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Cheetos unleashes Mighty Zingers

BY Allison Cerra

PLANO, Texas Cheetos lovers are in for the ultimate treat as a new cheesy innovation called Cheetos Mighty Zingers — the tiniest Cheetos snacks ever made and marketed — are making their debut.

Building on the launch of Cheetos Giants in 2009, this year Cheetos switched things up in the flavor lab to give fans just the opposite type of fun snacking experience: combining two unique flavors in a miniature version of the cheesy snacks.

“We’re always looking for ways to bring fun into our consumers’ lives and offer them products that provide a release from their busy days,” said Rudy Wilson, VP marketing, Frito-Lay. “From the flavors to the shape, we’re excited to see how people enjoy and play with this tiny two-taste Cheetos snack.”

Mighty Zingers are available in two varieties, including Ragin’ Cajun & Tangy Ranch and Sharp Cheddar & Salsa Picante, available now nationwide for $2.99. Cheetos Mighty Zingers also will be supported by a fully-integrated marketing campaign including digital and television advertising as well as in-store merchandising and out-of-home.  

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Powerade encourages athletes to ‘keep playing’

BY Allison Cerra

ATLANTA In the brand’s first-ever global integrated marketing campaign, Powerade will give athletes the inspiration and ability to “Keep Playing,” through a comprehensive campaign highlighted by an online experience and the presence of Powerade at the 2010 FIFA World Cup.

Powerade, which has been selected as the hydrating beverage for the teams participating in this year’s World Cup, will be featured in a specially designed bottle and launch a global marketing campaign in line with the upcoming event. Additionally, Powerade has launched a video on YouTube, depicting the effects sports (particularly, soccer) have on the human body and how Powerade delivers nutrients to enhance a player’s performance.

Powerade is a brand of Coca-Cola, a FIFA Partner and one of the longest-standing corporate partners of FIFA with a formal association since 1974. The Powerade brand will be part of the company’s overall sponsorship marketing activation around the FIFA World Cup.

“We are delighted that FIFA has chosen Powerade to hydrate the world’s best footballers during the FIFA World Cup,” said Mark Greatrex SVP, still beverages, Coca-Cola. “The FIFA World Cup is the biggest sporting event in 2010 and an incredible platform for us to showcase the brand to a worldwide audience. This is a major milestone for the Powerade brand and an indication of the importance of the sports drink category in our portfolio of beverages.”

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Researchers seek to find link between Chinese wolfberries, vision improvement in Type 2 diabetics

BY Allison Cerra

KANSAS CITY, Kan. A Kansas State University researcher is exploring the use of a fruit and its effect on vision deficiencies that are common for Type 2 diabetics.

Dingbo “Daniel” Lin, research assistant professor of human nutrition, is studying wolfberries and their potential to improve damage to the retina. Lin said the fruit may lower the oxidative stress — “known as cell impairment of the production of reactive oxygen” — that the eye undergoes as a result of Type 2 diabetes. The fruit, he added, is known to help rebalance homeostasis, boost the immune system, nourish the liver and kidneys and improve vision.

“I would not say that wolfberries are a medicine, but they can be used as a dietary supplement to traditional treatments to improve vision,” Lin said. “Wolfberries have high antioxidant activity and are very beneficial to protect against oxidative stress caused by environmental stimuli and genetic mutations.

The research has been presented at the 2009 Experimental Biology conference and 2009 American Society of Cell Biology Conference. The project is funded by a grant from K-State’s Center of Biomedical Research Excellence.

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