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Diamond(R) and Emerald(R) Announce Holiday Partner Promotions

Posted on: Friday, 12 October 2007, 21:00 CDT

STOCKTON, Calif., Oct. 12 /PRNewswire-FirstCall/ -- Diamond Foods, Inc. , a leading branded food company specializing in processing, marketing and distributing culinary nuts and snack products, announced today that its Diamond(R) and Emerald(R) brands will team up with several prominent national brands for holiday promotions in the nation's grocery stores.

"Partnering with well-recognized brands that are natural complements to our Diamond culinary nuts and Emerald snack products creates compelling snack and meal solutions that are relevant to both consumers and our retail partners," said Andrew Burke, senior vice president of marketing, Diamond Foods.

During November and December, the top two baking months of the year, Diamond of California(R) culinary nuts will partner with HERSHEY'S(R) Semi- Sweet Chocolate Chips and EAGLE BRAND(R) Sweetened Condensed Milk for a baking aisle promotion featuring holiday recipe suggestions and coupons. On-pack fold-out booklets on participating Diamond and EAGLE BRAND(R) products will feature quick, easy and delicious recipes as well as instant redeemable coupons for the three brands. Coupons for Diamond and EAGLE BRAND(R) products and a fudge recipe will be printed directly on the packages of HERSHEY'S(R) Semi-Sweet Chocolate Chips. Incremental displays will include special header cards with an image of Diamond Shelled Walnuts, HERSHEY'S(R) Semi-Sweet Chocolate Chips and EAGLE BRAND(R) Sweetened Condensed Milk and the message: "Your Holiday Season Just Got a Whole Lot Sweeter!"

"Over five million packages featuring these special savings will be distributed during this two-month baking aisle promotion," said Burke. "Promotions like this have been successful in the past in boosting our culinary nut sales during key time periods." Diamond is the leading brand of culinary nuts in the U.S. with a market share more than four times that of the nearest branded competitor. Based on IRI Food InfoScan data, Diamond's culinary market share (based on sales) for the 52-week period ended September 9, 2007 was 34.8 percent.

The company's Emerald brand, which includes 23 snack nut and trail mix items, will again partner with Anheuser-Busch for a holiday snacking promotion during November and December. Thousands of high-impact displays in key supermarkets nationwide will team Emerald snacks with Budweiser(R), Bud Light(R) and Budweiser Select(R) for the third consecutive year. "Save on a Holiday Classic" display headers will include tear pads of instant redeemable coupons good toward the purchase of Emerald products.

"When Emerald products are paired with complementary products like Budweiser(R), we create an attractive snack solution and 'one-stop shopping' for consumers," said Burke. According to IRI Food InfoScan data (12-weeks ended September 9, 2007), Emerald sales are enjoying a growth rate of 36 percent -- more than 16 times that of overall snack nut category growth of 2.2 percent.

Diamond Foods will also promote its Diamond and Emerald brands with pre- holiday print advertising. A "Great Tastes for the Holidays" freestanding insert (FSI) with coupons will be distributed with approximately 60 million newspapers in key national markets on Sunday, November 11.

About Diamond

Diamond is a leading branded food company specializing in processing, marketing and distributing culinary nuts and snack products under the Diamond(R) and Emerald(R) brands.

Budweiser(R), Bud Light(R) and Budweiser Select(R) are registered trademarks of Anheuser-Busch, Inc.

Diamond Foods, Inc.

CONTACT: Investors, Bob Philipps, VP, Treasury & Investor Relations ofDiamond Foods, Inc., +1-415-445-7426, bphilipps@Diamondfoods.com; or media,Chase of Access Communications, +1-415-844-6289, chase@accesspr.com, forDiamond Foods, Inc.

Web site: http://www.diamondnuts.com/

Source: PRNewswire-FirstCall

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