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Kellogg asks consumers to share their ‘wake-up calls’ for weight loss in the new year

BY Michael Johnsen

NEW YORK Kellogg will be featuring a weight-loss resolutions message around its Special K brand to the millions of New Year’s revelers who will gather to see the ball drop in Times Square next week, according to a report in Advertising Age.

Messaging around Special K will remain on Times Square billboards through the first month of the new year.

It’s all part of Kellogg’s Special K “wake-up call” campaign, which includes an opportunity for consumers to spell out their own “holy cow” moment that alerted them to the fact that they needed to lose some weight at http://weightlossnew.doburu.com/wakeup/new_wakeup_call.php.

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Dr Pepper Snapple joins Stevia-sweetened beverage stampede

BY Rob Eder

NEW YORK Fresh off news that its two biggest competitors plan to launch new diet beverages containing a new sugar alternative made from the plant Stevia, Dr Pepper Snapple Group announced Thursday it also plans to join Coke and Pepsi, and expects to launch a similar beverage product containing the new alternative sweetener.

On Wednesday, the Food and Drug Administration approved the use of Stevia-based sweeteners in foods and beverages.

The sweeteners, made from the leaves of a South American shrub, will provide natural alternatives to chemical sweeteners like Equal and Splenda.

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Coke asks regulators in Australia, New Zealand to approve use of phytosterols

BY Melissa Valliant

ATLANTA Coca-Cola South Pacific recently applied to Food Standards Australia New Zealand to add phytosterols at a level of 4.5 per liter to all fruit juice drinks with at least 20% juice. The application applied to both Australia and New Zealand, and Coke said it wants these drinks to target the over-40-year-old population, since data has shown phytosterol can lower cholesterol levels.

Scientific studies were included in the application, though FSANZ will be looking into a wider range of material. The European Food Safety Authority recently supported a submission for a plant sterol-based health claim from Unilever, saying, “Plant sterols have been shown to lower/reduce blood cholesterol. Blood cholesterol lowering may reduce the risk of coronary heart disease.” FSANZ stated one of its concerns that consumers may exceed the Acceptable Daily Intake, created by the Joint FAO/WHO Expert Committee on Food Additives, by consuming multiple products that contain phytosterol esters.

Currently, phytosterol esters from vegetable oils and non-esterified phyotsterols—derived from a tall-oil source—are permitted in oils spreads and margarines in Australia. And since November 2006, phytosterol esters have been permitted in breakfast cereals, low-fat milk and low-fat yogurt. Non-esterified phtosterols from vegetable oil have not yet been accepted.

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