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The Original Soupman Selects Brand Initiatives Group For Marketing And Branding Strategy

Iconic Soup Brand Partners with Marketing Experts to Increase Retail Soup Sales

NEW YORK, Aug. 4, 2014 /PRNewswire/ -- Soupman, Inc. (Public Trading Symbol: SOUP), the parent company of the best-tasting soup brand in the world, The Original Soupman®, announces its engagement of Brand Initiatives Group for marketing and brand strategy, which provides that Brett Shevack, its CEO, will act as Chief Brand Officer and Kate Shevack, its Managing Director, will act as Chief Marketing Officer of Soupman, Inc. The selection of Brand Initiatives Group comes as Soupman, Inc. looks to elevate the iconic The Original Soupman brand and develop targeted marketing strategies to increase the brand's retail presence and sales nationally.

"Brand Initiatives Group has a vast amount of experience helping consumer packaged goods brands increase buyer awareness and their grocery store presence," states Lloyd Sugarman, CEO of The Original Soupman. "We fully expect that the contribution of Brett Shevack and Kate Shevack will help us grow our brand's national retail presence and sales of our retail soup products."

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. Soupman Inc. sells The Original Soupman soups in Tetra Pak cartons to grocery stores across America in the soup aisle in  a growing array of supermarkets nationwide, including Walmart, H-E-B Supermarkets, Meijer, Wegman's, Safeway, The Fresh Market, Super Fresh, Stop n Shop, Giant stores and more.

"Few brands have greater potential than The Original Soupman. With a unique heritage, widespread recognition, innovative recipes and quality ingredients, we believe The Original Soupman is rapidly establishing itself as an important player in the multi-billion dollar soup category," explains Brett Shevack, CEO and founder of Brand Initiatives Group.  "We feel privileged to have been chosen as its partner in developing a brand strategy and marketing activation plan that can help The Original Soupman realize its potential by growing its retail market share and success through all distribution channels, including Soupman's Famous New York Delicatessen & Restaurant, an extension of The Original Soupman storefront, which includes a menu of authentic NY delicatessen dishes."

About Brand Initiatives Group:
Headquartered in New York City, Brand Initiatives Group is an open-source innovation consultancy that works with companies across a wide range of industries in both business to business and consumer categories. With experience in strategic development, new product development and fully integrated marketing communications, Brand Initiatives Group has a knowledge base that extends deep within the retail and food and beverage industry, including work for brands such as Campbell's, Tropicana, Pepsi, Snickers, French's Mustard, Haagen Dazs and many more.

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 sells The Original Soupman soups in Tetra Pak cartons to grocery stores across America in the soup aisle next to Campbell's and Progresso.  It also sells soup to its franchised restaurants and the New York City public school system.  Shaquille O'Neal serves as an advisor 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. Tim Gannon, the co-founder of Outback Steakhouse, is the Soupman Culinary and Business Director and Chairman of the Board of Directors.  Soupman, Inc., parent company of The Original Soupman, Inc., is a fully reporting public company trading under the symbol SOUP. For additional information, visit, follow us on Twitter @OriginalSoupman and "Like" us on Facebook.

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 expected contribution of Brett Shevack, Kate Shevack and Brand Initiatives Group, growing the national retail presence and sales of The Original Soupman retail soup products and establishing The Original Soupman in the multi-billion dollar soup category. 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 our ability to grow our brand's national retail presence and increase the purchase of our retail soup products or otherwise to implement our marketing plan, including raise necessary capital,  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

SOURCE Soupman, Inc.

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