FOR IMMEDIATE RELEASE

                 YOGEN FRUZ WORLD-WIDE INCORPORATED MERGER WITH
                        INTEGRATED BRANDS INC. COMPLETED

Toronto, Canada, March 19, 1998 - The merger of Integrated Brands Inc. (NASDAQ:
IBIN) with Yogen Fruz Acquisitions Corp., a wholly-owned subsidiary of Yogen
Fruz World-Wide Incorporated, was completed today, subject to the issuance of
certificates of merger by the corporate regulatory authorities in the State of
New Jersey and the State of Delaware. These certificates of merger are expected
to be issued later today and to be dated as of March 18, 1998. Shareholders of
Integrated Brands received for each of their shares, at their election, either
0.557266 multiple voting shares or 0.585129 subordinate voting shares. In
addition, Yogen Fruz effected a capital reorganization creating multiple voting
shares and subordinate voting shares and changing each of its common shares
into, at the election of the holder, either one (1.0) multiple voting share or
one and five one-hundredths of one (1.05) subordinate voting shares and it
continued to Nova Scotia, both of which were conditions to the merger. Any
election by Yogen Fruz shareholders to receive Multiple Voting Shares was
required to be received on or before 5:00 p.m. on February 27, 1998. Any
election by Integrated Brands shareholders to receive Multiple Voting Shares was
required to be received on or before 5:00 p.m. on March 11, 1998. Pursuant to
the reorganization and merger, subject to adjustment on account of fractional
shares, Yogen Fruz's issued and outstanding share capital is 35,018,248
subordinate voting shares and 7,464,949 multiple voting shares.

It is expected that the subordinate voting shares will be listed on The Toronto
Stock Exchange under the symbol "YF.A" at the opening on or about Monday, March
23, 1998. Before such date, trading in the common shares will represent the
entitlement to receive 1.05 subordinate voting shares. The multiple voting
shares will not be listed on The Toronto Stock Exchange. Integrated Brands has
ceased to be quoted for trading on NASDAQ as of today and former shareholders of
Integrated Brands are now shareholders of Yogen Fruz.

As a result of the reorganization and merger, The Serruya Family Trust and
1082272 Ontario Inc., a company controlled by The Serruya Family Trust,
beneficially own, on behalf of Michael Serruya and Aaron Serruya, 4,733,332
multiple voting shares of Yogen Fruz. Michael Serruya and Aaron Serruya own
56,000 and 50,749 subordinate voting shares, respectively. In addition, Richard
E. Smith beneficially owns 1,419,467 multiple voting shares and options to
purchase 400,000 subordinate voting shares; David Smith beneficially owns
288,106 multiple voting shares and options to purchase 179,548 multiple voting
shares and options to purchase 436,921 subordinate voting shares; and David
Stein beneficially owns 45,138 multiple voting shares and options to purchase
174,548 multiple voting shares. The above parties have entered into an agreement
pursuant to which, among other things, each has agreed to support each other's
nominees to the board of directors of Yogen Fruz. Messrs. Smith, Smith and Stein
were the principal principals of Integrated Brands.

Integrated Brands Inc. markets, sells and distributes Tropicana(R) frozen
desserts, as well as a variety of other branded frozen dessert products, under
the Betty Crocker(R), Trix(R), Yoplait(R), Colombo(R), Lucky Charms(R) and Yoo
Hoo(R) brand names, pursuant to long-term exclusive license agreements. The
Company, directly and through subsidiaries, also operates, franchises and
licenses Swensen's(R), Steve's(R) and triple trademark frozen dessert stores
throughout the United States and certain foreign countries.

Yogen Fruz World-Wide Inc., the world's largest franchisor of frozen yogurt
outlets, operates a Family of Brands, including Yogen Fruz(R), I Can't Believe
It's Yogurt(R), Bresler's(R) Ice Cream and Premium Frozen Yogurt, Golden
Swirl(R), Paradise(R), Ice Cream Churn(R) and Java Coast(R) Fine Coffees.

                                     - 30 -





For further information, contact:

Michael Serruya                             Richard E. Smith
Chairman, President & CEO                   Chairman and CEO
Yogen Fruz World-Wide Inc.                  Integrated Brands Inc.
Tel: 905-479-8762, Fax: 905-479-5235        Tel: 516-737-9700, Fax: 516-737-9762