Industry News | January 7, 2008

P.B.Loco and The Cereal Bowl Team Up

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P.B.Loco® Gourmet Flavored Peanut Butters and The Cereal Bowl are teaming up to create an exciting co-branded café concept featuring two of America's favorite foods: cereal and peanut butter. The first café featuring the two brands will debut in Miami this spring. Specific terms of the transaction were not disclosed.

As part of the new joint effort, P.B.Loco will relocate its flagship location from Mall of America in Bloomington, Minnesota, to the new Miami co-branded café. P.B.Loco's Mall of America location will close at the end of this month as part of the move of its flagship location to Miami. The joint venture does not affect P.B.Loco's wholesale or retail business, and P.B.Loco's headquarters will remain in the Twin Cities.

P.B.Loco's menu is built around peanut butter, one of America's beloved staple foods. Much more than peanut butter and jelly sandwiches, however, P.B.Loco features about a dozen proprietary flavored peanut butters, such as Raspberry White Chocolate, Jungle Banana, and Asian Curry Spice. P.B.Loco's cafés feature the flavored peanut butters in a variety of menu offerings, such as sweet and savory sandwiches, P.B.Chill smoothies, snacks, salads, and breakfast items.

Likewise, The Cereal Bowl features another of America's favorite foods. Like P.B.Loco, The Cereal Bowl takes a popular food item to a new level. The Cereal Bowl features over 30 cereals and 50 toppings. The café offers both Cold Cereal Bowls and Hot Bowls'. Customers also can choose to make their own concoction, called the Create-A-Bowl. As part of its Beyond the Bowl' category, The Cereal Bowl also offers proprietary oatmeal smoothies known as Oaties' as well as cereal shakes, bars and granola.

In the new joint venture, The Cereal Bowl will take charge of operating the co-branded concept and selling franchises. The Cereal Bowl will continue to operate out of its Miami headquarters. P.B.Loco will focus its efforts on continuing to build its brand on a national scope while developing new and unique flavors of peanut butter for the P.B.Loco/The Cereal Bowl cafés and for its existing franchised P.B.Loco Peanutbutterlicious Cafés.

"After looking at several different brands with whom to partner, we're thrilled to be joining with The Cereal Bowl to offer this co-branded café concept," said Ken Hall, one of P.B.Loco's principals and cofounders. "The two concepts' cafés are extremely complementary, drawing customers during different parts of the day and offering our guests a wide variety of options from our respective two core competencies."

"P.B.Loco is a perfect fit to The Cereal Bowl experience," said Michael Glassman, Chief Operating Officer for The Cereal Bowl. "Both companies have put an exciting new twist on their respective product lines that makes for a unique destination for customers."

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