Chicken of the Sea Launches Revised Web Site, Online Affinity Program and More

SAN DIEGO –Dec. 10, 2003– While sustaining its nostalgic appeal, Chicken of the Sea International embraces a youthful dynamic with a modern upgrade of its infamous icon and, most recently, the redesign of its Web site and launch of an online affinity program, the "Mermaid Club."

The revised corporate Web site has a modern look, feel and convenient functionality. The homepage of the site links to the following sections: product information, healthy living tips and articles, Mermaid news, FAQs, dolphin safe policy, the Mermaid store, and company history and background.

Also accessible through the Web site is the "Mermaid Club." The club is free to join, and offers members a database that features exclusive recipes with photos, nutritional information and more. The recipes can be searched by categories - fast meals, no-cook and healthy meals, and the Mermaid's favorites - or by key word search, by type of seafood and type of dish such as breakfast, lunch, dinner or salad entrées.

"Our customers have consistently demonstrated a desire for easy online access to great-tasting seafood recipes and health information," said Don George, senior vice president of marketing for Chicken of the Sea. "Our new Mermaid Club offers exactly that as well as member-only benefits."

The Mermaid Club allows members access to: a Health Information section for reports on topics such as the benefits of omega-3, the natural fat found in seafood that has proved effective against numerous ailments from heart disease to asthma; the Birthday Club, a recognition program that sends a birthday greeting and coupon to registered members; the Mermaid Memo, a monthly e-mail newsletter; a Recipe Discussion Board, where members can communicate with each other on a variety of topics; and monthly promotions and special deals where members can win free gifts and Chicken of the Sea products.

To register for the Mermaid Club, visit www.chickenofthesea.com, click the "Mermaid Club" icon and fill out the registration form or visit www.chickenofthesea.com/mermaidclub. Chicken of the Sea does not sell, trade or rent personal information about its users. In addition, Chicken of the Sea will not send unsolicited communication via e-mail, and members can unsubscribe at any time.

Winner of the "Best Taste Award" from the American Culinary Institute, Chicken of the Sea is a seafood category leader providing a variety of canned and pouched seafood products, including tuna, salmon, crab, shrimp, oysters, clams, mackerel and sardines. Both the Mermaid and the Chicken of the Sea brands are among the most recognized in America.