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Minute Maid launches new juice

BY Allison Cerra

HOUSTON Minute Maid is giving consumers an energy lift with new Minute Maid Enhanced strawberry kiwi flavored juice drink. The drink combines an extract from yerba mate, a plant native to South America that contains natural caffeine, with real fruit juice to provide a delicious and natural energy boost.

“Minute Maid is constantly looking for new ways to meet the needs of health-conscious consumers,” said Mike Saint John, president Minute Maid business unit. “Minute Maid strawberry kiwi with yerba mate is a delicious juice drink providing a natural energy lift with the trusted great taste for which Minute Maid is known.”

Available in supermarkets and other retailers nationwide, Minute Maid strawberry kiwi flavored-juice drink is the brand’s first with the great-tasting strawberry and kiwi flavor combination.

Accompanying the launch of Minute Maid strawberry kiwi flavored-juice drink is a reformulation of one of the popular flavors from the Minute Maid Enhanced juice and juice drink line, Minute Maid pomegranate-flavored tea — now with only 40 calories per serving.

“Ingredients that provide a natural energy boost are among the most sought by time-strapped Americans. The unique combination of ingredients in Minute Maid Enhanced strawberry kiwi provides extra energy in a delicious way,” said Robyn Flipse, MS, RD. “And Minute Maid enhanced pomegranate flavored tea delivers great taste with fewer calories, an important option for many people today.”

The Minute Maid Enhanced juice and juice drink line delivers flavorful juice beverages with unique fortification for health-conscious consumers. In addition to the new Minute Maid strawberry kiwi flavor, the Minute Maid Enhanced juice and juice drink line includes Minute Maid pomegranate blueberry flavored 100% juice blend of five juices with Omega-3/DHA and four other nutrients to help nourish the brain and body.

KelloggsDRSNhttp://www.centerstoregrowth.com

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Evian to sponsor wine and food festival

BY Allison Cerra

WHITE PLAINS, N.Y. Continuing the momentum of its successful “Live young” campaign, Evian is sponsoring of the 2009 Food Network New York City Wine & Food Festival.

From Oct. 8 to Oct. 11, Evian will feature its new glass range of products, including Evian Natural Spring Water and Badoit Sparkling Natural Mineral Water, at several prominent festival events.

Evian will infuse its “Live young” energy into select festival events through playful branded collateral and high-end displays of the new glass range of products. Specifically at SWEET, Grand Tasting and Chelsea Market After Dark, the brand will offer attendees complimentary Evian product samples, and a refreshing mist from Evian Brumisateur facial sprays, while supplies last.

For more information about the “Live young” campaign or the new glass range of products, visit www.evian.com.

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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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