Released on: March 26, 2008, 2:33 am

Press Release Author: Propeller Communications

Industry: Advertising

Press Release Summary: VBS announces Kidsnax as first health food partner for 'force
for good' initiative

Press Release Body: London - 25 March 2008 - Viacom Brand Solutions (VBS) - the
sales house for MTV, VH1, Nickelodeon and Paramount Comedy - is taking the lead to
promote advertising as a 'force for good' in tackling societal issues including
child obesity.

Meeting with food industry experts and nutritionists at the Westminster Food &
Nutrition Forum Keynote Seminar last week (19.03.08), VBS announced it had secured
new food product Kidsnax as its first health food partner of the 'force for good'
initiative.

Matching advertising investments pound for pound, the initiative aims to encourage
the industry to use the power of TV demonstrating that the medium can and should be
deployed more expansively as a force for good to positively change behaviour, on
issues such as health and the environment.

The collaborative approach from VBS has been devised to show that the promotion of
healthy food alternatives will drive a greater change of attitudes towards food than
advertising bans.

Kidsnax is a new competitor to the growing health food market, launched by
entrepreneur Mark Gould this month. Using Nickelodeon characters such as Dora the
Explorer and SpongeBob Squarepants, the Kidsnax TV campaign will promote Kidsnax
health bars and snacks as healthy and tasty snack options.

Launching in May, the 30 second Kidsnax TV spot will air across the Nickelodeon
channels. The bespoke TV campaign, created and planned by VBS, will use the
Nickelodeon characters to drive awareness of Kidsnax products such as the Real Fruit
Bars which contain 99.9% real fruit, highlighting to children that healthy food can
be tasty and an alternative to crisps and confectionary.

The Kidsnax campaign follows on from the success of the Ella's Kitchen campaign
created by VBS in 2006. The shared-risk airtime campaign was developed to drive
vital distribution of its 100% organic health food snacks and the success
demonstrated the VBS partnership was vital in promoting healthy food choices to kids
and putting the products within reach of consumers.

Nick Bampton, MD of VBS said: "VBS is committed to proving that advertising can be a
force for good. Our partnership with Kidsnax has led to a bespoke TV campaign that
engages with children to communicate the importance of healthy snack alternatives."

Mark Gould, Managing Director for Kidsnax said: "Children are exposed to many snack
alternatives, not all of which are good for them. This campaign will allow us tap
into the youth audience of these channels and generate awareness of our healthy
snack options, encouraging children to make more beneficial choices."

The Kidsnax deal is the second of ten to be announced in 2008. In February, VBS
announced the first deal in the FFG initiative to promote fire safety with the CLG.


- ENDS -


Notes To Editors:

About the campaign:

The Kidsnax campaign will run during May across Nickelodeon channels. As part of the
first phase of the launch strategy, the TV campaign will promote Kidsnax health
fruit bars and snack packs which launch in March 2008.


About Viacom Brand Solutions

Viacom Brand Solutions UK (VBS UK), a brand focused sales house, was established in
January 2001 after MTV Networks UK won the sales contracts for Nickelodeon and
Paramount Comedy.

VBS UK represents all the brands of MTV Networks UK - MTV ONE, MTV ONE+1, MTV HITS,
MTV DANCE, MTV TWO, MTV BASE, VH1, VH1 Classic, TMF, Nickelodeon, Nick Replay, Nick
Jr, NickJr2, Nicktoons, Paramount Comedy 1, Paramount Comedy 1 + 1, Paramount Comedy
2 and Paramount Comedy 2 + 1. VBS UK also represents E! Entertainment.

The sales team works with UK agencies and clients to develop solutions based around
its youth and entertainment brands. In addition to selling airtime, the team also
sell creative solutions driven by sponsorship, promotions, events, new media and
licensing opportunities.

VBS UK can provide advertisers with top quality, appropriate and distinctive
creative solutions at highly competitive rates, allowing many new advertisers to
adopt TV advertising as an effective and efficient communication option.

In March 2004 Viacom Brand Solutions teamed up with Capital Radio Group and IPC
ignite! to form a commercial alliance to create RSVP, a new one-stop service for
media agencies and advertisers targeting youth audiences.

For more information, please visit www.viacombrandsolutions.co.uk


Web Site: http://www.viacombrandsolutions.co.uk

Contact Details: The collaborative approach from VBS has been devised to show that
the promotion of healthy food alternatives will drive a greater change of attitudes
towards food than advertising bans.

Kidsnax is a new competitor to the growing health food market, launched by
entrepreneur Mark Gould this month. Using Nickelodeon characters such as Dora the
Explorer and SpongeBob Squarepants, the Kidsnax TV campaign will promote Kidsnax
health bars and snacks as healthy and tasty snack options.

Launching in May, the 30 second Kidsnax TV spot will air across the Nickelodeon
channels. The bespoke TV campaign, created and planned by VBS, will use the
Nickelodeon characters to drive awareness of Kidsnax products such as the Real Fruit
Bars which contain 99.9% real fruit, highlighting to children that healthy food can
be tasty and an alternative to crisps and confectionary.

The Kidsnax campaign follows on from the success of the Ella's Kitchen campaign
created by VBS in 2006. The shared-risk airtime campaign was developed to drive
vital distribution of its 100% organic health food snacks and the success
demonstrated the VBS partnership was vital in promoting healthy food choices to kids
and putting the products within reach of consumers.

Nick Bampton, MD of VBS said: "VBS is committed to proving that advertising can be a
force for good. Our partnership with Kidsnax has led to a bespoke TV campaign that
engages with children to communicate the importance of healthy snack alternatives."

Mark Gould, Managing Director for Kidsnax said: "Children are exposed to many snack
alternatives, not all of which are good for them. This campaign will allow us tap
into the youth audience of these channels and generate awareness of our healthy
snack options, encouraging children to make more beneficial choices."

The Kidsnax deal is the second of ten to be announced in 2008. In February, VBS
announced the first deal in the FFG initiative to promote fire safety with the CLG.


- ENDS -
For further information please contact:
Georgina Lipscomb
Propeller Communications
T: 0870 066 4608 / 07737 388414
E: firstname.surname@propellercom.com