Everything Old Is New Again

B&G Foods Announces licensing agreement Underwood with Altru Apparel

Parsippany, N.J., August 12, 2004 – B&G Foods, Inc. and Altru Apparel today announced their merchandise licensing agreement granting Altru the right to manufacture vintage-style T-shirts featuring B&G’s Underwood® logo.

Established in 1867, the legendary Underwood Red Devil is the oldest registered food trademark still in use in the United States. The logo appears prominently on Underwood’s line of meat spreads, chunk meats, and sardines. It has become an icon of American culture. The adorable redhead, Mason Reese, made Underwood a household name when he bungled the “smorgasbord in a can” line in commercials that aired on television during the 1960’s and 70’s. The Underwood logo became the property of B&G Foods when the company acquired the brand from The Pillsbury Company in 1999.

“They say that everything old is new again, and that is certainly true of Americana memorabilia,” said Brandi Unchester, product manager of the Underwood brand. “The retro craze has taken off in the past few years as people celebrate the nostalgia of previous fads. The fashion industry has capitalized on this trend, offering hip shoppers retro-inspired vintage T-shirts and other accessories.”

Altru Apparel produces premium quality, vintage style T-shirts featuring logos that capture the essence of a cultural movement or genre. Altru T-shirts are sold exclusively at premium retailers and boutiques including Fred Segal, American Rag, and Urban Outfitters. Its clientele consists of affluent, high profile, style-conscious shoppers. Altru’s T-shirts can be viewed, with a certain degree of regularity, on the MTV and “Access Hollywood” hosts. Additionally, the company recently contracted with the new hit series, “The O.C.,” to provide T-shirts for the cast.

Both parties are very excited about the licensing agreement. The term of the agreement is effective immediately and shall extend through June 30, 2005. The term of the contract may be extended past that date, subject to B&G’s approval. The licensed products will include men and women’s T-shirts in sizes ranging from small to XX-large. The T-shirts will be available for sale throughout North America.

About Altru Apparel

Altru Apparel, based in Los Angeles, California, was established in 2001. The company is singularly committed to producing premium-quality, vintage style T-shirts, which feature logos from primarily American companies. Altru selects businesses unique to the area, whose logos capture the essence of a cultural movement or genre. The company has established agreements with several California-based companies including Yum Yum Donuts, The Saharan Hotel and Farmer John’s, along with international companies including RSO Records (producer of the “Grease” and “Saturday Night Fever” movie soundtracks).

To order t-shirts or to learn more about Altru Apparel, visit www.altruapparel.com.