A NEW LOOK FOR NATURE'S OWN

America's number one soft variety bread brand sports new packaging,
unveils new Web site

THOMASVILLE, GA; May 2, 2006 The country's top-selling brand of soft variety bread* is now sporting a fresh new look in supermarkets around the country and on the Internet.

This month, Flowers Foods Bakeries Group, which produces and markets Nature's Own breads, is rolling out new packaging and an updated logo throughout its entire market area. This area includes the Southeast, Southwest, and mid-Atlantic regions. The new package has been in test in Florida and North Carolina since February 2006.

Keeping the connection to nature, the new packaging features brighter colors and a simplified design that makes it easier for consumers to pick out their favorite Nature's Own variety. The variety name now appears in a dynamic wave banner under the logo. The Nature's Own logo, which in the past changed color from variety to variety, now appears in a consistent golden color on all packaging.

"Nature's Own was launched in the 1970s and our logo and packaging have not changed much since then," noted Janice Anderson, Flowers Bakeries' vice president of marketing. "It was time for a facelift. We wanted to enhance our presence in the bread aisle, but at the same time wanted the logo and package changes to be subtle. Our Nature's Own consumers are very loyal and we wanted them to be comfortable with the changes."

New Web site features nutritional facts, recipes, and games
To support the packaging change, Flowers Bakeries has unveiled a completely revised Nature's Own Web site at www.naturesownbread.com. The site features complete information on all Nature's Own varieties, including ingredients and nutrition facts; an expanded recipe section; nutrition and bread information; and a special section of games for children or the young at heart.

Flowers first introduced Nature's Own, with no artificial preservatives, colors, or flavors, in 1977. Since then, Nature's Own has grown into a full line of more than 10 soft variety breads and buns with annual sales of $450 million.

Nature's Own is well known for its quality and innovation. In the 1980s, Flowers introduced one of the first low-calorie breads on the market under the Nature's Own brand. In 1999, Nature's Own Sugar Free hit the market, one of the first commercially produced sugar-free breads available. In 2004, Flowers successfully introduced Nature's Own Wheat 'n Fiber, the first commercially produced bread with lower carbohydrates.

For more information on Nature's Own, visit www.naturesownbread.com.

About Flowers Foods
Flowers Foods Bakeries Group, a super-regional baker of fresh breads, rolls, and snack cakes, is an operating unit of Flowers Foods (NYSE: FLO). Headquartered in Thomasville, Ga., Flowers Foods is one of the nation's leading producers and marketers of packaged bakery foods for retail and foodservice customers with annual sales of more than $1.7 billion. Flowers operates 37 bakeries that produce a wide range of bakery products marketed throughout the Southeast, Southwest, and mid-Atlantic regions via an extensive direct-store-delivery network and nationwide through other delivery systems. Among the company's top brands are Nature's Own, Cobblestone Mill, Sunbeam, BlueBird, and Mrs. Freshley's. For more information, visit www.flowersfoods.com. 

*Based on unit sales numbers reported by syndicated IRI data for total U.S.

Contact: Mary Krier, VP/Communications, Flowers Foods

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