Rita’s Introduces Highly-Anticipated Swedish Fish® Italian Ice Flavor

Rita’s Introduces Highly-Anticipated Swedish Fish® Italian Ice Flavor

Trevose, PA (July 31, 2009) – Rita’s Italian Ice, the nation’s largest Italian Ice concept with more than 550 stores in 18 states, today announced the debut of its new flavor of Italian Ice, inspired by the beloved Swedish Fish® candy brand. In partnership with Cadbury, manufacturer of Swedish Fish, the new flavor will be available in all Rita’s locations beginning July 31.

“We put tremendous energy into developing exciting and buzz-worthy flavors that keep our guests coming back to their neighborhood Rita’s,” said Jim Rudolph, Chairman and Chief Executive Officer of Rita’s Franchise Company. “We knew this flavor would transport our adult guests back to their childhoods and get our younger guests excited to enjoy their favorite candy as an Italian Ice flavor. We’re extremely excited to hear their feedback on Swedish Fish Italian Ice.”

For a limited time only and while supplies last, all guests who order Rita’s new Swedish Fish Italian Ice will receive a complimentary sample pack of Swedish Fish candy.

“Swedish Fish have been enjoyed by millions since it first came ‘ashore’ to North America in 1958,” said Sebastian Genesio, Swedish Fish Marketing Director. “Now, we’re delighted to offer our fans another way to enjoy the classic red fish flavor of Swedish Fish.”

A Philadelphia tradition, Rita’s Italian Ices are available in more than 40 sweet and refreshing flavors, all made fresh daily at each location. From classics like Cherry and Mango to favorites like Cotton Candy and Mint Chocolate Chip, there’s a tempting flavor for every taste bud. Cones, custard, and other sweet treats are also available at Rita’s, including Gelatis and the signature Misto®, Ritaccino® and Blendiniä creations. Also new for 2009 is Rita’s “Light Line” of healthier treat options that include an expanded selection of sugar-free Italian Ice flavors as well as Rita’s signature Slenderita–a fat-free soft serve.

About Rita’s Franchise Company
Rita’s Franchise Company, headquartered in Trevose, Pa., is the largest Italian Ice concept in the nation, currently operating in 18 states with more than 550 stores. Rita’s brand promise is Ice, Custard and Happiness. The chain offers a variety of frozen treats including its famous Italian Ice, Old Fashioned Frozen Custard, and layered Gelati, healthy Light Line treat options as well as its signature Misto and Blendini creations. Rita’s was named one of the Top 25 Franchise High Performers by the Wall Street Journal’s ‘Startup Journal.’ In a 2009 Zagat survey of over 6,000 fast-food fans, Rita’s was ranked #2 in the Top Ice Cream/Custard category. For more information about Rita’s, please call 1-800-677-RITA or visit www.ritasice.com.