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Mintel: Whole grains gain momentum in food, beverage sector

BY Allison Cerra

CHICAGO More than 3,700 products boasting a "whole grain" claim have launched in the United States since 2005, according to a new report by Mintel.

Since 2005, the whole grain product claim consistently has been in the top 20 among all food and beverage claims, Mintel noted in its global new products database. Furthermore, the share of all products with whole grain claims consistently has risen since that time. In 2005, just 2.3% of all new product launches had a whole grain claim, whereas in 2010, this has grown to 5.6%. Many products with a whole grains claim are stamped by the Whole Grains Council, which has put its logo on more than 4,400 products in the United States and 20 other countries.

"While sales of these products are still small, there are a lot of good signs for the whole grain market," said Mintel senior analyst David Browne. "Nearly 6% of all food products and 18% of all-natural food products launched in 2010 have the whole grain claim. Innovations in unexpected places, including beverages and dairy products, will also drive sales."

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Genesis Today breathes new life into juice line

BY Allison Cerra

AUSTIN, Texas Genesis Today has launched a new advertising campaign for its line of superfruit juices.

This multichannel campaign, which includes print, broadcast, out-of-home and online spots, will encourage consumers to rethink their usual morning glass of orange juice through bold taglines that include: "Orange Juice Had A Good Run" and "Our Juice Can Beat Up Your Juice."

In line with the campaign, all Genesis Today 100% superfruit juice blends — available in acai berry, cranberry goji, pomegranate and berries with resveratrol and veggie blast — will tout new label and bottle designs, as well as updated recipes for two of the juices. The rollout for these changes is slated to begin this month.

In addition to the 100% superfruit juice blends, Genesis Today also produces a line of pudding, superfruit vitamin chews and nutritional supplements. Genesis Today products are available at such retailers as Walmart, Sam’s Club, Whole Foods Market and H-E-B.

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Olivari offers consumers Mediterranean flavor

BY Allison Cerra

ROME, N.Y. A new brand of Mediterranean olive oil that features a pop-up pourer has hit store shelves.

Olivari premium olive oils are ideal for cooking, offering a subtle, fruity aroma and fresh flavor that reflects the authentic Mediterranean diet and provides a perfect substitute for butter, margarine, cooking fats and high-calorie dressings.

 

"So many people think of olive oil as a commodity item, but Olivari mediterranean olive oil offers more for consumers," said Eryn Balch, marketing manager for Olivari. "Our exclusive pop-up pour spout makes it easier to use and enjoy. Its authentic Mediterranean roots encourage enjoying the simple things in life — good food, good friends and good times."

 

Olivari olive oils are available in a 17-oz. bottle for $5.99.

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