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Gatorade announces multiyear partnership with Heisman trophy winner

BY Allison Cerra

CHICAGO — A Heisman trophy recipient and National Football League quarterback has inked a deal with an iconic sports drink brand.

Carolina Panthers quarterback Cam Newton has joined Gatorade’s roster of athletes who work with the brand to educate athletes on the importance of sports nutrition, the company said. The multiyear partnership will kick off by having Newton test with scientists from the Gatorade Sports Science Institute, who will work one-on-one with Newton to identify ways in which he can improve his on-field performance through proper sports fueling and training. Newton also will be featured in upcoming Gatorade brand campaigns including television, print and digital advertising.

"Gatorade is focused on elevating the importance of proper athletic fueling, so it’s important for us to partner with athletes who believe sports nutrition improves performance. Gatorade has been an essential piece of Cam’s football equipment since an early age which makes this partnership a natural fit," Gatorade president of North America and global CMO Sarah Robb O’Hagan said. "Cam has proven himself as a naturally gifted athlete with a promising NFL career. We look forward to helping him achieve his football goals by providing him with customized testing and research and a fueling plan to help him elevate his game."

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Safeway, Kraft food bank program yields almost 362,000 bags of groceries

BY Michael Johnsen

PLEASANTON, Calif. — Safeway and Kraft Foods on Thursday announced that their Help Us End Hunger (Every Bag Counts) food drive yielded nearly 362,000 bags of groceries for food banks and other hunger-relief centers throughout the United States.

In addition to helping provide products for the food drive, Kraft Foods donated $420,000 to local food banks in Safeway’s U.S. operating divisions.

To help drive contributions, Safeway had preselected and bagged high-quality pantry staples, allowing customers to purchase the bag for a discounted price and place it in a donation barrel that went directly to a local food bank.

"Hunger is a very serious issue in our country that often goes overlooked," stated Larree Renda, Safeway EVP and chair of the Safeway Foundation. "Sadly, more than 50 million Americans, or 1-in-6 of our neighbors, struggles to put food on their tables. That’s why we joined with Kraft Foods and encouraged our customers to help us tackle this problem. The Help Us End Hunger (Every Bag Counts) food drive and Kraft Foods’ meal donation meant that nearly 362,000 families in need had nutritious food."

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Kellogg introduces front-of-pack label for heart-healthy cereals

BY Allison Cerra

BATTLE CREEK, Mich. — In an effort to call out its lineup of heart-healthy cereals, Kellogg announced it will add a new front-of-pack label to nine brands.

The company said the "Kellogg’s Heart Healthy Selection" logo will appear on such cereal varieties as Raisin Bran, All Bran, Smart Start and Kellogg’s FiberPlus, to remind consumers they have a choice when it comes to eating for their heart.

"We know that these great brands have been long time favorites," Kellogg director of marketing for adult cereal Dick Podiak said. "Now we’ve added the ‘Kellogg’s Heart Healthy Selection’ logo on the front panel of these products, so people can easily make the right choice when they’re seeking a heart-healthy breakfast."

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