PRESS RELEASE For immediate distribution

THE NATREL BAR BY JAVA U: A “100% MONTRÉALAIT” CONCEPT THAT ENHANCES THE CAFÉ EXPERIENCE AND RETURNS MILK TO ITS DELICIOUS ROOTS

Longueuil, May 20, 2015 – Natrel and java u have partnered up to offer coffee lovers a one-of-a-kind gourmet experience: the Natrel Milk Bar by java u. The “Montréalait” concept, a first in Canada, will be integrated into the 21 java u café-bistros in the Greater area, in addition to the new flagship café that is opening its doors today at 2451 Notre-Dame Street West.

“We wanted to raise the profile of the milk we use in our coffee. After all, a café au lait is only one-third coffee… the other two-thirds is milk!” explains Brian Cytrynbaum, of java u. “We’re thrilled with Natrel in terms of their taste and mousse. So we approached the company to create an unrivalled consumer experience and reinforce our strategic pillars, especially the freshness of the food and the vibe in our cafés. The Natrel marketing team loved the idea so much that they took it even further. The end result was the Natrel Milk Bar by java u.”

“The Natrel Milk Bar by java u is a whole new way for us to do business at the retail level and enrich the consumer experience,” explains Caroline Losson, Vice-President of Marketing, at , Natrel Division. This new initiative extends the repositioning that was started last year and is inspired by the brand vision. Natrel took the time to create this environment in order to enhance the café experience and showcase milk as a delicious product. We are proud to innovate with a 100% Montreal partner who, like us, is very focused on customer satisfaction with fresh, high-quality ingredients.”

Deliciously original The new address will welcome coffee aficionados and foodies in a spectacular setting where design and architecture express the concept’s originality and freshness. Customers will enjoy their choice of seven varieties of Natrel Milk (lactose free, fine-filtered, organic, flavoured, etc.), available through a barista or self-serve, allowing customers to personalize the full range of coffee beverages, as well as a seasonal menu where products are the stars: salads, sandwiches and desserts prepared with milk, yogurt and made by Agropur’s different divisions. In the summer, milkshakes in a variety of flavours will make a fun and delicious addition to the mix.

The partnership between Natrel and java u has also produced two iced coffees to go – latte and mocha – available at all java u locations.

Additionally, a mini-boutique has been created at 2451 Notre-Dame Street West and online at experience.natrel.ca to offer consumers branded clothing and accessories from the Montréalait Collection, created by Montreal artists: 100% organic milk-fibre cotton T-shirts, mugs, thermoses, etc.

The branding and design atelier lg2boutique was charged with the visual and architectural side of the concept; the website ( http://experience.natrel.ca ) and promotional campaign were handled by lg2.

“Since java u and Natrel like to innovate and set trends, the concept is intended to evolve over time. We keep an eye on global trends and want to create a premium brand experience while remaining flexible and simple. To achieve this, our customers will be able to contribute to the development of new products, much like an innovation hub,” concludes Brian Cytrynbaum.

Natrel and java u will be promoting this partnership with exciting new events, including a celebration in Montreal next fall where 5 of the world’s top 10 baristas will bestow the title of best Montréalait barista. The event will reinforce Montreal’s burgeoning reputation as one of the coffee capitals of North America.

The new flagship café, located at 2451 Notre-Dame St. West, is open Monday to Friday, from 6 a.m. to 10 p.m., and on the weekend, from 7 a.m. to 11 p.m.

#Montréalait

About Agropur Founded in 1938, Agropur cooperative is a leader in the North American dairy industry, with $4.7 billion in revenue at the end of its 2014 financial year. The cooperative is a source of pride for its 3,473 member- dairy producers and over 8,000 employees. Agropur now processes more than 5.4 billion litres of milk a year at its 40 plants throughout North America. Its product portfolio includes an impressive line of well- known brands and products such as Natrel, Québon, OKA, Farmers, Central , Sealtest, biPro, Island Farms and Agropur Grand Cheddar as well as Olympic and iögo of Ultima Foods, of which Agropur cooperative is a co-owner.

About Java u Founded in 1996, java u operates 40 café-bistros in Montreal, Vancouver and the Middle East. It employs over 200 people, distributes more than 1 million fresh sandwiches a year and offers its clients superior quality coffees and espressos as well as a refined healthy menu for breakfast and lunch that is tailored to each community it serves. - 30 - Micro site for the media: http://experience.natrel.ca/en/media (Photos, press release, fact sheet)

Source: Information: Agropur Caroline Bergevin www.agropur.com Communications Infrarouge java u [email protected] http://www.java-u.com 514 849-4554