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WHITE CASTLE’S LITTLE CANDLE THAT COULD  

Thursday, December 16 2010

WHITE CASTLE’S LITTLE CANDLE THAT COULD


Burger-and-onion-scented candle has caught the attention of
White Castle fans, Autism advocates and the Media

NEW YORK – White Castle along with NEST Fragrances and Autism Speaks, celebrated the success of the Original Slider®-scented candle with sliders and signature martinis at a press event on December 14 at White Castle’s 8th Avenue location.

This ‘Little Candle That Could’ has captured the hearts of Cravers, autism supporters, and the media. Celebrities, including television host, author, and magazine publisher Martha Stewart, and world-renowned fashion designer Vera Wang, stopped by the event on Tuesday.

The small but impressive Original Slider®-scented candle, simply packaged in a ceramic holder replicating the White Castle hamburger signature cardboard sleeve, has warmed White Castle Cravers’ homes all over the country.

“Our original goal simply was to sell a fun, distinctive candle for our Cravers that could help raise funds for Autism Speaks,” said Jamie Richardson, White Castle vice president of corporate relations. “We never anticipated the amount of good this candle would do. The amount of its sales has raised to support Autism Speaks is just remarkable and surpassed everyone’s expectations.”

The candle first debuted in May to commemorate the 18th annual celebration of National Hamburger Month. White Castle teamed up with Laura Slatkin, founder and CEO of NEST Fragrances, often called the “Queen of home fragrance,” to introduce a candle with scent of America’s first fast-food hamburger. The idea for the candle was sparked when White Castle executives met Slatkin, who sits on the board of Autism Speaks.

White Castle presented Autism Speaks with a check for $500,000, representing the net proceeds from the candle’s sales. Richardson said White Castle expects to donate more as the holiday gift season is in full swing and candles are still selling.

“I am thrilled the candle has been so well received by White Castle lovers everywhere – it has become one of the hit cause-related gifts this holiday season,” Slatkin said. “ NEST and White Castle have a strong relationship and this is just another example of a lot of good happening when two companies join forces.”

The candles are currently available in White Castle restaurants nationwide. The candles are temporarily sold out at White Castle’s online store, the company expects to have them available online soon.

About White Castle
White Castle is a family-owned business based in Columbus, Ohio that owns and operates more than 400 White Castle Restaurants in 11 states. The company was founded in Wichita, Kansas in 1921 and was the first fast-food hamburger chain. For more information on White Castle, visit www.whitecastle.com.

About NEST Fragrances
Founded in 2005 and owned by Laura Slatkin, NEST Fragrances (NEST) is a specialized home fragrance company that emerged from its parent company, Slatkin & Co., after it was acquired by Limited Brands Inc. Laura and her husband, Harry Slatkin, have a long-standing reputation as leaders in the home fragrance industry and are well-known for their luxurious scented candles, room sprays, diffusers and other essentials for rooms and environments. NEST draws on decades of experience in the home fragrance industry with special expertise in designing, developing, producing, distributing and marketing home fragrance collections that capture each client’s unique brand image and style. For more information on NEST, visit www.nestfragrances.com.

About Autism Speaks
Autism Speaks was founded in February 2005 and has grown into North America’s largest autism science and advocacy organization, dedicated to funding research into the causes, prevention, treatments and a cure for autism; increasing awareness of autism spectrum disorders; and advocating for the needs of individuals with autism and their families. Since its inception, Autism Speaks has made enormous strides, committing over $142.5 million to research and developing innovative new resources for families. To learn more about Autism Speaks, please visit http://www.autismspeaks.org.

  1. # #
    Media Contact:
    Brynn Burton
    Paul Werth Associates
    P: 614-224-8114
    C: 440-667-1614
    BBurton@paulwerth.com

Tim Rossi
NEST Fragrances
P: 212-759-0047
TRossi@nestfragrances.com

Emily Marnell
Senior Account Executive
Tractenberg & Co.
116 E. 16th Street
NY, NY 10003
emilym@tractenberg.com
P: 212.929.7979 x2308