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Green Giant expands Veggie Swap-Ins offerings with latest launch

BY Gisselle Gaitan

Green Giant has expanded its Veggie Swap-Ins line by launching a new addition — the Green Giant Veggie Spirals, which are frozen spiralized vegetables. The products began to hit shelves in select stores in the month of January, and are expected to achieve nationwide distribution in February.  

The spiralized vegetables offer fewer calories and fewer carbs per serving, the company said. The Green Giant Veggie Spirals are 100% vegetables with no sauces or seasonings and come in four varieties, zucchini, carrots, beets and butternut squash.

"Green Giant Veggie Spirals are the latest progression in our Veggie Swap-Ins line, and perhaps our most-anticipated innovation to date, as social media has been abuzz about this release for weeks," Jordan Greenberg, vice president and general manager of Green Giant, said. "Families are always looking for new ways to simplify their clean eating routines, especially in the New Year, and Green Giant Veggie Spirals is our answer to their call."

The products are frozen at the peak of freshness and packaged in convenient heat and eat containers, the Parsippany, N.J.-based company said. Green Giant Veggie Spirals can be purchased for the suggested retail price of $3.99.

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L’Oréal Paris aims to revive damaged tresses with new hair care line

BY Gisselle Gaitan

L'Oréal Paris has unveiled a new hair care line, designed to revive all forms of damaged hair. Titled the Elvive hair care line, this latest launch is rooted with the insight of having nearly eight in 10 women in the United States experiencing some kind of hair damage — whether it be from heat tools, color processing or dryness. The treatment-led hair care line is designed to provide preventative and rejuvenating solutions for damaged hair in just one use, the company said. 

"Elseve has been the #1 hair care brand in Europe and leader in treatments since 1971. We are thrilled to now bring the hair care line to the U.S. under the Elvive name with focused positioning that speaks to the 80% of U.S. women who are experiencing hair damage daily," Tim Coolican, president of L'Oréal Paris USA, said. "With this launch, we hope to empower people to fight hair damage so they can have beautiful, revived hair every day." 

Each product within the Elvive hair care line addresses women’s biggest hair concerns, which fall under the categories of damaged, dry and color-treated hair. The Total Repair 5 is designed for damaged hair, and the Extraordinary Oil treats dry and undernourished hair, while the Color Vibrancy is for those with color-treated hair.

Also joining the launch is the Protein Recharge Leave-In Conditioner, created to combat breakage with a formula containing almond and protein. The product offers 450-degree heat protection and helps prevent damage, while straightening hair, the brand said.

To launch the Elvive collection, the New York City-based company is debuting the “Comeback,” an integrated campaign that celebrates the fact that hair can make a comeback from being damaged. The campaign is set to star Winona Ryder, along with Aja Naomi King and Camila Cabello.

Elvive products are available in mass food, drug and retailers nationwide. Shampoos and conditioners have the suggested retail price of $4.99, while treatments can be purchased for $6.99. 

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ECRM launches European business unit

BY Seth Mendelson

Seeking to expand its capabilities to European retailers and distributors in discovering new and emerging global brands in food, HBC and general merchandise, ECRM has launched a business unit that consists of a team of multilingual sales and account management staff.

Company officials said that ECRM Europe, headquartered in Utrecht, the Netherlands, is looking to mirror the success of its United States-based counterpart, making the product discovery process more efficient through its Efficient Program Planning Sessions, or EPPS — private, pre-scheduled face-to-face meetings between buyers and sellers.

“Innovation and creativity are increasingly being developed by emerging and mid-level suppliers that don’t readily have easy access to European retailers and distributors outside of their own countries,” said ECRM vice president of international Liz Lantz. “ECRM’s European sessions provide these suppliers with greater access to these buyers, and in turn, enable the buyers to find new and unique products that will help differentiate their businesses.”

ECRM has been hosting several EPPS sessions in Europe for the past several years, and already has a successful track record in connecting global suppliers with European buyers, company officials noted. To best serve its European customers, ECRM has engaged Michael Wheeldon, an international business consultant, to help create its European business and develop the ECRM Europe team of sales managers and account managers, each of whom speaks several languages and is familiar with the European retail markets.

Building on the success of 2017, ECRM’s 2018 International sessions will include its existing food and health and beauty sessions, with a couple of new editions in the general merchandise category. Here is a list of events for the ECRM Europe Team:

European Cosmetics, Fragrance and Bath EPPS
February 4-7, 2018 at the Marriott Budapest (Budapest, Hungary)
Manufacturers of Color Cosmetics, Accessories, Nails, Fragrance and Bath will present programs to buyers and distributors from Europe.

European Skin, Personal, Hair and Sun Care EPPS
February 4-7, 2018 at the Marriott Budapest (Budapest, Hungary)
Manufacturers of Skin Care, Hair Care, Baby, Shaving/Toiletries, Family Planning, Feminine Hygiene, Oral Care, and Sun Care will present programs to buyers and distributors from Europe.

European Premium Beauty Care EPPS
February 5-6, 2018 at the Marriott Budapest (Budapest, Hungary)
Manufacturers of Higher End and Niche Cosmetics, Bath, Fragrances, Hair Care, Natural/Organic, and Skin Care categories will present new programs to department stores, prestige buyers and specialty stores from Europe.

European Dry Food, Snack and Confectionery EPPS
March 25-27, 2018 at the Hilton Berlin (Berlin, Germany)
Branded and Private Label Dry Food, Confectionery, Snack, Natural and Organic suppliers will present products to global retailers and distributors across all channels.

European Health, Nutrition and Wellness EPPS
September 30- October 2, 2018 (Location to be announced)

European Home and Garden EPPS
September 30-October 2, 2018 (Location to be announced)

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