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MYSWEETHEARTS.COM – OUR HEARTS, YOUR WORDS

For the First Time, SWEETHEARTS^® Brand Invites All to Create the New Sweethearts Expressions

REVERE, Mass. (May 1, 2009) – When you have something sweet to say, say it with Sweethearts^®! For 145 years, Sweethearts, the official candy of love™, have provided sentimental and endearing ways for people to express their love. Now, for the first time in the history of the iconic brand, the New England Confectionery Company is inviting poets, texters, bloggers, and literary novices alike to create the next generation of conversation hearts that will appear in time for Valentine’s Day 2010. The “My Sweethearts – Our Hearts, Your Words” contest, at www.MySweethearts.com, offers consumers the opportunity to channel their expressions of affection into inspirational messages, with one lucky wordsmith winning a custom run of personalized Sweethearts, worth $8,000.

Beginning today and running through May 31, visitors to www.MySweethearts.com may submit their virtual Sweethearts masterpiece for consideration. Up to 80 chosen phrases, selected by a panel of judges, will be unveiled in January 2010. All entrants will be eligible to receive the grand prize of a custom run of personalized Sweethearts, worth $8,000. Those who submit one of the ten most popular phrases will be entered into a random drawing to receive one of ten Sweethearts Candy Care Packages, worth $100.

The writing challenge is open to all US residents ages 13 years or older. Each person may enter an unlimited number of phrases, with no purchase necessary to participate. The new Sweethearts expressions will be selected based on their relevance, popularity and overall creativity.

According to Jackie Hague, vice president at the New England Confectionery Company, this is the perfect time for Sweethearts to turn the iconic inscriptions over to the public. “Sweethearts have become America’s favorite Valentine’s Day candy because each candy heart provides a way for people to exchange their feelings with the ones they love,” she said. “It’s silly of us to think we know the best ways to say ‘I love you.’ With our new My Sweethearts – Our Hearts, Your Words contest, we want lovers, charmers, caregivers and friends to tell us the best ways to say sweet things to the people they care about.”

Sweethearts have been a Valentine tradition since President Abraham Lincoln was in office. In fact, the concept of Conversation Motto Hearts dates back to the 1800s when printed sayings on colored paper were placed in “Cockles,” small crisp candies formed in the shape of a scalloped shell. In 1866, Daniel Chase, brother of Oliver Chase, who founded New England Confectionery Company in 1847, invented the process which allows the sayings to be printed directly on the candy. Some of the original phrases include “Be Mine,” “Be Good,” “Be True,” “Kiss Me” and “Sweet Talk.” In recent years, more contemporary sayings have been added, including “E-mail Me” and “Text Me.”

Sweethearts are produced in two sizes – the standard 1/2 inch and larger 3/4 inch versions. Approximately two words with four letters each can be stamped on the small hearts and two words with five letters each can be used on the larger hearts. The New England Confectionery Company manufactures more than 8 billion Sweethearts annually

For more information about the contest, please visit www.MySweethearts.com and create your sweet message.

About New England Confectionery Company

The New England Confectionery Company was founded in 1847 and is the longest-running multi-line candy company in the United States. Popular brands include: NECCO^Ò Wafers, Clark^Ò bar, Sweethearts^Ò Conversation Hearts, Mary Jane^Ò, Haviland^Ò Thin Mints and Might Malts^Ò Malted Milk Balls. More than 500 seasonal and year-round products are produced at the company’s headquarters in Revere, Mass.

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