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New report notes increased digital coupon activity by CPG manufacturers

BY Allison Cerra

MINNEAPOLIS Digital coupon distribution by consumer packaged goods manufacturers increased by 3.4% during fourth quarter 2009, across the Web sites monitored as part of the Marx Digital ProMotion Report available exclusively from Marx, a Kantar Media solution.

Of the 152 CPG manufacturers that issued coupons in the quarter, 116 CPG manufacturers distributed digital coupons across the retailer Web sites.  Twenty-six of these 116 manufacturers distributed digital coupons on two or more retailer Web sites, while 11 manufacturers were active across three or more retailer Web sites. In many situations the manufacturers that were active on print-at-home or e-coupon Web sites were also active on retailer Web sites.

“Digital coupons represent a small but growing percentage of total coupon distribution and are gaining traction across an expanding group of CPG manufacturers,” said Mark Nesbitt, Kantar Media president.

Additionally, the average face value per unit increased in 8-out-of-9 major CPG categories which included cereal, dry grocery, frozen products, health care, household products, other packaged goods (i.e. seasonal items), personal care, refrigerated foods and shelf stable beverages. Of the categories, other packaged goods, shelf stable beverages and personal care categories had the greatest increases in average face value per unit of 250%, 44.7% and 30.2%, respectively. Refrigerated foods was the only area with a decrease, declining 22.4%, versus the year-ago period, to 45 cents.

“Coupons are a proven tactic for creating purchase intent and driving planned shopping trips,” said Bob Cristofono, Marx VP sales. “Manufacturers and retailers are developing new ways to engage with consumer and shoppers through multiple platforms including retailer Web sites.”

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Yoplait Light makes snacking a delight

BY Allison Cerra

MINNEAPOLIS Yoplait is making dessert options a bit easier for weight-conscious consumers by rolling out new dessert-inspired flavors for its Yoplait Light line.

The newest flavors, Yoplait Light red velvet cake and Yoplait Light Thick & Creamy blueberry pie, contain 100 calories and zero grams of fat per serving.

“Consumers can now satisfy cravings for bakeshop sweets, but without the guilt,” said Michelle Barbeau, Yoplait marketing.  “The two new selections from Yoplait Light deliver on-trend flavors that may be unexpected in the dairy case, with Yoplait’s signature creamy texture that is so popular with yogurt fans. With the addition of blueberry pie and red velvet cake, we’re proud to offer 30 unique varieties of light, delicious yogurt options.”

The new flavors will be available nationwide in February at a suggested retail price of 75 cents per 6 oz. cup.

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Naked Juice introduces coconut water

BY Allison Cerra

AZUSA, Calif. Naked Juice has unveiled a new product that quenches thirst, revitalizes the body and satisfies taste buds.

Naked Juice’s Naked Coconut Water gets its flavor from Brazilian coconuts and promises to help replenish the potassium and other electrolytes anytime you’re on the move, containing 650-mg of potassium, 65-mg of calcium, and 23-mg of magnesium.

The 100% coconut water is completely all-natural, fat free, cholesterol free and gluten free.

Naked Coconut Water is available nationwide in Whole Foods for the suggested retail prices of $1.99 per 11.2 oz. package in the functional beverages and grab-and-go sections.

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