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Campbell taps Linder for VP advertising post

BY Jenna Duncan

CHICAGO Campbell Soup Co. today announced that Maureen Linder, former Pepperidge Farm VP of brand strategy and marketing, will replace Paul Alexander as its VP global advertising and design. Linder will report to Campbell USA president Sean Connolly and SVP and chief strategy officer, Carl Johnson.

Linder’s duties will include overseeing Campbell’s advertising operations, and media planning and buying. Additionally, Linder will be called upon to manage Campbell’s advertising agencies.

Linder has worked with Campbell Soup Co. since 1997. Before joining Campbell,she served in various positions at Barilla, Bristol-Myers Squibb and Quaker.

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Nestle launches Boost nutritional drinks for kids

BY Jenna Duncan

MINNETONKA, Minn. Nestle announced Thursday its launch of Kid Essentials Nutritionally Complete Drink, a nutrition drink for children ages 1 through 13 which contains probiotics and 25 essential vitamins and minerals.

Each serving of Boost Kid Essentials also contains seven grams of protein, antioxidants and 244 calories. The drinks come in three flavors: chocolate, strawberry and vanilla.

“We are offering parents, for the first time, one complete drink for children that helps supports a healthy immune system and fills in the nutritional gaps they may be worried about,” Barbara McCartney, VP of retail marketing at Nestle HealthCare Nutrition said in a statement. “The patented straw, which contains probiotics, is a kid-friendly way parents can bolster their children’s natural defenses and help support their healthy growth and development.”

Boost Kid Essentials Drinks are also lactose- and gluten-free and do not contain high-fructose corn syrup. The drinks are available at retail stores across the United States.

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Dole sells nutritional products with ‘superfood’ label

BY Melissa Valliant

WESTLAKE VILLAGE, Calif. Dole, the world’s largest fresh produce provider, is taking advantage of the term “superfood,” which was made popular through books a few years ago as a word to describe those food products that offer a high amount of nutritional value.

Dole has its own Web site — dolesuperfoods.com — dedicated to nutritional foods and sorts these products into such health categories as heart, bones, eyes and antioxidants.

“For each category a qualifying fruit or vegetable must contain a minimum level of certain nutrients which have been grouped together because they have the same health benefit,” said Nick Gillitt, a scientist with Dole’s Nutrition Institute.

Dole is also using the logo “Superfood for your Heart” for many of their products and marking superfoods as such. Bananas and other unpackaged items don superfood stickers, while pineapples sport “Superfood for your Joints” hand tags.

Dole isn’t the first company to use the term “superfood” as a marketing tool; NewStar Fresh Foods in October marked its Super Spinach a superfood, and retail newsletters distributed by Safeway and Albertsons have been selling their products through this marketing strategy for a while. Keystone Fruit Marketing Inc. wants to mark its sweet onions as a superfood and is currently busy working on scientific research to determine whether or not sweet onions make the cut.

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