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Extra intros chewable mints

BY Gisselle Gaitan

Best known for its array of gum products, Extra is expanding beyond that niche into the world of mints. The Hackettstown, N.J.-based company has announced the launch of Extra chewy mints.

Each mint contains the flavor and refreshing power of the brand’s signature gum, along with a thin crispy outer shell and chewy core. The product will come in two of the Mars-owned company’s best-selling flavors — peppermint and polar ice.

“Mars Wrigley Confectionery has a successful history in mints, with beloved brands like Altoids and Life Savers already in our portfolio. With new Extra chewy mints, we’ll be able to have a larger presence in the category and invite everyone to enjoy Extra in a gum or a mint form,” Steve Johnson, vice president of gum & mints at Mars Wrigley Confectionery U.S., said.

The launch of Extra’s chewy mints will be supposed by a national print and advertising campaign titled “Instant Connections,” which will show two people sharing a mint that sparks an instant connection.

“The Extra Brand is all about how sharing something small — like a stick of gum — can create a meaningful connection,” Johnson said. “With Extra chewy mints, we hope to bring even more people together when sharing something as simple and delicious as a mint.”

Extra’s chewy mints are available nationwide and come in 1.5-oz. plastic packs and 7.5-oz. stand-up bags. Further information can be found on the brand’s website and social media accounts.

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Breyers debuts mini versions of delights ice cream line

BY Gisselle Gaitan

Breyers is introducing a new offering of its popular delights ice cream line, delights minis. The 4-oz. cups contain 70-to-80 calories, 5 g of protein, and are crafted with such ingredients as fresh cream, naturally sourced flavors and all-American dairy.

“We know consumers are looking for simple, delicious snacks,” Pete Harbour, marketing director of Breyers, said. “Breyers delights minis provide convenience with benefits like protein and reduced calories for ice cream fans. With Breyers delights, we’ve made it easier than ever to open up, scoop down to the bottom and indulge without all the guilt.”

The delights minis will be available in two flavors:

  • Vanilla cupcake that contains low-fat vanilla ice cream made with cupcake batter, sprinkles, 5 g of protein and 80 calories per cup; and
  • Creamy chocolate that features chocolate ice cream made with real cocoa, 5 g of protein and 70 calories per cup.

Breyers’ delights minis will come in a four-count pack that will retail for the suggested prices of $4.49 to $5.79. Further product information can be found on the company’s website or social media accounts.

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Campbell, Snyder’s-Lance acquisition forms new snacking unit

BY Gisselle Gaitan

After it was previously announced that Campbell Soup was looking to acquire Snyder’s Lance, both companies have revealed that acquisition has now been completed for $50 per share in an all-cash transaction, which represents an enterprise value of approximately $6.1 billion.

“Snyder’s-Lance represents a strategic and transformative acquisition for Campbell, creating a $10 billion company with nearly half of our annual net sales in the faster-growing snacks category,” Denise Morrison, Campbell’s president and chief executive officer, said. “The combination of Campbell and Snyder’s-Lance creates a unique, diversified snacking portfolio of differentiated brands and a large variety of better-for-you snacks for consumers. I am excited about the combination and confident that it will create significant shareholder value through both revenue growth and cost synergies.”

The completion of this acquisition will allow the Camden, N.J.-based company to combine the Pepperidge Farm and Snyder’s-Lance portfolios to form a new unified snacking organization in the United States called Campbell Snacks.

The former president of the U.S. biscuits and snacks division, Carlos Abrams-Rivera, will lead the division and report to Luca Mignini, the president of global biscuit and snacks.

“We carefully selected leaders from Campbell and Snyder’s-Lance to form the Campbell Snacks leadership team based on their expertise and understanding of how to leverage both businesses to support overall growth and profitability across the enterprise,” Abrams-Rivera said. “The Campbell Snacks team will focus on optimizing the value of our U.S. snacks business to deepen our partnership with customers through the power of the combined portfolio.”

The newly formed company’s portfolio will now include the Pepperidge Farms, Goldfish, Milano, Snyder’s of Hanover, Lance, Kettle Brand, Kettle chips, Cape Cod, Snack Factory Pretzel Crisps, Emerald and Late July brands.

“We have the insights and know-how in snacks to execute and grow in this space. I am very confident that Carlos and the expertise of the Campbell Snacks leadership team will continue to drive momentum in the businesses and achieve the cost synergies we have outlined. We are taking a disciplined approach to the integration of Snyder’s-Lance to ensure its success,” Mignini said.

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