Edible Arrangements Embarks On Another "Fruitful" Idea

New Frutation" Business Offers "Fast Fruit" Product for Edible Arrangements Retail Stores as well as New Business Opportunities for Malls, Airports, Hotels and other High Traffic Areas

(Friday, June 01, 2007) - Edible Arrangements®, the national leading purveyor of exquisite, hand-sculpted, fresh fruit "bouquets", the #4 company on Inc's 2006 Top 500 fastest growing company list, and the top 25 fastest growing franchise according to Entrepreneurs Franchise 500, embarks on a new and exciting concept trademarked Frutation". The Frutation business model expands on the already successful Edible Arrangements business by offering added value to Edible Arrangements retail stores as well as creating new stand alone Frutation centers in untraditional, high foot traffic sites including malls, airports, stadiums and more.

The concept was born out of consumer demand and due to the volume of stores opening across the globe; currently there are over 700 Edible Arrangements stores in the US, Canada, Puerto Rico and the U.K. With that in mind, Frutation stores will enable consumers to purchase delicious fruit treats on the spot and on the go. Frutation centers in Edible Arrangements stores now offer an array of fresh fruit products including:

Fruithy®-A sweet sippin' experience. Premium fruit blended with ice, orange juice and honey. Available in pineapple banana, strawberry banana, pineapple strawberry and strawberry.

Fresh Juices: Nature's nectar chilled to perfection. Enjoy this premium fruit in the juiciest form: orange, orange banana, pineapple orange, strawberry orange, strawberry orange banana.

Fruit Salads: A smart snack or a super side. A collection of our premium fruit. Create your own or grab one that's ready to go!

Fruit Sundaes: A little something for your sweet tooth! Premium fruit dessert with drizzled chocolate, whipped cream and nuts. Create your own delicious dessert!

Dipped Fruit: Skinny-dipping at its best! Premium fruit getting a little naughty in gourmet chocolate.

Frusala®: Spice up your life with a taste of the exotic. Frusala will take you to new heights: banana apple, banana apple melon and banana apple strawberry.
As a stand alone center, Frutation by Edible Arrangements will offer all the fresh fruit to go as well as give consumers the ability to order a fresh fruit bouquet from Edible Arrangement to be delivered wherever Edible Arrangement stores exist. This store model allows Frutation stores to exist in smaller, untraditional locations as the fruit to go concept requires less space than a standard Edible Arrangements retail outlet, which requires large kitchen areas for the floral bouquet preparation.
"We are very excited to embark on this new extension of our business," said Tariq Farid, CEO of Edible Arrangements International. "We recognized the need for Frutation when consumers consistently wanted to leave our stores with a take home fresh fruit treat. We wanted to create an experience for them, a compelling reason to encourage people to visit our stores, instead of simply ordering online or by phone. By creating stand alone Frutation stores in high traffic locations, we create a broader universe to reach our customer with healthy, beautiful and delicious fruit choices."

Frutation builds on the core business of Edible Arrangements that is nationally recognized known for freshness, high quality product, and excellent service. Frutation sites recently launched in Edible Arrangements' stores in markets including: Huntington, West Virginia; Denver, Colorado; and Hartford, Connecticut. Additional Edible Arrangements stores plan to add Frutation businesses within their existing locations and stand alone sites are expected to launch soon. Plans for international expansion are in the works.

About Edible Arrangements
Tariq Farid, CEO, and his brother, Kamran Farid, COO, are co-founders of family-owned Edible Arrangements International have hit the 700th mark on the number of franchises in the United States, Canada, Puerto Rico and the U.K. When they launched their fruit franchise business six years ago in East Haven, Conn., their dream was simple: to build a dynamic growth franchise system that would satisfy a strong consumer need and stand out from the rest. And it does.

Edible Arrangements International is the leading purveyor of hand-sculpted fresh fruit "bouquets" that artfully resemble their floral counterparts. Edible Arrangements was founded in 1999 in New Haven, Connecticut, and began franchising in 2001. With 507 operating stores and 200 new stores opening soon, Edible Arrangements is rapidly expanding franchises across United States, Canada, Puerto Rico, the United Kingdom, and soon to Dubai and throughout the U.A.E. In addition, Edible Arrangements' website is now in Spanish and French. Arrangements can be ordered by telephone, on the company's Website or at one of its stores. For more information, please visit www.ediblearrangements.com .

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