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Celsius to expand marketing efforts

BY Allison Cerra

DELRAY BEACH, Fla. Celsius is expanding its marketing efforts with the help of a CD Financial shareholder.

One of CD Financial’s principal shareholders, Carl DeSantis, agreed to provide up to $3 million in a line of credit to be used exclusively for incremental targeted advertising and marketing of Celsius’ products. If funded in full, the line of credit will increase Mr. DeSantis’ investment in Celsius to $17.3 million.

DeSantis stated, “I am extremely pleased with the progress of the company in gaining distribution of Celsius’ products throughout the country. This line of credit will expand the company’s marketing efforts to continue building consumer awareness of the many benefits of Celsius.”

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Tornados kicks off another Facebook challenge

BY Allison Cerra

DINUBA, Calif. Ruiz Foods’ Tornados brand announced this month its Facebook-based promotion “Flavor Challenge 2.0,” in which the brand’s fans can submit flavor ideas in eight different categories.

The top flavor in each category wins a year’s supply of Tornados — a convenient snack filled with grilled meats, melted cheeses and bold flavors wrapped in a crispy crust — and a Tornados-wrapped microwave.

Tornados Facebook fans can submit flavors in any of up to eight “flavor categories.” Categories open for submissions are:

  • Asian Fusion
  • Backyard BBQ
  • Kick-It Up (Spicy)
  • American Classics
  • Teen Snack Attack
  • Around the World
  • Early Bird (Breakfast)
  • Sweet Tooth (Dessert)

Tornados are available in retail grocery stores nationwide.

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A ‘Passage to Thailand’ without leaving home

BY Allison Cerra

COLLINSVILLE, Conn. A line of simmer sauces designed to spice up a meal has made its market debut in the United States.

Passage to Thailand simmer sauces are a part of a simple, three-step meal solution that satisfies the needs of the time-starved consumer. Add the sauce to meat, seafood or vegetables, simmer and serve over rice for a gourmet meal in less than 20 minutes. The line consists of four different, all-natural sauces, each a recipe of traditional ethnic cuisines created to deliver authentic, restaurant-quality flavor and made only from fresh, natural ingredients. The line includes pad thai, thai basil and sweet chili, as well as tom yum and red thai curry sauces. With spices sourced directly from various regions of Thailand and southeast Asia, each product is gluten-, MSG-, preservative- and GMO-free.

“The growing ethnic diversity in our U.S. population, and a resurgence in cooking driven by chef-hosted programs, has grown the market for ethnic foods to a record high,” said Passage Foods’ Mark MacKenzie. “The ethnic food market is a $2.2 billion retail industry in the United States, and [is] expected to expand an additional 20% over the next four years, with Indian and Thai foods showing the largest increase in consumer demand.”

In addition, the Asian/Indian restaurant segment has seen double-digit growth for the last four years, and although retreating some recently, the number of ethnic grocery offerings has expanded as more people try cooking Thai, Indian and other ethnic foods at home.

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