REDWOOD CITY, CA. July 18, 2006 – NewlineNoosh, a leading provider of Print Category Management Services, today announced that Phoenix Brands LLC has selected the NewlineNoosh Managed Service for Print to manage the sourcing, procurement and production of printed materials across consumer products brands held by Phoenix Brands LLC.

Phoenix Brands is the brainchild of President & CEO Mark Landry and was formed by Lehman Brothers Merchant Banking Group to buy various household brands from Dutch consumer giant Unilever in January 2004. The flagship brands Phoenix Brands has acquired include Sunlight Dish Detergent, Rit Fabric Dyes, Niagara Spray Starch, and Final Touch Fabric Softener. Phoenix Brands subsequently acquired the Heavy Duty Detergent brands from Colgate Palmolive – Fab, Dynamo, Ajax, Fresh Start, ABC, and Artic Cold Power.

"We created Phoenix Brands with the goal that it would be known as a world class company virtually overnight and now Phoenix Brands ranks at the top with some of the best consumer products companies in the world," said Mark Landry, President and CEO, Phoenix Brands LLC. "We typically leverage outsourcing for best-of-breed services and saw that our print category management was an ideal candidate. We needed world class expertise and services to help manage our print spend across our brands, that's why we selected NewlineNoosh."

NewlineNoosh Print Category Management Services are delivered by a leading team of print production, sourcing and procurement experts. NewlineNoosh Managed Services for Print can help reduce print-related costs by 20% or more and are ideally suited for those organizations that don't have print production, procurement or sourcing expertise but still require end-to-end visibility and accountability over the print management process.

"Phoenix Brands products have a great heritage and strong brand equity," said Peter Faucetta Sr., CEO, NewlineNoosh. "Yet to retain their strong brand equity leading companies like Phoenix Brands face the daunting challenge of controlling costs without compromising quality, and time-to-market, during the sourcing, procurement and production of their printed materials across brands, agencies and commercial print suppliers."

"To meet this challenge our Managed Service operates as an extension of Phoenix Brands, our print experts work diligently to find the optimal sourcing, procurement and production strategies," said Peter Faucetta Jr., President, NewlineNoosh. "We ensure full accountability and visibility by providing real-time information and reports regarding project status, specifications, schedules and inventory that illustrate cost savings, improved processes and consistent brand application."

Phoenix Brands LLC.
Phoenix Brands LLC is a leader in providing high quality household cleaning and fabric care brands to consumers at a value price. Our products are sold throughout the United States and Canada and in more than 40 countries through export agreements.

We have developed a reputation for working closely with our retail customers to develop products that are specifically targeted to the needs of consumers. We have a highly flexible marketing, sales and supply chain, focused on delivering innovative and customized products to our retail customers with great speed. Our brands enjoy wide consumer recognition and we continue to invest in building on that equity.

Our brand portfolio includes some of the best known names in their categories.

Sunlight Dish Detergent is a line of hand and auto dishwashing products. Our hand dish liquids are offered with a variety of consumer benefits in on-trend fragrances, colors and sizes. Sunlight machine dishwashing detergents are produced in powder, gel and "power pac" forms.

Fab and Dynamo are leaders in the value segment of the laundry detergent category in the United States. Along with Ajax Laundry Detergent, they offer consumers the best values in "cost-per-load" of laundry. Artic Power and ABC are laundry brands sold in Canada and both product lines command a leading position in the market.

Niagara Spray Starch, a leading brand in home fabric care, includes starch and non-starch ironing aids. The range includes Original, Heavy, Sizing and Easy Iron variants. Recently we introduced Niagara non-aerosol Spray Starch, which has been well accepted by retailers and consumers.

Final Touch Fabric Softener is sold as a liquid and as dryer sheets. It is available in two fragrances, Spring Fresh and Lavender. Final Touch is a dominant brand in regional markets, enjoying up to a 16% share in many major retail accounts.

Rit Dye leads the market in fabric color and care. A product line that includes 28 colors and 7 laundry additives, Rit is widely used to color and refresh fabrics. The brand has a loyal following in the world of arts, and crafts and a growing following in the world of fashion. Rit Dye can be found in grocery and mass merchandise retailers, as well as in major hobby and craft specialty retailers.

SunGuard, developed under the Rit product line, is a unique product that washes an invisible shield into clothing and helps block more than 96% of the sun's harmful rays from reaching your skin.

Phoenix Brands brings new life to great brands. We are committed to providing our customers with innovative solutions, from product formulas and packaging to merchandising and sales programs. Through acquisition and continued investment, Phoenix Brands has become a major force in the Household Products and Laundry aisles in all classes of trade.

NewlineNoosh
NewlineNoosh delivers Print Category Management Services that dramatically lower costs while achieving peak efficiency & speed to market for print & direct mail projects. NewlineNoosh customers include Genworth Financial, Honeywell Consumer Products Group, Star Tribune Company and many other leading enterprises.
For more information, please visit www.newlinenoosh.com.

NewlineNoosh and Noosh are the trademark and service mark, respectively, of NewlineNoosh, Inc. Other trademarks appearing in this release are the property of their holders.