Press Release: SIMPLY BETTER BRANDS ANNOUNCES 124% INCREASE IN REVENUE FOR THIRD QUARTER 2024

Dow Jones11-19
   -- Rollout of TRUBAR$(TM)$ in CVS Pharmacy: On September 9, 2024, the Company 
      announced a nationwide rollout of TRUBAR(TM) in 6,600 CVS store locations 
      nationwide and on cvs.com. 
 
   -- Rollout of TRUBAR(TM) in Walmart (U.S.): On September 16, 2024, the 
      Company announced a nationwide rollout of TRUBAR(TM) in more than 700 
      Walmart store locations across the U.S., building on a successful initial 
      launch of the brand online at walmart.com. 

SIGNIFICANT EVENTS SUBSEQUENT TO SEPTEMBER 30, 2024

Subsequent to September 30, 2024 the Company announced the following distribution partners:

   -- Walmart Canada: On October 9th, 2024, the Company announced the rollout 
      of TRUBAR(TM) in more than 300 Walmart stores across Canada, a key 
      strategic addition in expanding the brand's presence to more than 1,000 
      Walmart store locations across North America. 
 
   -- GPM Investments convenience store chains: On October 17, 2024, the 
      Company announced further distribution expansion of TRUBAR(TM) in the 
      convenience channel with the addition of more than 25 regional store 
      brands operating under GPM Investments, LLC, one of the largest 
      convenience store chains in the U.S. TRUBAR(TM) will soon be available 
      across more than 1,400 GPM locations in more than 33 states in a wide 
      range of well-known regional convenience chains including Fas Mart, E-Z 
      Mart, Roadrunner Markets, Village Pantry and Jiffi Shop. 
 
   -- Love's Travel Stops: On October 24, 2024, the Company announced the 
      launch of TRUBAR(TM) in over 600 Love's Travel Stops across 42 states, 
      the largest network of travel stops and convenience stores across the 
      U.S. 
 
   -- Albertsons Companies: On November 11, 2024, the Company announced the 
      launch of TRUBAR(TM) in more than 500 Albertsons Companies locations, the 
      second-largest supermarket chain in North America. TRUBAR(TM) will be 
      available in the following banners: Albertsons, Safeway, Shaw's, Star 
      Market, Jewel-Osco, Carrs, and Market Street. 

UPDATE ON LIQUIDITY AND CAPITAL RESOURCES

The Company's primary liquidity and capital requirements are for inventory and general corporate working capital purposes. The Company had a cash balance of $3.7 million as of September 30, 2024, which will provide capital to support the planned growth of the business and for general corporate working capital purposes. The Company's working capital deficiency decreased from $12.4 million as of December 31, 2023, to a positive working capital of $2.9 million as of September 30, 2024 ($15.3 million increase). Additionally, if the warrant liabilities are excluded, there would be a working capital surplus of $5.4 million. Warrant liabilities do not require cash to settle, only the issuance of common shares. Significant liquidity and capital-related updates included:

   -- Line of Credit Facilities: The Company has secured several lines of 
      credit facilities for three of its subsidiaries to support the financing 
      of purchase orders from key customers. These lines of credit have been 
      critical to finance the large retail purchase orders the Company's 
      subsidiaries have successfully generated during the three months ended 
      September 30, 2024. During the nine months ended September 30, 2024, the 
      Company raised over $5.7 million in funds from these lines of credit to 
      finance purchase orders from its large retail customers. Over the same 
      period, the Company repaid over $9.9 million of these credit facilities 
      to the lender. TRU was able to increase its primary line of credit with 
      this lender to $6 million in December 2022. The nature of these loans is 
      to turnover between 3-5 months from the time the money is advanced to 
      repayment. 
 
   -- Convertible Notes, Promissory Notes and Loans Payable: During the nine 
      months ended September 30, 2024, the Company reduced the balance of 
      promissory notes and loans payable outstanding by approximately $1.2 
      million. Also, during the third quarter the balance of the convertible 
      debentures were all converted into equity (CA$655,000 or US$481,618) 
      thereby reducing the amount of convertible debentures to currently $nil. 
 
   -- Promissory Notes: During the three months ended September 30, 2024, the 
      Company secured CA$3.0 million in promissory notes with a 12-month 
      maturity at 15% interest rate per annum. The notes were taken out with 
      two of the Company's Board Members and one of its shareholders. The funds 
      were used to finance the operations of the Company, specifically 
      TRUBAR(TM)'s growth. 

