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Essentia appoints new chief marketing officer

BY DSN STAFF

Bottled water company, Essentia Water announced a change to its leadership team. The Bothell, Wash.-based maker of ionized alkaline water has named Karyn Abrahamson as its new chief marketing officer.

In this role, Abrahamson will continue to oversee all of the company’s marketing efforts as a key member of the executive leadership team to further drive rapid growth, the company said.

“As someone with a longstanding passion for developing and evolving brands, I am incredibly proud to continue being part of leading Essentia’s exciting growth,” Abrahamson said. “We have a unique opportunity to not only be an innovative leader in the beverage industry, but to transform Essentia into a lifestyle brand, and marketing will help drive that development in the months and years to come.”

Abrahamson joined Essentia in 2015 as vice president of marketing and brand innovation. In that role, she was responsible for developing and leading the company’s brand strategy and overall integrated marketing efforts.

Prior to joining Essentia, Abrahamson served as the director of global retail marketing and innovation at Microsoft where she was responsible for the global in-store product launches of Xbox and Surface. She also has previously held leadership roles at Starbucks, T-Mobile and Adidas America.

“Essentia has accomplished more in the last three years than many thought even possible, and Karyn’s ability as a talented leader and marketing visionary has unquestionably played a large role in that success,” Ken Uptain, CEO and founder of Essentia, said. “Karyn has grown our marketing team from three to 20 highly talented individuals and led Essentia’s evolution from a product focus to a brand focus in every sense of the word. I can’t think of anyone more qualified and deserving than Karyn to lead Essentia’s marketing efforts into the future.”

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Gardein intros vegan skillet meals

BY Gisselle Gaitan

Meat alternative brand Gardein is expanding its portfolio of products to include skillet meals. The Boulder, Colo.-based company’s latest introductions — skillet meals — are vegan meal solutions for two.

Gardein owner Boulder Brands said that the skillet meals marry the brand’s signature meatless meats with a variety of vegetables, grains and pastas in various sauces that can be prepared in minutes. The four new launches are Non-GMO Project Verified, certified vegan, dairy-free and made with plant protein. They include:

  • Asian Style Chick’n Fried Rice, which is made with Gardein’s chick’n bites, broccoli, peppers, edamame and an Asian-style sauce;
  • Chick’n Fiesta, which features a medley of veggies, beans and spices combined with chick’n bites;
  • Chick’n Florentino, which contains chick’n bites, broccoli and spinach in a roasted garlic and lemon sauce; and
  • Italian Style Rigatoni n’ Sausage, which features a combination of pasta, peppers and onions and Gardein’s new Italian saus’ge bites in a marinara sauce.

“Consumers today want healthier, sustainable options that fit into their busy schedules,” Andy Judd, vice president of marketing at Boulder Brands, said. “As the very first multi-serve meals available in the frozen meatless category, our new skillet meals are outrageously delicious and can be prepared in minutes, making meal time a rewarding experience no matter how brief.”

The new skillet meals currently are available in select retailers and will be expanding to major supermarkets nationwide in the coming months.

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EcosBreeze’s latest launches eliminate bad odors

BY Gisselle Gaitan

Earth Friendly Products, maker of Ecos laundry detergent and other environmentally friendly home cleaners, has launched a line of mood-inspired home air care products.

The two new additions to its portfolio — EcosBreeze Fabric and Carpet Odor Eliminator and the EcosBreeze Room Spray — feature signature natural fragrances and essential oil blends that the Cypress, Calif.-based company uses in its most popular products.

The EcosBreeze Fabric and Carpet Odor Eliminator is designed to bond to and break apart bad odor molecules instead of masking them, the company said. The spray is designed to be safer to people and pets comes in a 20-oz. see-through bottle and is available in three scents — lavender vanilla, lemongrass and magnolia and lily.

“Your sense of smell is your most powerful sense,” Jenna Arkin, vice president of Innovation at Earth Friendly Products, said. “It’s the only sense that’s directly connected to the amygdala and hippocampus — areas of the brain that process emotion and memory. That’s why we’ve combined our new odor elimination technology with our customers’ favorite Ecos scents.”

The products also will come in a see-through bottle and in five of the brands signature scents, which include:

EcosBreeze Room Sprays aim to provide consumers with a safer way to use scents to create an ambiance in their home that fits their mood, the company said. The products also will come in a see-through bottle and in five of the brands signature scents, which include:

  • Fun, which contains magnolia and lily, a blend of clove and patchouli essential oils;
  • True, which features bamboo lemon with a blend of mountain pepper, wild mind and eucalyptus essential oils;
  • Chill, which has lavender vanilla with lavender essential oils and a vanilla scent;
  • Bright, which contains parsley blended with thyme, coriander, balsam Torchwood, and cinnamon essential oils; and
  • Bold, which features honeydew with a blend of ginger and orange essential oils.

“It’s not just a gorgeous bottle, but it’s also a great value with 840 sprays per bottle,” Kelly Vlahakis-Hanks, president and CEO of Earth Friendly Products, said. “It’s the perfect blend of luxury home ambiance and sustainable living.”

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