Cream of Wheat® Introduces Cinnabon® Instant Hot Cereal

B&G Foods, Inc. (NYSE: BGS), a manufacturer and distributor of high quality, shelf-stable foods, and FOCUS Brands, the franchisor and operator of over 2,200 ice cream stores, bakeries, restaurants and cafes, announced today the introduction of Cream of Wheat® Cinnabon® instant hot cereal, a combination of the convenience and high nutritional content of Cream of Wheat with the unmistakable crave appeal and aroma of Cinnabon’s legendary cinnamon rolls.

"This relationship illustrates a unique opportunity for Cream of Wheat in that it allows us to utilize the brand and flavor equity of Cinnabon to provide consumers an exciting new product that we are confident will be a success,” said David L. Wenner, President and Chief Executive Officer of B&G Foods. "In this launch, we applaud our marketing and product research team members who work tirelessly to create new and exciting products that leverage the nostalgia and brand loyalty associated with B&G Foods’ brands with first-class partners.”

The launch of Cream of Wheat® Cinnabon® instant hot cereal will be supported through a host of strategic marketing programs, building upon the expanded marketing efforts that B&G Foods has dedicated to growing the brand since its acquisition in 2007. Social media interaction combined with retail events, couponing and advertising will aim to create consumer awareness and trial during the initial launch in 2010 and throughout expanded distribution in 2011. A dedicated Cream of Wheat® Cinnabon® instant hot cereal webpage linked to the Cream of Wheat website will offer consumers a free sample and a printable coupon.

"Cinnabon’s partnership with Cream of Wheat is a perfect example of our strategy to align our brand with companies that create delicious, innovative products, that, in turn, add value to both brands’ equities, as well as for consumers,” said Cara Becker, Director of Brand Licensing at FOCUS Brands.

Each box of Cream of Wheat® Cinnabon® instant hot cereal includes ten 35g instant packets. Each packet, equal to one serving, has 100 calories, 0 grams of fat and is an excellent source of Vitamin D, Calcium and Iron. Cream of Wheat® Cinnabon® instant hot cereal is currently available in the cereal aisle of select grocery stores. For more information, a list of retailers that carry Cream of Wheat® Cinnabon® instant hot cereal and printable coupon please visit www.creamofwheat.com/cinnabon.

About Cream of Wheat

Introduced in 1893, Cream of Wheat is among the leading brands, and one of the most trusted and widely recognized brands, of hot cereals sold in the United States. Cream of Wheat is available in original, 10-minute, 2 ½ minute and one-minute versions, and also in instant packets of original and other flavors, including cinnamon swirl and maple brown sugar. A whole grain version of original 2 ½ minute Cream of Wheat was introduced by B&G Foods in 2008. Cream of Wheat and Cream of Rice, a rice-based hot cereal, are distributed nationally and in various retail and food service channels.

About B&G Foods, Inc.

B&G Foods and its subsidiaries manufacture, sell and distribute a diversified portfolio of high-quality, shelf-stable foods across the United States, Canada and Puerto Rico. B&G Foods' products include hot cereals, fruit spreads, canned meats and beans, spices, seasonings, marinades, hot sauces, wine vinegar, maple syrup, molasses, salad dressings, Mexican-style sauces, taco shells and kits, salsas, pickles, peppers and other specialty food products. B&G Foods competes in the retail grocery, food service, specialty, private label, club and mass merchandiser channels of distribution. Based in Parsippany, New Jersey, B&G Foods' products are marketed under many recognized brands, including Ac'cent, B&G, B&M, Brer Rabbit, Cream of Rice, Cream of Wheat, Emeril's, Grandma's Molasses, Joan of Arc, Las Palmas, Maple Grove Farms of Vermont, Ortega, Polaner, Red Devil, Regina, Sa-són, Trappey's, Underwood, Vermont Maid and Wright's.

About Cinnabon, Inc.

Founded in Seattle in 1985 and now based in Atlanta, Cinnabon, Inc. is the market leader among cinnamon roll bakeries. The company serves fresh, aromatic, oven-hot cinnamon rolls and cupcakes, as well as a variety of other baked goods and specialty beverages. Cinnabon currently operates more than 770 franchised locations worldwide, primarily in high traffic venues such as shopping malls, airports, train stations, travel plazas, entertainment centers, academic institutions and military establishments. Visit www.cinnabon.com for more information, follow us on Twitter @CinnabonInc or become a Facebook fan at http://www.facebook.com/Cinnabon.

About FOCUS Brands

FOCUS Brands Inc. is the franchisor and operator of over 2,200 ice cream shoppes, bakeries, restaurants, and cafes in the United States, the District of Columbia, Puerto Rico, and 33 foreign countries under the brand names Carvel®, Cinnabon®, Schlotzsky’s® and Moe’s Southwest Grill®, as well as the franchisor of Seattle’s Best Coffee® on certain military bases and international markets. Based in Atlanta, the primary objective of FOCUS Brands is to "FOCUS on making people happy.” Please visit www.focusbrands.com to learn more.

Forward-Looking Statements

Statements in this press release that are not statements of historical or current fact constitute "forward-looking statements.” The forward-looking statements contained in this press release include, without limitation, statements regarding our expectations as to the possible commercial success of Cream of Wheat Cinnabon, our expected marketing efforts and our ability to expand distribution of the new product. Such forward-looking statements involve known and unknown risks, uncertainties and other unknown factors that could cause the actual results of B&G Foods to be materially different from the historical results or from any future results expressed or implied by such forward-looking statements. In addition to statements that explicitly describe such risks and uncertainties readers are urged to consider statements labeled with the terms "believes,” "belief,” "expects,” "projects,” "intends,” "anticipates” or "plans” to be uncertain and forward-looking. The forward-looking statements contained herein are also subject generally to other risks and uncertainties that are described from time to time in B&G Foods’ filings with the Securities and Exchange Commission, including under Item 1A, "Risk Factors” in our Annual Report on Form 10-K for fiscal 2009 filed on March 1, 2010. B&G Foods undertakes no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.