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BiPro brings caffeinated protein water to consumers

BY Gisselle Gaitan

BiPro is introducing a new flavor to the brand’s line of caffeinated water products already available for purchase. Named Orange BiPro Protein Water, each bottle of the product will contain 20-g. of protein and 100 mg. of caffeine which is equivalent to one 8-oz. cup of coffee.

“Protein water is a very new product category and caffeinated protein water is extremely rare,” said Polly Olson, vice president of sales, marketing and new business development. “We’re excited to bring this unique product to the market and help people power through their days with clean protein and natural caffeine.”

The Appleton Wis.-based company states that the product stays true to the brand’s clean label promise, along with being all natural. Only six ingredients are incorporated into the making of Orange BiPro which includes a natural plant-based source named guarana extract, the brand said.

“More athletes are starting to embrace the power of caffeine,” said Ben Leber, a former pro football player who uses BiPro. “Having caffeine and protein together is a game changer that can take your athletic performance and everyday health to the next level.”

As other BiPro products, each bottle contains 90 calories, zero grams of sugar, fat and carbohydrates. Orange will be the fourth addition to the brand. Other flavors include lemon, berry and peach. BiPro Protein Water is available for purchase on the brand’s website, Amazon, Lunds & Byerlys, Life Time Fitness and other affiliate locations.

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Super Mario Odyssey cereal
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Nintendo’s Super Mario Odyssey partners with Kellogg’s on limited-edition cereal

BY Gisselle Gaitan

Nintendo is entering the world of breakfast with the help of Kellogg’s. Together, the companies will be launching collectible Super Mario Odyssey box art and cereal. The limited-edition cereal will be of a mixed berry flavor and contain colorful power-up marshmallows. If that weren’t enough, each of the boxes also will function as an accessory to the amiibo – a wireless communications and storage device used with compatible figurines.

“This powered-up partnership with Kellogg’s is another exciting way for us to expand the Nintendo brand in unique and creative ways,” Tom Prata, Nintendo of America’s senior vice president of strategic initiatives, said. “We are always looking for new opportunities to bring smiles to people of all ages, and this is a fun way to kick off the day.”

The limited-edition cereal box will hit stores as early as Dec.11, and those playing Super Mario Odyssey from the Japan-based company can tap the cereal box on the Nintendo Switch system and receive gold coins or a heart in every game.

“We are thrilled to pack so much fun into one box of cereal,” Brad Schwan, senior director of Morning Foods Marketing, said. “The package adds value and excitement for fans, with marshmallow shapes in the cereal inspired by Super Mario power-ups to tie the theme together.”

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Challenges posed of marketing new cat litter to reluctant consumers

BY Gisselle Gaitan

How can litter companies get pet — or to be more specific — cat owners to switch to a new brand of product? It’s a question Packaged Facts brings up and tries to solve for marketers in Cat Litter: U.S. Pet Market Trends and Opportunities. With 87% of cat owners purchasing litter within the last 12 months, it’s become the largest category in the non-food pet supplies market, which is expected to hit sales of almost $3 billion by the end of 2017.

With a market size that large, there are plenty of opportunities for companies to engage with cat owners about the challenges surrounding litter use and deliver products tailoring to those needs. When promoting new types of litter, one thing that must be simple for pet owners is making the transition from one brand to another as seamless as possible.

Aside from hitting that mark, companies also must avoid pitfalls, such as cats refusing to use the product altogether. Making the litter easy to use with efficient maintenance, while keeping odors under control, and ensuring safety for the pet and environment are facets consumers look to when figuring out what works best for them.  

The study from the Rockville M.D.-based company also makes note of the importance behind competitively priced store brands and incorporating features equivalent or superior to those of national brands, which consumers are more receptive to. Another way to catch the eye of the targeted audience lies within the power of social media and the Internet. It’s already become the ideal way for many pet owners to get the products their furry companions love, and litter is sure to follow suit. 

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