FOR IMMEDIATE RELEASE
March 24, 2006

CONTACTS:
Cara K. Bernosky, President
IMC Licensing
502.589.7655
cbernosky@imclicensing.com

Lisa B. Cramer
Public Relations Manager
Lifetime Brands
516.683.6000 ext. 723
lisec@lifetimebrands.com

Popular JELL-O® Jigglers Molds Now Available In Silicone

Louisville, KY, March 24, 2006 – Long established as “America’s Most Famous Dessert,” JELL-O is a brand recognized by 99-percent of consumers. In fact, nine boxes of JELL-O gelatin are sold every second in the U.S., adding up to an astounding total of 300 million boxes sold per year of this fat-free, enormously popular treat. Lifetime Brands, Inc. a leading designer, marketer and distributor of houseware products, is pleased to announce a new licensing partnership with the JELL-O Brand and the introduction of several of the most popular JELL-O gelatin molds in silicone. The license agreement was secured and negotiated by Kraft’s licensing agency, IMC Licensing.

The creation, consumption and storing of JELL-O Jigglers is now easier than ever with silicone molds. The FDA approved, non-stick material ensures that delicious JELL-O creations can be removed from molds with ease and retain their shape for ideal appearance. The molds are also refrigerator and freezer safe, so they can be stored safely in the refrigerator for easy access snacking.

Cheerful, color-coordinated JELL-O Jiggler Silicone Mold Trays come in either a red and yellow tray with strawberry and banana shapes, or a red and green colored tray with strawberry and kiwi shapes to make rows and rows of delicious fruit-shaped JELL-O Jigglers. The suggested retail price for the JELL-O Jiggler Mold Tray is $9.99.

Mini JELL-O Fruit Silicone Molds are single-serving, color-matching molds that come in a variety of fun fruit shapes including grapes, orange, strawberry, blueberry, lime, cherry or raspberry. Fun to prepare and even more fun to eat, the suggested retail price for the JELL-O Fruit Molds is $5.99 each.

Full-size JELL-O Silicone Molds come in a wide variety of holiday-themed shapes, such as, pumpkin, Thanksgiving cornucopia, American flag, heart and Easter egg. Each full size mold holds one 6 oz. box of JELL-O gelatin, or two 3 oz. boxes of gelatin. Sold separately, the suggested retail price for the full-size JELL-O molds is $15.99.

ABOUT IMC

IMC Licensing is the nation’s leading licensing agency specializing in consumer product brands. Firmly grounded America’s heartland, IMC turns brands into great new consumer products that delight consumers and expand the long-term value of our clients’ iconic trademarks.

ABOUT LIFETIME BRANDS

Lifetime Brands, Inc., a leading designer, marketer and distributor of household cutlery, kitchenware, cutting boards, pantryware, bakeware, dinnerware, flatware, tableware, cookware, and bath accessories, lighting and hardware. Marketing its products under various well-known brand names, Lifetime Brands, Inc.’s products are distributed by almost every major retailer in the U.S.

ABOUT JELL-O

Kraft Foods is the world’s second-largest food and beverage company. For more than 100 years, we’ve been dedicated to helping people around the world eat and live better. Hundreds of millions of times a day, in more than 155 countries, consumers reach for their favorite Kraft brands including Kraft cheeses and dinners, Jacobs, Gevalia and Maxwell House coffees, Oscar Mayer meats, DiGiorno pizzas, Oreo cookies, Ritz and Wheat Thins crackers and chips, Philadelphia cream cheese, Milka and Côte d’Or chocolates, Honey Bunches of Oats cereals, Good Seasons salad dressings and Tang and Capri Sun refreshment beverages. They’ve also started adding our Tassimo hot beverage system, South Beach Diet line and a growing range of better-for-you Sensible Solution products to their shopping baskets, continually expanding their list of Kraft favorites.

JELL-O is a registered trademark of Kraft Foods Holdings, Inc., used under license.