MINUTE MAID PUTS THE JOY OF GIVING BACK IN BIRTHDAYS

Celebrating 60 years young, Canada's largest juice maker shares their celebration with Breakfast Clubs of Canada and birthday tips that keep on giving

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TORONTO, Aug. 23 /CNW/ - Minute Maid is turning 60, with a smile. For Canada's largest juice maker, this anniversary marks 60 years as part of a healthy breakfast for Canadian children, and a reason the company is proud to smile big on October 18, 2010.

And Minute Maid is inviting Canadians to the party. From August 20 to October 18, 2010, Canadians can join in (and give!) by simply playing some fun birthday games at www.minutemaid.ca. With every play, participants have the chance to win $1,000 daily cash prizes and a $25,000 grand prize. The icing on the cake? For every play, Minute Maid will make a donation, valued up to $60,000, to its long-time partner Breakfast Clubs of Canada.

"Since 1950, Minute Maid has been a healthy part of Canadian families' meals, and part of this heritage includes being a long-standing supporter of Breakfast Clubs of Canada," says Silvio Annosantini, director of juice and juice drinks, Minute Maid Canada. "It only takes two dollars to feed one child a nutritious breakfast through the dedicated programs organized by Breakfast Clubs of Canada. So it seemed fitting to celebrate our milestone by inviting Canadians to have some fun and give back at the same time. "

The benefits of a nutritious breakfast

For over five years, Breakfast Clubs of Canada has helped children in need by providing a healthy, nutritious breakfast at school each morning. In conjunction with their partners, it has served approximately 200,000 children in hundreds of school breakfast programs across Canada each year. And the benefits are both physical and emotional. One serving of orange juice provides 100 per cent of the daily recommended intake of vitamin C and two complete fruit servings as outlined in Canada's Food Guide. And by providing a balanced meal, these programs have renewed interest and attention in school, improved social skills and reduced bullying. Teachers also report at least 30 minutes more effective instruction time per day when breakfast programs have become a part of their schools.

"One in 10 children lives in poverty in Canada and runs the risk of starting their day on an empty stomach," says Daniel Germain, president and founder, Breakfast Clubs of Canada. "As one of our partners, Minute Maid contributions over the last 10 years has helped both Breakfast Clubs of Canada and our founding organization - Club des petits déjeuners du Québec - serve more than one million breakfasts to kids across Canada."

Teaching children the joy of giving

Canadian families also want to give and help support charities such as Breakfast Clubs of Canada, according to parenting expert Sarah Morgenstern, co-founder of the well-known parenting resource, Savvymom.ca. And introducing the joy of giving at children's birthday parties can be a great way to start - especially as spending reaches new heights. An independent survey recently showed 75 per cent of parents agree children's birthday parties are more excessive today versus the past, and six out of 10 state these parties have just gone too far.*

"Most parents feel kids' birthday parties have become a bit too much," says Morgenstern. "Case in point, one in four parents spend $300 or more, and 11 per cent are spending $500 plus. Yet the reality is parents today want to celebrate their children - not the presents, and teaching the importance of giving is high on their list."

To help Canadian parents introduce the joy of giving to their own kids' celebrations and get their kids feeling good about how they can give back too, Morgenstern suggests the following:

    
    -   Engage their participation: Involve your child at the party-planning
        stage - from making decorations to the cake, even creating the
        birthday invitations. It not only gives them a sense of the work
        involved in throwing a birthday party, but can make them feel special
        as well. Know their favourite colour is pink? Try working it into the
        décor and food (pink balloons and pink icing cupcakes!).

    -   Make party activities meaningful: Research shows children taught to
        volunteer at a young age will be more likely to help others when they
        get older. Visit a native species tree planting facility to learn how
        they can positively impact the environment, and let them experience
        tree planting first hand. Whether it's a special donation to
        Breakfast Clubs of Canada or other ways to celebrate the child, not
        the presents, log onto www.minutemaid.ca for some inspiration. You'll
        be glad you did!

    -   Teach a charitable lesson: Engage tweens with a charitable cause that
        matters to them. Local shelters and hospitals are always looking for
        donations. Let the kids add a personal note in the party invite to
        bring a small monetary donation, food item or even gently used book.
        Following the party, plan a trip with your child to drop off the
        donation. He or she will feel proud they did so!
    

60 years of 'fresher than fresh'

In 1950, the headline read - Why Minute Maid beats any other Orange Juice you can Buy or Squeeze! And the same can be said today. Minute Maid was the first company to market orange juice concentrate and the first to introduce the juice box. And although its concentrate products remain a family favourite today, Minute Maid offers a variety of products and flavours, from not from concentrate orange juices to punches to light beverages - 160 of which sport the new packaging design in celebration of the company's 60 years. Inspired by the fruit groves where Minute Maid's oranges grow, this new look builds on the brand's heritage. Its familiar black and white logo now has a modern feel with new fruit imagery that reminds Canadians Minute Maid is the trusted brand that has been serving up smiles since 1950.

About Breakfast Clubs of Canada

Breakfast Clubs of Canada is a national organization dedicated to providing services and funding for school breakfast programs in communities across the country. It is Breakfast Clubs of Canada's dream that all children will have an equal chance to start their school day with a nutritious breakfast in an environment that promotes self-esteem. To learn more visit: www.BreakfastClubsCanada.org

*The Harris/Decima omnibus poll was an independent poll commissioned by Minute Maid and conducted between June 24 and July 4, 2010. It surveyed 2,010 adult Canadians, of which 508 have children 17 or younger living in the household, about their opinions on children's birthday parties. The margin of error for the full sample is +/-2.2%, and the margin of error for those with children 17 or younger living in the household is +/-4.3%.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/

For further information: on Minute Maid's 60th birthday, please contact: Jordana Wolch, Alison Jones, Environics Communications, tel: [phone], email: [email protected], [email protected]