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Lance Armstrong tapped as new Michelob Ultra spokesman

BY Allison Cerra

ST. LOUIS Michelob Ultra announced that seven-time Tour de France winner and cycling icon Lance Armstrong has signed a three-year agreement to become the brand’s new spokesman and ambassador.

“Lance Armstrong is an ideal ambassador for this brand and we are honored to have him represent Michelob ULTRA,” said Keith Levy, VP marketing at Anheuser-Busch. “Having dominated a sport that requires such a physical commitment, Lance is the perfect athlete to connect with adult beer drinkers who lead active lifestyles.”

As part of the agreement, Armstrong will appear in a new Michelob Ultra television commercial titled “Little Bumps,” and he will make a cameo appearance in a second ad titled “Escalator,” both which are scheduled to air in 2010. Michelob Ultra will also use Armstrong’s likeness on print, outdoor advertising, digital marketing programs, product packaging and point-of-sale.

Michelob Ultra has been a strong supporter of the sport of cycling since 2004. As part of its Race to the Ultra series, the brand sponsors more than 40 major running and cycling events annually across the country.

Since its launch in 2002, Michelob Ultra has continued to grow in popularity and is enjoyed by adult consumers living an active lifestyle and those looking for a great-tasting beer with lower carbohydrates and fewer calories. Michelob Ultra has only 95 calories and 2.6g carbohydrates, 0.6g protein and 0.0g fat, per 12-ounce bottle.

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V8, PBH team up to address the ‘vegetable gap’

BY Allison Cerra

CAMDEN, N.J. Campbell Soup Co., the maker of V8 juice, is teaming up with Produce for Better Health Foundation to help teach people about great-tasting and simple ways to get more vegetables in their diet every day.

Addressing this “vegetable gap” is the mission of PBH, which partners with the Centers for Disease Control and Prevention to help educate people about the importance of eating vegetables and fruit through its “More Matters” campaign.

“Vegetables come in all shapes and sizes – what’s important is to find the ones you enjoy because you are likely to eat more of them and develop long-term, healthy eating habits,” said Elizabeth Pivonka, PhD, RD, president of produce for Better Health Foundation. “Taking small steps such as including 100% vegetable juice throughout your daily routine can add up to big changes in your overall diet and, ultimately, total health. What’s great about V8 juice is that there are so many options to choose from to meet a variety of tastes and hectic lifestyles.”

A primary goal for PBH for its “More Matters” campaign is to remind people that all forms of vegetables and fruit count toward meeting the government recommendation. Through this initiative, PBH helps spread the word to schools, supermarkets and health professionals with everything from tips to recipes.

To further encourage people to get their vegetables, the makers of V8 products are launching a new ad campaign to reinforce how all forms of vegetables “count.” The ads include a “vegetable counter” that appears over the heads of men and women, showing how drinking V8 100% vegetable juice helps them get closer to those all-important five servings. In fact, one 12-ounce bottle of V8 100% vegetable juice provides three of the recommended five daily servings.

For more information about the portfolio of V8 products, visit www.v8juice.com.

KelloggsDRSNhttp://www.centerstoregrowth.com

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PepsiCo appoints new president for Quaker

BY Allison Cerra

PURCHASE, N.Y. PepsiCo announced that Jaya Kumar has been appointed president Quaker foods and snacks.

In this role, Kumar will lead the $2 billion operating unit, with a portfolio of brands that includes Quaker hot cereals and Chewy granola bars, Cap’n Crunch, Life and Quaker Oatmeal Squares ready-to-eat cereals, Aunt Jemima mixes and syrups, Rice-A-Roni and Near East side dishes, and Quaker’s lite snacks. Based in Chicago, he will report to PepsiCo Americas Foods CEO John Compton.

“Jaya brings a powerful combination of innovation, marketing and retail capabilities to his new role at Quaker,” said Compton. “As our global mega-brand for health and wellness, Quaker is the jewel of our good-for-you portfolio of food brands. Jaya’s passion for growth, coupled with his deep expertise in consumer and shopping insights, is an unbeatable recipe for taking Quaker through its next chapter of growth.”

Since joining PepsiCo in 2005, Kumar has worked with PepsiCo’s Frito-Lay North America unit, most recently serving as the division’s chief marketing officer. While at Frito-Lay, he has transformed the marketing agenda and key organizational capabilities – driving innovation by integrating customer sales, marketing and research and development.

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