Sara Lee Foodservice 3500 Lacey Road Downers Grove, IL 60515

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FOR IMMEDIATE RELEASE Ashley La Croix, Sara Lee Foodservice, +1.630.598.8732 Jeremy Berrington, OMalley Hansen Communications, +1.312.377.0630

SARA LEE FOODSERVICE INTRODUCES DESSERT MENUVISIONSM TO HELP OPERATORS INCREASE DESSERT-DRIVEN PROFITS Online optimization tool offers operators customized insights on products and profit potential to help feed their bottom lines Downers Grove, Ill. (March 2, 2011) Sara Lee Foodservice, a leading supplier of bakery solutions, today announced the release of its proprietary Dessert Menuvision toolbox, an interactive online platform that provides operators with custom solutions to help enhance their dessert offerings for increased sales and patron satisfaction.

Operators are looking to industry leaders like Sara Lee Foodservice for insights into consumer behavior, said Jason Katzman, general manager, Sara Lee Foodservice bakery unit. As the category leader in desserts, we were in a great position to develop an effective tool to help operators boost dessert performance by increasing sales, profits and traffic.

The development of Menuvision was a cross-functional effort across the areas of sales, marketing and consumer and operator insights. Through extensive research, focus groups and data analysis including proprietary research studies developed with foodservice operators, full-service restaurant waitstaff and consumers the team identified several areas of opportunity for operators to enhance dessert performance, including product assortment, dessert presentation and limited time offerings (LTOs).

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Sara Lee Foodservice Introduces Dessert Menuvision to Help Operators Increase DessertDriven Profits - Page 2 One key component of the Menuvision toolbox is the Dessert Menu Optimizer, an online guide to help operators determine the right dessert assortment for their restaurants. Developed in collaboration with trusted industry partner Datassential, the Dessert Menu Optimizer uses information provided by operators, such as their restaurants dessert sales and menu composition, to calculate a menus Appeal Level a ranking determined by the percentage of patrons likely to find a dessert they will love on the menu. The metrics for Appeal Level ratings are based on a survey of more than 2,000 consumers nationwide. After calculating a dessert menus Appeal Level, the Dessert Menu Optimizer will then suggest options to raise the menus score by shifting the mix of dessert offerings.

Something as easy as adding a cheesecake or key lime pie can greatly enhance a menus Appeal Level and, ultimately, the restaurants profits, said Katzman. The Dessert Menu Optimizer uses a wealth of data to provide simple solutions for operators to ensure they are getting the most out of their dessert menus.

Menuvision offers several other tools such as the Dessert Menu Layout/Design Guide which outlines the principles of page layout, descriptive language and lighting for dessert photos as well as the LTO Profit Guide, which helps operators update their menus with a rotation of seasonal favorites throughout the year to drive additional sales.

Other Menuvision features include: Smaller Portions Guide Waitstaff Training Guide Dessert Merchandising Guide Dessert Promotion Calendar Guide Dessert Customizing Guide

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Sara Lee Foodservice Introduces Dessert Menuvision to Help Operators Increase DessertDriven Profits - Page 3 Menuvision represents our commitment to delivering insights-based strategies and tactics to the foodservice operator, said Mark DiDomenico, director, insights and strategic planning for Sara Lee Foodservice. With our extensive resources around consumer and operator research we have created a platform to deliver category growth for the industry.

About Sara Lee Corporation Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers around the world. The company has one of the worlds best-loved and leading portfolios with its innovative and trusted food and beverage brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Sara Lee and Senseo. Collectively, our brands generate nearly $9 billion in annual net sales from continuing operations. Sara Lee has approximately 20,000 employees in its continuing operations worldwide. Please visit www.saralee.com for the latest news and in-depth information about Sara Lee and its brands. #