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Gatorade appoints new head of consumer and athlete engagement

BY Gisselle Gaitan

Gatorade has a new addition to its corporate team. The Chicago-based company announced that Gina Hardy will be the new head of consumer and athlete engagement for the brand. In this role, Hardy will lead the company’s integrated marketing efforts and campaign creations, including advertising, digital, social media, e-commerce, branded content and media strategy.

Gina Hardy

Hardy has been part of the brand for 10 years, with her most recent role as senior director of marketing for Gatorade and Propel, where she was responsible for establishing overarching brand strategies, annual operating plans, communication priorities and innovation pipelines.

In previous roles, Hardy managed the development and launch of Gatorade’s first protein offering and repositioned Propel as one of the fastest-growing enhanced water brands in the country after multiple year of decline, the company said.

Prior to joining the marketing team, Hardy began her career within the company at consumer insights, studying the motivations and needs of athletes, in order to better inform brand decisions and create stronger marketing plans. She currently holds a bachelor’s of business administration from the University of Michigan Business School and a master of business administration from the Northwestern Kellogg School of Management.

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Kashi adds peanut butter to GoLean cereal line

BY Gisselle Gaitan

Kashi has unveiled the latest addition to its GoLean line of products. The Solana Beach, Calif.-based company has tapped into the universal popularity of peanut butter, by launching the new GoLean Peanut Butter Crunch cereal.

The product combines crunchy clusters made with rolled oats and puffed whole grain, which then gets rolled into peanut butter. Each serving contains 10g of protein, 13g of whole grains, and 6g of fiber per serving, the company said.

“Our happy place is creating food that tastes good and is good for you, all wrapped up in a nutrition-forward product,” Zarini Tahir, food scientist and developer at Kashi, said. “GoLean Peanut Butter Crunch offers a great crunchy texture, awesome plant-protein and fiber without sacrificing taste. It’s an irresistible cereal or snack for any time of day.”

The GoLean Peanut Butter Crunch cereal gets its plant protein from the added peanut butter, soy flakes, grains and also is vegan and Non-GMO Project Verified, the company said.

The addition to the brand’s GoLean line comes on the heels of the brand previously adding Cinnamon French Toast to its Certified Transitional line of cereals. Further product information can be found on the company’s website and social media channels.

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Arnold Palmer Spiked
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MillerCoors, AriZona debut Arnold Palmer Spiked

BY David Salazar

Arnold Palmer, the half-iced tea, half-lemonade drink with the late golfer’s name, is getting an alcoholic upgrade. MillerCoors and AriZona Beverages have joined forces to bring the 5% alcohol-by-volume Arnold Palmer Spiked Half & Half to market. The product has launched in 24-oz. single cans and six-packs of 12-oz. slim cans.

“We’re excited to introduce drinkers to the spiked version of the classic Arnold Palmer. It’s the perfect drink to enjoy in the backyard or on the back nine,” Justine Stauffer, MillerCoors marketing manager for Arnold Palmer Spiked, said. “In creating Arnold Palmer Spiked we made sure it had the signature flavor combination of half iced tea and half lemonade that drinkers expect from the beloved original. And with that, we believe it is sure to become the new fan favorite.”

As part of its rollout, Arnold Palmer Spiked will be offered at various sporting events and music festivals this spring and summer. The company also will use select Topgolf locations nationwide as the sites of launch events alongside digital advertising and social media campaigns.

The company has launched a product locator on the Arnold Palmer Spiked website.

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