Market Overview

Calling All "Rad Dads" of America: BAGEL BITES and Tony Hawk Want You to Join the #RadDadSquad

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It's been almost two decades since professional skateboarder Tony Hawk endorsed
the BAGEL BITES brand (one of his first mainstream sponsorships!) and
since then he has gone on to be one of the most influential
skateboarders of all time. But his greatest achievement? Going from
legendary rad skateboarder to legendary "Rad Dad" of six. And now, the
BAGEL BITES brand and Hawk are teaming up once again to encourage dads
across America to join the #RadDadSquad.

This press release features multimedia. View the full release here:
https://www.businesswire.com/news/home/20190606005175/en/

Bagel Bites Rad Dad Squad (Photo: Business Wire)

Bagel Bites Rad Dad Squad (Photo: Business Wire)

Dads today are dramatically changing what it means to be a dad – they
are not only spending more time with their kids than any previous
generation*, but they are more engaged. They are going beyond changing
diapers and pick-up duty, and getting on their kids' levels through play
and genuine involvement. The BAGEL BITES brand defines "Rad Dads" as the
spontaneous dads who go out of their way to create fun moments with
their kids, and inspire their kids to laugh and find joy in being
themselves. Rad Dads know that connecting with their kids is just as
important as providing for them.

"Being there for your kids is most important … not just cheering them
on, but actually participating with them. Dads these days are inspiring
future generations and leading by example," said Hawk. "Being a dad is
my proudest accomplishment."

Whether it's transforming a staircase into an epic slide, hosting tea
parties or having a sing-along dance party, the BAGEL BITES brand and
Hawk want to see what makes you or the dads in your life proud members
of the Rad Dad Squad. This summer, show off and share your Rad Dad moves
on social media using #RadDadSquad.

"The BAGEL BITES brand is all about creating small bonding moments for
families, like catching up on the day over an afternoon snack or sharing
a plate during movie night, and we believe these bite-sized moments can
have the biggest impact," said Kat Goodman, BAGEL BITES Brand Manager.
"This Father's Day and beyond, we're excited to shine a celebratory
spotlight on the Rad Dads that make these moments of fun possible every
day."

Three lucky dads and their kids will win the opportunity to spend a day
with Hawk on his skate ramp in San Diego and handplant some BAGEL BITES
pizza snacks with the sports legend himself. Winners will be announced
throughout the month of June, starting on Father's Day (the ultimate Rad
Dad gift!). Throughout the summer, the BAGEL BITES brand will also
surprise lucky dads on social media with custom Rad Dad swag, including
hoodies, nail polish and hats, and a limited-edition skate deck signed
by Tony.

To help announce the #RadDadSquad, the BAGEL BITES brand produced two
spots and social content in collaboration with D/CAL, the creative
agency Hawk co-founded. In "Sell-Out,"
Hawk recounts when he first teamed up with the BAGEL BITES brand, and in
"Get
Rad
," he reveals his signature Rad Dad tricks and encourages dads
across America to join the #RadDadSquad.

There is no purchase necessary to enter or win and the sweepstakes is
open to all legal U.S. residents 13 years of age or older. To be entered
for a chance to win, posts must be shared between June 6 and 23, and
must include #Sweepstakes and #RadDadSquad. For more information about
how to join the Rad Dad Squad, official rules, including odds, prizes
and details, visit RadDadSquad.com, and follow the BAGEL BITES brand on Facebook,
Twitter
and Instagram.

*Source: https://www.pewresearch.org/fact-tank/2018/06/13/fathers-day-facts/

ABOUT THE KRAFT HEINZ COMPANY

For 150 years, we have produced some of the world's most beloved
products at The Kraft Heinz Company (NASDAQ:KHC). Our Vision is To
Be the Best Food Company, Growing a Better World
. We are one of the
largest global food and beverage companies, with 2018 net sales of
approximately $26 billion. Our portfolio is a diverse mix of iconic and
emerging brands. As the guardians of these brands and the creators of
innovative new products, we are dedicated to the sustainable health of
our people and our planet. To learn more, visit http://www.kraftheinzcompany.com/
or follow us on LinkedIn
and Twitter.

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