November 4, 2008

Diamond Foods Begins Running Pop Secret Ads Nationally

Diamond Foods, Inc. (NASDAQ:DMND), announced today that it has begun running national television advertisements for Pop Secret microwaveable popcorn, the latest addition to its snack portfolio. In October and November 2008, over 400 spots will run on 13 different national television networks.

"When we acquired Pop Secret in September we committed to supporting the brand and bringing excitement to the microwave popcorn category," said Andrew Burke, Senior Vice President of Marketing. "Winter is a key sales season for microwave popcorn and we expect that this year, given the current environment, more consumers may be staying at home and looking for value-oriented snacks such as popcorn. It was important to be in the market quickly and in time to meet this busy season."

Three different Pop Secret ads began running nationally on October 27th. Two spots are 15 seconds in length and entice consumers with popping product and emphasize one of the brand's leading flavors, Pop Secret "Homestyle." The third spot is 30 seconds in length and features a fanatical Pop Secret fan who stocks his basement floor to ceiling with Pop Secret popcorn.

About Diamond

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

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