Mr. Brian Meadows reports

SIMPLY BETTER BRANDS CORP.'S NO B.S. TRUBAR BRAND CONTINUES TO EXPAND ITS NORTH AMERICA FOOTPRINT, PORTFOLIO, AND CAPABILITY

Simply Better Brands Corp.'s TRUBAR continues its expansion of distribution, portfolio and capability. The brand is fueling clean ingredient, delicious and indulgent nutrition in the protein bar category with guardrails of vegan, soy-free, no sugar alcohol, non-GMO (genetically modified organism) and gluten-free attributes.

This year marks a significant momentum with the addition of a dedicated, national full-service sales team from Acosta propelling TRUBAR into conversations with some of the largest players in the market. Recent accomplishments are as follows:

• Costco: Building on its national promotion earlier this year, and above-hurdle rate sales velocities, TRUBAR has now launched a second item into Costco with a dual pack of "Get in my belly, PB and jelly," and "It's mint to be chip." This innovation is in addition to its current base item of "Oh oh cookie dough" and "Daydreaming about donuts." The broader portfolio will provide more flavour variety to TRUBAR loyalists on their "stock up" trip.
• BJ's Wholesale: Seeing the demand for TRUBAR in the marketplace, BJ's Wholesale has added TRUBAR into 164 locations with a dual pack of "Oh oh cookie dough" and "Daydreaming about donuts." "We love having our brand enter the BJ's ecosystem of such a high-quality retailer in the crowded Eastern U.S. market. BJ's enjoys a health-conscious, savvy member base that resonates with TRUBAR's brand positioning," says Erica Groussman, chief executive officer of TRUBAR.
• Canadian market: Building on an already diverse retailer footprint in the Canadian market, TRUBAR has confirmed new distribution into 252 locations of Sobey's and 35 stores of Longo's. Both chains are slated to start this November, 2023.
• Manufacturing capacity: To ensure its ability to meet growing demand, TRUBAR has added a second manufacturing facility to its supply chain. This expansion is expected to triple its current base and is slated to commence manufacturing in December, 2023. The addition of this secondary supply chain is poised to significantly reduce lead times, add greater pack flexibility and reduce COGS (costs of goods sold) driven by scale. This evolution is a key milestone in its journey, ensuring that TRUBARS continue to be readily available and accessible to health-conscious consumers nationwide.

About Simply Better Brands Corp.

Simply Better Brands leads an international omnichannel platform with diversified assets in the emerging plant-based and holistic wellness consumer product categories. The company's mission is focused on leading innovation for the informed millennial and Generation Z generations in the rapidly growing plant-based wellness, natural and clean ingredient space. The company continues to focus on expansion into high-growth consumer product categories, including plant-based food, clean-ingredient skin care and plant-based wellness.

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