Strategic Name Development Creates Rising Sun Sushi Product Name for Schwan s Food Service, Inc.

MINNEAPOLIS-- (BUSINESS WIRE) -- Zero trans fats, zero cholesterol, low sodium and a colossal ‘cool factor’ among kids makes sushi a highly desirable healthy menu alternative for school cafeteria lunches.

But few schools have the resources to provide restaurant quality sushi, and even fewer can proffer their own sushi chef.

That’s why Schwan’s Food Service, Inc., a leading provider of school foodservice frozen fare, recently introduced Rising Sun? Sushi - a thaw and serve line of seafood and vegetable rolls conveniently packaged for school cafeterias. These healthy alternative lunches are all produced under the supervision of an expert Japanese Sushi chef and provide a restaurant quality sushi experience loaded with vegetables and fully cooked seafood.

Rising Sun? Sushi has been extremely well received by the school foodservice target market, earning high marks for freshness and authenticity. The name, Rising Sun? Sushi, was developed by Strategic Name Development, a brand naming company based in Minneapolis, MN, that focuses on product naming and brand name research.

Strategic Name Development partnered with Schwan’s Food Service, Inc. to develop a name that would highlight the authenticity and fresh tasting ingredients in the new menu offering. According to Chad Stelter, Director of Category Marketing for Schwan’s Food Service, “Rising Sun implies a fresh new day and reinforces the sushi’s Japanese heritage, since Japan is known as the land of the rising sun.”

These sentiments are echoed by the target market (students in grades 6 to 12) who said this about the Rising Sun? Sushi name:

“It’s a Japanese name that also sounds fresh.”

“It’s sushi that’s made this morning.”

“A name for a colorful, very flavorful type of sushi.”

“A very authentic sushi name.”

“We are thrilled with the potential of both the product and the name,” said Stelter, who noted that the company has plans to also market Rising Sun? Sushi to other foodservice channels including colleges & universities and healthcare facilities.

Strategic Name Development President, William Lozito commented: “It’s been very rewarding to partner with the Schwan’s Food Service team on naming a healthier alternative lunch offering for schools. After a rigorous name development and Name DNA Validation? research process, we are confident that the ‘Rising Sun? Sushi’ name will highlight the product’s appeal to the target market.”

About Schwan’s Food Service, Inc.

As a subsidiary of The Schwan Food Company, Schwan's Food Service, Inc. markets and distributes many branded frozen-food products and meal solutions to schools, colleges & universities, hospitals, chain restaurants, convenience stores and many other foodservice channels throughout the United States. Schwan’s Food Service product lines include pizzas & crusts, desserts, Asian products, appetizers, and handheld snacks

About The Schwan Food Company

The Schwan Food Company (“Schwan”) is a privately held, multibillion-dollar business that manufactures and markets fine frozen foods through home-delivery, retail-grocery and food-service channels. Its many popular brands include Red Baron?, Tony’s?, and Freschetta? pizza, Mrs. Smith’s? and Edwards? desserts and Schwan’s? fine frozen foods. Headquartered in Marshall, Minn., for more than 57 years, the company's subsidiaries employ about 18,000 people in the United States, Canada and France. To learn more about Schwan, visit www.TheSchwanFoodCompany.com.

About Strategic Name Development, Inc.

Strategic Name Development, Inc., a brand naming company, has expertise in global product naming, company naming, tagline development, and brand architecture. We utilize our global capabilities while combining linguistics, creativity, and brand name research to build global brand names that are instantly recognizable, memorable, trademarkable, and strategically sound. We augment our naming expertise with our global proprietary Name DNA Validation? research methodology, which compares name candidates to each other and against our proprietary normative database. For more information on Strategic Name Development visit www.namedevelopment.com.

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Contact at Schwan’s Food Service, Inc.:

Chad Stelter

Director of Category Marketing

800-533-5290 ext. 7161

chad.stelter@schwans.com

or

Contact at Strategic Name Development:

Tiffany Chan

Director of Communications

(952) 830-4100

tiffany@namedevelopment.com