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Americans need more faith… in fiber

BY Michael Johnsen

WHAT IT MEANS AND WHY IT’S IMPORTANT Not eating enough fiber doesn’t kill you. But the disease states that result from a poor fiber diet do. Not a believer? Then you too may be a victim of IDS (irrational disbelief syndrome), the tongue-in-cheek faux condition that Fiber One touts as being the No. 1 cause behind America’s lack of fiber faith.

(THE NEWS: Lack of fiber in Americans’ diet caused by negative perception, Mintel finds. For the full story, click here)

The IDS condition may have been created out the mind of a General Mills marketer, but the lack of fiber in the typical American’s diet is real. As are the disease states that fiber deficiency can trigger such disease states as cardiovascular disease, colorectal and esophageal cancer, obesity, atherosclerosis, and coronary heart disease. A number of other less severe conditions is also correlated with a low fiber intake — elevated cholesterol levels, hemorrhoids, constipation, diarrhea and flatulence.

The real conclusion you can draw from this study is that Americans don’t know what they don’t know — fiber doesn’t taste good; only people suffering from digestive issues need to supplement their diets with fiber; all fibers are created equal. False, false and false. And that spells opportunity for a whole host of manufacturers in moving the needle around fiber education.

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Huggies launches jeans diapers

BY Allison Cerra

DALLAS Kimberly-Clark has introduced a limited-edition denim-inspired diaper for its Huggies brand.

Huggies Little Movers jeans diapers are available nationwide from June to July. The jeans diapers were first launched in Israel in 2007 and expresses personal style, Kimberly-Clark said,

The release of the diapers will include a comprehensive integrated marketing program, including fashion shows, celebrity partnerships, social media, public relations, digital and e-commerce partnerships, TV, mall and Internet advertising, as well as highly visible and unique in-store displays and cross promotions.

“Jeans have always been a Mommy fashion must-have, but now it’s time for their little ones to steal the style,” said Stuart Schneider, senior brand director of Huggies. “The design helps babies stay trendy while keeping dry with the same revolutionary design and proven leakage protection that moms have come to know and trust from the Huggies brand.”

Huggies jeans diapers are available in three sizes, from size 3 (16-28 lbs) through size 5 (over 27 lbs) for a manufacturer’s suggested retail price of $9.59 for a jumbo pack and $19.99 for a big pack (diaper count varies based on diaper size).

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Shoppers Drug Mart, Sony enter merchandising agreement

BY Allison Cerra

TORONTO Shoppers Drug Mart has inked a deal with Sony to revitalize the Canada-based drug store chain’s service centers.

The agreement with Sony will result in the introduction of approximately 50 Sony products to the cmpany’s offering of consumer electronics, games and accessories in approximately 700 Shoppers Drug Mart and Pharmaprix stores across the country. New products include Sony’s popular video game systems such as the PlayStation3 and PlayStation Portable, as well as an assortment of PlayStation games, accessories and peripherals.

The rollout will begin this fall.

“This agreement with Sony, coupled with the recent announcement of our distribution arrangement with Rogers, brings together leading brands and serves to further strengthen our value proposition and optimize the service center in our stores,” said Jurgen Schreiber, president and CEO of Shoppers Drug Mart. “Our customers have responded very favorably to our current assortment of consumer electronics and entertainment products. Enhancing our product assortment with popular Sony items will provide our customers with even greater choice and convenience in this growing category.”

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