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Instantly ranks top 6 new consumable launches by purchase intent

BY Michael Johnsen

LOS ANGELES – Several consumable brands are shaking it up this summer with the innovations they're bringing to shelf, noted Instantly in its June 2015 ShelfScore. 
 
For example, well-established brands like Oreo, Fiber One and Bagel Bites have introduced bold new spins on flagship products, such as the Oreo S'Mores line extension, which 68% of consumers have indicated they intend to purchase, Fiber One Strawberry Cheesecake bar (72% intend to purchase) and Bagel Bites Breakfast: Bacon, Egg & Cheese (64%). 
 
As many as 78% of consumers intend to buy Reese’s latest product innovation – Reese's Mini Sticks. And Kellogg recently introduced its Kellogg's Eggo Gluten Free Waffles, which has sparked interest among 59% of consumers. 
 
Instantly Shelf Score is a monthly ranking of the newest CPG products by consumer purchase intent. Each product is evaluated using Instantly Concept Test, a rapid product concept testing tool that collects consumer feedback on key success indicators such as purchase intent, differentiation, need and value. 
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Coca-Cola combines marketing, activism in new can design

BY Lesley Thulin

NEW YORK — Coca-Cola is removing labels from its cans in Middle Eastern Countries to teach tolerance until the end of Ramadan, a Muslim holiday ending July 17. The new design is part of Coca-Cola’s “Let’s take an extra second” campaign, which aims to promote tolerance.

The red cans, which do not display the words “Coca-Cola,” feature only the company’s signature ribbon and the sentence, “Labels are for cans, not people.” 

Citing a statistic that people form prejudices within seven seconds, the company released an accompanying video that features six strangers speaking in a dark room. Throughout the conversation, they make judgments about each other’s appearances, which are all disproved when the lights turn on. Watch the video above to get an idea of what the campaign is trying to do. 

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Mars survey finds ice cream is Americans’ favorite summer food

BY Lesley Thulin

HACKETTSTOWN, N.J. — In honor of National Ice Cream Month, Mars Ice Cream has released survey that revealed that 65% of Americans say ice cream is one of their favorite foods to eat during the summer. 

Conducted among more than 2,000 adults in June, the survey said that more than any other age group, millennials call ice cream their favorite summer food. The summer standby wins over burgers (63%), hot dogs (52%) and ribs (45%).

“Summer is synonymous with ice cream,” Flip Block, Mars Chocolate North America’s marketing director, said.

48% of millennials choose to eat their ice cream in bed while watching TV, while 18% of Americans choose to eat it on the go.

Mars’ portfolio  of ice cream treats includes Dovebar, Twix, Milky Way and Snickers ice cream bars, M&M'S ice cream cookie sandwiches and Starburst sorbet bars.

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