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IdeaVillage names COO

BY Allison Cerra

WAYNE, N.J. — A company that specializes in "As Seen on TV" products has named a new COO.

Ron Boger, who currently serves as EVP of IdeaVillage, will take on the COO role. He will work with company founder Anand Khubani in launching new and innovative products in the mass market.

Boger is credited with bringing such products as SlimShots, Yoshi ceramic knife, Fushigi ball and Criss Angel MindFreak magic kits and tricks under the IdeaVillage banner and into the mass market.

“Ron Boger has played a pivotal role in developing IdeaVillage as a company, in product acquisition, merchandising and planning, and the nurturing of top-to-top relationships with retailers across the country,” Khubani said. “His knowledge and proven background in direct response and retail is an asset to the company and its business partners.”

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Fuze reformulates beverages

BY Allison Cerra

WHITESTONE, N.Y. — Prepare for a juice drink experience that "fuses" fruity flavors and nutritional ingredients.

Fuze said that each of its 12 flavors tout vitamins A, C and E, and also contain distinctive fruit flavors and an added nutrient commonly associated with those fruits.

The original Fuze line consists of seven flavors:

  • Banana colada;
  • Peach mango;
  • Strawberry guava;
  • Orange mango;
  • Mixed berry;
  • Black and green tea; and
  • Green tea.

Meanwhile, Fuze’s low-calorie Slenderize line consists of five flavors, comprising:

  • Tropical punch;
  • Strawberry melon;
  • Blueberry raspberry;
  • Cranberry raspberry; and
  • Pomegranate acai berry.

To celebrate its reinvented beverages, Fuze debuted its first-ever campaign — which consists of two television commercials, billboards, print, digital, retail, mobile and social media elements — that will run through the summer.

Fuze beverages are available in 16.9-oz. bottles and retail for $1.59.

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Dr Pepper supports ‘Thor’ film release

BY Allison Cerra

PLANO, Texas — Dr Pepper is celebrating the premiere of "Thor" by sponsoring the film through various promotions.

The company said it is supporting the film by featuring "Thor" characters on limited-edition cans of Dr Pepper, and also will feature the superhero’s creator, Stan Lee, in the soft drink’s TV spots.

Additionally, Dr Pepper fans have the opportunity to win various prizes through the company’s Quest for the Can promotion, where fans can enter codes found on cans and under caps of the soft drink and submit them at DrPepper.com.

"Thor" opens nationwide on May 6.

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