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General Mills relaunches QueRicaVida.com

BY Allison Cerra

MIAMI General Mills has unveiled a redesigned version of its Spanish lifestyle Web site for women.

QueRicaVida.com is an online resource that offers Latina moms food and lifestyle tips and is partnered with other Spanish-language platforms, including AOL Latino, Univision: Cocina, Yahoo! En Espanol and MSN/Telemundo. New enhancements to the site are regular health tips by Dra. Aliza, advice on parenting provided by Johnson & Johnson’s Baby Center, information on education-related issues and hundreds of Hispanic-inspired recipes and money-saving coupons for numerous General Mills brands.

The new format also features easy-to-use navigation and allows users to rate and post opinions on the site’s content and upload their own recipes, General Mills said.

“QueRicaVida.com has become indispensable for our Latina consumer,” said Rodolfo Rodriguez, General Mills’ multicultural marketing director. “General Mills has invested resources to better understand and serve our Hispanic consumers, and the emotional link we have achieved with our audience has been an amazing result.”

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Reed’s inks deal with Specialty Beverage of Virginia

BY Allison Cerra

LOS ANGELES A soda maker has inked a deal with a Virginia-based direct store distributor.

Reed’s said Thursday that Specialty Beverage of Virginia will help the soda maker expand its consumer reach in the high growth market, Reed’s said.

Christopher Reed, founder and CEO of Reed’s, stated, “Specialty Beverage of Virginia is known for working with some of the finest specialty import and local independent craft brewers. This is a great fit for Reed’s and we are excited to partner with them and further develop our brand in Virginia and the Southeast, one of our most important markets, and one of the fastest growing markets in the United States”

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P&G launches eStore

BY Allison Cerra

CINCINNATI A new online shopping site will offer household, beauty and grooming products from one of the largest consumer goods makers in the world.

Procter & Gamble’s premier site, eStore, was developed with PFSweb and marries innovation with shopper insights, P&G said. Functioning as a “living learning lab,” eStore features such tools as brand shop pages, consumer engagement and feedback and social network integration.

Prior to the national launch, the eStore enlisted 5,000 shoppers to help guide the design and development of the “ideal” online shopping site. These shoppers aided in simplifying navigation and which products should be featured on the site. Brands to be featured on the site include Tide, Swiffer, Olay, CoverGirl, Pampers and Febreeze.

“The U.S. eStore is an exciting initiative that we feel will help us listen, learn and collaborate with online shoppers to find new opportunities to serve consumers’ household, beauty and grooming needs,” said Kirk Perry, P&G VP, North America. “Through our partnership with PFSweb and on-going testing with consumers, we envision the eStore will help deliver new tools, services and features that can ultimately be shared with retailers to provide a real convenience and value for shoppers, while also delivering innovation for the industry and specifically for our product categories.”

For more information on the eStore or to start shopping favorite P&G brands, visit www.pgestore.com, www.pg.com or www.pfsweb.com for more details.

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