Marble Slab Creamery Announces Rebranding Initiative

Debuting new store design, product packaging, Web site and in-store materials

April 23, 2009 // Franchising.com // Atlanta -- Marble Slab Creamery is repositioning its global brand image to better reflect its gourmet ice cream artistry experience. The brand is reconnecting with its chef-driven roots through a rebranding initiative that will include a new store design, new product packaging, Web site design and a new look and feel to all in-store point-of-purchase materials. Marble Slab Creamery is managed by NexCen Franchise Management, Inc., a subsidiary of NexCen Brands, Inc.

"Our customers are enamored with the quality and freshness of Marble Slab Creamery's ice cream and ingredients," said Chris Dull, president, NexCen Franchise Management, Inc. "Research has indicated that customers would prefer more emphasis on the gourmet experience, while maintaining the approachability that is inherent to the brand."

This spring, the brand will unveil new packaging and point-of-purchase designs for all of its ice cream cups, shake cups, cake boxes and in-store materials. Marble Slab Creamery will be moving away from plastic and all new containers will be made of paper - a more environmentally favorable option. All packaging will display the phrase, "Find Happiness Within;" a sentiment that embodies the culture of the brand.

To further the rebranding process, Marble Slab Creamery is completely redesigning its Web site with its growing international audience in mind. The site will have a more high-end look and feel and will offer online ordering for ice cream cakes.

This fall, Marble Slab Creamery locations will receive a revamped store design. Customers can expect a new color palette of rich chocolate and vibrant pink shades, as well as new furniture, flooring and lighting fixtures. A remodel program will be rolled-out for existing franchisees in order to update their stores.

"The rebranding initiative is inspired by the brand's commitment to homemade-gourmet ice cream," said Jenn Johnston, senior vice-president of NexCen Franchise Management, Inc. "Our ice cream is hand-crafted with the finest ingredients and served in freshly baked waffle cones. All aspects of our brand should reflect these chef-driven values."

To receive news, special offers and birthday surprises customers can visit marbleslab.com and join Marble Mail.

About Marble Slab Creamery (www.marbleslab.com)

Marble Slab Creamery®, a leading purveyor of super-premium hand-mixed ice cream and the innovator of the frozen slab technique, was founded in 1983. Every batch of Marble Slab Creamery ice cream is made on location using ingredients from around the world and fresh dairy from local farms. Marble Slab Creamery's famous mix-ins include fresh fruits, fine nuts, candies and cookies that can be blended into all ice cream flavors. Marble Slab Creamery has an international presence with locations in the United States, Canada, Mexico, Lebanon, Bahrain, Kuwait, Oman, and the United Arab Emirates.

About NexCen Brands, Inc. (www.nexcenbrands.com)

NexCen Brands, Inc. is a strategic brand management company with a focus on franchising. It owns a portfolio of franchise brands that includes two retail franchises: The Athlete's Foot® and Shoebox New York®, as well as five quick service restaurant (QSR) franchises: Great American CookiesÆ, MaggieMoo's®, Marble Slab Creamery®, Pretzelmaker® and Pretzel Time®. The brands are managed by NexCen Franchise Management, Inc., a subsidiary of NexCen Brands.

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