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All-Bran introduces 10-day challenge for digestive health

BY Tara Smith

BATTLE CREEK, Mich. All-Bran cereal today is urging Americans to take the All-Bran 10-Day Challenge to help consumers knock down barriers to consuming enough fiber to maintain regularity and digestive health. To make the challenge easier, All-Bran this month introduced a new high-fiber cereal—All-Bran Strawberry Medley.

All-Bran Strawberry Medley, a Kellogg cereal, features crunchy bran flakes and squares with granola clusters and real strawberries, improving the taste experience as compared to many high-fiber offerings.

“Eating the recommended amount of fiber each day—about 25 grams for women and 38 grams for men—is a simple way to improve regularity,” said Dr. John Johanson, practicing gastroenterologist at the Beloit Clinic, in Beloit, Wis. “One bowl of All-Bran Strawberry Medley cereal provides about 40 percent of the recommended daily value for fiber for women—that’s about three times more fiber than the leading fiber supplement.”

For more information on the new All-Bran Strawberry Medley and the All-Bran 10-Day Challenge, visit www.All-Bran.com.

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Cheetos introduces campaign aimed at adults

BY Tara Smith

DALLAS Frito-Lay is setting its sights on building up Cheetos’ flat sales with a new focus on adults and Hispanics. The initiative includes boosting the brand’s ad spend by more than 50 percent.

Traditionally thought of as a children’s brand, consumer research has shown that more than 60 percent of Cheetos consumers were older than 18 years of age and that 43 percent of all childless households were consuming the brand’s products. In a bid to capture 18- to 49-year-old consumers, the PepsiCo subsidiary will beef up Cheetos’ presense on such networks as TBS, Comedy Central, Cartoon Network’s Adult Swim and other late night programming.

In the new TV campaign breaking January 14, the company reimagines the Chester Cheetah from the kid-focused campaigns as a devil on the shoulder of adults. Additionally, the spots promote OrangeUnderground.com, a showcase for video ads and links to Cheetos-themed videos from YouTube.

The company also is introducing two new limited-time-only flavors, released each quarter, beginning in February. One flavor, Double Cheese, targets the general market while Chili Limon targets Hispanic consumers. The new Hispanic-targeted offering, which plays to a spicier flavor palette, was designed to deepen the brand’s connection with the demographic. Chili Limon will be supported by Spanish-language radio and outdoor advertising campaigns.

The effort comes as sales of Cheetos grew only 2 percent to $405 million last year for the 52-week period ended Dec. 2, 2007, according to Information Resources, Inc.—a noticable contrast to growth for other Frito-Lay brands like Sun Chips (up 29 percent to $189 million).

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Pressure builds on S&N to accept bid

BY Tara Smith

LONDON Shareholder pressure mounted on Scottish & Newcastle to accept a slight improvement in the offer of 750p ($15) a share from rival brewers Carlsberg and Heineken.

Last month, following Carlsberg and Heineken’s indicative ?7.3 billion ($14.4 billion) offer in November, the UK’s Takeover Panel imposed a January 21 deadline on the company to increase their offer for S&N or walk. Initially, most shareholders felt the 750p offer undervalued the company and were hoping for more than 800p. Recent evidence of falling beer consumption in Europe and the United Kingdom, as well as uncertainty about prospect for financial markets this year, has prompted some investors to lower their expectations.

Also, Legal & General and Scottish Widows Investment Partnership, two of the UK brewer’s largest shareholders, said that before considering any offer they needed more information on the prospects for Baltic Beverages Holding, Carlsberg’s Russian 50-50 venture and S&N’s highest-margin and fastest-growing regional business with sales and earnings growing 33 percent last year, lifting profits by a third to ?393 million ($776.2 million). Carlsberg has blocked S&N from issuing more information about BBH, of which Mark Burgess, head of active equities at L&G Investment Management and S&N’s third-largest shareholder, has said that without more transparency on BBH, shareholders could not assess a fair price for S&N.

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