CENTER STORE

Charmin launches global sponsorship with ‘Sit Or Squat’ Web site and mobile phone application

BY Allison Cerra

CINCINNATI Charmin, the country’s leading toilet paper, is launching a new global sponsorship of the “SitOrSquat” Web site, iPhone and Blackberry application, designed to help people on-the-go find the cleanest public restrooms around the world.

“Our goal is to connect Charmin with innovative conversations and solutions as a brand that understands the importance of bringing the best bathroom experience to consumers, even when they’re away from home,” stated Jacques Hagopian, brand manager for Charmin. “Helping people find a bathroom that is clean and comfortable is exactly what the SitOrSquat project is all about.”

This is the first time that a toilet paper brand has partnered with a downloadable mobile application. The SitOrSquat iPhone and Blackberry application is the world’s first Wiki for recording and accessing bathroom information globally. SitOrSquat allows users to find bathrooms, changing tables, handicap access and other amenities with ease. The application users are responsible to add content to the service and provide feedback when they’ve used one of the featured toilets. To date, SitOrSquat has over 52,000 toilets in 10 countries worldwide.

Since the SitorSquat service launched, over 1,600 users have downloaded the application and the SitOrSquat has over 500,000 unique visitors to date.

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You ”butter” believe it: I Can’t Believe It’s Not Butter! launches new product

BY Allison Cerra

ENGLEWOOD CLIFFS, N.J. Unilever’s butter alternative is now ideal for baking.

I Can’t Believe It’s Not Butter! Cooking & Baking sticks taste and bake just like butter and are made with a blend of nutritious oils so they have 50% less saturated fat than butter, zero grams trans fat per serving and no cholesterol.

In addition to the new product launch, personal chefs Jamie and Bobby Deen are challenging Americans to “Bake It To Believe It”, which offers consumers a money-back guarantee if they don’t agree that I Can’t Believe It’s Not Butter! Cooking & Baking sticks taste and bake like butter in their favorite recipes.

The offer, which began March 15 and ends June 30, 2009, consumers can log on to www.BakeItToBelieveIt.com. Once inside, consumers can explore Jamie and Bobby Deen’s virtual kitchen, explore new mouthwatering recipes and even bake with the Deen Brothers for a chance to win great prizes.

The new sticks are available at retailers nationwide with a suggested retail price of $2.99.

KelloggsDRSNhttp://www.centerstoregrowth.com

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FDA warns Peanut Corp. of America products still linger in market

BY Alaric DeArment

ROCKVILLE, Md. Though Peanut Corp. of America has all but ceased to exist, its ghost lingers on in the American food industry.

The Food and Drug Administration issued a warning Monday against eating peanuts and related products sold by Irvington, N.J.-based Westco Fruit and Nuts after they were linked to recalled peanuts from PCA. The FDA has requested that Westco voluntarily recall all products containing peanuts from PCA because they may contain Salmonella bacteria. The agency said that between Nov. 19 and Dec. 30, Westco received three shipments of Oil Roasted Salted Redskin Jumbo Peanuts from PCA’s processing plant in Blakely, Ga.

Lynchburg, Va.-based PCA went out of business last month after widespread Salmonella contamination and unsanitary practices discovered at the Blakely plant and another plant in Texas. The contamination has been linked to nearly 700 illnesses and possibly nine deaths in 46 states.

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