM) judging panel consists of popular leaders in the community with a clear connection to young Canadians. The judges include: long-time radio DJs, Chris Evans from Z103.5 FM and J Wyze from Flow 93.5 FM, Toni-Marie Ippolito, editor of Tribute and Teen Tribute Magazines, and Lorraine Zander, founder and editor-in-chief of Faze Magazine, Canada's number 1 student magazine. Wayne Lutomski, Vice President, International Development for Just Born, Inc., the maker of MIKE AND IKE(R) and Craig Matthews, Sales Vice President, from Morris National, the Canadian distributor partner, will round out the panel.

"I'm continually inspired by the commitment and generosity that I see from students towards charitable organizations across Canada," said Lorraine Zander, founder and editor-in-chief, Faze Magazine. "I wanted to be a part of this panel to support these extraordinary young leaders who are truly living up to the concept of being the change they want to see in this world."

For additional details on the ANTE UP!(TM) competition or to fill out a nomination form, please visit: www.mikeandike.ca. MIKE AND IKE(R) and ANTE UP!(TM) are trademarks of Just Born, Inc.

About MIKE AND IKE(R)

Just Born first introduced the MIKE AND IKE(R) Brand in 1940. Today, in addition to its Original Fruit flavour, the MIKE AND IKE(R) Brand offers multiple varieties in Canada including: TANGY TWISTER(R), BERRY BLAST(TM), TROPICAL TYPHOON(TM) and ZOURS(R). MIKE AND IKE(R) Brand Candies are kosher, gluten-free, and are available in a variety of retail and convenience stores across Canada. For more information, please visit: www.mikeandike.ca.

About Just Born, Inc.

Just Born, Inc. is a privately owned company founded in 1923 and headquartered in Bethlehem, PA, where it manufactures PEEPS(R), HOT TAMALES(R) and MIKE AND IKE(R) Brand Candies. PEANUT CHEWS(R) Brand Candies are produced in Philadelphia, PA. All Just Born candies are made in the U.S.A.

SOURCE MIKE AND IKE

For further information: For further information: Media requiring further information please contact: Rima Maamari, Precision Marketing Group Inc., (416) 566-0797, rima@precisionmarketinggroup.ca

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