The Original SoupMan Extends Brand Reach Through New Licensing Partnership with Excel Corporation

From “Soup For You” to Soup-to-Nuts!

NEW YORK--(BUSINESS WIRE)--(OTCBB:SOUP) SoupMan, Inc., announces that the nation’s long-adored and best-tasting soup brand, Original SoupMan, has selected Excel Corp., a nationally recognized brand-development firm as its official licensing partner. Through this partnership, Excel Corp. – under the direction of Robert Stone - will be responsible for strategic execution of The Original SoupMan brand in categories that include kitchen accessories, foods, souvenirs, apparel, condiments, kitchen appliances, tabletop, and more. The initiative will bring The Original SoupMan into the $5+ billion licensing category with a broad collection of branded products.

“We intend that our new partnership with Excel Corp. will further expand the Original SoupMan brand, making it synonymous with quality in the home goods category”

Rob Stone is an industry leader, having been responsible for generating retail licensing revenue for brands exceeding $1 billion at retail sales. He has developed successful licensing programs for companies to include Coca Cola, Harley Davidson, Laura Ashley, Bed Head, Baywatch, Trump Organization and many others over his 25-year career. He took Laura Ashley from $25MM to in excess of $500MM now at retail by extending the brand into home décor, fashions and beyond.

“The SoupMan name and logo, has become iconic and as such, we are thrilled to be a part of the brand building with strategic licensee’s as well as, direct-to retail-opportunities” said Mr. Stone. “We intend that our new partnership with Excel Corp. will further expand the Original SoupMan brand, making it synonymous with quality in the home goods category,” notes SoupMan, Inc. CEO, Arnold Casale “The Original SoupMan has been known for its world famous extraordinary soups since the 1980s; their legendary status inspired the famous Seinfeld episode, which propelled the brand into global recognition.

This natural brand-extension strategy comes as the company continues to grow its iconic brand with recently released news on its shelf-stable Tetra Recart packaged soups, new franchised restaurant openings and partnerships with celebrity power players, Shaquille O’Neal, Jason Alexander and Reggie Jackson.

About SoupMan, Inc.

In 1984, The Original SoupMan opened its doors at 55th Street & 8th Avenue in Manhattan. The tiny storefront quickly became a worldwide destination. Rated #1 by Zagat and praised by the New York Times as "Art, not Soup" it set the standard for innovation and excellence long before the famous Seinfeld episode made it a cultural icon. The Company's franchise operations include highly visible locations in Fisherman's Wharf, Mohegan Sun Casinos and more. The Company's branded soup is also being offered by Tim Horton's, Earl of Sandwich and other leading Quick Service Restaurants. Original SoupMan products are now available in innovative shelf-stable Tetra Recart packaging and will be sold nationally in the soup aisle of supermarkets by September 2012. The Company also distributes its products through the food service channel, including school lunch programs. Shaquille O'Neal serves as a brand champion to, and equity partner in the Company, as does Mr. October, Reggie Jackson and Emmy® and Golden Globe® nominated and Tony Award® winning actor Jason Alexander. SOUPMAN INC, parent company of The Original SoupMan, is a fully reporting public company trading on the OTC Bulletin Board® (OTCBB) under the ticker symbol SOUP. For additional information on SoupMan, Inc. please visit: . Follow us on Twitter @OriginalSoupMan and "Like" us on Facebook

About Excel Corp.

Excel is a full service licensing branding company focused on bringing national and international trademark brands, designers, athletes and events to the retail marketplace through strategic licensing, e-commerce and direct to retail opportunities. The Company and its principals have over 40 years’ experience and pride themselves on building programs that are evergreen and will protect, promote and profit clients bottom line. .

Safe Harbor Statement

This press release may contain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. The forward-looking statements are based on current expectations, estimates and projections made by management. The Company intends for the forward-looking statements to be covered by the safe harbor provisions for forward-looking statements. Words such as "anticipates," "expects," "intends," "plans," "believes," "seeks," "estimates," or variations of such words are intended to identify such forward-looking statements. The forward-looking statements contained in this press release include, statements regarding the anticipated availability and success of the Company's new product and the partnership with Excel Corp.. All forward-looking statements in this press release are made as of the date of this press release, and the Company assumes no obligation to update these forward-looking statements other than as required by law. The forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those set forth or implied by any forward-looking statements such as the failure of the new product to obtain market acceptance or to result in increased sales and the risk factors discussed in the Business and Management's Discussion and Analysis sections in our Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and Current Reports on Form 8-K. Copies of these filings are available at


5W Public Relations
Jason Geller



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