For more information of the line of credit facilities please refer to note 8 in the interim Third Quarter 2024 financial statements for the period ended September 30, 2024. The Company's ability to fund operating expenses will depend on its future operating performance which will be affected by general economic, financial, regulatory, and other factors including factors beyond the Company's control (See "Risk and Uncertainties").

Management continually assesses liquidity in terms of the ability to generate sufficient cash flow to fund the business. Net cash flow is affected by the following items: (i) operating activities, including the level of accounts receivable, other receivable, accounts payable, accrued liabilities and unearned revenue and deposits; (ii) investing activities (iii) financing activities.

WEBCAST and CONFERENCE CALL DETAILS:

SBBC will be holding a conference call and simultaneous webcast to discuss its financial results on Monday, November 18, 2024, at 5:00 pm EST (2:00 pm PST). The call will be hosted by Kingsley Ward, Chief Executive Officer, and Brian Meadows, Chief Financial Officer, as well as Erica Groussman, Co-founder & Chief Executive Officer of TRUBAR(TM) . Please dial-in 10 minutes prior to the start of the call.

Date: Monday, November 18, 2024

Time: 5:00 pm EST (2:00 pm PST)

For attendees who wish to join by webcast, the event can be accessed at:

https://bit.ly/SBBC-Q324

Dial in by phone

+1 778 907 2071 (Vancouver Local)

+1 647 558 0588 (Toronto Local)

Click here to find local numbers

Meeting ID: 848 7310 5859

Non-IFRS Measures (EBITDA and Adjusted EBITDA)

EBITDA and Adjusted EBITDA are non-IFRS measures used by management that are not defined by IFRS. EBITDA and Adjusted EBITDA do not have a standardized meaning prescribed by IFRS and therefore may not be comparable to similar measures presented by other issuers. Management believes that EBITDA and Adjusted EBITDA provide meaningful and useful financial information as these measures demonstrate the operating performance of the business excluding non-cash charges.

"EBITDA" is calculated as earnings before interest, taxes, depreciation, depletion, and amortization. "Adjusted EBITDA" is calculated as EBITDA adjusted for non-cash, extraordinary, non-recurring, and other items unrelated to the Company's core operating activities.

The most directly comparable measure to EBITDA and Adjusted EBITDA calculated in accordance with IFRS is net loss. The following table presents the EBITDA and Adjusted EBITDA for the three months ended September 30, 2024, and 2023, and a reconciliation of same to net income (loss).

 
                                  For the three months ended 
                                  September 30,  September 30,  Change in 
                                   2024           2023 
                                  $              $              $       % 
Income (loss) for the year from 
 continuing 
 operations                                4.14           0.38    3.76    91 % 
Amortization                               0.38           0.70  (0.32)  (84 %) 
Finance costs                              0.21           0.28  (0.07)  (33 %) 
EBITDA                                     4.73           1.36    3.37  (26 %) 
Fair value adjustment of 
 derivative liability                      0.04         (0.33)    0.37   925 % 
Impairment of receivable                   0.01              -    0.01   100 % 
Gain on remeasurement of warrant 
 liabilities                             (4.18)         (1.27)  (2.91)    70 % 
Share-based payments                       0.38           0.45  (0.07)  (18 %) 
Warrants issues for services               0.02              -    0.02   100 % 
Adjusted EBITDA                            1.00           0.21    0.79   376 % 
 
 
                                 For the nine months ended 
                                 September 30,  September 30,  Change in 
                                  2024           2023 
                                 $              $              $       % 
Income (loss) for the period 
 from continuing operations             (3.26)         (4.79)    1.53   (47 %) 
Amortization                              1.15           2.11  (0.96)   (83 %) 
Finance costs                             0.84           0.99  (0.15)   (18 %) 
EBITDA                                  (1.27)         (1.69)    0.42  (148 %) 
Fair value adjustment of 
 derivative liability                     0.71         (0.10)    0.81    114 % 
Impairment (recovery) of 
 receivable                               0.01         (0.02)    0.03    300 % 
Loss on remeasurement of 
 warrant liabilities                      1.84           0.32    1.52     83 % 
Share-based payments                      0.32           1.61  (1.29)  (403 %) 
Warrants issued for services              0.02              -    0.02    100 % 
Non-recurring expenses                    0.30              -    0.30    100 % 
Adjusted EBITDA                           1.93           0.12    1.81   1508 % 
 

(MORE TO FOLLOW) Dow Jones Newswires

November 18, 2024 16:00 ET (21:00 GMT)

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