September 28, 2010 – Ghirardelli LUXE MILK Chocolate’s Instant Win Promotion Will Raise $100,000 to Support Breast Cancer Prevention

San Francisco, CA (September 28, 2010) – In honor of Breast Cancer Awareness month, LUXE MILK™ , Ghirardelli’s all natural premium milk chocolate line, is asking consumers to join them in their journey to raise up to $100,000 for the National Breast Cancer Foundation (NBCF).  The NBCF mission is to save lives through early detection and to provide mammograms, education and supportive services for those in need.  By simply purchasing a specially marked pink bar or bag of LUXE MILK, consumers will not only get their chocolate fix, but will also be helping a wonderful organization.  Each specially marked product contains a unique prize code and for each code entered at, LUXE MILK will donate $1 (up to $50,000) to the NBCF.

“We are proud to once again support the National Breast Cancer Foundation through this promotion,” says Mona Maher, VP of Marketing for Ghirardelli.  “We hope that our initial donation of $50,000 will help further their mission of preventing breast cancer by providing mammograms for those in need.  Last year, we helped provide 1,000 women with mammograms who otherwise wouldn’t have been able to receive this precautionary screening.”

Beginning today through the end of December, chocolate lovers can purchase the specially marked LUXE MILK chocolates and enter their unique code at  For each unique code entered, LUXE MILK will donate $1 to the NBCF.  As an added bonus, LUXE MILK will provide consumers with hundreds of instant prizes in this “Walk a Mile in My Shoes” instant win promotion, including Cole Haan gift cards.

“We wanted to give our consumers an opportunity to make a difference and get involved in a cause important to them,” explains Maher.  “Consumers can not only satisfy their chocolate cravings, but also feel good about their role in helping to prevent breast cancer.”

Ghirardelli LUXE MILK is all natural and made with the best ingredients to create indulgent, rich and creamy milk chocolate recipes.  LUXE MILK comes in five popular flavors, including original, hazelnut, almond, crisp and toffee.  The 2.8 to 3 oz bars retail for approximately $1.99 – $2.39 and the LUXE MILK bags retail for approximately $3.49.  They are available at Walmart, Target, Walgreens, Borders, Cost Plus, Blockbuster and other participating retailers.

The instant win promotion begins today and runs through the end of December.  For more information, visit

About The Ghirardelli Chocolate Company

The Ghirardelli Chocolate Company is a manufacturer and marketer of premium chocolate products.  Incorporated in 1852, Ghirardelli has an incredibly rich American history.  As the country’s longest continuously operating chocolate manufacturer, Ghirardelli has established its position as America’s Premium Chocolate Company with more than 150 years of chocolate making experience.  Ghirardelli’s product line includes its signature Squares™ chocolate, Intense Dark™ chocolate, LUXE MILK™ chocolate, Ghirardelli Chocolate Bars, other chocolate confections, baking chocolate and beverages.  These items are sold through select specialty stores, grocery stores, drug stores, mass merchandisers and department stores.  In addition, Ghirardelli sells a line of premium chocolate, syrups and drinks for the Food Service channel.  Ghirardelli currently owns and operates 14 retail stores in five states, including the original Soda Fountain & Chocolate Shop located in San Francisco’s historic Ghirardelli Square.  For more information about Ghirardelli, visit

About the National Breast Cancer Foundation, Inc.®

The National Breast Cancer Foundation, Inc. (NBCF) is a nonprofit, charitable foundation founded in 1991 by cancer survivor, Janelle Hail.  NBCF’s mission is to save lives through early detection and to provide mammograms for those in need.  NBCF provides Help for Today…Hope For Tomorrow® through an innovative online community,, educational awareness programs, and free mammograms for women across the country.  For more information about NBCF, visit


Beth Barney


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