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Leading Brands, Inc Announces the Launch of TrueBlue® Blueberry-Blackberry

VANCOUVER, CANADA - July 12, 2006 - Leading Brands, Inc. (NASDAQ: LBIX), North America's only fully integrated premium beverage company, announces TRUEBLUE® Blueberry–Blackberry juice cocktail in 64 oz (1.89 liter) and 16 oz (473 ml) sizes in both the United States and Canada.

Leading Brands Vice-President of Marketing Joanne Saunders said: "Blackberries are high in antioxidant activity and a wonderful match with the healthy great taste of TRUEBLUE® Blueberry.  This now brings the TRUEBLUE® flavor count to six when the Blueberry-Blackberry is added to the original line-up of Blueberry, Blueberry-Pomegranate, Blueberry-Cranberry, Blueberry-Raspberry and Blueberry-Iced Green Tea.  Reduced calorie LITEBLUE® is also available in Blueberry and Blueberry-Raspberry flavors with the same fantastic taste of TRUEBLUE®, with only ½ the calories of TRUEBLUE®."

Ms. Saunders continued: "With TRUEBLUE® recently being featured on television across Canada via the popular CBC National News program and our new listings in the Loblaws® chain in Canada and the Super-Valu® chain in the US, we are excited to be able to provide yet another addition to our growing line-up.  A wider selection of flavors not only draws more consumers to our brand but also increases the awareness of the brand in the eyes of our customers and raises the profile of the brand in the retail grocery industry generally."

Please continue to check out developments with TRUEBLUE® at www.TrueBlueberry.com.

The Company will continue to provide operational updates in its monthly newsletter on the first of most months, posted at www.LBIX.com.

About Leading Brands, Inc.
Leading Brands, Inc. (NASDAQ:LBIX) is North America’s only fully integrated premium beverage company. The Company’s unique Integrated Distribution System (IDS) ™ offers turnkey, one-stop shopping to food and beverage brand owners, including manufacturing, distribution, sales/marketing and licensing. In addition, Leading Brands produces their own line of beverages such as TrueBlue®, LiteBlue®, TREK® Natural Sports Drinks, NITRO® Energy Drinks, INFINITY® Health Water™, Country Harvest® Juices, and Caesar’s® Cocktails.

Forward Looking Statements
Certain information contained in this press release includes forward-looking statements. Words such as “believe”, “expect,” “will,” or comparable terms, are intended to identify forward-looking statements concerning the Company’s expectations, beliefs, intentions, plans, objectives, future events or performance and other developments. All forward-looking statements included in this press release are based on information available to the Company on the date hereof. Such statements speak only as of the date hereof. Important factors that could cause actual results to differ materially from the Company’s estimations and projections are disclosed in the Company’s securities filings and include, but are not limited to, the following: general economic conditions, weather conditions, changing beverage consumption trends, pricing, availability of raw materials, economic uncertainties (including currency exchange rates), government regulation, managing and maintaining growth, the effect of adverse publicity, litigation, competition and other risk factors described from time to time in securities reports filed by Leading Brands, Inc.

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