PEET Peets Coffee & Tea, Inc. (MM)

Company Marks Milestone Anniversary With Month-Long Coffee & Tea Celebration EMERYVILLE, Calif., April 4 /PRNewswire-FirstCall/ -- Peet's Coffee & Tea, Inc. (NASDAQ:PEET), a specialty coffee roaster and marketer, today announced the launch of its 40th Anniversary Celebration in its 113 company-owned stores and nationwide home delivery service at http://www.peets.com/. Since its founding, Peet's has remained steadfast in its unyielding commitment to handcrafted quality and freshness in every cup. Over four decades, Peet's has artfully crafted unique blends that deliver the rich, complex distinctive taste upon which Peet's reputation has been built. Throughout April, Peet's will host a month-long series of in-store events and workshops that invite customers to taste the culmination of 40 years of blending craft in its Anniversary Blend coffee and Anniversary Breakfast Blend tea. Share in the Peet's Tradition During the month of April, the company invites customers to visit Peet's neighborhood stores and http://www.peets.com/ to join in Peet's 40th anniversary celebration. Each week, the company will feature it's most memorable Signature Blends through in-store tastings, home brewing workshops, lectures and complimentary beans and beverages. Customers new and old alike will discover what is behind Peet's unprecedented devotion to quality and what has spawned such an extraordinarily loyal customer following. At the center of Peet's 40th Anniversary Celebration is its Anniversary Blend coffee and Anniversary Breakfast Blend tea. In honor of this milestone celebration, the company set out to create two classic Peet's offerings by putting forty years of expertise, long-standing relationships and inspiration together into two signature blends that only Peet's can deliver. Customers can also celebrate Peet's 40th Anniversary with commemorative, limited edition merchandise and sampler gifts. Additional information regarding Peet's 40th Anniversary Celebration, in-store events, Anniversary Blend coffee, Anniversary Breakfast Blend tea and Peet's commemorative merchandise is available online at http://www.peets.com/, or by calling 1-800-999-2132. Peet's 2006 Anniversary Blend Coffee Two coffees produced exclusively for Peet's -- one from Kenya and one from Costa Rica -- are at the heart of this year's Anniversary Blend coffee, and when paired with coffees from the rich soils of Indonesia, reveal a cup replete with fresh, new crop flavors, sumptuous body, elegant balance and subtle flowery aromatics. "The coffees we found were so extraordinary, it seems almost as if this year's Anniversary Blend inspired itself," said Doug Welsh, vice president, coffee, Peet's Coffee & Tea, Inc. "Anniversary Blend reflects the care with which we have always approached our blending craft and we are proud to bring this tradition to life in what we believe is a truly memorable coffee to mark our fortieth year." Peet's 2006 Anniversary Breakfast Blend Tea The foundation of this year's Anniversary Breakfast Blend tea is a rare Nilgiri Estate black tea produced exclusively for Peet's that is blended with a China Congou and two other black teas to create a bright, fragrant cup with sweet malted cocoa notes, and a lingering aroma. "As with any of our tea blends we have the freedom to create dynamic new cup character with special lot teas that only Peet's has access to due in large part to the relationships with growers and suppliers we have nurtured during the last forty years," said Eliot Jordan, director of tea, Peet's Coffee & Tea, Inc. "This year's Anniversary Breakfast Blend tea highlights exceptional teas that together deliver a bright, complex and vibrant cup for our customers to savor." ABOUT PEET'S COFFEE & TEA, INC. Founded in Berkeley, Calif. in 1966, Peet's Coffee & Tea, Inc. is a specialty coffee roaster and marketer of fresh, deep-roasted whole bean coffee for home and office enjoyment. Peet's fresh-roasted coffee, hand-selected tea and related items are sold in several distribution channels including specialty grocery and gourmet food stores, online and mail order, office and restaurant accounts and company-owned stores throughout the United States. Peet's is committed to strategically growing its business and to maintaining a unique culture and focus on customer satisfaction. For information about Peet's Coffee & Tea, Inc., visit http://www.peets.com/ or call 1-800-999-2132. Peet's Coffee & Tea, Inc. shares are traded under the symbol PEET. This press release contains statements that are not based on historical fact and are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are based on management's beliefs as well as assumptions made by and information currently available to management, including financial and operational information and current competitive conditions. As a result, these statements are subject to various risks and uncertainties. The Company's actual results could differ materially from those set forth in forward-looking statements depending on a variety of factors including, but not limited to, risks arising from accounting adjustments; the Company's ability to implement its business strategy, attract and retain customers, and obtain and expand its market presence in new geographic regions; the availability and cost of high quality Arabica coffee beans; consumers' tastes and preferences; and competition in its market as well as other risk factors as described more fully in the Company's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended January 1, 2006. These factors may not be exhaustive. The Company operates in a continually changing business environment, and new risks emerge from time to time. Any forward- looking statements speak only as of the date of this press release. DATASOURCE: Peet's Coffee & Tea, Inc. CONTACT: Jennifer Strasburg of Weber Shandwick, +1-415-248-3436, or , for Peet's Coffee & Tea, Inc. Web site: http://www.peets.com/

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