Diamond Foods announces Snack Bowl

Diamond Foods and the Pro Football Hall of Fame Enterprises announce January Snack Bowl promotion

SAN FRANCISCO, CA - Diamond Foods, Inc. (NASDAQ:DMND), announced today an integrated promotion across its snack portfolio called The Pro Football Hall of Fame Snack Bowl. One winner, who portrays party excellence at pro football parties and gains the most online votes, will be honored at the Pro Football Hall of Fame.

“Fans will not only have the chance to win Hall of Fame prizes, but one fan will attend the Class of 2011 Enshrinement Ceremony and be awarded a trophy from a Pro Hall of Famer,” said George Veras, CEO/President of the Pro Football Hall of Fame Enterprises.

Consumers can encourage votes by utilizing a unique Facebook video application. The promotion will be supported with a national FSI and in-store merchandising vehicles as well as social media and a dedicated micro-site.

This is the first promotion that utilizes all three of Diamond Foods’ snack brands:  Emerald snack nuts, Pop Secret popcorn and the recently acquired Kettle Brand potato chips, continuing Diamond’s track record of investing in its brands to achieve sustained growth and market share gains.

“We remain focused on delivering innovation that is relevant to today’s consumer and working with our retail partners to effectively promote our products in order to grow category sales dollars,” said Craig Tokusato, VP of Marketing. “Our partnership with The Pro Football Hall of Fame is a great way to connect with key consumers.”

The promotion is expected to begin January 3rd and voting will close on February 6, 2011 with a winner announced in March.