Leading Brands, Inc. Announces the Launch of INFINITY Health Water

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VANCOUVER, British Columbia, Sept. 20, 2006 (PRIMEZONE) — Leading Brands, Inc. (NASDAQ:LBIX – News), North America’s only fully integrated premium beverage company, is pleased to announce the launch of INFINITY(r) Health Water(tm) in select North American markets.

INFINITY(r) Health Water(tm) combines a unique and healthful blend of Vitamins C and E, B Vitamins, Calcium and Soy extracts in four great-tasting flavors: Blueberry Pomegranate, Strawberry Acai, Orange Cranberry and Lemon Green Tea. With 50 calories per 8 oz serving, INFINITY(r) Health Water(tm) will be available in attractive 20 oz. PET bottles.

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Leading Brands’ Chairman and CEO Ralph McRae said: “There has been a significant boom in the past year in the enhanced water category with sales now exceeding a billion dollars annually. Propel(r) and Glaceau(r) Vitamin Water are two notable examples. We have carefully analyzed this market over the past three years and invested considerable research into our formulations which include our sophisticated tasteless soy isoflavone process. INFINITY(r) Health Water(tm) is the culmination of that intensive research and development by the Leading Brands’ R&D team. The brand contains an ideal balance of nutritional benefits for active and health-conscious people.”

Infinity(r) Health Water(tm) will initially be released this winter in several select North American markets in advance of a broader roll-out next spring.

Reminder: Mr. McRae will be presenting at the Merriman Curhan Ford 3rd Annual Investors Summit on Wednesday, September 20, 2006 at 9:00 a.m. Pacific time. The presentation will be webcast and may be accessed from the Leading Brands’ website, at http://www.LBIX.com

The Company will continue to provide operational updates in its monthly newsletter on the first of most months, posted at http://www.LBIX.com

About Leading Brands, Inc.

Leading Brands, Inc. (NASDAQ:LBIX – News) is North America’s only fully integrated premium beverage company. The Company’s unique Integrated Distribution System (IDS)(tm) offers turnkey, one-stop shopping to food and beverage brand owners, including manufacturing, distribution, sales/marketing and licensing. In addition, Leading Brands produces their own line of beverages such as TrueBlue(r), LiteBlue(r), TREK(r) Natural Sports Drinks, NITRO(r) Energy Drinks, INFINITY(r) Health Water(tm), Country Harvest(r) Juices, Caesar’s(r) Cocktails and Cool Canadian(r) Mountain Spring Water.

Forward-Looking Statements

Certain information contained in this press release includes forward-looking statements. Words such as “believe”, “expect,” “will,” or comparable terms, are intended to identify forward-looking statements concerning the Company’s expectations, beliefs, intentions, plans, objectives, future events or performance and other developments. All forward-looking statements included in this press release are based on information available to the Company on the date hereof. Such statements speak only as of the date hereof. Important factors that could cause actual results to differ materially from the Company’s estimations and projections are disclosed in the Company’s securities filings and include, but are not limited to, the following: general economic conditions, weather conditions, changing beverage consumption trends, pricing, availability of raw materials, economic uncertainties (including currency exchange rates), government regulation, managing and maintaining growth, the effect of adverse publicity, litigation, competition and other risk factors described from time to time in securities reports filed by Leading Brands, Inc.

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